Dubai is making a significant presence at the 2025 World Travel Market (WTM) in London, bringing together 71 key partners and stakeholders to showcase the emirate’s diverse tourism offerings. This marks an increase from 62 participants in 2024, reflecting Dubai’s growing influence on the global travel industry. The Dubai Department of Economy and Tourism (DET) is using this opportunity, running from November 4-6, to align with its broader goals under the Dubai Economic Agenda, D33, which aims to position the city among the world’s top urban destinations for both business and leisure.
Dubai’s Tourism Ecosystem on Display
DET’s delegation at WTM includes a wide range of the city’s tourism sector, such as airlines, hotels, attractions, and destination management companies. Key players, including Emirates, flydubai, and Emaar Entertainment Group, will feature at the Dubai stand, showcasing the emirate’s broad appeal. Visitors will experience a mix of luxury hospitality, cultural attractions, and adventure tourism, highlighting Dubai’s focus on blending innovation with sustainability and accessibility.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), emphasised that the emirate’s presence at WTM underscores its commitment to a resilient, accessible, and sustainable tourism model. He noted that the event reflects Dubai’s strong tourism ecosystem and the effective partnership between the government and private sector. “We look forward to establishing new alliances with international partners and showcasing Dubai’s diverse offerings to new audiences and key source markets,” Kazim said.
Dubai’s Growing International Appeal
In 2025, Dubai welcomed 13.95 million international overnight visitors from January to September, marking a 5% year-on-year increase. Visitors from Western Europe, including the UK and Ireland, accounted for 21% of the total, highlighting the significance of these markets. The emirate’s ability to attract international tourists continues to grow, driven by its strong mix of luxury, culture, and innovation in tourism.
WTM London serves as a crucial platform for Dubai to strengthen ties with current partners and forge new relationships, particularly within key source markets like the UK and Ireland. The event is also a valuable opportunity for Dubai to explore emerging travel trends and innovation. Kazim added that by engaging with industry leaders and experts at WTM, Dubai aims to set the benchmark for excellence in global tourism while promoting sustainable growth and responding to evolving visitor needs.
Dubai’s Commitment to Sustainability and Innovation
Beyond promoting its tourism offerings, Dubai will also highlight its ongoing commitment to sustainability. At WTM, DET will showcase eco-conscious hospitality initiatives, smart city technologies, and investments in future-ready tourism infrastructure. These efforts are part of Dubai’s broader strategy to ensure responsible growth and position the city as a leader in global tourism innovation.
DET’s participation at WTM complements other global events like the Arabian Travel Market (ATM) in Dubai. These events are crucial for building trust, visibility, and relationships with international markets, positioning Dubai as a prime destination for business, leisure, and investment.
The city’s focus on sustainability is reflected in its initiatives, including the first green district at Expo City Dubai, designed to attract eco-conscious firms. This ongoing commitment reinforces Dubai’s dedication to responsible growth while leading the way in global tourism.
By engaging with global leaders at WTM, Dubai is not just looking to attract more tourists; it is building a long-term vision for sustainable tourism growth. The event serves as a key milestone in solidifying the emirate’s position as a leading international destination.
