In 2024, Dubai experienced a significant surge in tourism from South Korea, with visitor numbers increasing by 51% in the first half of the year compared to the same period in 2023. This growth followed an impressive 225% rise in South Korean visitors in 2023, highlighting the strengthening ties between Dubai and South Korea.

To commemorate a decade of successful operations in South Korea, Dubai’s Department of Economy and Tourism (DET) organized a series of events, including a roadshow and a VIP gala dinner, to honor key stakeholders who have been instrumental in this success. During these events, DET signed memorandums of understanding with prominent South Korean institutions, aiming to enhance Dubai’s appeal by focusing on wellness, fitness offerings, and leveraging popular cultural content and high-profile personalities.

A notable highlight of the celebrations was the appearance of South Korean actor Park Hyung-sik, who has been involved in ongoing DET campaigns. He expressed his admiration for Dubai and shared his personal experiences in the city, adding a personal touch to the festivities.
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DET’s strategic efforts, including impactful marketing initiatives and collaborations with South Korean celebrities, have played a crucial role in boosting Dubai’s popularity among South Korean travelers. Campaigns like ‘Dubai, Who’s Ready,’ featuring actors Park Shin-hye and Park Hyung-sik, have resonated with audiences in South Korea and other markets where K-drama has gained popularity.

Overall, Dubai welcomed 18.72 million international overnight visitors in 2024, marking a 9% increase from the previous year. The substantial rise in South Korean visitors significantly contributed to this record-breaking performance, underscoring the effectiveness of DET’s targeted strategies and the growing appeal of Dubai as a premier international destination.