The Dubai Department of Economy and Tourism (DET) hosted its first City Briefing of 2025 on Monday, bringing together more than 1,300 stakeholders from across the tourism, hospitality, retail, aviation and government sectors.

The event, held at the Coca-Cola Arena, forms part of DET’s bi-annual platform to align public and private sector efforts to sustain the city’s tourism momentum.

Reflecting the UAE’s Year of Community theme, the briefing underlined the role of collaboration in achieving Dubai’s tourism growth.

Stakeholders shared insights to support DET’s strategic roadmap, with the goal of reinforcing Dubai’s global appeal as both a leisure and business destination.

Helal Saeed Almarri, Director General of DET, led the session, which provided updates on Dubai’s tourism performance, upcoming campaigns and citywide initiatives aligned with the Dubai Economic Agenda, D33.

Tourism milestones

Dubai welcomed 7.15 million international overnight visitors from January to April 2025, a 7 per cent increase compared to the same period in 2024.

The city received 18.72 million visitors last year, marking a second consecutive year of record tourism performance. Dubai’s hotel sector reported 153,534 available rooms by end-April, with all key performance metrics posting year-on-year gains.

“The exceptional results achieved by the industry so far in 2025 is a testament to the resilience and steadfast support of our stakeholders and partners,” said Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM). “It is by coming together as a community that we have been able to navigate challenges, create compelling narratives about the city, and drive global trends.”

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said the city’s year-round events continue to serve as key economic drivers, attracting visitors and supporting sectors such as retail and hospitality. “These world-class experiences are vital to nurturing the pillars of our economy and are a reflection of Dubai’s bold vision and global ambition,” he said.

Read: DCTCM’s Hoor Al Khaja on strategy, sustainability and Dubai’s global appeal

DET: New initiatives and campaigns

The event highlighted Dubai’s designation as the first Certified Autism Destination in the Eastern Hemisphere. In partnership with the International Board of Credentialing and Continuing Education Standards (IBCCES), DET has trained more than 70,000 individuals through the Dubai College of Tourism, while over 300 hotels have taken steps to enhance accessibility for neurodivergent visitors.

Also spotlighted was the ‘MyDubai Communities’ platform, launched by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum in April. The digital initiative aims to strengthen social cohesion by connecting residents through more than 100 interest-based groups.

DET’s new summer campaign, ‘Dubai. That’s How You Summer’, was unveiled during the briefing, positioning the city as a vibrant seasonal destination.

Another campaign, ‘Find Your Story’, launched earlier this year and features Millie Bobby Brown and Jake Bongiovi exploring Dubai’s blend of desert adventure and futuristic architecture.

Culinary growth and events calendar

Dubai’s food scene continues to be a tourism growth engine. The 2025 MICHELIN Guide Dubai, published in May, included 119 restaurants across 35 cuisines – a 12.3 per cent increase from 2024 – and featured the city’s first three-starred restaurants: FZN by Björn Frantzén and Trèsind Studio.

Looking ahead, the return of Dubai Summer Surprises (DSS) was confirmed for June 27 to August 31. Structured into three phases – Summer Holiday Offers, The Great Summer Sale, and Back to School – DSS is expected to drive retail engagement and footfall throughout the summer.

Dubai’s retail calendar will also include Dubai Home Festival, Dubai Fitness Challenge and Dubai Shopping Festival in the latter half of the year, alongside a growing line-up of international business events.

The City Briefing concluded with a call for continued stakeholder engagement to sustain Dubai’s momentum as a leading global tourism and business hub.

Etihad has increased its flight frequencies to Karachi, Pakistan, with tickets now available. This expansion reflects the airline’s ongoing commitment to offering guests more travel options and improved connectivity.

Starting October 1, 2025, Etihad will operate four daily flights on the Abu Dhabi–Karachi route, providing a total of 28 nonstop services per week to Pakistan’s economic hub, a WAM report said.

Read-Etihad, Ethiopian Airlines activate codeshare in first phase of joint venture

The enhanced schedule, with optimised departure and arrival times, is designed to offer maximum convenience and seamless connectivity across Etihad’s growing global network. This includes the UAE, the Middle East and Africa, Europe, and North America.

With this update, Etihad will operate 60 weekly flights to Pakistan.

This move follows the recent announcement of new flights to Peshawar, set to launch on September 29, further strengthening air links between Pakistan and Abu Dhabi.

DHL Group has said it will invest more than EUR500m ($540m) in the Middle East through 2030, with a strategic focus on the rapidly expanding economies of the UAE and Saudi Arabia.

The investment will span all four business divisions — DHL Express, DHL Global Forwarding, DHL Supply Chain, and DHL eCommerce — and is aimed at strengthening logistics infrastructure, expanding capacity, and improving service capabilities across the region.

