This chapter highlights the tourism sector’s important contribution to Dubai’s economic growth and how it is fundamental to the successful diversification of the emirate’s economy and that of the UAE as a whole. Tourism defined to include Accommodation and Food Services activities (restaurants and hotels) generated AED 20.1 billion of value added and contributed 5.1 per cent to real GDP compared to 3.5 per cent in 2009, showing the sector has risen faster than Dubai’s real GDP during the same period. As Dubai becomes a more expensive travel destination for visitors with non-US Dollar pegged currencies, the tourist market has come under pressure. However, the relatively diversified spread of source markets and the growth of demand from new markets (especially in Asia), have helped to minimize the impact on occupancy rates. In consequence, hotel operators were able to maintain the average occupancy at 76 per cent for 2018. While the tourism sector aims to maintain a high growth of visitors to the Emirate in the coming decade, Dubai also has been pursuing sustainable tourism initiatives in the form of ecotourism.