Dubai is doubling down on its ambition to become one of the world’s top three cities to live, work, invest and travel in – and tourism lies at the heart of that plan.
At WiT Phocuswright Middle East 2025, Hoor Al Khaja, Senior Vice President of International Operations at Dubai’s Department of Economy and Tourism, shared how the emirate is rewriting the playbook for destination strategy as it looks ahead to 2033.
From foundation to future
“Emirates launched in the 80s, the Burj Al Arab came in 1999, and our tourism board was formed in 1997 but what got us here won’t get us to the next league,” said Al Khaja. “That’s why we’re embracing a complete evolution in how we think about the visitor economy.”
Guided by the city’s D33 economic agenda, a 10-year vision aimed at doubling GDP and transforming Dubai into a global magnet for talent and investment, tourism is being treated as both an entry point and economic pillar.
“If you want people to live, invest and work in Dubai, they must first visit and fall in love with the city,” she said.
Mapping for Gen Z, Gen Alpha and the AI Age
Al Khaja highlighted that the next generation of travellers – Gen Z parents and Gen Alpha kids – will value vastly different experiences. As such, Dubai’s new focus includes:
- Wellness tourism, with a major resort opening by 2028
- Sustainability, with commitments across hospitality and infrastructure
- Accessibility and inclusion, to widen the city’s reach
- Urban livability, with green space doubling under Dubai 2040
“We’re not just planning for tourists, we’re building a city that can support dreams,” she said.
Resilience through diversification
Despite geopolitical uncertainties, Dubai posted a record 18 million international overnight visitors in 2023, a nine percent year-on-year increase.
“One of our strengths is our diversified market approach. We don’t rely on any single source market, not 10, not even 20. That’s helped us remain resilient through shocks,” said Al Khaja.
She emphasised close airline collaboration, especially with Emirates and flydubai, and Dubai’s agility in reallocating marketing resources in real time based on travel trends, load factors, and demand signals.
Speaking to Phocuswright’s Pete Comeau, Hoor Al Khaja, Senior Vice President of International Operations at Dubai’s Department of Economy and Tourism said, “I tested a travel AI tool. It built an itinerary for Dubai, and it pulled almost entirely from VisitDubai.com. That showed me how important our own data optimization is.”
Regional competition? It’s a win-win
While the region is heating up with new destinations like Saudi Arabia investing heavily, Al Khaja welcomed the competition.
“When the region elevates, perceptions shift. We still get asked archaic questions like ‘Can women drive in Dubai?’ So the more people visit the region, the more those perceptions disappear. That helps all of us,” she said.
Dubai, however, doesn’t benchmark itself against its neighbours. “We consider ourselves a global city. When we say top three, we mean with London, Paris, Bangkok – that’s the bar we’ve set.”
Tech and AI: A new kind of optimization
While not a “techie” herself, Al Khaja acknowledged the importance of AI in marketing and operations.
“I tested a travel AI tool. It built an itinerary for Dubai, and it pulled almost entirely from VisitDubai.com. That showed me how important our own data optimization is,” she said.
She noted that destination marketing is now shifting from optimizing websites and apps for human browsers to optimizing content for machines, from TikTok search to AI-generated trip planning.
“Today’s travellers might never visit your website. They’ll ask a bot. So, we need to optimize not just for visibility, but for voice and machine relevance.”
What’s next for Dubai?
In addition to new wellness offerings, Al Khaja spotlighted the opening of J1 Beach’s Jumeirah Marsa Al Arab and the rise of homegrown culinary brands — from Bait Maryam’s upscale Levantine concept to Emirati-inspired experiences at Gursha.
As for her own picks? “At the end of the day, my favourite place in Dubai is my house,” she laughed. “And yes, I’m still on Instagram. TikTok is just too much.”
