Dubai Tourism Sector Comes Together at DET (Dubai Department of Economy and Tourism) City Briefing

Held twice a year, the event represents a significant milestone in the sector's journey towards the future, bringing together industry leaders to reaffirm their shared commitment to Dubai's long-term vision. Recent and ongoing initiatives, as well as the future growth roadmap, were shared with stakeholders. The City Briefing, held at the Dubai Opera, saw a record turnout of over 700 stakeholders.

Dubai Department of Economy and Tourism (DET)On June 3rd, Dubai brought together leading stakeholders from the industry at its six-monthly City Briefing meeting held at the Dubai Opera. Attended by over 700 leaders from the tourism, aviation, hospitality, retail, and events sectors, as well as government officials and media representatives, the event was the most attended meeting in DET City Briefing history. Taking place during a period of shifting regional dynamics, the gathering powerfully conveyed Dubai's message of unity and determination, and served as a tangible demonstration of the public-private partnership that has made the city one of the world's leading business and leisure destinations.

The meeting, attended by DET General Manager Helal Saeed Almarri, aimed to align DET stakeholders and business partners on strategic goals, strengthen operational continuity, and accelerate the achievement of objectives set out in the Dubai Economic Agenda D33. Held during a critical period for the sector to maintain its growth and global competitiveness under changing conditions, the meeting focused on three key themes: a coordinated sectoral approach to regional developments, the tourism sector's resilience and innovative initiatives, and significant projects, events, and developments that will shape Dubai's growth journey in the second half of 2026.

Issam Kazim, CEO of Dubai Tourism and Commerce Marketing Authority (DCTCM), stated at the event: “Under the visionary leadership of Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, we have built a coordinated, agile and globally connected tourism ecosystem. With the support of our stakeholders and business partners, our diversified market strategy has played a significant role in maintaining the resilience of Dubai’s tourism sector. Our response to recent developments is also a reflection of the strong institutional structure built through years of collaboration between the public and private sectors. As we enter the second half of 2026, our focus is on sustaining long-term growth and enhancing our global competitiveness. We continue to develop Dubai’s tourism and economic value proposition in line with the goals of the Dubai Economic Agenda D33; moving forward with clarity, confidence and a shared sense of purpose.”

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Corporation (DFRE), stated: “Events play a critical role in the growth of Dubai’s tourism economy; increasing visitor numbers, supporting businesses, and generating demand year-round. Guided by Dubai’s bold and forward-thinking leadership, our events strategy has developed on a strong foundation, becoming a global benchmark for excellence, diversity, and innovation. Our upcoming events calendar is a tangible demonstration of our confidence and goals. The strength of Dubai’s events ecosystem lies in public-private partnerships. Together with our partners, we develop programs that enhance Dubai’s global appeal and directly contribute to the D33 objectives.”

A swift, coordinated, and decisive response.

Participants were informed that DET and its partners acted swiftly from the very beginning of regional developments to protect Dubai’s visitor economy. Under emergency plans implemented under the guidance of UAE leadership, close coordination was maintained with airport and airline partners Emirates and flydubai; the aim was to preserve travel connections through redirected flights. Furthermore, tourism and leisure sector representatives were provided with real-time updates through various communication channels, primarily the Dubai Info Hub WhatsApp channels, reinforcing Dubai’s strong position in international markets with clear and consistent messages.

In addition to this corporate solidarity, the Dubai Government announced a significant support package of AED 2,5 billion to support the tourism, hospitality, and entertainment sectors. Aimed at maintaining business continuity, supporting employment, and sustaining the visitor and resident experience, the package includes measures such as providing financial support to eligible businesses and accelerating licensing processes.

Thanks to these measures, service continuity and operational stability were maintained at all critical points in the visitor journey, while once again demonstrating Dubai's strong corporate structure and crisis management capacity.

Resilience: An industry that works together and produces results.

Dubai has made a strong start to 2026. Having welcomed a record number of international visitors in 2025, the city recorded 6,4% GDP growth in the last quarter of 2025 and hosted 95,2 million passengers through Dubai International Airport. These results demonstrate the city's steady progress towards its D33 goals.

In recent months, agility and collaboration have been key features of Dubai's tourism and hospitality sector. Restaurants have organized special promotions to maintain commercial activity, while hotels have offered visitors advantageous prices, value-added packages, and flexible booking policies. All stakeholders in the sector have acted with a shared sense of community, a result of the public-private sector relationships developed over the years under DET's leadership.

Initiatives such as “Dubai, A Fine Way to Dine” and “Dubai Restaurant Week,” launched to support the fine dining sector, have contributed to maintaining the sector's dynamism. Special offers at the city's gastronomic hotspots have supported both new and established restaurants, while fostering a strong sense of solidarity among chefs. Industry-focused initiatives like “Industry Takeover” and “Family Meal” have enabled the gastronomy community to support each other.

This solidarity wasn't limited to the gastronomy sector. Dubai's resilience and community spirit have also manifested themselves in the city's daily life in recent weeks. National flags waving in neighborhoods, "We Love Dubai" events held at Kite Beach and Nad Al Sheba, and people from diverse cultures coming together revealed the strong sense of community in the city. From long-time residents of Dubai to Emirati families, everyone continued to be among the city's strongest advocates, demonstrating that community solidarity is Dubai's most enduring characteristic.

Roadmap: Activities, investments and growth momentum

A key part of the City Briefing focused on the future, presenting an optimistic outlook for the sustainable growth of the sector. Many hotel operators are viewing current market conditions as a strategic opportunity and accelerating renovation and development investments. This aims to elevate Dubai's hospitality products beyond world standards as the city prepares for a new era of growth.

Thanks to DET’s global marketing and partnership programs, Dubai continues to maintain its visibility in over 80 source markets. Working in coordination with more than 3 global partners, DET aims to sustain visitor flow, protect market share, and reinforce Dubai’s strong position in the minds of travelers worldwide. The key message is clear: Dubai remains safe, operational, and delivers world-class experiences.

At the heart of this growth momentum lies a robust events calendar. Returning in July, Dubai Summer Surprises (DSS) will offer a rich program for both visitors and residents, featuring shopping campaigns, raffles, family-friendly entertainment, and cultural experiences. Events such as the Great Dubai Summer Sale and Summer Restaurant Week will take place within the DSS framework. The Dubai Fitness Challenge, running from October 31st to November 29th, will celebrate its 10th anniversary, reinforcing Dubai's ambition to be a global leader in lifestyle and wellness tourism.

The city's infrastructure investments continue unabated. The newly approved Gold Line metro line will create a 42-kilometer underground transportation network connecting 15 districts. The Blue Line is planned to enter service in 2029. The $35 billion expansion project of Al Maktoum International Airport, which is poised to become the world's largest aviation hub, also stands out as one of the cornerstones of Dubai's long-term growth vision.

The meeting concluded with all stakeholders in the tourism ecosystem highlighting their shared commitment to maintaining growth momentum, deepening cooperation, and achieving the D33 objectives. For the remainder of 2026, the sector will focus on sustaining growth, enhancing competitiveness, and strengthening Dubai's position as one of the world's leading destinations for business, tourism, innovation, and investment.