Dubai strengthened its presence on the global tourism map in 2025, supported by high levels of visitor satisfaction and a wide range of experiences spanning shopping, entertainment, hospitality, culture, beaches, and desert adventures.
The results of Dubai’s 2025 International Visitor Survey showed continued strong demand for the emirate’s leading attractions and tourism experiences, alongside exceptionally high levels of satisfaction among international visitors and a strong willingness to recommend Dubai as a destination.
The figures reflect Dubai’s ability to offer a well-rounded tourism experience that appeals to different types of travelers, whether they are visiting for leisure, shopping, cultural experiences, family activities, or business.
Dubai Mall Leads the Most Visited Attractions
Dubai Mall ranked first among the attractions and experiences most visited by international travelers in 2025, welcoming 97% of visitors.
The strong turnout reflects Dubai Mall’s position as a comprehensive destination that brings shopping, dining, entertainment, events, and family activities together in one place, making it a major stop for many visitors to the emirate.
Beaches and marine experiences ranked second, attracting 79% of visitors and underlining the important role that coastal activities continue to play in Dubai’s tourism offering.
Heritage and cultural districts came third at 64%, highlighting visitors’ interest in discovering Dubai’s history and cultural identity alongside its modern attractions.
Dubai Fountain, Burj Khalifa, and Desert Safaris Among Favorite Experiences
Several of Dubai’s best-known attractions continued to record strong visitor numbers during the year, with Dubai Fountain attracting 56% of international visitors.
At the Top, Burj Khalifa, and desert safari experiences were each visited by 49% of travelers, reflecting the range of interests among visitors, from modern urban landmarks to outdoor experiences in the desert.
Global Village attracted 41% of visitors, the same share recorded by Palm Jumeirah, keeping both destinations among Dubai’s prominent tourism attractions.
The list also included Dubai Frame at 40%, the Museum of the Future at 38%, and The View at The Palm at 27%.
Dubai Aquarium and Underwater Zoo attracted 26% of visitors, while Bluewaters Island recorded a share of 23%.
These figures highlight the breadth of experiences available across Dubai, allowing visitors to combine shopping, entertainment, beaches, culture, adventure, and modern architectural landmarks during the same trip.
Visitor Satisfaction in Dubai Reaches 99.7%
The diversity and quality of Dubai’s tourism experience were clearly reflected in visitor satisfaction levels. According to the survey, 99.7% of visitors said they were happy or very happy with their experience in Dubai.
At the same time, 99.4% said they would recommend visiting the emirate, another strong indicator of the quality of the overall tourism experience.
These figures show that visitor satisfaction is not limited to individual attractions. It extends across the wider journey, from arrival and transportation to accommodation, restaurants, hospitality, entertainment, and other services.
Tourism and Leisure Account for 78% of Travel Purposes
Tourism and leisure remained the main reason for visiting Dubai in 2025, accounting for 78% of all international arrivals.
Visiting friends and relatives represented 13% of travel purposes, while business travel accounted for 8%.
The figures underline Dubai’s continued strength as a leisure and tourism destination, while also reflecting its position as an international business hub and a city that attracts visitors for a variety of reasons.
In terms of travel groups, couples represented 44% of visitors, while families traveling with children accounted for 18%.
Multigenerational families made up another 15%, while the average travel party size stood at 2.8 people.
This mix reflects Dubai’s ability to attract a broad range of travelers, including couples, families, small groups, and business visitors.
Hotels and Restaurants Receive Strong Ratings
Dubai’s hospitality sector also recorded high levels of visitor satisfaction, with hotels receiving an overall rating of 9.2 out of 10 in 2025, up from 9.1 in 2024.
Guest services in hotels received a score of 9.5 out of 10, with hotel food services earning the same rating.
Cleanliness was rated 9.2 out of 10, while restaurants received one of the highest scores at 9.7.
Tourist attractions were rated 9.4 out of 10, reflecting consistently high satisfaction across different parts of the visitor experience.
The results point to continued attention to service quality and hospitality, both of which remain important factors in visitor satisfaction and in encouraging repeat visits.
Diverse Experiences Strengthen Dubai’s Tourism Position
The survey results show that Dubai’s tourism appeal is not built around a single landmark or one type of experience. Instead, it is supported by a broad and integrated range of tourism, entertainment, and cultural offerings.
Alongside shopping destinations and modern landmarks, Dubai offers beaches, marine activities, desert experiences, cultural attractions, museums, heritage districts, restaurants, hotels, and entertainment venues.
This variety gives visitors the flexibility to shape their stay around their own interests and the purpose of their trip, whether they are traveling for leisure, visiting family and friends, or coming for business.
It also strengthens Dubai’s ability to attract different segments from international markets and supports its competitiveness as a destination where visitors can enjoy a wide range of experiences within one city.
The high satisfaction levels also indicate that the breadth of available choices is accompanied by strong service and hospitality standards, helping reinforce Dubai’s positive image among international travelers.
Positive Outlook for Dubai Tourism in 2027
The indicators recorded in 2025 support expectations that Dubai’s tourism sector will maintain its positive momentum in the period ahead and into 2027.
This outlook comes as hotel capacity continues to expand, tourism products and experiences become more diverse, and Dubai maintains strong appeal among visitors from different international markets.
Growing air connectivity, along with Dubai’s continued hosting of major international events and exhibitions, is also expected to support visitor flows and strengthen the emirate’s global presence.
Continued momentum could provide the tourism sector with a broader platform for growth in the coming period, supported by advanced infrastructure, high visitor satisfaction, and the wide variety of experiences available across the city.
