Dubai's tourism sector is shifting its focus from recovery to long-term growth, buoyed by strong international demand, expanded connectivity, and enhanced visitor experiences, according to senior officials and industry leaders at the recent Arabian Travel Market event.
Hoor Al Khaja, Senior Vice President of International Operations at the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), highlighted the sector's resilience amid global challenges. She credited the emirate’s success to effective leadership, public-private collaboration, and strong partnerships with international travel stakeholders. Dubai’s tourism strategy emphasizes a broad and diverse international visitor base, drawing from more than 80 source markets and backed by extensive air connectivity through carriers such as Emirates and flydubai. Al Khaja noted that rather than focusing on a fixed recovery deadline, Dubai is now advancing its long-term growth goals aligned with the D33 vision, which aims for the city to be a leading global hub for tourism, business, and investment by 2033.
In line with this outlook, Emirates is progressing with its phased relocation to Dubai World Central (DWC) with a target completion around 2032. Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, indicated that the move will create a new operational hub, with future plans including an expanded role for Emirates SkyCargo and the development of a major cargo terminal. Meanwhile, flydubai announced plans to retrofit 21 Boeing 737 MAX aircraft with upgraded business class seating and increase its fleet size beyond 100 aircraft by 2026.
Beyond Dubai, other emirates are also pursuing strategies to enhance tourism. Ras Al Khaimah (RAK) is working to broaden its international visitor base following a strong domestic tourism performance in early 2026. The Ras Al Khaimah Tourism Development Authority (RAKTDA) signed a memorandum of understanding with Emirates aimed at boosting visitor arrivals from the airline’s global network. RAKTDA will collaborate on joint marketing, trade, and media programs, in addition to offering tailored packages for Emirates customers through the airline's platform.
RAKTDA CEO Phillipa Harrison said the partnership supports the emirate’s ambition to solidify its position globally while building on the success of domestic campaigns that boosted visitor numbers in the first half of the year. Despite domestic tourism driving record arrivals and revenue—particularly in May and August of 2026—international visitors typically contribute higher spending and longer stays. Harrison emphasized the importance of rekindling international tourism to sustain economic growth, noting that markets such as Russia, the UK, and India are showing signs of recovery, with India exceeding previous levels.
Sharjah is also expanding its cultural and heritage tourism offerings. The historic petrol station at Al Faya in Mleiha is being redeveloped into a museum complex, including a former local shop and medical clinic, designed to provide visitors with a deeper understanding of the area’s history. Alongside this, the nearby Al Faya Retreat is increasing its accommodation capacity from five to 20 units by the fourth quarter of 2026.
Together, these initiatives across the emirates demonstrate a coordinated effort to enhance the UAE’s tourism landscape through infrastructure development, strategic partnerships, and diversified visitor experiences, aiming for sustained growth beyond the pandemic recovery phase.