Dubai Tourism Strategy 2020 was launched in 2013. It is a strategic roadmap with the key objective of attracting 20 million visitors per year by 2020. The strategy focuses on making Dubai as the 'first choice' for the international leisure and business traveller.

This involves broadening Dubai's offering in events, attractions, infrastructure, services and packages and making it appealing to a wider audience. The strategy will focus on three key objectives:

• Maintaining market share in existing source markets
• Increasing market share in markets with high growth potential
• Increasing the number of repeat visits.