Dubai is having a blockbuster year, and we’re only halfway through it! The city has welcomed a spectacular 9.88 million international visitors in the first half of 2025, marking a 6% YoY increase, according to the Department of Economy and Tourism.

With the momentum showing no signs of slowing down, Dubai is proving once again why it’s a global heavyweight in tourism, entertainment, and retail.

“This milestone reflects Dubai’s steady growth as a focal point for trade, investment, talent and opportunity and its rise as the world’s most connected city. Dubai’s ability to create compelling experiences that meet the evolving needs of visitors has strengthened its status as one of the world’s most sought-after destinations. As we advance the goals of the Dubai Economic Agenda D33, tourism will remain key to driving GDP growth and cross-sector value creation in the emirate’s economy. By continually anticipating the needs of travellers and exceeding their expectations, we are strengthening Dubai’s position as the world’s best city to visit, live, and work in.” – HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai

But it’s not just the jet-set crowd that’s flocking to the city. Dubai Duty Free saw July sales soar past $175 million, a clear sign that travellers are spending big and loving every moment. From designer perfumes and luxury watches to limited-edition chocolates, Duty Free seems to be becoming a must-visit experience in itself.

And if you thought Dubai couldn’t possibly up the ante… Maroon 5 is set to headline the New Year’s Eve Gala at Atlantis, The Palm! It’s already being touted as one of the most anticipated events in the global party calendar.

So what’s the secret behind Dubai’s unstoppable magic?

Top 3 reasons Dubai’s popularity keeps rising

You may be wondering, how does a city’s popularity sjyrocket from year to year? Let’s break it down…

1. Consistently epic experiences

From sunrise desert safaris and skydiving over The Palm to Michelin-star dining and yacht cruising in the marina, Dubai does not fall short in delivering exceptional and incredibly unforgettable moments. On repeat.

2. Seamless access and world-class infrastructure

With Emirates and many other international carriers offering regular and easy connectivity, getting to Dubai is convenient and hassle-free. Also, the city’s airports, roads, and public transport are some of the best in the world, with constant improvements to enjoy.

3. There’s always something new

Dubai is one city that doesn’t rest on its laurels. Every few months brings a shiny new attraction, restaurant, hotel, experience or festival. Just when you think you’ve seen it all… BAM! there’s something fresh to explore.

Emerging highlights visitors are buzzing about

• Hatta & beyond: The mountain town of Hatta, only 90 minutes from Dubai, is growing in popularity for its scenic adventure trails, kayaking spots, and glamping getaways.
• Alserkal Avenue: Dubai’s homegrown arts and culture scene is thriving in this industrial-chic district packed with galleries, indie cinemas, and experimental eateries.
• Michelin dining: With Dubai now a proud Michelin Guide city, foodies are discovering culinary gems that go beyond bling with deep flavours and creative flair.
• DIFC After Dark: The Dubai International Financial Centre is becoming one of the city’s trendiest night spots with rooftop bars, art pop-ups, and fine dining restaurants.
• Hidden beaches & desert camps: More visitors are opting to explore Dubai’s lesser-known stretches of coast and immersive Bedouin-style camps for authentic, off-the-grid experiences.

New Year’s Eve with Maroon 5? Yes, please!

And speaking of glow-ups, Dubai continues to up the ante for year-end celebratios. Atlantis, The Palm has just droped the announcement that Maroon 5 is set to light up the stage with an electrifying performance to ring in 2026. With fireworks, a five-star gala dinner, and a beachside party under the stars, no doubt this is the kind of New Year’s Eve that Instagram dreams are made of.

“We are thrilled to welcome Maroon 5 to headline this year’s New Year’s Eve Gala Dinner at Atlantis, The Palm. As one of the most recognisable names in global music, their presence continues our tradition of bringing world-class entertainment to Dubai’s most iconic celebration. Over the years, our gala has become synonymous with unforgettable performances, exceptional dining, and awe-inspiring experiences. With Maroon 5 joining the ranks of past headliners, we look forward to delivering yet another spectacular evening for our guests as we ring in 2026 in true Atlantis style.” – Paul Baker, President of Atlantis, Kerzner International.

Renowned as Dubai’s most glamorous celebration and black-tie affair, this year’s Winter Wonderland-themed New Year’s Eve Gala Dinner at Atlantis, The Palm promises theatrical performances and immersive entertainment. Set on a custom-built deck beneath the stars, with panoramic views of Palm Island and the glittering Dubai skyline, guests will be transported into a world of frosted elegance.

Following last year’s debut and unbelievable sell-out success, Atlantis, The Palm is enhancing its VIP experience even further by introducing 22 enhanced Sky Suites this year. Positioned in an elevated section of the venue, these highly sought-after suites offer the ultimate gala experience. Guests will enjoy exceptional service with a dedicated butler, along with a curated dining journey from the resort’s most celebrated restaurants.

As Dubai shines brighter than ever with its unstoppable momentum, world-class experiences, the city will no doubt continue its reign as one of the world’s most dazzling destinations. And we just know the city’s best is yet to come.