Key Insights
As the fastest-rebounding region in global tourism, the Middle East recorded 41% more international arrivals and a 45% increase in tourism receipts in 2023 versus 2019.
As the only region worldwide to fully recover and surpass 2019 levels in 2023, the Middle East has emerged as a new growth hub for global travel. Visitor volumes and tourism revenue have surged in tandem, outpacing mature markets. The market is highly concentrated: the UAE and Saudi Arabia together account for nearly 55% of international arrivals and over 70% of international tourism revenue in the Middle East.
Air capacity rises, online ticketing reaches 85%
The MENA aviation market continues to expand steadily, with carriers investing in digital platforms to upgrade direct sales and mobile experiences, enabling seamless booking and service. By 2024, online air-ticket bookings had reached 85%, up from 77% in 2017. This shift is also fuelling OTA growth, with booking value up 14% year on year. Direct flights between the Middle East and China have also grown rapidly, with weekly services rising from 35 to 49 since 2023.
Room pipeline up 10% YoY, with luxury hotels accounting for 56% of inventory
Hotels, airlines, and OTAs are driving a synergistic expansion — more rooms, denser route networks, and easier booking. The pipeline of hotel rooms grew 10% year on year, and luxury inventory accounts for 56% of inventory, underscoring the region’s forward-looking investment in high-quality hospitality and guest experiences.
Young, affluent, long-staying visitors: 60% prefer premium experiences
Inbound visitors to the Middle East are generally younger and high-net-worth, with middle-aged and younger travellers dominating. Around 60% prefer premium spending, and duty-free per-capita spend ranks among the world’s highest. Average stays are much longer than the global norm, and perceived safety, often underestimated, remains a key competitive advantage. Improving awareness of this fact could further attract international travellers.
The Middle East: a rising favourite among diverse global tourism destinations
Historically, tourism in the Middle East was heavily focused on religious travel and a limited segment of luxury vacations, resulting in highly limited visitor profiles and pronounced seasonality. In recent years, however, Middle Eastern governments, seeking to reduce dependence on oil and advance economic diversification, have designated tourism as a core pillar of the non-oil economy. They have invested heavily in large-scale integrated developments, convention centres, theme parks, and other attractions, gradually building a diversified supply system that supports year-round travel.
This strategic shift has attracted a broader mix of international travellers, balancing the overall traveller profile. Notably, the share of Asian tourists, especially from China and India, has risen significantly. Against this backdrop, two key questions arise: how are international perceptions of Middle Eastern tourism evolving, and what development opportunities lie ahead for OTAs and other ecosystem service providers?
Current state of the travel industry in the Middle East
The Middle East is emerging as a new powerhouse in global tourism
The travel industry in the Middle East is undergoing a phase of structural expansion, driven by both the global rebound in tourism and regional governments’ commitment to economic diversification. According to the WTTC, in 2023 the sector contributed approximately USD 178 billion directly to GDP, representing 2.6% of the region’s GDP, while its total economic impact reached $459.9 billion, or 6.7% of regional GDP.
Direct contribution of tourism to regional GDP and its share in 2023
Source: WTTC
Total contribution of tourism to regional GDP and its share in 2023
Source: WTTC
Based on international arrivals and tourism revenue, the Middle East was the only region in the world to fully recover and surpass pre-pandemic levels as early as 2023. International arrivals in the region were 41% higher than in 2019, while tourism revenue increased by 45%, significantly outperforming the global average as well as mature markets such as Europe.
International tourism revenue by world region, 2020–2023
Source: UN Tourism
International tourist arrivals by world region, 2020–2024
Source: Statista
A highly concentrated regional market, with the “Dubai effect” shaping an iconic tourism brand
From a regional perspective, the Middle Eastern tourism market is highly concentrated, with the United Arab Emirates (UAE) and Saudi Arabia at its core, clearly leading the region. Centred on Dubai, the UAE has developed a dual-focus market that balances luxury leisure tourism and international MICE activities, with visitor spending among the highest in the region. In 2023, it ranked first in the Middle East for both international arrivals and tourism revenue, followed closely by Saudi Arabia. Together, the two markets account for nearly 55% of all international visitors and over 70% of tourism revenue in the region, highlighting their absolute dominance.
Middle Eastern countries with the highest international tourism revenue in 2023
Source: UNWTO
Middle Eastern countries with the highest number of international tourist arrivals in 2023
Source: UNWTO
While tourism in the Middle East is highly concentrated at the national level, city-level differences are equally pronounced. Dubai, the region’s flagship tourism city, has steadily climbed the global attractiveness rankings, reaching third worldwide in 2023 — behind only Istanbul and London — cementing its status as a leading global travel hub.
Top global tourism cities in 2023 by number of visitors
Source: Statista
Tourism has become a key pillar of Dubai’s economy, contributing around 12% of the UAE’s GDP in 2023. That same year, international visitor spending in Dubai reached AED 175 billion (approximately $47.5 billion), ranking among the highest globally and highlighting its strong appeal to high-spending travellers. Leveraging its position as an aviation hub, Dubai International Airport handled over 92.3 million passengers in 2024, remaining one of the world’s busiest airports for international traffic.
Beyond Dubai, other cities across the Middle East are also gaining prominence on the global tourism map.
Riyadh and Jeddah in Saudi Arabia are expanding rapidly under “Vision 2030”, driven by both religious and leisure tourism.
Amman in Jordan continues to attract steady visitor flows with its rich cultural heritage.
Manama in Bahrain strengthens its regional influence through finance and MICE tourism.
Doha in Qatar has significantly boosted its global visibility as the legacy of the FIFA World Cup continues to generate momentum.
Together, this diversified network of cities is collectively strengthening the depth and resilience of the Middle Eastern tourism market.