Dubai refocuses on high-value tourists and long-term investment amid 2027 plans

On Wed 14 Oct 2026 at 3:33 PM, Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said the emirate is moving away from sheer visitor numbers to attract higher‑spending, repeat tourists who may become residents or long‑term investors as part of its 2027 planning.

He added that the greatest value lies in quality rather than quantity, quoting him: “The biggest value would be the quality rather than the quantity,” Kazim said during a discussion on Dubai’s tourism and economic outlook.

Kazim noted that visitors who recognise Dubai’s offerings are more likely to become loyal supporters, citing that roughly 25 per cent of tourists return within a year.

The shift reflects a broader ambition: while leisure travel remains important, Dubai is promoting itself as a locale where people can start careers, launch businesses and raise families, a point he illustrated with the quote: “Today, if you consider many cities around the world, Dubai is one of the top destinations for people seeking either to start their career or to start their family,” Kazim said, pointing to the infrastructure and environment the city provides.

From tourists to future residents

He explained that traditional destination marketing based on mass advertising, social media imagery and influencer campaigns is being replaced by direct engagement with high‑net‑worth individuals, family offices and international business communities through targeted events and personal contact.

Kazim said the focus is no longer solely on celebrities and influencers or large ad campaigns, although they still have a role, quoting: “It’s no longer about celebrities and influencers and big advertising campaigns. Yes, they have a role to play,” he said.

He added that communications, public relations and smaller, tailored events can yield greater long‑term impact by allowing Dubai to interact directly with influential figures and their professional networks.

The aim is to motivate those already connected to the emirate to share their experiences and introduce others to the opportunities available.

Addressing the effect of recent regional disruption, Kazim said the UAE government has done a phenomenal job making residents feel safe.

He stressed that security alone is insufficient; public confidence is equally vital to encourage people to stay and continue long‑term plans.

He pointed to the resumption of schooling and activity in the rental market as signs that confidence is returning, noting that more than 400,000 new student registrations occurred when schools reopened in September, newly opened schools added about 17,000 places, and nearly 300,000 new Ejari rental contracts were recorded.

Hotel sector activity, logistics and private sector response

Kazim said Dubai’s hospitality sector is experiencing both expansion and refurbishment as operators maintain standards and prepare for future demand.

He credited the private sector for reacting swiftly to the disruption, using the period to advance projects and upgrade existing infrastructure, quoting: “Honestly, I have to give credit to the private sector because they were very quick on their feet to think about, ‘Let’s utilise this opportunity to catch up,’” he said.

He explained that preserving hotel quality and service standards is essential because visitors arrive with clear expectations of what Dubai offers.

Kazim cited conversations with international hospitality executives as evidence of continued confidence, recalling a meeting with the chief executive of a major hotel group who visited Dubai at the start of the disruption before returning to attend a board meeting; the executive later expressed confidence in the market and considered further investment.

More recently, Hilton’s global chief executive visited Dubai for a wider regional conference, which Kazim described as another indication of confidence among international hospitality leaders.

Investment is expected to appear as new developments and the refurbishment of existing properties, ensuring that infrastructure stays competitive.

Logistics and property supply considerations

Beyond tourism and hospitality, Dubai is strengthening its role as an international business hub, with logistics receiving renewed attention.

Kazim said the emirate is working closely with DP World to reinforce logistics as a core pillar of the economy, alongside manufacturing, financial services, global headquarters and tourism.

He explained that companies setting up in Dubai consider not only the local population of 4.8 million but also the emirate’s access to international markets.

He added that firms are attracted by Dubai’s ability to connect them with a far broader customer base, noting that its geographic location lets businesses reach a significant share of the world’s population on a relatively short flight.

Kazim noted that these sectors are not new to Dubai; instead, the emirate is strengthening areas where it already has established strengths while adjusting priorities to shifting regional and global conditions.

The discussion also turned to the property market, where an investor asked how Dubai would manage the possibility of many developments finishing at roughly the same time.

The concern was that a large volume of new units could outstrip demand amid the current regional situation.

In response, Kazim said Dubai had faced similar questions in previous economic cycles, when fears of oversupply later gave way to reports of rising demand, limited availability and increasing prices.

He said the emirate’s development approach relies on long‑term planning rather than speculation, quoting: “What’s key for us is that we never, ever built on a hunch. We’ve always built based on the strategy that we have in place,” he said.

Kazim added that the government formulates strategies in consultation with the private sector, with regular meetings helping officials understand business challenges and shape appropriate plans.