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Dubai's 'Reverse Tourism' Boom: 9.88M Visitors in H1 2025

Dubai's quick, hassle-free getaways are attracting GCC visitors in droves. The upcoming GCC visa could bring 22 million extra visitors by 2030, boosting spending and business opportunities.

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Dubai's 'Reverse Tourism' Boom: 9.88M Visitors in H1 2025

Dubai's tourism scene is booming, with a new trend dubbed 'reverse tourism' driving visitor numbers and boosting local businesses. The city welcomed 9.88 million international overnight visitors in the first half of 2025, a 6% increase from 2024, with GCC and MENA travelers making up a significant 26%. This surge is set to continue, thanks to the upcoming unified GCC tourist visa and Dubai's strategic adaptations.

Hotels in Dubai have seen occupancy rates soar to 80.6% in early 2025, up from 78.7% in 2024, with revenue per room climbing 7% to AED 471. This growth is largely attributed to reverse tourism, which sees visitors from nearby GCC countries flocking to Dubai for quick, hassle-free getaways. The Dubai Statistics Center reports that visitor arrivals directly boost retail and dining sales, with UAE tourism spending expected to reach AED 228.5 billion in 2025, a 37% increase from 2019 levels.

To capitalize on this trend, businesses are advised to create GCC-friendly packages, go digital with targeted marketing, and partner up with regional businesses to create multi-destination experiences. Industry reports predict the unified GCC visa, approved in June 2025, could bring 22 million extra visitors to the region by 2030, adding $26 billion in spending. The UAE aims to welcome 27.6 million visitors in 2025, with the GCC tourism market projected to hit $247 billion, presenting a significant opportunity for businesses to tap into the reverse tourism trend.

With the UAE's tourism strategy aiming for 25 million annual visitors, businesses can play a crucial role in achieving this goal by adapting to the reverse tourism trend. The upcoming unified GCC tourist visa, allowing travelers to hop across all six GCC countries for 30 to 90 days, will make Dubai an even more attractive destination for GCC visitors. As hotels and local businesses continue to reap the benefits of this trend, Dubai's tourism future looks brighter than ever.

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