The United Arab Emirates is expanding its tourism strategy to highlight attractions across all seven emirates, aiming to encourage visitors to explore beyond the country’s primary urban centers. This initiative includes new travel routes, family-focused campaigns, and greater emphasis on nature and cultural heritage, reflecting efforts to diversify the tourism experience.
Tourism continues to be a significant contributor to the UAE’s economy, generating around AED 251.3 billion in 2025—an increase of 3 percent over the previous year and more than 22 percent higher than 2019 figures. International visitor spending accounted for approximately AED 209 billion. Hotel data underscores the sector’s growth, with establishments welcoming about 32.34 million guests last year, a 5.2 percent rise from 2024, who collectively stayed over 110.62 million nights, up nearly 5.9 percent.
To extend visitor stays and encourage travel to lesser-known destinations, the Ministry of Economy and Tourism launched the UAE Grand Tour platform. This initiative offers itineraries of up to 14 days that cover all seven emirates, facilitating multi-destination trip planning and supporting coordinated international marketing efforts. Under the unified Visit UAE brand, the campaign showcases the country’s diverse offerings—from vibrant urban events and cultural landmarks to deserts, mountains, and beaches—under one national umbrella.
Promoting tourism outside the major hubs is a key component of the strategy. Several emirates have introduced initiatives to leverage local residents in attracting visitors. Dubai’s Department of Economy and Tourism started the “A Dubai Invite” program, which allows residents from around 200 nationalities to invite relatives and friends with exclusive benefits. The initiative will run until October 31, 2026. Similarly, Ras Al Khaimah’s Chamber of Commerce and Industry launched the RAK Ambassador program, encouraging residents to bring in visitors to support local businesses and hotel occupancy; this campaign will continue through October 31.
These resident-driven approaches recognize the importance of personal connections in travel decisions, complementing efforts by airlines, hotels, and tour operators. In Abu Dhabi, the Department of Culture and Tourism has promoted cultural engagement through the Hayyakum summer campaign, combining theme park attractions on Yas Island with museum offerings in Saadiyat Cultural District and family-friendly activities. Additionally, Abu Dhabi’s Cultural Trails in Al Ain provide a 1.4-kilometer interactive journey through the historic Al Jimi and Al Qattara oases, available until year-end.
Environmental conservation is a growing focus within the national tourism framework. In 2026, the UAE adopted a National Ecotourism Policy to balance tourism development with ecosystem preservation, highlighting the country’s natural and cultural heritage. The UAE boasts 55 nature reserves and has rehabilitated approximately 4,900 hectares of deserts, mountains, and beaches to support responsible nature-based tourism.
The hospitality sector is also expanding to meet rising demand. Hotel revenues grew by 9.7 percent in 2025, reaching about AED 49.21 billion. The country now offers roughly 217,000 hotel rooms across more than 1,240 establishments, bolstered by investments and public-private partnerships.
Strong aviation connections underpin the tourism infrastructure. UAE airports handled 156.8 million passengers in 2025, a 6.1 percent increase from the previous year, with aircraft movements rising 6.8 percent to approximately 855,300. Dubai International Airport maintained its position as the world’s busiest airport for international passenger traffic, serving 95.2 million travelers in 2025. Together, these new initiatives and expanding connectivity seek to diversify visitor experiences and distribute the economic benefits of tourism across the entire country.