According to the latest Dubai International Visitors Survey 2024, released by the Department of Economy and Tourism, the city achieved an extraordinary 99.8% satisfaction rate among international tourists last year. Almost all visitors surveyed said they enjoyed their stay, while 99.7% indicated they would recommend Dubai to friends and family, underscoring its enduring appeal.
The data also showed that Downtown Dubai continued to reign supreme as the city’s most visited area in 2024, thanks to its dazzling mix of modern architecture, shopping, and dining options. Dubai Mall maintained its dominance, drawing 99% of all international tourists for the third year running, while the Burj Khalifa’s “At The Top” observation deck attracted 48% of visitors, up from 40% in 2023.
But it wasn’t just these well-established icons grabbing attention. The Museum of the Future doubled its share of international visitors, with 31% exploring its futuristic exhibitions and immersive displays. Likewise, Dubai Frame in Zabeel Park proved popular, welcoming the same proportion of tourists, while Global Village attracted 34%, up slightly from the previous year.
Heritage and cultural attractions continued to gain momentum, as 66% of international visitors took time to explore Dubai’s traditional sites, a small but notable rise from 64% in 2023. In contrast, visits to beaches and marine activities slipped slightly to 72%, down from 77% the year before, suggesting tourists are branching out to other experiences beyond the coastline.
Desert safaris remained as popular as ever, with 43% of tourists choosing to embark on dune adventures and traditional camp evenings under the stars.
When it comes to why people travelled to Dubai, leisure tourism dominated, accounting for 77% of arrivals. Visiting family and friends represented 14%, reflecting Dubai’s role as a gathering place for its large resident community, while business travel held steady at 8%, cementing the city’s position as a hub for conferences and exhibitions.
The survey also shed light on who tourists travelled with. Families made up 46% of visitor groups, while couples accounted for 32%, friends for 10%, solo travellers for 9%, and colleagues for 3%. The average stay remained at 10 days, suggesting that Dubai’s attractions continue to offer reasons for visitors to extend their holidays.
One of the key insights from this year’s report was the growing power of social media in shaping travel decisions. About 10% of visitors said they were inspired to visit Dubai after seeing posts or recommendations by influencers online, overtaking traditional advertising and travel agencies. This highlights how digital channels are now firmly at the forefront of tourism marketing.
The Department of Economy and Tourism noted that these strong figures reflect Dubai’s success in offering a blend of futuristic innovation, cultural heritage, and memorable experiences, ensuring that visitors leave with stories worth sharing – and a desire to return.
