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Dubai Nears Global Top‑Three Tourism Status in H1 2025

Dubai is rapidly cementing its position as one of the world’s most visited destinations. In just the first half of 2025 (January to June), the city welcomed 9.88 million international overnight visitors, already surpassing the 18.72 million total recorded for all of 2024. This impressive 6% year-on-year growth puts Dubai firmly on track to achieve its ambition of ranking among the top three global tourism hubs, according to the Dubai Department of Economy and Tourism (source).

So, what’s fueling this explosive tourism momentum? It’s not just luck—it’s a carefully orchestrated mix of world-class infrastructure, aggressive international marketing, strong hospitality performance, and an expanding portfolio of attractions catering to a global audience.

First, Dubai’s seamless connectivity remains unmatched. Dubai International Airport (DXB) handled 46 million passengers in H1 2025, maintaining its title as the world’s busiest international airport. Despite ongoing geopolitical instability in parts of the Middle East, DXB’s efficiency and Dubai’s safety reputation have kept the flow of visitors steady and strong.

The hospitality sector has played a major role in supporting this surge. Hotel occupancy reached 80.6%, while 22.24 million room nights were booked—up 4% from the same period last year. The Average Daily Rate (ADR) climbed to AED 584, and Revenue per Available Room (RevPAR) rose to AED 471, signaling not just volume but profitability. Dubai currently offers 152,483 hotel rooms across 822 establishments, ranging from luxurious beach resorts to affordable city stays.

New openings have kept the city fresh and appealing. Recent additions include Jumeirah Marsa Al Arab, Vida Dubai Mall, Cheval Maison in Expo City, and The Biltmore Hotel Villas. Dubai’s hotels are not just places to stay—they are destinations in themselves, offering curated experiences, wellness, and entertainment.

At the same time, Dubai has executed a smart and far-reaching global marketing strategy. Campaigns such as “Find Your Story” (featuring Millie Bobby Brown and Jake Bongiovi) and “Dubai, Ready for a Surprise?” (starring Virat Kohli and Anushka Sharma) have reached wide audiences and fueled tourism interest. Collaborations with major hospitality brands like Marriott, Hilton, and Premier Inn have further boosted exposure and bookings.

Dubai’s appeal is also increasingly diverse. Visitor origins span a wide spectrum:

Western Europe: 22%

CIS/Eastern Europe: 15%

South Asia: 15%

GCC and MENA: each 11–15%

Other regions, including the Americas, Northeast and Southeast Asia, Africa, and Australasia, make up the remainder, reflecting Dubai’s truly global pull.

Dubai’s thriving MICE (Meetings, Incentives, Conferences, Exhibitions) industry is another growth engine. The city secured 249 international event bids and expects over 127,000 business delegates in the coming years. Its food scene continues to gain global acclaim, with the 2025 MICHELIN Guide recognizing 119 restaurants—including Dubai’s first three-starred Indian restaurant, Trèsind Studio, and FZN by Björn Frantzén.

Altogether, tourism is more than a headline figure—it’s a pillar of the local economy, contributing over 12% of Dubai’s GDP and supporting thousands of jobs across hospitality, retail, transport, and real estate. This steady growth signals the effectiveness of Dubai’s strategic vision: to be not just a stopover, but a destination that defines the future of urban tourism.

With nearly 10 million visitors already welcomed in just six months, 2025 is shaping up to be a milestone year for Dubai. The emirate isn’t just nearing the global top three—it’s actively reimagining what world-class tourism looks like.

Photo credits: Dubai Instagram. 

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

Dubai Nears Global Top‑Three Tourism Status in H1 2025

Dubai’s coastline and seawater intake facilities

Dubai, situated in one of the driest regions on Earth, relies heavily on desalination to meet its water needs. The emirate's primary desalination facility, the Jebel Ali Power and Desalination Plant, is among the world's largest, producing approximately 490 million imperial gallons of water daily.

In recent years, Dubai has been transitioning to more energy-efficient desalination technologies. The Hassyan Seawater Reverse Osmosis (SWRO) plant, scheduled to commence operations in 2026, will utilize solar energy and advanced reverse osmosis techniques to produce 818,000 cubic meters of drinking water per day.

