In 2024 the Middle East witnessed the sharpest relative increase in international arrivals of any region in the world, solidifying its rebound from the disruption of the Covid-19 pandemic and further raising its profile as an increasingly attractive destination for inbound tourism. According to UN Tourism, the Middle East, with 95m arrivals, remained the strongest-performing region when compared to 2019, with international arrivals 32% above pre-pandemic levels in 2024, though 1% higher compared to 2023.
Road To Recovery
Tourism in GCC countries has gained significant momentum on the international stage as the region transforms itself into a competitive leisure and entertainment destination. This trend is catalysed by international events like the 2022 FIFA World Cup, which drew 2.5m visitors to the region, particularly benefitting Qatar, the UAE and Saudi Arabia. The Gulf is working together to boost cross-border cooperation in the travel, tourism and hospitality segments, to create unique but complementary offerings that suit emerging consumer preferences and market trends. All six GCC member countries coordinate their investment and marketing strategies according to a mutually agreed tourism development agenda. These plans include existing and upcoming luxury hotels and resorts, and retail and entertainment offerings.
Regional Agreements
As the result of collaboration between federal and local authorities, national airlines and private institutions, a tourism strategy has been devised to market regional offerings, develop new platforms and raise the quality of service. The Gulf Tourism Strategy was adopted at the end of the sixth meeting of GCC ministers of tourism in November 2022 in Al Ula governorate in Saudi Arabia. It is a joint initiative among members of the bloc that outlines a roadmap for developing the tourism sector within the region. The strategy, which was endorsed at the 43rd session of the Supreme Council of the GCC in December 2022 in Riyadh, highlights key objectives, including the diversification of existing offerings, the promotion of sustainable tourism practices and improvements in the quality of services. By working together, GCC countries hope to leverage collective strengths and package a more compelling value proposition to tourists, while exchanging best practices, sharing resources and developing joint initiatives.
Several factors position Gulf countries as competitive providers of integrated tourism services. According to the 2024 Numbeo Safety Index, which measures the level of crime in a country, the UAE ranked second, followed by Qatar in third place, while Oman and Bahrain placed fifth and 13th, respectively. This high level of security has helped the GCC develop a reputation as a haven for tourists concerned about their personal safety in the post-pandemic environment, as well as a secure place for tourism investment. Similarly, the Gulf’s geographic proximity not only makes the region easily accessible for key source markets in Europe, Asia and Africa, but also reduces the travel time and expense that are associated with long-haul flights.
Robust air connectivity, led by two of the world’s busiest airports in Dubai and Doha, is further strengthened by growing national flag carrier networks. According to a January 2023 report published by the Gulf Centre for Studies and Research, known by its English acronym CSRG ulf, the UAE and Qatar have the most extensive national air fleets in the GCC region, with 257 and 200 aircraft, respectively, while Saudi Arabia has 144.
The Gulf Tourism Strategy recognises the importance of collaboration among GCC countries to capitalise on their competitive advantages, create a cohesive regional tourism vision and ensure that benefits are spread evenly across member countries. In tandem with national tourism strategies, the GCC seeks to secure collective commitment among its members to develop and support a common vision that defines and delivers clear-cut outcomes, including job creation and higher levels of contribution to GDP, to facilitate diversification.
Going Digital
GCC governments have become increasingly aware of the crucial role that digital experiences play in every stage of a traveller’s journey. In line with the Gulf Tourism Strategy, the Gulf Tourism Platform was proposed in 2022 as a digital gateway that provides tourists with a one-stop shop for planning and booking their regional trips. This platform will use digital technologies such as artificial intelligence and big data analytics to offer a range of services, including booking accommodations, flights and tours, as well as providing practical tips and information on tourist attractions and activities, all of which aim to facilitate and enhance the travel experiences of visitors. In October 2023 the tourism ministers of the GCC approved a unified tourist visa for the region, with the scheme expected to come into effect in early 2025.
In a similar vein, the Gulf Tourism Capital programme was introduced in November 2020, during the fifth annual meeting of the GCC ministers of tourism, to highlight, promote and attract investment in new projects and emerging tourism sites. The inaugural Gulf Tourism Capital title went to Ras Al Khaimah in the UAE in 2021, in recognition of its popularity as an adventure destination and its effective response to the pandemic. The Gulf Tourism Capital programme and nomination guide was reaffirmed at the sixth meeting of GCC ministers of tourism in November 2022. Doha received the title for 2023, while Manama in Bahrain and Al Ain in the UAE were selected for 2024 and 2025, respectively.
Individual Strengths
According to UN Tourism, more than 1.4bn tourists travelled internationally in 2024, an increase of 11% over 2023, or 140m additional travellers. In recent years the sector has been playing an increasingly larger role in Gulf countries, due to investment in key areas, including hotel devlopment and transport upgrades. Data from the Muscat-based GCC Statistical Centre indicated that 10,893 hotel establishments were recorded in the GCC in 2023, equivalent to 697,000 rooms. Data also showed that five GCC countries, including the UAE, Qatar, Saudi Arabia, Kuwait and Oman exceeded the regional average in air transport infrastructure. Travel and tourism revenue in the GCC amounted to $110.4bn in 2023 – or 10.8% of regional GDP – an improvement of 28.2% compared to pre-pandemic figures from 2019. As a bloc, the GCC posted an annual growth rate of 29.4% compared to 2022, according to the GCC Statistical Centre.
As well, around 68.1m international tourists visited the GCC in 2023, representing an increase of 42.8% compared to 2019 figures. Intra-GCC tourism accounted for 26.9% of total international tourists, reflecting a growth rate of 44.2% when compared to 2019, according to the GCC Statistical Centre. Furthermore, the added value of the GCC tourism sector reached $223.4bn by end-2023. According to the World Travel & Tourism Council’s “2024 Economic Impact Report”, out of total tourism revenue, in 2023, 83% of spending was for leisure travel while business travel comprised 17%. Some 67% came from international tourism expenditure versus 33% from domestic tourism. Over the years the region’s tourism performance has improved at a steady rate, and is forecasted to have a 3.7% compound annual growth rate during the 2024-34 period.
Building Awareness
To unlock their full potential, each GCC country has rolled out a national tourism strategy aiming to attract investment and boost arrival figures. The UAE has sought to future-proof its tourism sector with the launch of the UAE Tourism Strategy 2031. The strategy is part of Projects of the 50, a 50-year programme to secure the country’s competitiveness in the high-value industries of the future. With Dubai targeting 25m visitors annually by 2025 and Abu Dhabi 30m by 2030, the strategy seeks to raise the tourism sector’s contribution to GDP to $122.6bn, generating an average annual increase of $7.4bn; attracting up to $27.2bn in tourism investment; and welcoming 40m hotel guests across the country by 2031. The UAE also launched 25 projects that look to strengthen its national tourism ecosystem by developing specialised tourism projects, building tourism capabilities and increasing investment in all related sectors, activities that will create employment opportunities in the tourism sector and boost the country’s economy.
The GCC surpassed the regional benchmark for the labour market and human resources in the World Economic Forum’s Travel and Tourism Development Index 2024. Women comprised 12.4% of workers within the Gulf’s various tourism sectors with an annual growth rate of 27.5% in comparison to 2020.