The commitment forms part of the group’s broader Strategy 2030, launched last year, which prioritises growth markets amid shifting global trade patterns.

“The Gulf Cooperation Council is rapidly emerging as a global logistics and innovation hub,” said John Pearson, CEO of DHL Express. “Our investment reflects the region’s increasing importance in connecting Asia, Europe, and Africa, and our commitment to supporting its transformation into a global trade catalyst.”

Support for trade, supply chain resilience and e-commerce growth

DHL’s expansion in the region aligns with broader global trade flows and the Middle East’s rise as a critical link between Asia, Europe, the U.S., and Africa. The region’s logistics sector has been buoyed by increased foreign direct investment, government-led infrastructure projects, and growing export activity by local businesses.

DHL Group said the new investment will improve services such as express parcel delivery, freight forwarding, warehousing and fulfillment, customs brokerage, and sector-specific logistics for life sciences, healthcare, e-commerce, and energy.

“DHL Supply Chain has actively expanded in Saudi Arabia and the UAE in recent years, recognising the region’s growing logistics maturity and demand for sophisticated, outsourced supply chain solutions,” said Hendrik Venter, CEO of DHL Supply Chain for Europe, Middle East & Africa. “With our contract logistics expertise, we aim to drive innovation in key industries such as energy, healthcare, and technology.”

Amadou Diallo, CEO of DHL Global Forwarding, Middle East & Africa, added: “This investment reinforces our confidence in the region’s economic trajectory. Our goal is to stay ahead in digital capabilities and sustainable transportation, helping customers build resilience and unlock growth in an uncertain world.”

Key focus areas for investment

DHL outlined several strategic initiatives under its EUR500m regional investment plan:

• DHL Express will invest in hub and gateway facilities and expand aviation capacity to enhance delivery speed and network efficiency.

• DHL Global Forwarding will grow its regional presence, expand its fleet — including electric trucks — and pursue joint ventures, including one with Etihad Rail, to enhance multimodal connectivity.

• DHL Supply Chain will increase warehouse capacity, modernize equipment, and integrate automation and advanced technologies in Saudi Arabia and UAE.

• DHL eCommerce will boost its last-mile delivery capabilities, supported by its recent acquisition of AJEX in Saudi Arabia, to meet surging e-commerce demand.

Backing regional sustainability agendas

Aligned with sustainability goals in the UAE and the kingdom, DHL Group said it will allocate a portion of the investment toward green logistics. This includes alternative fuels, electric vehicles, sustainable aviation fuels, and solar-powered logistics facilities.

The company aims to help customers meet net-zero emissions targets while ensuring supply chains are future-proofed.

The investment also aims to support tourism-related logistics, particularly in Saudi Arabia, where high-end B2C inbound demand is accelerating due to the kingdom’s Vision 2030 strategy and global event hosting ambitions.

KEZAD Group, one of the region’s largest integrated economic zone operators and a subsidiary of AD Ports Group, has unveiled plans to develop KEZAD Business District (KBD), a major new commercial hub in Abu Dhabi.

Positioned at the gateway of the E11 highway corridor that connects the capital with the northern emirates, KBD is a flagship component of the 410 square kilometre KEZAD Al Ma’mourah master development.

Spanning an initial footprint of 3 square kilometres, KBD will be developed in phases, with infrastructure work currently underway. The first phase will include the construction of a 21,000 square metre office tower, alongside sports facilities and F&B retail outlets.

These amenities will be adjacent to KEZAD One, the group’s headquarters.

KEZAD Business District: Strategic location

Strategically located along the high-traffic Abu Dhabi-Dubai corridor, KEZAD Business District offers direct access to key logistics and business infrastructure across the UAE. It is just 15 minutes from Khalifa Port, 25 minutes from Zayed International Airport, and less than 30 minutes from Jebel Ali Port and Al Maktoum International Airport.

The area also benefits from proximity to Etihad Rail and two major highways, offering seamless multimodal connectivity.

“The ambition and inventiveness that we have applied to developing and operating one of the world’s most integrated, thriving and largest industrial ecosystems is the same one that we will employ to deliver a next-generation business district,” said Abdullah Al Hameli, CEO, Economic Cities and Free Zones, AD Ports Group. “KEZAD Business District continues KEZAD Group’s investment in Abu Dhabi’s polycentric urban expansion, with KEZAD Al Ma’mourah seen as a critical economic centre in the nation’s future-forward growth strategies.”

Mixed-use commercial hub

KBD is being developed as a mixed-use commercial hub, designed to promote collaboration between academia, industry and the private sector. It is situated near three strategic developments:

• the 70,000 square metre twofour54 media production campus
• the 3.3 square kilometre Abu Dhabi Food Hub
• the 3.3 square kilometre Global Auto Hub

The latter two are being developed by KEZAD Group in partnership with the private sector, as part of Abu Dhabi’s broader push to attract diversified investment.

