Dubai sees a significant surge in tourist numbers.

Between January and April 2025, Dubai welcomed 7.15 million international visitors — a 7% increase compared to the same period last year, according to the Department of Economy and Tourism (DET). Issam Kazim, CEO of the Department of Tourism and Commerce Marketing (DTCM), noted that this continued growth builds on the record performance of 2024 and reflects the emirate’s steady progress in developing its tourism sector.

Aligned with the D33 Economic Agenda, Dubai continues to strengthen global partnerships, introduce innovative initiatives, and create offerings that make it a top destination for tourism, living, and business. In the second half of the year, key drivers of growth will include expansive international campaigns, close cooperation between public and private sectors, and a diversified promotion strategy.

One of the season’s biggest highlights will be the Dubai Summer Surprises (DSS) 2025, running from June 27 to August 31. This 66-day festival is set to be the most event-packed edition in its history. According to the Dubai Festivals and Retail Establishment (DFRE), DSS will be divided into three themed phases for the first time:

• Summer Holiday Offers (June 27 – July 17),

• Great Dubai Summer Sale (July 18 – August 10),

• Back to School (August 11 – 31).

Each phase will offer exclusive brand deals, flash sales, daily surprises, raffles, and interactive entertainment. Concerts, performances, and prize giveaways will be held in major malls across the city.

From July 4 to 12, the Dubai Restaurant Week will take place, with top restaurants offering special menu prices. Residents and tourists alike will also benefit from attractive hotel and resort packages.

The cultural lineup is just as exciting:

• From July 4 to 13, artists like Tul8te and Almas will perform during Beat The Heat DXB,

• Adnan Sami takes the stage at Coca-Cola Arena on June 29,

• Adonis, a Lebanese band, will play at Dubai Opera on July 3,

• Indian singer Shreya Ghoshal performs on July 19, Adonis,

• And on August 29–30, the Kuwaiti theatrical show Made in Kuwaiti will be staged. Шрея Гхошал,

• Indian singer Shreya Ghoshal performs on July 19, Made in Kuwaiti.