In the shimmering desert light of the United Arab Emirates, a quiet transformation is underway—one that is less about spectacle and more about purpose. Once known primarily for its futuristic skylines and luxury shopping, the UAE is fast emerging as one of the world’s most forward-thinking travel destinations, guided by sustainability, innovation, and a deep reverence for place.
New research from the World Travel & Tourism Council (WTTC) confirms what many observers have sensed: the UAE’s tourism sector is not just recovering—it’s thriving. In 2025, international visitors are expected to spend a record AED 228.5 billion, eclipsing pre-pandemic levels by 37%. The sector is forecast to contribute AED 267.5 billion to the national economy, nearly 13% of GDP, and support more than 925,000 jobs.
The Rise of Responsible Travel
Beneath the big numbers lies a more meaningful story. The UAE’s success is rooted in a long-view strategy that places sustainability and cultural integrity at the heart of its tourism evolution. National projects like the Tourism Strategy 2031 and the National Tourism Charter are helping the country move beyond the conventional tourism playbook.
Julia Simpson, President & CEO of the WTTC, praised the nation’s leadership, noting, “The UAE continues to lead the way in global Travel & Tourism. From cutting-edge smart cities to exceptional hospitality and seamless visa systems, the country is a model of how strategic vision drives economic growth.”
Local Journeys, Global Impact
While Dubai’s towering hotels and Abu Dhabi’s cultural icons still draw millions, more travelers—residents and visitors alike—are now seeking experiences off the beaten path. And the country is ready. Domestic tourism is projected to reach AED 60 billion in 2025, a 47% rise from 2019. Nature reserves, heritage villages, and conservation areas are increasingly being woven into itineraries that emphasize slower, more meaningful travel.
What 2024 Tells Us
The past year laid the foundation for this momentum. In 2024, tourism contributed AED 257.3 billion to the economy and sustained nearly 899,000 jobs. International spending reached AED 217.3 billion, while domestic travel added AED 57.6 billion—clear signs of a sector in robust health.
Looking to 2035: A Sustainable Horizon
WTTC projections for 2035 paint a promising picture. The UAE’s tourism industry is expected to generate AED 287.8 billion—over 10% of GDP—and create more than one million jobs. These aren’t just statistics; they represent livelihoods, cultural preservation, and a continued commitment to a more inclusive and resilient economy.
A Regional Renaissance
The UAE is part of a larger Middle Eastern resurgence in tourism. The region contributed $341.9 billion to GDP in 2024 and supported 7.3 million jobs. By 2025, those numbers are expected to rise to $367.3 billion and 7.7 million jobs. Together, these nations are reshaping how the world sees—and experiences—the Middle East.
Whether it’s stargazing in the Liwa desert, exploring the mangroves of Kalba, or learning Emirati weaving techniques in a coastal souk, travel in the UAE today is as much about connection as it is about discovery. This is a country writing a new narrative—one that invites travelers not just to visit, but to understand.
