Dubai welcomed more tourists than ever before in 2023, attracting 17.15 million international overnight visitors. And they weren’t all rich and famous – a perception that Visit Dubai is eager to dispel, urging the trade to consider that “If you think you know Dubai, think again!”

From solo travellers and couples to families, “Dubai is not just for the rich and famous, or retired,” Dubai Tourism director of international operations Cebile Moulin told an overflowing audience of travel advisors last week in Toronto at an event at the Westin Harbour Castle hotel.

From the emirate’s beaches to flashy architecture and shopping, arts and culture, plus desert adventures – there’s even an indoor ski hill – there’s something for everyone, not just the celebs that turn out for the city’s glamourous events and sporting spectacles, she said.

Moulin pointed to the composition of Dubai’s 821 hotels as an indicator of the city’s egalitarian nature, among them: 157 five stars, 194 four stars, 85 deluxe, and 111 standard.

Canadians are clearly getting the message, with arrivals from this country increasing over a third (36%) since 2019.

Served with direct flights by Air Canada and Emirates, Canadians stay an average of seven nights – “very much longer than the rest of the world” in a destination that has a reputation as a stopover for travellers on the way to India, Africa, and elsewhere.

Moulin enthused about Dubai’s ranking as the most popular destination in TripAdvisor the past three years running, reflecting the aforementioned eclectic mix of luxury and affordable hotels and restaurants, as well as a range of attractions and cultural sites which pay homage to the heritage of the emirate.

Dubai’s appeal as a thriving global hub was further highlighted by Euromonitor International’s Top 100 City Destinations Index 2023, which named Dubai the world’s No. 2 city destination.

Here are some destination highlights:

Hotels

Dubai is rightfully synonymous with its luxury hotels, which continue to expand rapidly. Atlantis The Royal, ranked No. 44 on the World’s 50 Best Hotels list, debuted in February 2023, immediately enhancing the city’s opulent offerings.

Other stand-out additions include Banyan Tree Dubai which offers an award-winning spa and a variety of al fresco dining experiences. Similarly, the Vida Creek Beach Hotel boasts modern architecture overlooking Dubai Creek Harbour and provides guests with exclusive beachfront experiences.

Anticipated openings set to enhance Dubai’s hotel scene for 2024 include the affordable and edgy Mama Shelter Dubai, designed for millennials and ideal for solo travellers; SIRO One Za’abeel, focused on holistic fitness, recovery, and well-being; Jumeirah Marsa Al Arab; and The Lana, a Dorchester Collection hotel that provides a captivating rooftop scene that transitions from daytime pool to lively late-night lounge bar.

Attractions and entertainment

• As part of its year-round drive to showcase Dubai to the world, Dubai entered into a landmark collaboration with Spanish football giants Real Madrid Club de Fútbol. The multi-year agreement has brought together two iconic brands and builds on Real Madrid’s longtime partnership with Dubai’s flagship airline, Emirates, while Dubai Parks and Resorts has, at the same time, announced its partnership with Real Madrid C.F. to be home to the first Real Madrid-themed park, Real Madrid World.
• Dubai Festivals and Retail Establishment (DFRE) positions Dubai as an international entertainment hub, and in 2023, the city hosted an array of year-round events spearheaded by the Dubai Shopping Festival. DFRE’s annual Retail Calendar encompasses everything from arts and books, food and sports, music and concerts, heritage, and culture through to shopping and fashion, as well as retail promotions offering life-changing prizes to lucky residents and visitors.
• Sky Views Dubai at Address Sky View takes city sightseeing to new heights. Adventure-seekers can take on the Edge Walk and Sky Glass experiences on the 52nd and 53rd floors, or ride the glass Sky Slide from floor to floor outside the tower while revelling in panoramic views of the city laid out 219.5 metres below.
• AURA Skypool: Suspended 200 metres in the air, the AURA Skypool is the highest 360-degree infinity pool in the world. Guests can swim in the sky while soaking in stunning panoramic views of the city’s iconic skyline, Palm Jumeirah, and the Arabian Gulf.

Culinary

With a vibrant and thriving gastronomy scene, Dubai is a modern culinary capital with 13,000 restaurants and cafés offering a wide variety of cuisines and experiences. Following its launch in 2022, the second edition of the MICHELIN Guide Dubai was released in 2023, with three new one-star restaurants and one new two-starred included.

Two Dubai homegrown restaurants were also included in The World’s 50 Best Restaurants List for 2023. Trèsind Studio was ranked at No.11, Orfali Bros Bistro was No.46 while Ossiano was part of the extended list, at No. 87.

Public beaches 

Dubai boasts several public beaches including Kite Beach, a standout destination for sun-seekers, food enthusiasts, kite surfers, and all manner of watersports lovers. Sunset Beach, also known as Umm Suqeim Beach, provides tranquil ambience, stunning views of Burj Al Arab, and is one of the best places to watch the sun sink below the horizon. Furthermore, The Beach at JBR is one of the most popular beaches in the city and with its promenade filled with shops, restaurants, and outdoor markets.

Family activities

Dubai is home to a host of theme parks that cater to impress kids and families.

