The tourism industry in Dubai (and much of the United Arab Emirates, for that matter) took a huge hit following heated tensions in the Middle East in early 2026. It was understandably a scary situation, with Dubai marking a record 19.6 million tourist arrivals in 2025.
But the emirate has made bold (and expensive) moves to restore tourist confidence and reinforce its reputation as a safe, fun destination. Its most recent initiative, called ‘A Dubai Invite,’ gives each tourist nominated by UAE residents up to US$800.00 in perks, which include hotel stays and dining vouchers, attraction tickets, and free trips on ride-hailing app Careem.
But other than the glam, the shiny edifices and the desert safari, what does Dubai have to offer tourists (other than some of the most expedient connections between Europe and Asia)?
From fisherfolk and pearl farmers to traders and investors
Compared to Abu Dhabi and the other emirates, Dubai barely has any crude oil reserves or production. It traces its roots to a tribe of fisherfolk and pearl divers that settled in the area in the 18th century.
The early settlement along the Dubai Creek has been restored into what is now the Al Shindagha Museum, a living heritage site spread over 80 restored edifices that tell a multi-sensory story of the beginnings of Dubai. Tourists can get a feel for what life was like back in the olden days.
The Dubai Creek became the heart and hub of the emirati. Old Dubai expands along the waterway-and a 30-minute walk takes visitors to the Al Fahidi Neighborhood-a quaint area featuring restored wind tower houses and shaded courtyards from the 19th century.
Al Fahidi became Dubai’s early commercial center, with the Spice Souk-an olfactory and visual myriad of colors and spices- and the Gold Souk, where practically every type of jewelry can be found. Old courtyards have been transformed into cafes where one can enjoy Arabic Coffee and dates served pretty much the same way as in centuries past.
Putting on the glitz
What Dubai lacked in black gold, they made up for in business savvy, and the limited oil found there in the 1960s was cashed in to transform the emirate into a global financial and business hub.
Dubai’s transformation was symbolized by an iconic 7-star hotel that was in a league of its own for the past 25 years: the Burj Al Arab.
Rising on a man-made island, the Burj Al Arab was in a class all its own in terms of luxury, opulence, and service. Tensions in the Middle East, which caused minor damage to the property, prompted its closure for renovations until 2027.
Nonetheless, a visit to Dubai would be incomplete without a photo featuring the stunning façade. Photos can be taken from the public beaches along Dubai’s coastline.
And while you’re at it, take in the sand and sea in Dubai. Dubai’s beaches boast powdery off-white sand, and the sea has bath-like temperatures practically year-round.
From a seven-star hotel, Dubai also boasts the world’s tallest building, the Burj Khalifa. While tickets to the observation deck sell out fast and there is a long line to get to the observation deck, the crowd is managed well, and it is worth the wait with stunning views from the top.
Below, the Dubai Mall is an interesting place to whet the wanderlust and flex some retail power with massive aquariums, indoor waterfalls, and a wide variety of dining options. When Dubai goes on sale (there are about two to three huge seasonal sales), there are really good deals all around.
Outside the mall, the Dubai Fountain, the world’s largest performing fountain system, lights up the night sky with a choreographed show. And if you’re standing at the right spot, the lit-up façade of the Burj Khalifa enters frame.
In the same general downtown direction, the Museum of the Future and Dubai Frame are two visually arresting landmarks that can be paired for sightseeing. Shaped like a genie’s lamp, the former has Arabic calligraphy all over its façade. Tickets to visit the museum sell out weeks in advance, and the exhibits look at what the world might look like with advancements like space exploration and artificial intelligence. The latter, on the other hand, literally provides a picture of new and old Dubai with stunning vistas from the top.
Dune bashing is not for the faint-hearted. You need a retrofitted 4×4 vehicle and a highly trained driver to navigate the sand dunes, but it is a must-do, along with sand-boarding-sliding down the sand on a board.
Late afternoon is the best time to go, when one might chance upon locals holding on to their pet falcons and experience a desert sunset.
Tourists are later taken to a camp for dinner where traditional desert fare is served, sitting on cushions as desert tribes would have done, with the option to change into traditional Arabic dress. The evening also includes a showcase of cultural dances.
In the summer and winter seasons, Dubai routinely has other attractions and experiences. It’s a pretty diverse field-from the highest infinity pool in the world to skydiving and indoor skiing. Coupled with strategic and aggressive initiatives to restore confidence and lure tourists from many different countries, Dubai could see its tourism industry bouncing back from major disruption sooner than anticipated.