Travel and tourism contributed 13 pc to the UAE’s GDP in 2024, with projections of further growth in 2025
The United Arab Emirates (UAE) is cementing its status as a global tourism powerhouse, propelled by visionary leadership, cutting-edge data analytics and an unwavering commitment to innovation and sustainability, according to a report by Mabrian, the global travel intelligence company.
In a press statement, Mabrian says that the recent nomination of Shaikha Al Nowais as the first female Secretary-General of UN Tourism marks a historic milestone, not only for the region but for the global travel industry. Her appointment, set to begin in January 2026, reflects the UAE’s growing influence and its role in shaping international tourism policy.
The statement adds that according to the World Travel and Tourism Council (WTTC), travel and tourism contributed 13 pc to the UAE’s GDP in 2024, with projections of further growth in 2025. The sector’s economic impact is profound: it is expected to generate over USD 64 billion in GDP and support nearly 833,000 jobs, with international visitor spending projected to rise by nearly 10 pc.
Carlos Cendra
“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,” says Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian.
The statement adds that the UAE’s rise is no accident. Decades of strategic planning, dating back to the 1990s and early 2000s, have positioned the country as a world-class destination. Sustained investments in infrastructure and experience-led development have paid off, with new records in visitor arrivals, spending, and employment.
Mabrian says that central to this success is the region’s air connectivity. It reports a 14.5 pc increase in international seat capacity since 2019, with Western Europe remaining the top source market and Northeast and Southeast Asia showing the fastest growth at 24 pc year-over-year.
According to the statement, while upscale and luxury properties dominate the landscape, the country is expanding its midscale offerings to attract a broader range of travellers. New lifestyle brands such as Moxy Hotel and Mama Shelter, targetting younger and more price-sensitive visitors, are set to open soon.
“To attract more visitors from mature markets, diversification of demand segments is essential. This includes opening new routes, particularly low-cost options, and expanding lodging beyond luxury offerings,” says Cendra.
Mabrian says that according to the Connecting Travel Insights Report 2025, the UAE is moving in this direction Emirates will hold the largest East Asia network among non-regional airlines, Etihad Airways will add 14 destinations and Wizz Air will increase its direct flights.
It adds that this diversification is expected to enhance price elasticity and competitiveness across all hotel categories, with Mabrian forecasting a convergence of average hotel prices in key markets like Dubai, Sharjah and Ras Al Khaimah.
“Aligned with how travellers seek inspiration, beyond simply visiting attractions or hotspots, the UAE has the opportunity to inspire around concept-based itineraries that resonate with a wide range of traveller segments, offering experiences that are more captivating and appealing than a mere than a checklist of attractions,” adds Cendra.
Mabrian says that culture, art and heritage are central themes, with demand for these experiences varying by region. For instance, culture drives 33.8 pc of demand in Sharjah, while nature and outdoors are key in Ras Al Khaimah. Dubai, meanwhile, is renowned for its blend of culture, gastronomy, and shopping.
“An umbrella brand for marketing the UAE’s diverse experiences can help boost arrivals, extend the average stay beyond 4.45 days, and enhance satisfaction and loyalty,” says Mabrian expert.
Additionally, the UAE’s Tourist Product Satisfaction Index stands at 68.8 out of 100, a positive score, but with room for improvement to match top global destinations.
Mabrian says that as per the report, the UAE holds a significant competitive advantage due to its perceived high levels of safety and its exceptional, appealing climate.
“These two factors form a strong foundation for building a successful tourism strategy, and the UAE has many opportunities to capitalise on this advantage when competing with other highly developed global destinations,” says Mabrian expert.
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