The district is expected to serve as a secondary business hub within the emirate, offering facilities for regional headquarters, R&D centres, training institutions, and professional services.

With a mix of office, retail, hospitality, education, residential, and leisure spaces, the development aims to attract frontier businesses and emerge as a central pillar in KEZAD’s advanced manufacturing and economic ecosystem.

“KEZAD Business District will offer development opportunities and catalyse new investments in the wider KEZAD Al Ma’mourah masterplan,” Al Hameli added. “We are proud to attract new, frontier businesses and commercial activities that will propel our nation’s economy into the future.”

The launch of KBD reinforces Abu Dhabi’s ongoing transformation into a multi-nodal economic powerhouse, offering future-ready infrastructure and attractive investment propositions to global and regional players alike.

Read: Metal Park launches Dhs110m storage hub in KEZAD

Abu Dhabi’s luxury and branded real estate market is witnessing unprecedented growth in 2025, with branded residence launches quadrupling compared to the previous year, according to Metropolitan Capital Real Estate (MCRE), a real estate agency in Abu Dhabi.

Read-Five emirates, Dh239bn: UAE real estate rockets in early 2025

The surge is being driven by increasing demand from high-net-worth individuals (HNWIs), international investors, and long-term residents. The market has already recorded Dhs6.3bn in luxury property transactions—valued at Dhs7m and above—within the first four months of the year, representing a 5 per cent year-on-year increase. Over half of these transactions were in the Dhs10m-plus segment, underscoring rising investor confidence in Abu Dhabi’s premium real estate offerings.

“Abu Dhabi has firmly positioned itself as a premier destination for luxury and lifestyle-led investments,” said Evgeny Ratskevich, CEO of MCRE. “We’ve seen buyers who initially intended to purchase a single property expanding their portfolios. At the same time, long-term residents are increasingly choosing to buy rather than rent, reflecting growing confidence in the local market.”

Rise of branded residences

One of the strongest growth drivers in 2025 has been the rise of branded residences. Developers are actively launching lifestyle-focused communities across key areas including Saadiyat Island, Al Reem Island, and Mariah Island. The number of branded projects is expected to exceed 25 this year, a significant jump from just a handful launched in 2024.

Notable developments include Jacob & Co Beachfront Residences, Brabus Residences by Cosmo, Waldorf Astoria Residences, Elie Saab Waterfront, SHA Wellness Residences, Mandarin Oriental Residences, and Nobu Residences. The latter recently set a new benchmark with a record-breaking Dhs137m penthouse sale—the highest residential transaction in Abu Dhabi’s history.

In parallel, the secondary luxury market has also seen explosive growth. Transaction volume in this segment increased 158 per cent year-on-year, with nearly Dhs3bn in resale activity by April. Super-luxury properties (priced above Dhs10m) accounted for more than Dhs2.6bn, making up 60 per cent of total secondary market sales.

Super-luxury resale market

In just four months, transactions in the super-luxury resale market have reached 22 per cent of the full-year total for 2024, highlighting growing investor interest in ready-to-move-in, high-end properties.

MCRE has cemented its position as a market leader in Abu Dhabi’s luxury sector, securing an 11.5 per cent share of the market for properties priced at Dhs7m and above. The firm facilitated over Dhs700m in sales in this category, including Dhs530m in the ultra-luxury bracket (Dhs10m and up), capturing 11 per cent of that niche segment.

According to Ratskevich, branded residence prices now average Dhs2,500 to Dhs4,000 per square meter, depending on location. This is significantly lower than comparable offerings in Dubai or Ras Al Khaimah, making Abu Dhabi increasingly attractive to international investors.

Shift in investor demographics

Investor demographics have also shifted notably since 2024. While Russian and CIS buyers were dominant early last year, interest from those regions declined in Q2. In their place, buyers from the UK, US, UAE, and other GCC countries are stepping up. Nearly half of all purchasers are end-users, with the remainder being investors looking to capitalize on what they view as bargain prices for high-end properties.

Key locations continue to drive market activity, with Saadiyat Island, Yas Island, Reem Island, and Al Hidayriyyat leading the charge. Al Hidayriyyat, in particular, has already surpassed 20 per cent of its total 2024 sales volume, positioning it as a fast-growing hotspot.

To meet rising demand, MCRE has launched a dedicated luxury office—Metropolitan Capital Elite—on Saadiyat Island. The new division will cater exclusively to HNWIs, end-users, and institutional investors seeking access to premium and branded assets, offering tailored advisory services.