TravTalk Middle East Online Magazine
The United Arab Emirates is cementing its global tourism leadership through visionary planning, strategic connectivity and cultural innovation. The historic leadership role at UN Tourism for Shaikha Al Nowais underscores its influence, while data-driven insights show strong growth in arrivals and satisfaction. Mabrian shares some insights with TRAVTALK.
TT Bureau
The United Arab Emirates (UAE) is asserting its influence as a global tourism leader, marked by the historic election of Shaikha Al Nowais as the first woman Secretary-General of UN Tourism. As the region garners international attention, cutting-edge data from Mabrian, the global travel intelligence company part of The Data Appeal Company – Almawave Group, sheds light on how the UAE is redefining the global tourism playbook through smart strategies, infrastructure investments, and a deep understanding of evolving traveller preferences.
According to the World Travel and Tourism Council (WTTC), travel and tourism contributed 13 per cent to the UAE’s GDP in 2024, with a projected growth of 4 per cent by the end of 2025. Thanks to a sustained, long-term strategy laid in the 1990s and beginning years of 2000, the UAE has positioned itself as a world-class destination, experiencing consistent growth in international tourist arrivals, significant investments, and diversification efforts; and it continues to pursue strategies for sustainable expansion.
Multi-segment tourism strategy
Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian, says, “The UAE’s spectacular tourism development results from a clear roadmap combining a smart connectivity strategy—enhanced by low-cost carriers to serve specific segments and seasonal demand—with thoughtful product design, state-of-the-art infrastructure, and strategic use of unique advantages that are hard to replicate.”
Data suggests the next phase involves laser-focusing on opportunities arising from the UAE’s vision and its alignment with current market and consumer trends, which were categorised as: Consolidating Western Europe and Boosting Asia, Expanding Midscale Hotel Options to Broaden Market Reach, Concept Travel Itineraries, Building an Umbrella Brand for the UAE’s Tourism Offering, and Capitalising on Climate and Safety as Strategic Advantages.
