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January 11,2026,KUALA LUMPUR – The Dubai Department of Economy and Tourism (DET) reaffirmed its long-term commitment to the Malaysian market at a special media luncheon in Kuala Lumpur, where it shared the latest traveller insights and destination updates under the theme “Dubai Welcomes You With Open Arms.”
Highlighting Dubai’s strong appeal among Malaysian travellers, DET emphasised the city’s multicultural environment, world-class safety standards and diverse, family-friendly experiences that continue to align with evolving travel preferences from Malaysia.
Dubai continues to resonate strongly with Malaysian travellers, who prioritise safety, Muslim-friendly facilities, cultural familiarity and value for money. Malaysians also remain among Asia’s most active outbound travellers, with growing interest in family-oriented, multi-generational and experience-led holidays.
Dubai’s appeal is further strengthened by its strong safety credentials. In 2025, the city ranked among the world’s safest cities according to Numbeo and was recognised as the safest city globally for solo female travellers by Insure MyTrip.
As Dubai enters its next phase of growth, DET aims to deepen engagement with Malaysian travellers through enhanced connectivity, new attractions and continued improvements in accessibility, sustainability and visitor well-being.
According to DET figures for January to November 2025, Dubai welcomed 17.55 million international overnight visitors, a five per cent year-on-year increase following consecutive record-breaking years. This included 1.6 million visitors from North East and Southeast Asia, underscoring Dubai’s position as one of the world’s most connected and accessible global destinations.
Shahab Shayan- Regional Director for Asia Pacific Region, International Operations at Dubai Corporation for Tourism and Commerce Marketing,Visit Dubai, part of DET, said Malaysia remains a strategically important market. He highlighted Dubai’s focus on building long-term relationships grounded in shared values, trust and a welcoming environment, while offering culturally familiar yet enriching travel experiences.
Travel preferences among Malaysians are evolving, with young families and retired couples seeking destinations that balance leisure with comfort, convenience and immersive experiences. Dubai responds to this through a wide range of offerings, from heritage districts such as Al Fahidi and Al Shindagha to desert adventures, culinary journeys and contemporary cultural spaces. Notably, cultural food tours of Old Dubai were recognised by Lonely Planet as one of its ‘Best in Travel’ global experiences for 2026.
Strategically located between East and West, Dubai offers excellent connectivity, with Dubai International Airport linking travellers to 269 destinations worldwide. Frequent direct flights from Kuala Lumpur, coupled with visa-free entry for Malaysians, making Dubai highly accessible. New initiatives such as citywide contactless hotel check-in further enhance the visitor experience through seamless, technology-enabled convenience.
Inclusivity and sustainability also remain central to Dubai’s tourism strategy. As the first Certified Autism Destination™ in the Eastern Hemisphere and through initiatives such as Dubai Sustainable Tourism and DUBAI REEF, the city continues to invest in accessible, regenerative and future-focused tourism.
Dubai has trained tens of thousands of professionals across airports, hotels and attractions to support travellers with sensory and accessibility needs, reinforcing its commitment to tourism for all.
DUBAI REEF, is one of the largest purpose-built reef developments in the world, and expanded green spaces reflect a shift towards regenerative tourism that restores ecosystems.
Shahab Shayan concluded, “Looking ahead, Dubai remains committed to hospitality, accessibility and innovation. As the city continues to evolve, our focus stays on making every visitor feel welcome and at home. For Malaysian travellers, each experience in Dubai is thoughtfully designed to be personal, meaningful and enriching — whether for a quick stopover or a longer holiday.”
Ongoing investments, from renewable energy initiatives to landmark developments such as Ciel Dubai Marina, the world’s tallest hotel at 377 metres, demonstrate Dubai’s continued drive to redefine global hospitality .