To further enhance water sustainability, Dubai is investing in infrastructure such as the Aquifer Storage and Recovery (ASR) project. This initiative aims to store up to 6,000 million imperial gallons of water, making it the largest project of its kind globally.

Through these efforts, Dubai is not only addressing its immediate water needs but also setting a precedent for sustainable water management in arid regions.

Photo credits: Dubai Instagram. 

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

Dubai’s coastline and seawater intake facilities

Trèsind Studio & Avatāra: Plating Elevated to Visual Poetry

Two Michelin‑recommended venues where presentation is art.

Trèsind Studio

Located at One&Only Royal Mirage, Trèsind Studio has built its reputation on a 16-course tasting menu described by The World’s 50 Best Restaurants as a visual and gastronomic tour of India. Signature creations—like the blossom chaat with pumpkin mash, yogurt, chutneys, edible flowers and crisp butterflies—are composed with meticulous symmetry on vivid crockery, each course curated like a miniature installation.

Photo credits: Trèsind Studio Instagram. 

Avatāra

This new fine‑dining vegetarian concept in Dubai Hills Estate is led by Chef Rahul Rana. Avatāra’s presentation emphasizes vibrant vegetable curries and appetizers, artfully plated with microgreens, edible flowers, and puree swirls that foreground the natural beauty of plant‑based ingredients.

The visual language here champions color, balance, and harmony—each plate assembled as a visual composition.

Photo credits: Avatāra.

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Alexander Agafiev Macambira

Alexander Agafiev Macambira is former tech contributing writer for Forbes Monaco.

Trèsind Studio & Avatāra: Plating Elevated to Visual Poetry

Seven Paintings: An Immersive Gastronomic Masterpiece in Dubai

Situated within the Hyde Hotel in Business Bay, Seven Paintings offers a dining experience where plating transcends presentation—it becomes performance art. Conceived by Nadine Beshir of Dinner Time Story and Chef Omar Sartawi (with executive chef Daniel Shepherd), the two-hour, seven-course dinner marries culinary innovation with visual storytelling inspired by legends like Van Gogh, Picasso, Dali and Banksy.  

Upon entering, guests encounter a theatrical dining space: a circular table set against a large black canvas, digital projections enliven each course and invite participation—such as painting on chocolate or adding “tears” from a dropper bottle to a plate. The result is a playful yet precise narrative woven between art and cuisine.  

Chef Sartawi’s plating echoes the featured artists: bold colors, abstract arrangements and interactive elements. One course channels Jackson Pollock, as diners splatter salad dressings in jazz-fueled abstraction, while others reinterpret visual art into taste and texture.   

At approximately AED 450 per person, the experience is intimate—seating is limited to 20 guests per sitting, each served with matching theatrical flair.  

Seven Paintings distinguishes itself in the competitive Dubai dining landscape not by opulence, but by its fusion of immersive theater and precise gastronomy—a celebration of how food can become art.

Photo credits: Get Your Guide.

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

Seven Paintings: An Immersive Gastronomic Masterpiece in Dubai

Talise Spa at Madinat Jumeirah – Full‑Moon Yoga & Sound Healing in the Alphasphere

Amid the serene waterways and wind towers of Madinat Jumeirah, Talise Spa stands as a tranquil retreat dedicated to the art of mindful living. Surrounded by lush gardens, palm-lined canals, and the gentle hush of the Arabian Gulf, the award-winning spa embraces a comprehensive approach to well-being guided by its four foundational pillars: Mental Wellness, Mindful Movement, Internal Well-being, and Restore. Here, traditional healing philosophies meet cutting-edge therapies, offering guests an immersive wellness experience that is both rooted in heritage and aligned with contemporary science.

One of Talise Spa’s most iconic offerings is its Full-Moon Yoga session, held monthly on the private beach beneath the Dubai sky. Led by acclaimed wellness expert Kajal Thakur, the session is timed with the lunar cycle to harness the moon’s symbolic energy of release and renewal. Participants are guided through a meditative flow that ends in stillness, accompanied by the soothing rhythm of waves and the shimmer of moonlight on water—an experience consistently praised for its profound emotional impact and sense of spiritual connection.

