DUBAI — Dubai continues to break records: with 55,000 attendees participating in the 31st edition of the Arabian Travel Market (ATM) from over 160 countries at the Dubai World Trade Center, ATM had an enviable increase of 16% over 2024.

Neighbouring countries such as Oman, Bahrain, Saudi Arabia, Egypt, Kuwait, airlines including Etihad and Emirates and hotel brands such as Kempinski, Four Seasons, Marriott, One & Only, Accor and Mandarin Oriental were flexing their tourism muscles, meeting with buyers and media from around the world.

ATM highlighted the transformation continuing in Dubai, who welcomed 5.31 million international visitors between January and March 2025, an increase of three per cent over 2024.

Travelweek participated in ATM 2025, which took place April 28-May 1, as part of a trip organized by Reach Global Marketing which represents the Dubai Department of Economy and Tourism (DET) in the Canadian market.

“Increasing visitors, increasing spending by visitors and increasing repeat visitors are the focus,” explained His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, part of the DET.

As Kazim explained, with one third of the world’s population within a four-hour flight from Dubai and two thirds of the world’s population within an eight-hour flight, this Middle Eastern hub has evolved from stopover to a multi-day trip lure for business and leisure travellers, who are discovering this emirate’s diverse offerings including heritage, wildlife and gastronomy.

“When we launched our Michelin Guide post-COVID, it’s not just bringing in global brands and global chefs to Dubai, there are now homegrown concepts on the high-end side to the affordable hole in the wall,” said Kazim.

DUBAI ACCOMMODATION

The most populous city of the emirates, Dubai has achieved many tourism firsts including the first seven-star hotel in the world, Jumeirah Burj Al Arab.

According to Hotelier Middle East, Dubai’s hotel occupancy reached a new high in 2024 and shows no signs of slowing down: over 10,000 hotel rooms are scheduled to be added to the city’s portfolio by the end of 2025, with 75% in the luxury category.

Luxury travel advisor Ingrid Lobo of Toronto’s Twil Travel attended this year’s Arabian Travel Market; she had previously visited Dubai in 2020. “I have never encountered a city where so much change happens in a short period. Dubai is far from a ʻone and done destinationʻ – there’s always something new to discover,” she said.

The Lana Dubai Dorchester Collection, SIRO One Za’abeel, One & Only Za’abeel, FIVE Lux JBR and the Address Palace Dubai Creek Harbour have recently opened in Dubai while the Ciel Dubai Marina, Viceroy Dubai Business Bay and Port De La Mer Hotel are soon to open later this year.

Another recently opened option is from Magic Travels, a Dubai-based DMC: Amar Luxury Desert Lodge, a 10-tent safari lodge, located in the desert between Dubai and Abu Dhabi. This eco-friendly lodge is solar-powered and offers a multitude of amenities including sandboarding, star gazing and gourmet dining, while also providing accommodation with a/c, running water and contemporary furniture, for an experience akin to any five-star hotel.

Another new addition is Jumeirah Marsa Al Arab, sister property to Jumeirah Beach Hotel and Jumeirah Burj Al Arab. With 386 rooms and suites, this five-star hotel includes 11 restaurants, three bars, spa, 82 berth marina and residences. The Illiana Pool Club, exclusive to suite guests, has an enviable view from the pool deck of the Burj Al Arab.

AUTISM, AIRPORTS & ATTRACTIONS

Dubai has become the eastern hemisphere’s first certified autism destination by the IBCCES. With 300 hotels, 15 attractions and other businesses participating, there are now 70,000 tourism professionals with a better understanding of travellers with autism.

Not only that, but earlier this year Emirates became the world’s first autism-certified airline, plus Dubai Airports (DXB & DWC) has expanded its autism-inclusive training to 45,000 employees.

With the increase of passengers through DXB, Dubai World Central Al Maktoum International will be expanding in the next 10 years to have five runways and annual capacity for 150 million passengers.

Meanwhile, from the gold and spice souks to the Dubai Frame and Mall of Emirates, Dubai’s attractions keep evolving.

House of Hype in Dubai Mall is an interactive and immersive art and video game experience perfect for teenagers while Etihad Museum provides a historic perspective on the formation of the UAE.

A new option for visitors is the Dubai On and Off Bus, offering connections to local attractions from the Dubai Mall every hour.

As Maryse Martel, VP Strategic Development, Industry and Media Relations for Groupe Voyages Quebec, shared after attending ATM: “What makes this destination unique is its ability to combine tradition and modernity. Dubai knows how to evolve its range of tourist attractions and keep itself at the top of the list of must-see destinations.”

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Old Dubai is famous for its souks – and its spices