⬇ PDF download: Inside the UAE Tourism Strategy 2031: Key goals and complementary projects

Inside the UAE Tourism Strategy 2031: Key goals and complementary projects

• Data reveals that the UAE leads in travel and tourism data provision and air transport infrastructure.
• Among the various factors driving the success of the UAE’s tourism and hospitality sectors, the UAE Tourism Strategy 2031 stands as an important stimulus for economic growth.
• The Strategy encompasses four key pillars, each designed to raise the GDP contribution of its tourism industry.

The core of the UAE Tourism Strategy 2031

Among the various factors driving the success of the UAE’s tourism and hospitality sectors, the UAE Tourism Strategy 2031 stands as an important stimulus for economic growth. Launched by H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the Strategy is part of the ‘Projects of the 50’. It outlines a comprehensive vision to elevate the country as one of the world’s tourism capitals, striving to attract 40 million hotel guests and generate AED100 billion in investments.

As part of this ambitious vision, the UAE aims to increase the tourism sector’s contribution to GDP to AED450 billion, with an annual revenue growth of AED27 billion. To understand the core elements of this transformative strategy, here are the strategic goals within its roadmap:

1. Reinforcing unified national tourism identity

The UAE Tourism Strategy 2031 prioritises a unified branding method to position the nation as a global tourist hub while preserving the unique cultural identity of each emirate. This approach ensures, for example, that Dubai is still able to draw tourists due to its futuristic infrastructures, Abu Dhabi attracts visitors through its cultural landmarks, and Fujairah can still welcome travellers with its nature-centric offerings. This strategy ensures that each emirate retains its distinct tourism focus, thus creating a cohesive narrative that appeals to diverse international markets.

2. Development of specialised tourism products

As part of the Strategy, the UAE is diversifying its tourism sector by boosting leisure travellers and welcoming business and investors tourists. By promoting business-focused tourism products such as world-class convention centres, luxury hotels, and infrastructure for international trade events, the UAE has attracted high-net-worth individuals and business delegations. Further, by targeting niche segments such as adventure tourism, heritage tourism, and wellness travel, the UAE has increased its per capita spending and the range of tourist demographics.

3. Tourism capacity building and national workforce development

With a focus on employment and skill development, this specific pillar aims to foster a skilled, competitive workforce in tourism. The Strategy also aims to significantly increase national participation in the sector, thereby setting a goal for private sector companies to fill 10% of tourism-related positions with Emiratis by 2025. Moreover, a series of collaborative, whole-of-government initiatives have been laid out to ensure that the workforce remains adaptable and future-ready. In particular, Dubai has recently unveiled supporting projects designed to build a sandbox conducive to the growth of small firms in strategic sectors.

4. Increased investment in tourism infrastructure

To drive further investments into the UAE, the government continues to offer favourable investment conditions such as tax incentives, multidisciplinary free zones to provide expatriates and foreign entrepreneurs and investors with full ownership of companies, and many others. Additionally, the UAE has been forging public-private partnerships to fund and manage strategic projects to further diversify its economy and increase its global competitiveness.

The complementary initiatives

As part of the UAE’s broader ambition to position itself as a global tourism leader, both Abu Dhabi and Dubai have developed complementary strategies that align with and support the national objectives outlined in the UAE Tourism Strategy 2031.

Abu Dhabi’s Tourism Strategy 2030 aims to attract 39.3 million visitors by 2030, significantly growing its tourism sector. The emphasis is on expanding cultural attractions, such as museums and heritage sites, along with the expansion of hotels and major events. By 2030, the Strategy intends to generate an estimated 178,000 new jobs, welcome international overnight visitors by 7.2 million, expand hotel room availability to 52,000, and further enhance the holiday home segment to diversify accommodation options.

Dubai’s 2040 Urban Master Plan complements the UAE Tourism Strategy 2031 by reimagining the city as a sustainable, smart, and globally competitive destination. Aimed at enhancing Dubai’s appeal to both tourists and investors, the plan focuses on expanding green spaces, upgrading smart mobility solutions, and increasing luxury tourism offerings. It envisions a 134% expansion in space dedicated to hotels and tourism activities and a 400% increase in the total length of beaches by 2040.

This ambitious plan will position Dubai as one of the world’s most liveable and sustainable cities, further reinforcing its position as a leading destination for business and tourism in the global market. It’s also important to recognise the role of Dubai in placing high emphasis on its tourism and hospitality sectors. In fact, reports show that hotel occupancy in the first three quarters of 2023 rose by 75.7%, and in the first seven months of 2024, the city welcomed 10.62 million visitors.

These complementary initiatives, among others, ensure that the UAE remains a world-class destination that places high emphasis on maintaining its cultural identity all the while robustly contributing to the national economic growth.