Article
Dubai Tourism: Navigating Change and Building Momentum
Dubai's tourism sector entered 2026 from a position of strength, welcoming 19.6 million visitors in 2025, before rising regional tensions sharply disrupted demand — hotel occupancy fell from forecasts above 80% to around 20%. The disruption shifted rather than destroyed demand, as Dubai mobilised its full tourism ecosystem through coordinated campaigns like "Kids Go Free" and the "A Dubai Invite" ambassador programme, redirecting demand toward residents and regional travellers. The experience offers lessons in resilience, ecosystem collaboration, and adapting quickly to uncertainty as a blueprint for the wider GCC.
