Tourism in the UAE is on a record-breaking trajectory. The nation ranked 18th globally in the World Economic Forum's 2024 Travel & Tourism Development Index — climbing seven places from 25th in 2019 — while welcoming 29.2 million international visitors in 2024, a 15.5% increase over 2023. The UAE is also the only Middle Eastern country in the global top 10 for tourism revenue generation.
UAE Winter Tourism Drives Revenue Growth
Winter is now the peak revenue season for international tourism in the UAE. The country's fifth "World's Coolest Winter" campaign drew both domestic and international visitors with a wide range of experiences: desert exploration, mountain trips, wadi adventures, and coastal escapes. Adventure activities — including paragliding, rock climbing, and rappelling — were central draws throughout the season.
The UAE's performance in the WEF index reflects strengths across multiple dimensions. The country ranks first globally in travel and tourism data provision and air transport infrastructure, second in infrastructure and services, and third in air transport services efficiency.
UAE Tourism Strategy 2031: The Road Ahead
The UAE Tourism Strategy 2031 sets ambitious targets: welcoming 40 million hotel guests annually and attracting AED 100 billion in tourism investments. The World Travel & Tourism Council projects UAE visitor numbers will surpass 45.5 million by 2033 as the country cements its position as one of the world's premier travel destinations.
A sophisticated infrastructure base, world-class luxury accommodations, and a growing portfolio of adventure and cultural experiences underpin the UAE's continued rise as a global winter tourism leader.
