What is Dubai’s goal for tourism by 2025, and how does it plan to achieve it?

Dubai has set an ambitious target to become the world’s most-visited city by 2025, aiming to attract 23 to 25 million visitors by that year. This goal builds on the success of previous milestones, such as welcoming 20 million tourists in 2020. The Dubai Department of Tourism and Commerce Marketing (DTCM) unveiled its 'Dubai Tourism Strategy' which includes a comprehensive marketing approach, the development of unique experiences under the 'Only in Dubai' theme, and initiatives to position the city as both a leisure and business destination. With a strong focus on sustainable growth and enhancing international competitiveness, the strategy aims to solidify Dubai’s place as a global tourism leader.

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