Inside the spa, advanced sensory treatments are centered around the Alphasphere Deluxe, a sound-and-light therapy pod designed by artist and researcher Sha, which synchronizes audio frequencies, light pulses, and ergonomic positioning to induce states of deep meditation. Used in both solo and guided sessions, it is especially effective in alleviating stress and anxiety while boosting mental clarity. Complementary therapies include sound-healing yoga, crystal healing sessions, and breathwork practices, all tailored to promote emotional release and physical vitality.

The spa’s approach to beauty and rejuvenation is equally holistic. Guests can experience Ayurvedic body treatments, hot sea shell massages, and the opulent 24-karat gold hammam, which infuses gold powder into traditional cleansing rituals to stimulate circulation and restore radiance to the skin. Sleep enhancement programs have also become a signature of Talise, incorporating guided meditation masks, vibroacoustic loungers, qi gong movement, and hypnotherapy to encourage restful, natural sleep cycles. Each treatment concludes with a calming tea ceremony, reinforcing the importance of ritual and reflection.

At Talise Spa, the ethos is clear: wellness is not a trend, but a lifestyle. With its blend of Arabian tradition, Eastern wisdom, and innovative sensory technologies, it remains one of Dubai’s most transformative destinations for those seeking not only relaxation but conscious renewal.

Photo credits: Madinat Jumeirah

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

 

Talise Spa at Madinat Jumeirah – Full‑Moon Yoga & Sound Healing in the Alphasphere

Anantara Spa at The Palm Dubai – Crystal and Sound Healing by the Sea

Situated on the iconic Palm Jumeirah, Anantara Spa at The Palm Dubai seamlessly marries the time-honored traditions of Middle Eastern and Asian healing with cutting-edge wellness technologies, creating a sanctuary that caters to both body and mind. The spa’s expansive facilities include six luxuriously appointed couples’ suites designed to provide intimate, personalized experiences. Guests can immerse themselves in a variety of steam rooms, including aroma-infused, crystal and gemstone-enhanced chambers, as well as herbal saunas and salt inhalation areas that promote respiratory health and skin rejuvenation. The spa’s experience showers are engineered to stimulate circulation and enhance detoxification, while the Turkish and Moroccan hammams offer ritualistic cleansing practices that date back centuries. For those seeking a deeper form of relaxation, the Thai massage pavilion provides authentic Thai therapeutic techniques performed by skilled therapists.

Anantara’s wellness philosophy is embodied in its signature treatments that draw from ancient healing sciences. Crystal-infused steam rooms and gemstone therapies harness the natural energies believed to promote balance and rejuvenation, while Ayurvedic treatments align with the Indian tradition of holistic health, focusing on mind-body harmony. The spa also features specialized rituals utilizing CBD products from KLORIS, which have gained international acclaim for their purity and efficacy, targeting inflammation and stress reduction. Complementing these is the use of Phytomer marine-based wellness therapies, which incorporate seaweed and mineral-rich treatments to restore vitality and hydration.

A hallmark of the Anantara experience is its integration of sound healing and breathwork. Sound baths utilize crystal bowls and Tibetan singing bowls to create vibrational frequencies that facilitate deep meditative states and emotional release. Breathwork sessions guide guests through controlled breathing techniques designed to calm the nervous system and enhance mental clarity. Aromatic rituals, inspired by both ancient Asian and Arabian traditions, employ essential oils and resins like frankincense and myrrh, enveloping guests in sensory journeys that ground and elevate the spirit. Together, these elements coalesce into a holistic wellness journey that honors the interconnectedness of physical health and spiritual wellbeing, all set against the tranquil backdrop of the Palm’s shimmering waters.

