For the third year running, Dubai's tourism sector has broken its own records
This piece was originally shared on LinkedIn in response to recurring conversations with founders and leadership teams around this topic.
I’m publishing it here as part of an ongoing body of thinking around restaurant strategy, market entry, and operational decision-making.
Dubai had 19.6 million visitors in 2025 (+5% YoY), with December reaching 2 million visitors in a single month for the first time.
Impressive stats. And anyone who’s lived and worked in the country won’t be surprised.
Dubai is built on vision, ambition and relentless progress. They really don't do things by halves here.
What makes the city so powerful?
✔ Innovation
The pace of business in the UAE is unlike any market I've experienced. Global brands and visionary leaders continually push boundaries and set new standards.
✔ Ecosystem
Dubai's growth isn't driven by one sector. Aviation, real estate, hospitality, retail, and government investment are all moving in the same direction simultaneously, underpinned by ambitious targets.
Tourism ranked in the top five sectors for foreign investment last year, reinforcing confidence and long-term growth.
✔ Talent
Nearly 200 nationalities live and work here, creating a strong talent pool across all functions. Hiring for such a desirable location directly impacts the expertise, quality of service and overall visitor experience.
It’s an incredibly exciting time to live and work in the region. I'm looking forward to being a part of the continued progress.