Photo used for illustrative purposes.
Dubai’s successful tourism rebound continues to inspire global tourism recovery, with the city welcoming 6.17 million international overnight visitors from January to May 2022, a 197% year-on-year increase the other (YoY) compared to the same five-month period in 2021, which saw the destination attract just over two million international travellers.
The latest tourism data has been revealed by Dubai’s Department of Economy and Tourism (DET) at its first “City Briefing” for 2022, a bi-annual event that provides stakeholders with an in-depth industry perspective. and partners, and discusses future strategies to further strengthen the city’s position as a global hub for business, investment, talent and tourism. The event brought together over 1,200 key executives from across the tourism ecosystem, including the aviation, travel, hospitality and retail sectors.
Helal Saeed Al Marri, Director General of DET, said: “The remarkable vision and leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, has always been an inspiration to all of us, and this is reflected in the city’s continued success as we focus on improving its position as a global economic and tourism hub. We are building on the massive momentum generated by the huge success of Expo 2020 Dubai to drive growth across all our tourism pillars, from cultural to culinary experiences, while working towards the ambitious goal of making of Dubai the most visited destination and the city of the future that will be the best place in the world to live and work.
“As we look to the remainder of 2022 and beyond, we will leverage the key elements that have ensured the industry’s steady growth year after year since our reopening to international visitors in 2020 – delivering an unparalleled diverse destination offering that delivers unique value and memorable experiences for our guests. This can only happen with the support of our stakeholders, and we rely on them to continue to play a pivotal role in facilitating growth, as well as restoring travelers’ confidence in Dubai as a safe destination,” added Al Marri.
New tourism figures from DET show that overall, hotels in Dubai maintained an average occupancy level of 76% from January to May 2022, compared to 62% during the corresponding period in 2021. According to the data of the hotel management analysis company STR, Dubai ranked No. 1 worldwide in hotel occupancy, ahead of other international destinations such as New York (61%), London (60%) and Paris (57%), for the period January-April 2022.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), opened the day’s program by providing an overview of the industry with an in-depth presentation that featured valuable visitor and marketing insights, in addition an update on communications activities that are underway in key international markets, which includes a new campaign designed to encourage more families and travelers from around the world to choose the city for their summer vacation. The “Stay More, Pay Less” campaign is a citywide initiative supported by more than 60 hotels and resorts, delivering exceptional value to international travelers this summer. The promotion offers customers an incredible deal: stay seven nights at participating hotels and resorts and pay only five nights or stay five nights and pay only three nights.
Kazim commented: “Dubai’s positive performance is also a testament to the city’s resilience and the success of our recovery strategy. As we strive to take advantage of a robust domestic market and growing international footfall, we are confident that the summer season will serve as an ideal launch pad to further accelerate momentum in the industry.
He also briefed attendees on global campaigns, which have captivated audiences around the world and highlighted the city and all of Dubai’s attractions – from Dubai Presents, the exciting campaign, which highlights ‘must see’ attractions to through the city through trailers. featuring Hollywood and Bollywood stars, Dubai was selected as the #1 global destination in the Tripadvisor Travelers Choice Awards 2022. The event also showcased the drive to position Dubai as a global hub for gastronomy which received a strong boost with the launch of the MICHELIN Guide Dubai and the arrival of the famous gastronomic brand Gault&Millau, two important additions to the city’s rapidly evolving gastronomic scene.
With its multi-faceted offering, Dubai remains a popular destination, further confirming the successful global campaigns run by DET throughout the year. Since the fourth quarter of 2021, there have been over 200 million searches for travel to Dubai, and in May 2022 searches and bookings for the destination reached near pre-pandemic levels.