Photo credits: Anantara Spa

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

 

Dubai’s Hotel of the Future: Inside Al Habtoor Tower

Rising along Sheikh Zayed Road beside the Dubai Water Canal, Al Habtoor Tower is poised to become the world’s largest residential skyscraper, with 81 floors and a total built-up area of approximately 3.5 million square feet. Developed by the Al Habtoor Group, the tower stands at around 345 meters tall and is located in Al Habtoor City, a 9-hectare urban complex known for its luxury hotels, entertainment venues, and landscaped pedestrian boulevards. The structure incorporates deep foundation barrettes drilled 80 meters into the ground and a patented single-column barrette system engineered to support up to 22,000 tons. High-strength steel and specialized concrete (C90) are used to reduce the building’s carbon footprint by over 50 percent compared to conventional towers. The design targets LEED Platinum certification, incorporating dual-glazed façades and advanced insulation systems expected to lower energy consumption by approximately 60 percent. Construction follows a top-down method, allowing simultaneous work on the tower and podium and enabling rapid delivery of more than 350,000 square meters of floor area within an estimated 1,000 days. The project includes three dedicated amenity levels on the 8th, 47th, and 70th floors, featuring a 285-meter wraparound infinity pool with panoramic views, spa and wellness facilities, a fitness center, library, cafés, padel tennis courts, children’s play areas, and multi-purpose lounges. Eighteen high-speed elevators are designed to ensure efficient vertical transportation throughout the building. Residential offerings range from one- to three-bedroom apartments with smart-home systems and private balconies. The uppermost floors feature Ultra Residences and Sky Villas, each with high ceilings, large terraces, and private pools offering unobstructed views of the Burj Khalifa, the Dubai Canal, and the Arabian Gulf. With its integration of artificial intelligence-enhanced building systems, environmentally responsive engineering, and hotel-grade lifestyle services, Al Habtoor Tower is designed not only as a luxury residence but also as a blueprint for future-ready urban living in Dubai.

Photo credits: Al Habtoor Tower

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

Dubai’s Hotel of the Future: Inside Al Habtoor Tower

The Art of Falconry: Dubai’s Living Tradition

The ancient art of falconry soars as a vibrant emblem of Emirati heritage. For over 4,000 years, this practice has woven itself into the cultural fabric of the region, evolving from a Bedouin survival tool to a revered sport and symbol of national pride. In Dubai, falconry is more than a tradition; it is a living bridge between past and present, celebrated through training centers, high-stakes competitions, and global recognition as a UNESCO Intangible Cultural Heritage of Humanity since 2016. As the city balances modernity with its Bedouin roots, falconry remains a testament to courage, patience, and a deep connection to nature.

Falconry’s origins in the UAE trace back to the Bedouin tribes who relied on falcons to hunt scarce game like houbara bustards and hares in the unforgiving desert. The falcon, known as the “Saqr,” was prized for its sharp eyesight and speed, capable of diving at over 200 miles per hour to capture prey. Unlike other predators, falcons could be trained to deliver game alive, ensuring it remained halal by Islamic standards, which require animals to be slaughtered while still living. This practical necessity fostered a bond of trust and respect between falconer and bird, a relationship that endures today. “Your falcon is your brother,” says Ayesha Al Mansouri, a female falconer who began training at age four, reflecting the sport’s deep emotional resonance.

Dubai’s commitment to preserving falconry is evident in its world-class facilities and initiatives. The Dubai Falcon Hospital, alongside its larger counterpart in Abu Dhabi, is a global leader in avian care, offering everything from routine checkups to surgical interventions for these prized birds. Equipped with luxurious wards and cutting-edge technology like GPS tracking, the hospital underscores the UAE’s unique dedication—evidenced by its issuance of falcon passports, a world first. Training centers, such as those at Al Marmoom Desert Conservation Reserve, provide hands-on education, teaching traditional techniques alongside modern innovations. Emirati falconers use tools like the “manqalah” (a padded cuff for perching) and “burgu” (a leather hood), while integrating satellite tracking to monitor birds during training. These centers also serve as cultural hubs, hosting workshops to pass skills to younger generations, ensuring the art’s survival.

