His Excellency Issam Kazim, Chief Executive of the Dubai Corporation for Tourism and Commerce Marketing, hosted a virtual briefing with the city’s hotel operators, destination management companies and attractions on 18 March, bringing together public and private sector partners for the first formal industry-wide conversation since Iranian strikes disrupted the region in late February and early March.
The session was convened by the Dubai Department of Economy and Tourism and addressed three priorities that Kazim said would define the sector’s response: the safety of residents and visitors, the operational resilience of the tourism ecosystem, and the path forward for the hospitality industry.
Safety first, sources second
Kazim opened with an unambiguous statement of position. “Safety has always been, and will always be, our number one priority,” he told participants. “Federal and local authorities are taking extensive measures daily to ensure residents and visitors are safe, informed, and advised to rely only on trusted sources.”
The emphasis on trusted sources was deliberate. Dubai’s handling of the regional escalation was complicated in its early days by the rapid spread of social media footage showing smoke above Palm Jumeirah and fires on the facade of the Burj Al Arab, images that circulated globally well ahead of verified official statements. The gap between perception and fact created a communication challenge that compounded the operational one.
Kazim pointed to Dubai’s population diversity as a stabilising factor, noting that a city of nearly 200 nationalities demonstrated notable resilience and community solidarity during the period of disruption.
Coordination and operational continuity
On the state of Dubai’s tourism infrastructure, Kazim took a measured but reassuring position. “Through close coordination between government and industry partners, visitors are being supported, and operations across airlines, airports and logistics hubs remain stable,” he said.
The DET has been active across multiple response channels. Call centres have been equipped to manage an increase in visitor inquiries. A dedicated Dubai Info Hub WhatsApp channel has been launched to provide real-time guidance. Global media monitoring is under way, and strategic food reserves and supply stocks are being maintained. Authorities are also enforcing consumer protection measures to prevent unjustified price increases, a risk that typically accompanies periods of supply-side uncertainty.
Operators were encouraged to maintain flexibility on cancellations and refunds, with Kazim indicating that passenger confidence is beginning to return.
Recovery posture and the industry’s role
Looking ahead, Kazim framed Dubai’s position not as a destination managing a crisis but as one drawing on a long institutional track record of navigating disruption. “Dubai has always been a safe haven in a complex region,” he said. “Our openness as a global hub, combined with strong public-private collaboration, forms the foundation of our resilience for tomorrow.”
The briefing also functioned as an alignment exercise. Operators were given guidance on how to support recovery messaging, with an emphasis on channelling communications through DET’s official platforms. A feedback mechanism was established to allow ongoing dialogue between the department and industry partners.
Kazim’s closing remarks were pointed. “Every crisis presents an opportunity to strengthen systems for the future. Your role as industry partners is integral, not just for recovery, but for shaping a stronger, more resilient Dubai tourism sector.”
The scale of what changed
The briefing arrives at a moment of genuine disruption for a market that, just weeks before the strikes, was recording its strongest performance in years. Dubai welcomed 18.72 million international overnight visitors in 2024, a 9% increase on the prior year, and the sector was tracking ahead for 2025 with hotel occupancy averaging close to 80% and RevPAR up 9% year-on-year through October.
The Iranian strikes of late February and early March hit civilian infrastructure at a moment of peak market confidence, producing flight suspensions, shortened booking windows and a sharp increase in cancellation requests from key source markets. Industry analysts had already flagged that a regional tourism market estimated at US$150–180 billion annually is materially exposed to even a modest sustained decline in traveller confidence.
What Kazim’s briefing signals is that Dubai is not waiting for conditions to stabilise before rebuilding the trust that underpins its tourism model. The coordinated messaging, the feedback channels, the proactive communications infrastructure: all point to a recovery posture designed to manage perception as much as operations, in a city where the two have rarely been easy to separate.
