As eco-conscious travel gains popularity, KPMG report highlights Dubai’s evolving visitor profile and growing demand for authentic, boutique experiences.
Dubai’s tourism industry is riding a wave of high satisfaction, with 94% of visitors reporting positive experiences, according to a recent KPMG industry report. This growing contentment among travelers is reshaping the emirate’s hospitality landscape and driving a shift toward more personalized, eco-conscious experiences.
The data paints a clear picture: Dubai continues to thrive as a top-tier global destination, thanks not only to its luxury offerings but also its adaptability to the changing preferences of international tourists.
A Shift Toward Authenticity and Sustainability
One of the standout insights from the report is the changing traveler profile. Today’s visitors are increasingly looking beyond opulence for experiences rooted in local culture, sustainability, and boutique appeal. From eco-friendly accommodations to culinary adventures in hidden gems, tourists are seeking meaningful connections to Dubai’s heritage and environment.
“This evolution in traveler behavior presents a unique opportunity for Dubai to lead in sustainable tourism,” the report noted, emphasizing the demand for low-impact travel options and immersive, locally-inspired stays.
Hospitality Metrics on the Rise
Dubai’s hotel occupancy rate climbed from 77.1% in 2023 to 77.7% in 2024, signaling strong and sustained growth in the sector. The upward trend reflects not only high demand but also the emirate’s ability to cater to a diverse and discerning audience.
Luxury resorts continue to draw high-end tourists, while boutique hotels and niche experiences are increasingly popular among millennial and Gen Z travelers looking for something different.
A Promising Outlook
With its strategic investments in infrastructure, innovation, and sustainability, Dubai is positioning itself as a future-forward travel hub. From world-class attractions and seamless transport to cultural initiatives and environmental consciousness, the city continues to balance modernity with authenticity.
As the emirate prepares for a busy year ahead, the tourism sector is set to remain a cornerstone of Dubai’s economy—powered by innovation, elevated experiences, and a visitor-first mindset.
With 94% of tourists leaving satisfied, the message is clear: Dubai is not just meeting expectations—it’s exceeding them.
