Dubai is witnessing a significant shift in its tourism landscape, with a marked increase in demand for high-end desert experiences and specialized sports travel. According to the Dubai Corporation for Tourism and Commerce Marketing, visitors are increasingly seeking exclusive desert excursions that move beyond traditional safaris.
The new wave of luxury desert tourism is characterized by VIP service, glamorous camping, or “glamping”, and curated stargazing sessions with astronomers. Tour operators are creating small, exclusive camps for families and VIP guests, enhancing the experience with bespoke elements like private Emirati cuisine tastings. These intimate, culturally immersive programs are designed to leave a lasting and unique impression of local heritage.
Parallel to this trend, Dubai is establishing itself as a premier destination for sports tourism. Operators report a growing number of trips centered around golf and world-class sporting events. The emirate has become a major draw for fans of the DP World Tour championship, Formula 1, and international marathons. This interest is reflected in hard data, with the number of tourists visiting Dubai for golf increasing by 40% year-on-year since 2021.
This sustained growth across luxury and sports tourism is contributing to strong hotel performance. Dubai’s hospitality sector, comprising 812 hotels with a total of 150,000 rooms, is reporting robust health. The average hotel occupancy rate has reached 78% in 2025, a 2% increase compared to the previous year, indicating that tourists are actively seeking a balance of unique experiences and value within the dynamic destination.
© All rights reserved. Created with Dubsty
