DCTCM’s Hoor Al Khaja on strategy, sustainability and Dubai’s global appeal
The SVP of International Operations at DCTCM discusses Dubai’s unified tourism strategy, growing global appeal, sustainability and gastronomy focus
14 May, 2025
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Dubai welcomed over 5.31 million visitors in Q1 2025, marking a 3 per cent increase over the previous year while reflecting the city’s continued rise as a global tourism powerhouse and the successful efforts of the emirate’s tourism authority.
We caught up with Hoor Al Khaja, SVP of International Operations at Dubai Corporation of Tourism and Commerce Marketing (DCTCM), at ATM 2025 to discuss the unified vision driving this growth, key infrastructure and accessibility milestones, the city’s evolution into a gastronomic and sustainable hub, and her perspective as a female leader challenging long-held perceptions about the region.
The year 2024 was great for Dubai tourism, with Q1 2025 already showing a 3 per cent rise in visitors. What do you attribute this growth to? What has changed or paid off?
We welcomed 5.31 million visitors in Q1 2025 — an increase of 3 per cent over the same period last year. What’s working is a unified city-wide strategy, of which tourism is just one pillar. We’re all aligned under the D33 strategy set by the leadership to make Dubai not just a great place to visit, but to live, work, and invest in.
Tourism is often the first touchpoint for people who may eventually move, work, or invest here. What makes Dubai different is the strength of our public-private collaboration. That win-win mentality has always existed.
We also stay ahead of global trends — whether it’s adapting post-Covid, integrating AI, or catering to evolving traveller needs. Our agility and partnerships are major drivers.
You mentioned technology and accessibility. What are some recent initiatives that support this.
Connectivity is crucial. Dubai already prides itself on its world-class airlines and airports, but we have bigger goals. Dubai International Airport (DXB), one of the busiest airports globally, handles 90 million passengers annually. When Dubai World Central – Al Maktoum International Airport (DWC) reaches full capacity, that number will exceed 260 million.
We’re growing air capacity across Emirates, flydubai, and international charters.
We also want Dubai to be accessible to all travellers. A big milestone was becoming the first certified autism-friendly destination in the Eastern Hemisphere, including the airlines and the airport.
As the destination matures, we’re focused on enhancing experiences for all segments.
What are some of the challenges the department faces, and how are you working to address them?
One challenge is global misconceptions — not just about Dubai, but the region. To counter this, we launched the “If You Go, You Know” campaign.
Instead of using actors, we filmed real Dubai residents from diverse nationalities to show what life here truly looks like. It’s more genuine and trustworthy, especially for people who might relate more to peers from their own culture than a government spokesperson.
What new campaigns can we expect this year?
We always have 50-60 campaigns running globally, tailored to different markets.
Earlier this year, we launched “Live Your Story” with actress Millie Bobby Brown. She resonates with younger, global audiences and was a great fit for a fantasy-style narrative filmed in Dubai.
We also have regional campaigns coming up. Our strategy is global but tailored.
What emerging source markets are you focusing on more aggressively now?
Our approach is highly diversified — we’re currently active in 80 markets and have travel trade offices in over 30 of them.
Recent additions include Vietnam and Turkey. Vietnam had an Emirates route before, but we entered as a tourism board only last year, and the market is growing healthily. Dubai’s diplomatic reach allows us to continuously explore new markets and increase connectivity.
Gastronomy and sustainability have become strong pillars of Dubai’s identity. Tell us more about the focus on these.
For years, we knew Dubai had a great food scene, but it wasn’t globally recognised until recently. That’s changed. Michelin, World’s 50 Best, and others now recognise Dubai as a culinary hub. What’s exciting is that we’ve gone from importing F&B brands to exporting them — like the homegrown brand Kinoya, which is at Harrods in London.
We’re also hosting Dubai Restaurant Week (May 9-25) this month, making top-tier dining experiences more accessible.
On sustainability, we’re aligned with the UAE’s net zero 2050 goals. Our Dubai Sustainable Tourism Strategy is gaining traction — up from 70 certified hotels in the first edition to over 150 in the latest. The industry is embracing sustainability seriously.
As a female leader, how do you view your role in shaping perceptions and progress?
One misconception about the region is how women are perceived. Growing up in Dubai, I never felt it was a barrier to be a woman.
The ecosystem — government, corporate, community — supports women across all levels. Women earn leadership roles based on merit.
We don’t even debate this anymore — we’re already there. I’m proud to be in this role and even prouder that our leadership team is predominantly women, local and international.
Read: Dubai’s tourism triumph: Issam Kazim on the strategy driving Brand Dubai
