Initiatives shaping Dubai
Working with public and private entities on projects that grow Dubai as a tourism, business and international destination.
Strategy
Dubai Economic Agenda – D33
On January 4, 2023, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, unveiled the emirate's new economic agenda called 'D33'. This forward-looking initiative is Dubai's leadership aspiration for the future. It includes the launch of innovative projects that will drive sustainable growth through innovative approaches and double GDP by 2033, making Dubai the fastest, safest and most connected city in the world.
To achieve these goals, Dubai will invest in human development and advanced technology. The city will also focus on global competitiveness, fostering innovation and nurturing a knowledge-based economy. By leveraging its strategic location and cutting-edge infrastructure, Dubai will establish itself as the most enabling business environment for national and international investments, attracting companies and talent from the UAE and across the globe.
UAE Tourism Strategy 2031
The UAE Tourism Strategy 2031 aims to make the country a top global destination. Part of the ‘Projects of the 50,’ it targets AED450 billion in GDP contribution, AED100 billion in new investments and 40 million hotel guests by 2031. The plan focuses on innovation, sustainability and quality visitor experiences.
The strategy strengthens the UAE’s tourism identity, expands investment and develops local talent while ongoing collaboration with government bodies, airlines and global partners supports growth. As tourism diversifies – from cultural heritage to adventure – the UAE cements its status as a leading tourism hub.
Infrastructure
Dubai 2040 Urban Master Plan
Dubai’s 2040 Urban Master Plan enhances quality of life, sustainability and economic growth. It optimises resource usage while focusing on expanding green spaces and fostering communities. The plan highlights five districts, blending development with heritage preservation.
As Dubai’s population grows, infrastructure and transport will evolve. Green areas will double, nature reserves will cover 60% of the emirate and sustainable transport will expand. By balancing innovation with sustainability, the plan ensures Dubai remains a dynamic, future-ready city.
Sustainability
Dubai Sustainable Tourism
DET is committed to contributing to the broader clean energy and sustainable development targets that Dubai has set out to achieve.
The Dubai Sustainable Tourism initiative was established to directly address the tourism sector’s sustainability through the following four pillars: programmes, education, standards and awards.
Staying true to its pillars, DET has launched the ‘Dubai Sustainable Tourism (DST) Stamp' certification to enable and empower the tourism sector to achieve its sustainability goals, as well as support the UAE's NetZero 2050 initiative. This initiative aims to position Dubai as a leading sustainable tourism destination and the best city to visit, live and work in.
The stamp is awarded to hotel establishments that have gained the highest ranking for compliance with DET’s 19 Sustainability Requirements. These requirements complement and reinforce existing sustainability frameworks of international hotel and hospitality group frameworks and are not intended to replace these global frameworks.
Dubai Can and Dubai Reef
A citywide sustainability initiative, Dubai Can was launched on 15 February 2022 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of The Executive Council of Dubai, to reduce the utilisation of single-use plastic water bottles. It empowers residents and visitors to be active players in building a more sustainable future, and contribute to saving wildlife and the marine environment. With the support of its partners and sponsors, Dubai Can has placed over 50 public water stations in strategic locations across the city, including parks and tourist destinations.
A sustainable initiative by Dubai Can, DUBAI REEF is the world’s largest marine reef development project. Its key drivers include enhancing biodiversity, safeguarding Dubai’s coastal and marine habitats, supporting fish populations and increasing ecosystem resilience. Alongside its environmental benefits, the initiative will also boost the city's job market and open doors for exciting partnerships, eco-tourism, leisure activities and research opportunities while emphasising the importance of our rich marine heritage.
Culture and heritage
Al Shindagha Museum
Al Shindagha Museum offers a deep dive into Dubai’s rich heritage, showcasing how the emirate evolved from a small trading settlement to a global metropolis. Situated along the historic Dubai Creek, the museum is part of the wider Dubai Historical District and features a series of meticulously restored houses, each dedicated to different aspects of Emirati life.
Visitors can explore interactive exhibits, traditional crafts and multimedia presentations that bring the past to life, covering everything from pearl diving and maritime trade to social traditions. A highlight is the Sheikh Saeed Al Maktoum House, the former residence of Dubai's ruling family, which offers insights into leadership, governance and life in old Dubai. Whether you’re a history enthusiast or a curious traveller, Al Shindagha Museum bridges the gap between past and present, fostering a deeper appreciation for the city’s enduring spirit.
Nature and wildlife
Al Marmoom
Al Marmoom Desert Conservation Reserve is the largest unfenced nature reserve in the UAE, spanning over 10% of Dubai’s total land area. This vast landscape of rolling dunes, wetlands, and indigenous flora and fauna is a testament to Dubai’s commitment to environmental conservation and sustainable tourism.
The reserve features the popular Al Qudra Lakes, a network of man-made lakes that attract migratory birds such as flamingos and herons. Visitors can enjoy many activities here like riding along the 86km Al Marmoom Cycling Track, wildlife spotting and cultural experiences in authentic Bedouin-style camps.
By integrating conservation with community engagement, Al Marmoom offers a rare glimpse into Dubai’s natural heritage while ensuring that traditional ways of life remain an integral part of the landscape.
Hatta projects
Nestled in the rugged Hajar Mountains, Hatta is a stunning natural retreat known for its breathtaking landscapes, biodiversity and adventure tourism. The area, located about 130km from central Dubai, is home to the endangered Arabian tahr, rare plant species and Hatta Dam – a striking reservoir surrounded by rocky peaks.
Hatta has become a hub for eco-tourism and adventure sports, offering kayaking, hiking, mountain biking and off-road driving. Visitors can also explore Hatta Heritage Village, a restored 16th-century settlement that provides insight into the region’s traditional way of life.
As part of Dubai’s long-term sustainability vision, several Hatta development projects have been introduced, including Hatta Hydroelectric Power Plant, the UAE’s first of its kind, which uses renewable energy to generate electricity. These initiatives ensure that Hatta remains a model for responsible tourism while preserving its unique natural and cultural identity.
Innovation
Intelak Hub
Intelak Hub is a Dubai-based start-up platform driving innovation in aviation, travel and tourism. Backed by DET, the Emirates Group, Accenture and Microsoft, it supports entrepreneurs from idea to market expansion.
Start-ups benefit from tailored programmes: the Idea Lab for concept development; the Incubator for funding and mentorship; and the Accelerator for scaling businesses. By connecting innovators with industry leaders, Intelak cements Dubai’s role as a global travel and tourism tech hub.
Tourism Analytics app
This free custom-built industry intelligence dashboard app is developed to be used by the Dubai Government as well as private and public sector business leaders. Tourism Analytics delivers up-to-date market performance data from macroeconomic drivers to market insights, to support informed tourism sector development and sustainable growth.
The platform is highly secure and easy to navigate. It allows authorised stakeholders real-time access to the most comprehensive, accurate and reliable tourism sector analysis and insights. The available data spans historic and current sector performance KPIs, updated supply details, travel-related global trends, brand affinity and more.