Destination Dubai: No End of One-of-a-Kind Experiences

The world just keeps discovering Dubai – there’s absolutely no doubt about it.

In fact, in the first half of 2025, Dubai welcomed 9.88 million international visitors — a 6% increase year-on-year.

And tourism officials make it clear that Dubai’s evolving destination offering, driven by impactful public-private partnerships and amplified through a robust global marketing strategy, resulted in those gains.

Clearly, the combination of Dubai’s unique offerings, safety and connectivity has established it as a preferred travel destination for visitors from both traditional and emerging markets.

Dubai’s wealth of accommodations which offer quality at every price point is a major draw for visitors. The city’s hotel scene is always evolving and in the first six months of 2025, its hotel inventory continued to expand with new openings across all segments and in various locations, including Jumeirah Marsa Al Arab in Umm Suqeim, Cheval Maison in Expo City, The Biltmore Hotel Villas in Al Barsha, and Vida Dubai Mall in Downtown Dubai.

Once visitors are accommodated, Dubai offers them a mix of record-breaking landmarks, cultural heritage, and one-of-a-kind experiences that make it a must-visit destination.

Soaring above the skyline, the Burj Khalifa is the tallest building in the world, where visitors can take in breathtaking views from its observation decks or marvelling at it from ground level at the Dubai Fountain which boasts an outstanding light and sound show.

Located next to these is the Dubai Mall, the world’s most visited mall and entertainment hub with 1,200 stores, hundreds of dining options, and attractions like an aquarium, underwater zoo, and even an ice rink.

If it’s history that your client is looking, they can wander through the Al Fahidi Historical Neighbourhood with its traditional wind towers and narrow lanes, or take a ride along Dubai Creek, once the heart of the city’s trading industry, where traditional “dhows” and “abras” still sail today.

Nearby, the bustling Souks—from gold to spices, textiles, and perfume—immerse visitors in Dubai’s vibrant market culture. Luxury seekers can marvel at the sail-shaped Burj Al Arab, often called the world’s most luxurious hotel, or explore the Etihad Museum, which tells the story of the UAE’s founding through interactive exhibits.

But Dubai is also a city of innovation and imagination and that can be explored at the Museum of the Future, while the Dubai Frame offers panoramic views of old and new Dubai in one sweep.

Outdoors, Kite Beach is a family-friendly favourite with water sports and waterfront cafés, while thrill-seekers can head to IMG Worlds of Adventure, one of the world’s largest indoor theme park, or Dubai Parks and Resorts, home to multiple award-winning theme parks and the new Real Madrid World, featuring more than 40 football-inspired experiences, including the adrenaline-pumping Hala Madrid Coaster.

Not to be forgotten is the fact that Dubai is a world-class beach destination with a coastline extending from the southwest of the city to the outskirts of neighbouring emirates in the northeast. Stretching along the Arabian Gulf, Dubai’s beach culture offers something for everyone, from safe and serene public beaches to luxurious resorts and vibrant beach clubs, making it a top destination for beach lovers.

Naturally, a vacation wouldn’t be a vacation without exploring a destination’s culinary scene and gastronomy is a key attraction for visitors to Dubai.

The city has a total of 119 restaurants (featuring 35 cuisines) including its first three-starred restaurants — FZN by Björn Frantzén and Trèsind Studio – featured in the recently released MICHELIN Guide Dubai.

Dubai is well-served from Canada with Emirates operating daily direct flights from both Toronto and Montreal.

And for Canadian travel professionals, a wealth of information and selling tools for Dubai can be found at https://www.visitdubai.com/en/travel-trade/tools-resources . There, advisors will have access to itinerary ideas, the latest market intel, and promotional assets to help them tailor unique client experiences.

As well, advisors are encouraged to expand their knowledge of Dubai’s diverse tourism offerings by enrolling in the Dubai Expert training program, created by the Dubai College of Tourism.

Through this interactive training tool, participants gain comprehensive insights into the city’s attractions via engaging games, informative videos, and practical missions. Upon completion, they receive a certificate and unlock access to exclusive resources as a recognized Dubai Expert.

As for the takeaway, well, it’s pretty simple: Dubai combines safety, diversity, global connectivity, and constant reinvention. Whether the client is a family, a couple, or a solo adventurer, there’s an experience tailored to them, and something new every time they return.

Go to www.visitdubai.com for more.