• KidZania is an indoor playground and vast educational theme park inside Dubai Mall. Ideal for children aged two to 16 years of age, KidZania features realistic setups where children can learn about more than 70 different professions and the real world in an interactive city.
• The Green Planet is an incredible bio-dome home to a tropical rainforest housing more than 3,000 plants, birds, and animals. Beyond the ordinary, this unique destination offers unforgettable experiences, such as the opportunity to camp overnight amid toucans and sloths in the rainforest, snorkel with piranhas, or even become a zookeeper for the day.
• MOTIONGATE Dubai theme park has introduced two world-first roller coasters, the John Wick: Open Contract ride featuring intense 4D action, and the Now You See Me: High Roller ride, which immerses guests in magical illusions and storytelling. Elsewhere, at IMG World of Adventures, Dubai’s largest indoor theme park, guests can explore five themed adventure zones including Marvel, the Lost Valley, Cartoon Network, IMG Boulevard, and Novo Cinemas.
• Dubai boasts various water parks that feature a range of rides and waterslides to suit visitors of all ages, including the Arabian-themed Wild Wadi next to Burj Al Arab and Atlantis The Palm’s Aquaventure, officially recognized by Guinness World Records for the most waterslides in a waterpark.
• Global Village brings 90 cultures together, featuring more than 27 pavilions from around the globe, ranging from Korea to Qatar, India to Iran. Visitors can explore countries, traditional crafts, delicacies and more in just one day.

Arts & culture

 Iconic architecture

Dubai is known for architectural marvels such as Burj Khalifa, the world’s tallest building, the iconic sail-shaped Burj Al Arab, and the impressive Dubai Frame. Visitors can delve into history at Al Fahidi Historical Neighbourhood, witness futuristic innovation at the Museum of the Future, and explore the extensive collection of 600,000 titles at the Mohammed bin Rashid Library. Each landmark represents a distinct facet of Dubai’s architectural brilliance and cultural significance.

The Etihad Museum, situated at the site of the UAE’s establishment in 1971, tells the story of the country’s founding through experience-driven exhibitions and interactive activities. Spanning 25,000sqm, it focuses on the events that led to the Emirates’ unification in 1971, emphasising the years 1968 to 1974. Elsewhere, Sheikh Mohammed bin Rashid Al Maktoum Centre for Cultural Understanding (SMCCU) offers visitors an immersive experience to understand Emirati culture. Guests can enjoy traditional meals, learn about local customs, and gain insights into Dubai’s heritage.

Additionally, the Coffee Museum celebrates ‘gahwa’ (Arabic coffee) and its cultural significance, while the Al Shindagha Museum narrates Dubai’s evolution from fishing village to futuristic metropolis.

Local experiences

For visitors eager to explore the desert, the Platinum Heritage Desert Safari is a top choice. Recognized by the World Travel Awards, the premium tour offers authentic Emirati cuisine, conservation guides, falconry shows, cultural performances, and wildlife drives in vintage Land Rovers.

Guests can also explore Sonara Camp, which is a 40-minute drive from Downtown Dubai. Nestled within the Dubai Desert Conservation Reserve, the camp provides a “bohemian chic” eco-friendly experience, where guests of all ages can relish desert sunsets and dine under the stars in the company of Arabian Oryx and gazelles. The camp offers live music, fine dining, and an escape for nature-loving travellers.

Similarly, Hatta – 90 minutes by car from the city center – boasts a 700-km. mountain range loved by photographers, nature enthusiasts, and adventurers. Hatta’s rugged landscapes, wadis (valleys), and farms set the stage for extensive hiking trails, mountain bike adventures, and kayaking at Hatta Dam.

Adventure

Dubai is a dynamic adventure hub, offering diverse experiences, from exploring Hatta’s hiking trails to diving into the world’s deepest swimming pool at Deep Dive Dubai. Whether trying the world’s longest urban zipline at XLine Dubai Marina or quad biking on majestic desert dunes, embarking on a hot air balloon ride, or a motorsports adventure at Dubai Autodrome, the city is an adrenaline enthusiast’s dream.

Outdoors

Mushrif National Park offers an array of outdoor activities suitable for everyone, including zipline adventures at Aventura Parks and the desert trail at Al Qudra Cycling Track.

Shopping

Often referred to as a shopper’s paradise, Dubai boasts a multitude of malls, including mega destinations such as Dubai Mall, the largest mall in the world, and the entertainment-packed Mall of the Emirates, as well as the Gold Souk, Spice Souk, and Textile Souk, where visitors can haggle for exquisite jewellery, saffron, or authentic Arabian fabrics.

Golf

In addition to being a hub for prestigious golfing competitions, Dubai offers enthusiasts the opportunity to refine their skills on different courses. Notable options include The Montgomerie Golf Club, The Els Club, Dubai Hills Golf Club and Dubai Creek Golf & Yacht Club – the city’s second-oldest course having opened its doors in 1993. Topgolf Dubai also provides an interactive golf experience for all ages, with live music and dining.

Cruise

Cruising and yachting are also key pillars of Dubai’s tourism industry. Dubai anticipates up to 150 cruise ships for the 2023-2024 winter season. Visitation by passengers is largely concentrated around the city’s world-class cruise hubs, such as Mina Rashid, which offers easy access to the historic Dubai Creek, and Dubai Harbour, located next to Dubai Marina and the iconic Palm Jumeirah.