Competitions are the heartbeat of modern falconry in Dubai, blending spectacle with tradition. The Fazza Championship for Falconry, launched in 2002 by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, is a highlight, drawing thousands to its 400-meter desert races where falcons are timed with stopwatches for speed and precision. The Abu Dhabi International Hunting and Equestrian Exhibition (ADIHEX) and Al Dhafra Festival further elevate the sport, featuring not only races but also beauty contests judging falcons on plumage and poise, with prizes reaching thousands of dollars. “These events are about more than competition; they celebrate our identity,” notes a member of the Emirates Falconers’ Club, which organizes many of these gatherings. In 2024, ADIHEX attracted over 150,000 visitors, showcasing falconry’s global appeal.

The falcon’s cultural significance extends beyond the desert. As the UAE’s national emblem, it adorns currency, stamps, and official documents, symbolizing courage, nobility, and resilience. Emirati poetry and songs often depict falcons as loyal companions, while the late Sheikh Zayed bin Sultan Al Nahyan, a lifelong falconer, championed its preservation through initiatives like breeding programs in Al Ain. His 1976 book, Hunting with Falcons, remains a cornerstone of the sport’s literature. Today, falconry is a fixture in national celebrations, with displays at UAE National Day and desert safaris in Dubai, where tourists witness falcons soaring against the sunrise. Platinum Heritage’s in-flight falcon show, conducted from a hot air balloon, offers a unique vantage point, blending tradition with Dubai’s flair for innovation.

Yet, falconry faces challenges in a modernizing world. Urbanization and habitat loss threaten wild falcon populations, prompting conservation efforts like those led by the Emirates Falconers’ Club, which supports breeding and release programs. The UAE’s collaboration with 18 countries to secure UNESCO recognition in 2016 reflects its global leadership in safeguarding this heritage. Women, too, are reshaping the narrative. Falconers like Sheikha Mozah bint Marwan Al Maktoum and Ayesha Al Mansouri are breaking barriers, training alongside men and inspiring a new generation. “Falconry teaches discipline and connection to our roots,” says Sheikha Mozah, who trains daily to strengthen her bond with her birds.

Dubai’s falconry scene is a microcosm of its ethos: a city that honors its past while embracing the future. From the quiet patience of a falconer in the desert to the roar of crowds at the Fazza Championship, this ancient art continues to captivate. As the UAE navigates globalization, falconry remains a soaring reminder of its Bedouin soul, a tradition that, like the falcon itself, refuses to be tamed.

Photo credits: Emirates Falconers’ Club.

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

The Art of Falconry: Dubai’s Living Tradition

Dubai’s Nightlife Evolution: Beyond the Glitz

Dubai’s nightlife, once defined by glitzy super-clubs, is diversifying into a vibrant tapestry of underground music, jazz lounges, and alcohol-free cultural evenings. Beneath the city’s shimmering skyline, a new scene is emerging, driven by local DJs and event organizers catering to varied tastes.

Iconic venues like WHITE Dubai and SKY2.0 in the Design District still draw crowds with international DJs and bottle service starting at AED 2,000 ($545 USD). Yet, underground spots like The Backyard at Steigenberger Hotel, hosting “Deep Like Thursdayz,” and Bridgewater DXB’s eclectic lineups are gaining traction for their focus on authentic music. “Clubbers crave originality over corporate venues,” says Deian Markov, promoter of Groove On The Grass, a pop-up festival drawing 4,000 fans.

Jazz clubs like Bahri Bar at Madinat Jumeirah, with Burj Al Arab views, and The Green Room in City Walk 2 offer soulful evenings, blending live music with mocktails. Alcohol-free cultural nights are also rising, with Global Village’s drum circles and Dubai Miracle Garden’s illuminated floral walks appealing to families and expats. These venues align with the UAE’s strict alcohol laws, relying on ride-hailing apps for safe transport.

DJs like Mike Bufton of Audio Tonic and promoters Rima and Dania at Electric Days curate fresh sounds, from house to Afrobeats, at venues like BLING Dubai. This blend of Arabian heritage and global influences creates a nightlife that’s both inclusive and innovative.

Photo credits: SKY2.0 Dubai; Jumeirah, Bahri. 

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

 

Dubai’s Nightlife Evolution: Beyond the Glitz

The Art of Perfumery: Dubai’s Scented Legacy

Dubai has emerged as a global hub for perfumery, blending ancient Arabian traditions with modern innovation to captivate scent enthusiasts worldwide. From the rich, woody notes of oud to bespoke fragrances crafted for individual tastes, Dubai’s perfume industry is a testament to its cultural depth and commercial prowess.

