Q: Shahab, why do you think Dubai is such a hot destination for travellers right now?
A: Dubai has always had global appeal, but what’s driving momentum now is how much the destination continues to evolve.
In 2024, we welcomed 18.72 million international overnight visitors, a 9% increase year-on-year, and Australians are very much part of that story.
Travellers are looking for destinations that offer safety, variety, value and quality, and Dubai delivers on all fronts.
From world-class shopping, MICHELIN-starred dining and immersive culture to adventure activities and family-friendly entertainment, there’s truly something for every type of traveller.
The city’s energy is unmatched and the continuous rollout of new attractions, hotels and events is keeping travellers curious and coming back for more.
Q: Do you think Dubai is now seen as a destination in its own right, rather than a transit point?
A: Absolutely. While Dubai’s geographic advantage makes it a natural stopover, we’ve seen a strong shift in traveller behaviour.
Many Australians are now planning Dubai as the main event, not just a stop enroute, drawn by the city’s rich cultural mix, diverse experiences and premium accommodation.
It’s no longer just about ticking off the city’s most famous landmarks like Burj Khalifa and Dubai Mall; travellers are discovering cultural heritage in Old Dubai, art galleries in Alserkal Avenue, mountain activities in Hatta, desert escapes and a vibrant food culture across the city.
Q: For those who haven’t been, what kind of experience will visitors have in Dubai?
A: First-time travellers are often struck by the city’s ability to seamlessly blend traditional Arabian heritage with cutting-edge innovation.
Whether exploring historic districts like Al Fahidi (below) and the bustling souks of Deira or enjoying ultra-modern attractions such as the Museum of the Future or Dubai Mall, visitors are met with an unparalleled level of service, accessibility and safety.
The destination caters to all types of travellers, from families and solo explorers to luxury seekers and adventure enthusiasts, offering everything from desert safaris and waterparks to award-winning restaurants, wellness retreats and cultural festivals.
The breadth of experiences available ensures a personalised, memorable journey no matter one’s interests or travel style.
Q: How important is the Australian market to Dubai Tourism?
A: The Australian market is certainly a priority for Dubai and in 2024 we welcomed 296,000 visitors from the country, up 6% on the previous year.
Australians are curious, well-travelled and open to new experiences, all of which makes Dubai a perfect fit. We also see a lot of return visitation, which tells us travellers are finding more to discover on each trip.
Whether it’s a family holiday, honeymoon, solo trip or stopover, Australians are engaging with the destination in more meaningful and extended ways.
Q: Are travel agents still an important part of delivering your tourism messages and selling the destination?
A: Travel agents play a crucial role in shaping perceptions, curating experiences and simplifying what can sometimes feel like a complex destination.
Dubai has such a wide variety of options, from luxury and budget to relaxation and adventure, and agents help match travellers to the experience that suits them best.
We continue to support the trade through training programs, product updates and incentive campaigns. With Dubai’s ongoing evolution, agents are key in keeping travellers informed and inspired.
Q: Dubai has bold plans for its future, including the tourism offering. Can you give us a brief rundown on how they plan to do this and why?
A: Dubai’s future success is aligned with the Dubai Economic Agenda, D33, which aims to double the city’s economy in the decade up to 2033 and tourism is a big part of that.
We’re seeing massive investment in infrastructure, including the expansion of Dubai’s second airport, Dubai World Central – Al Maktoum International Airport (DWC), which will be the largest in the world when fully operational and will ultimately enable the airport to handle a passenger capacity of 260 million annually.
On the tourism side, we’ve launched new attractions like Real Madrid World, beach lifestyle destinations such as J1 Beach and luxury hotel openings including The Lana Dorchester Collection and Jumeirah Marsa Al Arab.
The strategy is about offering new reasons to visit and revisit while also supporting sustainability, wellness and cultural enrichment across the tourism ecosystem.
Q: Finally, what are some of your favourite things to do or places to go in Dubai?
A: What I love most about Dubai is that no matter how long you’ve lived here, there’s always something new to discover. The variety is incredible and it really does cater to every kind of traveller.
I enjoy spending time outdoors, so places like Hatta for hiking and adventure, or Al Qudra for cycling through the desert, are favourites of mine.
Food-wise, Dubai is constantly evolving. A recent standout for me is Gerbou – a homegrown, farm-to-table restaurant that blends art, sustainability and Emirati culture. It’s a great example of how the city continues to push creative boundaries.
For cultural immersion, the Sheikh Mohammed bin Rashid Al Maktoum Centre for Cultural Understanding is a must – sharing traditional meals and learning about local customs makes for a really meaningful experience.
And for something different, the ARTE MUSEUM at Dubai Mall (above) is an immersive art experience that’s well worth a visit.
Images courtesy Dubai Tourism
