Dubai is setting its sights on attracting more African travellers, with tourism authorities pointing to South Africa (SA) as a key driver of visitor numbers to the emirate.
Data from the Dubai Department of Economy and Tourism shows Africa generated roughly 5% of the city’s total international overnight visitors in 2025. Tourism chiefs now view that figure as a launching pad to tap into further expansion across sub-Saharan Africa, placing particular emphasis on growing markets such as Kenya and Nigeria.
Khalaf Alaleeli, Assistant Manager for International Operations at the department, highlighted that established commercial and cultural ties continue to make SA a vital source market.
“Dubai continues to see strong potential across African markets, with SA remaining an important and established source market,” Alaleeli said. “The depth of the South African community in Dubai, strong business and cultural links, and extensive air connectivity create a natural foundation for further tourism growth. Africa accounted for around 5% of Dubai’s international overnight visitation in 2025, and we see that as a strong foundation. We also see significant potential across markets such as Kenya, Nigeria and other African countries, where Dubai’s combination of accessibility, diverse experiences and strong air connectivity makes it an attractive destination.”
–ChannelAfrica–