Dubai’s perfume heritage is rooted in the Arabian Peninsula’s ancient trade routes, where frankincense, myrrh, and oud—derived from the resinous agarwood tree - were prized commodities. Today, the city’s Deira Perfume Souk remains a sensory treasure trove, with shops like those in Al Sabkha offering attars, oil-based perfumes made from natural ingredients such as rose, saffron, and musk. These traditional blends, often crafted using techniques passed down through generations, reflect a culture where fragrance is a daily ritual, woven into religious ceremonies, social events, and personal expression.

Yet Dubai is no relic of the past. Its strategic location and luxury-driven economy have made it a magnet for global fragrance houses like Chanel, Dior, and Roja Parfums, which release region-specific scents with high concentrations of oud and amber to cater to Middle Eastern tastes. Local brands like Ajmal Perfumes, founded in 1951, and Swiss Arabian, known for alcohol-free attars, have also gained international acclaim, with Ajmal now selling in 50 countries. The UAE’s fragrance market, led by Dubai, is projected to reach $1.7 billion by 2033, driven by a growing appetite for niche and premium scents.

Bespoke perfumery is a rising star in Dubai’s scent-scape. High-end boutiques in the Dubai Mall and Bur Dubai offer custom blending, where artisans work closely with clients to create unique fragrances using rare ingredients like Taif rose or saffron. This personalized approach, coupled with events like Beautyworld Middle East, an annual trade show highlighting cutting-edge trends, underscores Dubai’s role as a leader in olfactory innovation. In 2024, the event featured over 100 nominations for awards like Niche Fragrance of the Year, showcasing the city’s influence on global trends.

Modern fragrance houses, such as Lattafa and Hind Al Oud, are redefining the industry by merging heritage with contemporary flair. Lattafa’s Khamrah, launched in 2024, blends cinnamon, praline, and oud, rivaling high-end Western perfumes at a fraction of the cost. Meanwhile, boutique perfumers focus on small-batch creations, emphasizing storytelling through scent. These efforts have fueled a market growing at a rate three to four times higher than in Europe or America, with international brands like Eurofragance reporting €180 million in global sales in 2024, largely driven by the UAE.

Dubai’s perfume industry is more than a business; it’s a cultural bridge. Traditional attars and bakhoor - fragrant wood chips burned to release aroma - coexist with avant-garde scents, reflecting the city’s ability to harmonize past and present. As Abdulla Ajmal, CEO of Ajmal Group, noted, “Traditional oriental fragrances continue to be the heart of the region’s olfactory identity,” even as they captivate Western consumers. This fusion of craftsmanship and innovation ensures Dubai’s scented legacy will linger for generations.

Photo credits: Unsplash. 

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

The Art of Perfumery: Dubai’s Scented Legacy

Dubai’s Tech Startup Surge: The D33 Economic Agenda

Dubai’s ambition to become a global tech hub is taking flight under the Dubai Economic Agenda (D33), launched in 2023 to double the city’s economy to AED 32 trillion by 2033. The Dubai International Financial Centre (DIFC) reported over 1,000 new tech startups registered in 2025, driven by the emirate’s tax-free zones, robust infrastructure, and focus on AI, blockchain, and fintech. This surge is transforming Dubai’s economic landscape, but challenges like talent retention and global competition test its staying power.

The D33 Agenda prioritizes innovation, targeting AED 100 billion in annual digital economy value by 2033. DIFC’s Innovation Hub and Dubai Internet City offer zero corporate tax and streamlined regulations, attracting startups like Tabby, a $1.5 billion-valued buy-now-pay-later platform, and Zand, the UAE’s first digital bank. Careem, a Dubai-born unicorn, remains a success story, while emerging ventures like Tarjama (AI translation) thrive with support from the Dubai Future Academy. Investors are bullish: the Dubai Future District Fund invested in 29 ventures in 2024, drawing AED 2 billion in venture capital in 2025. Arif Amiri, CEO of DIFC Authority, notes, “Dubai’s ecosystem empowers startups to outperform globally.”

