Dubai is adjusting how it measures tourism success, putting more emphasis on higher-spending repeat visitors who could eventually become residents, business owners or investors rather than simply maximizing arrival numbers. Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said the city is increasingly focused on the “quality rather than the quantity” of visitors as it plans toward 2027. The strategy fits Dubai’s broader effort to use tourism as the top of a longer economic funnel: visit the city, return, establish a business, buy property or relocate. That changes tourism from a hospitality strategy into a population and capital strategy. Cities around the world compete for visitor spending, but Dubai is increasingly competing for what visitors might do after the vacation ends. The more important metric may no longer be how many people arrive at the airport, but how many eventually decide they have a reason to stay.