Overview
Dubai’s tourism strategy for 2031 centers on positioning the emirate as the world’s most visited and most livable city. Building on the momentum of Expo 2020 and the Dubai Economic Agenda D33, the strategy targets 40 million annual visitors by 2031, up from 17.15 million in 2023. The approach prioritizes diversification across source markets, seasonal balance, and length-of-stay optimization to maximize economic impact rather than pure volume.
Market Analysis
Dubai’s tourism sector contributed AED 170 billion to GDP in 2023, representing approximately 12% of total economic output. The emirate has systematically reduced dependence on any single source market, with the top five markets now accounting for less than 30% of total arrivals. Emerging corridors from Southeast Asia, Latin America, and Sub-Saharan Africa are growing at double-digit rates. The average length of stay has increased to 4.2 nights, driven by experiential tourism offerings and extended-stay visa products such as the five-year multi-entry tourist visa.
Key Data
| Metric | 2023 | 2025 (Est.) | 2031 Target |
|---|---|---|---|
| Annual Visitors | 17.15M | 20M | 40M |
| Tourism GDP Contribution | AED 170B | AED 195B | AED 450B |
| Hotel Rooms | 150,000 | 165,000 | 250,000 |
| Average Length of Stay | 4.2 nights | 4.5 nights | 5.0 nights |
| Repeat Visitor Rate | 68% | 70% | 75% |
| Source Markets | 200+ | 210+ | 225+ |
Strategic Initiatives
Dubai’s strategy rests on several pillars. First, mega-project development including Dubai Creek Tower, the Museum of the Future expansion, and new beachfront hospitality districts. Second, digital transformation through the Dubai Tourism Blockchain platform and AI-powered personalization for visitor itineraries. Third, the events calendar strategy, which targets hosting 400+ major international events annually. Fourth, sustainable tourism infrastructure with mandated green certifications for all new hotel developments. Fifth, talent development through the Dubai College of Tourism to build a local hospitality workforce.
Vision 2031 Alignment
Dubai’s tourism strategy directly supports the UAE Vision 2031 objective of economic diversification and knowledge-economy development. Tourism acts as a multiplier across retail, real estate, aviation, and financial services. The strategy aligns with national goals by targeting high-value visitors, promoting cultural exchange, and establishing Dubai as a year-round destination. The integration of smart city technologies into the visitor experience reinforces the UAE’s positioning as a global innovation leader, while sustainable tourism mandates support the nation’s Net Zero 2050 commitment.