Dubai's tourism sector is increasingly demonstrating its strength, with the city's hotel sector registering sustained growth in its results, according to the latest data published by the Dubai Department of Economy and Tourism (DET) on the opening day of the Arabian Travel Market (ATM) 2026.
The results recorded up to August reflect the strength of the systems, partnerships, and diversified market base that Dubai and its partners have built over the years. They are a testament to the determination of a sector that has continued to invest, innovate, and provide excellent service to its guests, and they underscore confidence in the destination's position heading into the final months of 2026.
Hotel occupancy reached 66% in August, representing 89% of the city's occupancy levels in August 2025, and continuing a strong upward trend from the 36% occupancy recorded in March 2026. This sustained upward trajectory is a clear indication of underlying demand and the resilience of Dubai's hotel sector. With several properties undertaking extensive renovation projects to further enhance the guest experience and prepare for the future, the number of hotel rooms was approaching 149,000 by the end of August 2026. In the first eight months of the year, the emirate's hotels recorded 21.61 million overnight stays, highlighting the scale at which the sector continues to operate.
The hotel sector's strong performance was reflected in visitor figures: Dubai welcomed approximately 869,000 international overnight visitors in August 2026, continuing the double-digit month-over-month growth seen since March. This figure represented the highest monthly volume since February 2026, bringing the total number of international visitors to 6.97 million in the first eight months of the year.
Dubai continued to attract visitors from a wide variety of international regions. Western Europe remained the leading regional source of visitors between January and August, accounting for 20% of total visits, followed by South Asia at 17%, the GCC at 16%, and the CIS and Eastern Europe at 14%. This diversified mix provides a broad international base from which Dubai Tourism Authority (DTA) and its partners can continue to stimulate demand in both established and emerging markets. Furthermore, it aligns with the objectives of Dubai Economic Agenda D33 to further solidify Dubai’s position as a leading business and leisure destination and build a resilient, future-oriented tourism economy.
Diversity of source markets
Issam Kazim, CEO of the Dubai Tourism & Trade Marketing Corporation (DCTCM), part of the Dubai Department of Economy and Tourism, said: “The true strength of any city is tested not when the road is easy, but in challenging times. Following the directives of our leaders, we do not wait for perfect conditions to continue giving our best. The results achieved so far this year reflect the ongoing efforts of everyone who contributes to Dubai’s tourism economy, from our international partners in the hotel and tourism sector to the people across the city who help create the experience that visitors come here to enjoy. We are proud of our sector’s performance in recent months, as Dubai continues to welcome international visitors on a large scale, thanks to a consistently diverse mix of source markets, extensive hotel infrastructure, and an ever-evolving tourism offering.”
“The Arabian Travel Market presents a significant opportunity to build on these developments and support our industry. It allows us to meet with our partners from around the world, listen to their observations in their markets, and work together to identify where the opportunities lie. Our focus remains on working closely with our industry, strengthening demand in both established and emerging markets, and continuing to offer visitors compelling reasons to choose Dubai. The strength of these foundations and partnerships gives us confidence for the remainder of 2026 and beyond”.
The 33rd edition of the Travel & Tourism Association (TWA) takes place from September 14-17 at the Dubai World Trade Centre, bringing together the global travel and tourism community in Dubai at a crucial time for the sector, as markets focus on increased demand and the search for new opportunities. For the Dubai Tourism Destination (DT) and its partners, the event provides an important platform to strengthen relationships with the international tourism industry, develop new opportunities in key markets, and showcase the destination's ongoing evolution.
A dynamic collaboration model
DET at ATM 2026 will feature over 115 co-exhibitors from across Dubai’s tourism sector, including hotel groups, attractions, destination management companies, aviation partners, and government entities. Their participation reflects the public-private partnership model that continues to underpin Dubai’s tourism strategy and enables the destination to present a comprehensive and integrated offering to tourism professionals from around the world.
The department also hosts over 300 international tourism professionals from more than 40 countries through the “ATM Hosted Buyers Programme.” This initiative offers buyers who promote and sell Dubai the opportunity to experience the destination firsthand, meet directly with tourism industry professionals, discover new products and experiences, and deepen their understanding of the city’s constantly evolving tourism offerings.
Experiences in constant evolution
Through the ATM, DET and its partners are showcasing the ongoing development of Dubai’s tourism offering, which encompasses hospitality, gastronomy, culture, entertainment, wellness, accessibility, sustainability, and family experiences. The city’s 2026 goals also include strengthening global connectivity, further improving accessibility for visitors with autism and sensory sensitivities, and boosting initiatives such as Dubai Sustainable Tourism and Dubai Can.
Throughout 2026, the Dubai Tourism Authority (DTA) continued to expand its channels of engagement with the international public and strengthen destination promotion. These measures included ongoing collaboration with representatives of the international tourism sector, market briefings and presentation tours, international campaigns, and partnerships tailored to key source markets. The recent “A Dubai Invite” initiative, spearheaded by the DTA, also enabled Dubai residents from nearly 200 nationalities to invite family and friends to discover the city, with over 90,000 residents applying for the program’s benefits. Collectively, these activities are designed to recognize some of our most valuable ambassadors, maintain Dubai’s visibility, positive image, and standing, deepen relationships in priority markets, and support future demand for the destination.
Earlier this year, amid the regional situation that impacted global travel, the Dubai government launched a 2.5 billion AED aid package to directly support the tourism, hospitality, and entertainment sectors. The city has rapidly restored its global connectivity, driven by Emirates, which has recovered 97% of its global network, and through Dubai International Airport (DXB), where occupancy rates continue to improve, approaching 2025 levels.
DET's participation in ATM will continue throughout the four days of the event, with a program of meetings, partner encounters and industry discussions focused on strengthening Dubai's international tourism relationships and supporting future demand across the tourism economy.
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