Sign in Subscribe
Tourism

UAE Tourism Industry Sees Surge in 2025, Encouraging Brands to Rethink Advertising Approach

Strategic Insights

— 1 min read

Travellers are now spending more time researching and comparing before making a booking, with younger audiences increasingly opting for solo travel. According to Yango Ads' 2025 Tourism Industry Guide report, the UAE's tourism industry is experiencing a significant surge, driven by strategic government investments and a growing demand for premium, experience-led travel. The country's economy relies heavily on tourism, which contributed AED236 billion (12% of GDP) in 2024. Dubai alone welcomed 9.88 million overnight visitors in the first half of 2025, setting a record for the city.

Key Takeaways:

  • The UAE's tourism industry is in a transformative phase, with an increase in visitor numbers and growing demand for premium, experience-led travel.
  • Travellers from emerging markets prefer summer holidays, while GCC residents often seek winter getaways.
  • Nearly half of emerging market travellers are ready to spend over $2,000 per trip, with a majority choosing four- or five-star hotels.
  • High-intent travel signals include frequent searches, travel app use, and engagement with digital content.
  • Digital engagement is accelerating, with ad investment rising in parallel, projected to reach $1.22 billion in 2025.
  • Programmatic advertising, first-party data, super apps, and location-based targeting are modern strategies increasingly relied upon by travel brands.
  • A Yango Ads GGC Tourism brand awareness campaign achieved a 13% increase in actual flight and hotel bookings with a seven-day attribution window.
  • India is the UAE's largest source of visitors, followed by Saudi Arabia, the UK, Russia, China, and several emerging markets contributing steadily to overall growth.

Statistics:

  • AED236 billion: The contribution of tourism to the UAE's economy in 2024, accounting for 12% of GDP
  • 9.88 million: The number of overnight visitors welcomed in Dubai in the first half of 2025
  • $1.22 billion: The projected ad investment in the UAE in 2025
  • 13%: The increase in actual flight and hotel bookings achieved by a Yango Ads GGC Tourism brand awareness campaign
  • 50%: The percentage of emerging market travellers ready to spend over $2,000 per trip
  • 40%: The percentage of travellers influenced by targeted ad campaigns
  • 41.7%: The percentage of travellers relying on search engines
  • 21%: The percentage of travellers engaging via Telegram Ads
  • 20%: The percentage of travellers guided by social media recommendations

Sources:

  • Yango Ads' 2025 Tourism Industry Guide report
  • Malika Kennedy, Chief Business Development Officer, Yango Ads MEA
  • Al Hilal Publishing and Marketing Group
  • Campaign outcomes highlight the growing digital responsiveness of travellers.

Read more