The numbers are striking. Dubai’s GDP grew 3.3% in 2023 to AED 429 billion, with tech driving growth. Free zones host over 1,500 tech firms, and events like the Dubai FinTech Summit 2025 foster global partnerships. Yet, retaining talent and competing with tech giants like Silicon Valley remain hurdles. As Dubai balances innovation with sustainability, its startup surge signals a bold step toward a digital future.

Photo credits: DIFC Instagram. 

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Alexander Agafiev Macambira

Alexander Agafiev Macambira is former tech contributing writer for Forbes Monaco.

Dubai’s Tech Startup Surge: The D33 Economic Agenda

Dubai’s Deep Dive Pool Sets Tourism Record

In the heart of Dubai, where ambition meets innovation, Deep Dive Dubai has emerged as a global sensation, redefining adventure tourism with its record-breaking 60-meter-deep swimming pool—the world’s deepest, as verified by Guinness World Records. In 2024, this aquatic marvel welcomed over 100,000 visitors, a testament to its allure for divers, thrill-seekers, and curious tourists alike. Projections for 2025 anticipate a 15% surge in visitors, fueled by Dubai’s relentless drive to cement its status as a premier global destination. Yet, as the pool’s popularity soars, questions about its environmental footprint have surfaced, prompting plans for sustainable upgrades that reflect the emirate’s broader green ambitions.

Opened in 2021, Deep Dive Dubai is no ordinary pool. Spanning 15 million liters—equivalent to six Olympic-sized pools—it houses a meticulously crafted underwater city, complete with sunken cars, motorbikes, and arcade games, inspired by the UAE’s pearl-diving heritage. This immersive setting, described by director Jarrod Jablonski as a “unique underwater classroom,” caters to all skill levels, from beginners taking their first scuba plunge to certified divers exploring depths up to 30 meters. Social media has amplified its appeal, with influencers and newly engaged couples flocking to capture surreal underwater moments, further driving its global fame. The facility’s advanced technology even allows divers to listen to whale sounds or their favorite music, blending adventure with sensory delight.

The numbers tell a compelling story. Dubai’s tourism sector, a cornerstone of its economy, welcomed 18.7 million international visitors in 2024, a 9% increase from the previous year, with Deep Dive Dubai emerging as a standout attraction. The emirate’s Department of Tourism and Commerce Marketing reported 5.31 million visitors in the first quarter of 2025 alone, with Western Europe (22%) and South Asia (14%) leading the influx. Deep Dive Dubai’s visitor count of over 100,000 in 2024 reflects its role in this tourism boom, drawing a diverse crowd eager to experience its one-of-a-kind underwater city. Industry experts project a 15% rise in visitors for 2025, driven by expanded marketing and new freediving courses like the AIDA Level 1 and 2 programs, tailored for beginners and seasoned snorkelers.

Yet, the pool’s success comes with challenges. Maintaining 15 million liters of water at pristine conditions requires significant energy for filtration and temperature control, raising concerns among environmentalists about its sustainability. Critics argue that such resource-intensive attractions clash with Dubai’s commitment to becoming a global leader in sustainable tourism, especially following the UAE’s hosting of COP28 in 2023. In response, Deep Dive Dubai has announced plans for solar-powered upgrades to its filtration systems, aligning with the emirate’s Clean Energy Strategy 2050, which aims to generate 75% of Dubai’s energy from clean sources by mid-century. These upgrades, expected to roll out in 2026, could set a precedent for balancing tourism innovation with environmental responsibility.

As Dubai continues to break records—its International Airport handled 92 million passengers in 2024, the highest ever—the success of Deep Dive Dubai underscores the emirate’s knack for turning audacious ideas into global draws. But its future hinges on harmonizing spectacle with sustainability. For now, as divers descend into the depths of this underwater city, they embody Dubai’s relentless pursuit of the extraordinary, even as the city grapples with the costs of its own ambition.

Photo credits: Deep Dive Dubai. 

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Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.

Dubai’s Deep Dive Pool Sets Tourism Record
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