Dubai is preparing for the second half of 2026 with a plan based on its presence in more than 80 key source markets for international visitors and an ecosystem of more than 3,000 global partners, as well as a calendar of major events, initiatives and projects aimed at sustaining tourism momentum and strengthening the emirate's global competitiveness.
Dubai's Department of Economy and Tourism (DET) outlined the plan at its regular half-yearly meeting with sector partners, held at Dubai Opera and attended by more than 1,700 officials and managers from major companies in tourism, aviation, hospitality, festivals and retail, as well as representatives of government bodies and the media, according to a post on the Dubai Media Office website.
The meeting focused on sustaining the growth of Dubai's tourism sector for the rest of 2026 and strengthening public-private partnerships, supporting the targets of the Dubai Economic Agenda D33 and maintaining the emirate's competitiveness in global markets.
The meeting included a presentation on the sector's performance based on 3 main pillars: the rapid and coordinated response to regional developments, the resilience shown by the tourism sector, and the outlook for major initiatives, events and projects planned for the second half of 2026.
As part of the coming roadmap, DET continues its marketing efforts and global partnerships to maintain visitor traffic and the emirate's market share, reinforcing Dubai's message in international markets as a safe city operating at full readiness and continuing to deliver world-class tourism experiences.
Dubai Summer Surprises is at the heart of the coming events calendar in July, with discounts, promotions, raffles and prizes, family entertainment experiences and cultural activities for residents and visitors, under 3 main pillars: entertainment, promotions, and food and hospitality.
Highlights of the new edition of Dubai Summer Surprises include the "Dubai Summer Mega Sale" and "Summer Restaurant Week", strengthening the event's role in supporting the retail and hospitality sectors and consolidating Dubai's image as a family destination during the summer season.
The Dubai Fitness Challenge is also preparing to launch its tenth edition from 31 October to 29 November 2026, reflecting continued investment in making Dubai a global destination for modern lifestyles and wellness tourism.
On confidence indicators, Dubai entered 2026 after record international visitor numbers in 2025, with Dubai International Airport handling 95.2 million passengers and the emirate recording GDP growth of 6.4% in the last quarter of 2025.
The meeting also reviewed the response of DET and its partners to regional developments, including activating contingency plans and coordinating with airports and the aviation sector, especially Emirates and flydubai, to ensure air connectivity for rerouted flights and secure travelers' arrival.
The response included providing immediate guidance to operators in the hospitality and entertainment sectors through multiple channels, including the Dubai Info Hub channel on WhatsApp, as well as unifying messages to international markets to maintain Dubai's position as a global destination for business and leisure.
The Government of Dubai approved a package of economic facilitation measures worth AED 2.5 billion to support vital economic and social sectors and strengthen the resilience and sustainability of growth. The package included financial exemptions for eligible operators and faster regulatory and licensing procedures.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, said Dubai has succeeded in building an integrated and fast-adapting tourism ecosystem, supported by public-private partnerships and the diversification of source markets, strengthening the sector's ability to deal with changes and deliver stable performance.
He added that efforts in the second half of 2026 will focus on sustaining long-term growth, strengthening Dubai's global competitiveness and developing the emirate's tourism and economic assets and offerings in line with the targets of the Dubai Economic Agenda D33.
For his part, Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, said Dubai's events continue to attract visitors, support businesses and increase demand throughout the year, adding that the extensive events calendar is one of the main drivers of economic activity.
He noted that the events program for the rest of 2026 reflects the confidence and ambition in Dubai's tourism sector, stressing that the success of the events ecosystem is based on public-private partnerships.
In hospitality and dining, the meeting highlighted initiatives that supported commercial activity in the recent period, including the "Taste of Dubai Fine Dining" campaign and "Dubai Restaurant Week", as well as specialized community initiatives among chefs and hospitality workers.
The meeting also covered major infrastructure projects in Dubai, including the Dubai Metro Gold Line project, expected to provide a 42-km network of connected underground routes across 15 districts, as well as the Blue Line, which is on schedule to begin operations in 2029.
Dubai also continues work on the $35 billion expansion of Al Maktoum International Airport, as part of a plan to turn it into one of the world's largest aviation hubs, supporting the emirate's position as a major hub for air connectivity and international travel.
The meeting concluded by stressing the commitment of all parties in Dubai's tourism ecosystem to sustaining positive momentum in the second half of 2026, strengthening competitiveness and consolidating the emirate's position as a global destination for business, tourism, innovation and investment.
To view the post on the Dubai Media Office website, click here.
