Dubai’s hotel sector is preparing for a busy period of accommodation demand as the business tourism, conference, exhibition, and events season approaches, with occupancy rates at a number of hotels expected to range between 75% and 85% in the coming period.

Hotel executives said forward-booking indicators are moving in a positive direction, with advance reservations already being recorded from September. They expect demand to accelerate gradually as the main events season begins and business tourism returns strongly, alongside an improvement in leisure tourism compared with the summer months.

The increase in demand is also expected to support average room rates, particularly as more visitors arrive from international markets, in addition to business travelers and participants attending conferences, exhibitions, and events hosted across Dubai during the final months of the year.

September Marks the Start of a Busy Hotel Season

Waleed Al Awa, General Manager of Tamani Marina Hotel, said: “Current occupancy levels at the hotel stand at around 65%,” noting that “the hotel expects them to rise to around 80% with the start of the business events season.”

He added that the hotel is receiving bookings starting from September, in line with the beginning of the business and leisure tourism season, noting that “prices are improving as demand levels increase.”

Al Awa said that “September represents an important turning point in demand, with the start of the business season and the return of conferences, exhibitions, and events to Dubai’s calendar at a greater pace.”

He added that advance bookings provide the hotel sector with encouraging early indications about expected occupancy levels in the coming months, particularly as the number of events increases and the more active tourism season gets underway.

Occupancy Rates Expected Between 75% and 85%

For his part, Hosni Abdelhadi, CEO of Carlton Hotels, said that “the group is targeting occupancy rates of 80% during the coming period,” noting that it has already begun receiving advance hotel bookings.

He explained that “current demand indicators support expectations of a rise in booking activity in the near term, particularly with the return of business tourism, conferences, and events, which represent one of the main drivers of demand for hotel accommodation in Dubai.”

Abdelhadi added that “the group also expects an increase in bookings related to leisure tourism, with travel activity improving compared with summer levels.”

He explained that conferences and events, alongside leisure tourism, give Dubai hotels a diversified demand base, supporting the performance of the hospitality sector and strengthening the potential for room rates to improve as occupancy levels rise.

In the same context, Wael El Bahi, General Manager of Copthorne Hotel Dubai, said that “the hotel is targeting occupancy levels of up to 85%,” noting that advance bookings are already in place in conjunction with the business season.

He explained that “the indicators begin to improve from September and continue until the end of the year,” considering these developments encouraging signs for the hotel sector amid expectations of stronger visitor flows to Dubai for both business and leisure.

Conferences and Exhibitions Remain a Key Driver of Demand

Mohamed Awadalla, CEO of TIME Hotels Group, said that “the group is witnessing a noticeable improvement in demand for hotel accommodation in Dubai starting from mid-September,” noting that it is targeting occupancy rates of up to 75%.

He added that business events, conferences, and exhibitions play a prominent role in supporting hotel occupancy indicators, particularly for hotels located near major event venues and key business districts in the emirate.

Fathi Khogaly, Regional Director of Hyatt Hotels in Dubai and General Manager of Grand Hyatt, said that “hotels close to Dubai World Trade Centre recorded strong occupancy rates during the current week, in conjunction with the staging of a number of events,” noting an increase in average room rates, while some hotels were close to full occupancy.

He added that “dozens of events scheduled at Dubai World Trade Centre from September until the end of the year will contribute significantly to supporting the hospitality sector, particularly through business tourism, which is one of the most important sources of hotel demand during the conference and exhibition season.”

He said that “business tourism and conferences are particularly important to Dubai’s hotel sector, which is directly reflected in demand for hotel rooms, especially in areas close to exhibition and conference centers.”

He noted that the impact of major events is not limited to hotels located near the venues where they are held, but extends to other parts of Dubai as the number of participants and visitors increases, supporting occupancy levels across a wider area of the city.

He also highlighted the significant efforts made by the Department of Economy and Tourism to support the performance of the hospitality sector through initiatives and marketing campaigns aimed at continuously strengthening the city’s appeal.

Leisure Tourism Adds Further Momentum

Khogaly also expects leisure tourism activity to increase compared with summer levels, providing hotels with an additional source of demand alongside bookings from business travelers and event participants.

The combination of business-related demand and leisure tourism represents one of the key strengths for Dubai hotels during the coming period, particularly as international travel improves and the season that typically attracts higher visitor numbers begins.

This diversity also helps broaden the hotel guest base and supports the ability of hotels to maintain strong occupancy levels throughout the conference and exhibition season, alongside continued leisure tourism activity.

Final Quarter Shows Strong Indicators

Taimour El Ghaz, General Manager of Arjaan by Rotana, Centro Barsha, and DAMAC Hills 2 Edge by Rotana, said: “Bookings have recorded strong demand over the past two months, and we are seeing positive momentum as we approach the final quarter of the year. Dubai continues to benefit from a balanced mix of tourism and leisure demand, the business sector, and events, which gives us strong confidence in the months ahead.”

He added: “Average occupancy across our hotels currently stands at around 85%, which is a good level of performance for this time of year. As we approach the final quarter, forward bookings look encouraging and are generally in line with the strong levels we recorded during the same period last year, and in some cases are even higher. We have consistently maintained strong performance during Dubai’s peak demand periods, so our priority is to continue this performance and maximize the opportunities offered by the final quarter.”

El Ghaz said: “Dubai’s tourism initiatives, international events, and ongoing marketing efforts to strengthen its position as a global destination continue to play an important role in supporting demand and enhancing the city’s competitiveness.”

He added: “We are optimistic about the final quarter of the year. Dubai typically sees intensive activity starting from October, driven by corporate bookings, exhibitions, and events, alongside strong leisure tourism demand, and our current booking indicators are encouraging.”

These indicators support expectations that Dubai’s hotel sector will deliver strong performance during the final quarter of 2026, driven by growing demand from the corporate sector, exhibitions, and events, alongside continued growth in leisure tourism.