Dubai is shifting its tourism strategy from a sole focus on increasing visitor numbers to attracting tourists who spend more, return to the city and may eventually become residents, investors or business owners.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, told the RISE 2026 summit at Dubai World Trade Centre on Wednesday, October 14, 2026, that tourism’s economic value depends less on visitor numbers than on the quality of their experience, their spending and their long-term connection with the city.

He said about 25 per cent of Dubai’s tourists return to the city within 12 months, highlighting the importance of attracting loyal visitors.

🟠 From Tourist to Dubai Investor and Resident

Kazim said Dubai’s tourism marketing strategy is moving beyond large-scale advertising and influencer partnerships to focus on building direct connections with high-net-worth individuals, family offices and international business leaders.

He added that targeted events and direct engagement could better showcase opportunities to live, work and invest in Dubai.

Kazim also stressed that amid regional instability, a sense of security and public confidence play an important role in decisions by individuals and companies to establish a long-term presence and invest in the city.

🟠 Continued Investment in Hotels

According to Kazim, Dubai’s hospitality sector remains focused on developing new properties and renovating existing hotels.

Citing visits to Dubai by executives from major hotel groups, including Hilton’s global CEO, he said such activity indicated continued interest in the city’s market from the international hospitality industry.

🟠 Strengthening Trade and Logistics

Kazim said that under the D33 economic strategy, Dubai is focused on strengthening sectors including logistics, manufacturing, financial services and tourism, while attracting the headquarters of international companies.

He also highlighted collaboration with DP World to strengthen Dubai’s role in global trade and supply chains.

He said companies choose Dubai not only for its domestic market but also for its geographical position and access to international markets.

🟠 Concerns Over Property Supply

During the summit, an investor raised concerns about a potential property oversupply as multiple construction projects are completed simultaneously.

Kazim responded that Dubai’s development is based on long-term planning and continuous consultation between the government and the private sector.

However, he did not provide any specific numerical forecasts for property supply, demand or price movements in 2027.