dubai tourism strategy pdf

Mohammed bin Rashid launches UAE Tourism Strategy

11 Nov, 2022

- Mohammed bin Rashid launches UAE Tourism Strategy 2031 His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, launched, today, the UAE Tourism Strategy 2031, which comes under the ‘Projects of the 50’ as one of the biggest projects of the next years. The strategy aims to strengthen the position of the UAE as one of the best destinations in the world for tourism. His Highness Sheikh Mohammed bin Rashid Al Maktoum said, "Today, we approved UAE’s Tourism Strategy 2031. UAE ranks among the top 10 global tourist destinations. Our goal is to boost our competitiveness by attracting AED100 billion as additional tourism investments and welcome 40 million hotel guests in 2031." His Highness added, “Tourism is key to diversifying our economy and boosting UAE’s global competitiveness. In the first quarter of 2022, our airports received 22 million passengers. Our goal is for the tourism sector's contribution to be AED450 billion of GDP in 2031." The strategy, which comes in partnership with various federal and local tourism authorities, national airlines, and international institutions and companies, aims to enhance the unified tourism identity and support the UAE integrated and well-established tourism ecosystem, in order to provide a distinguished experience for tourists from all over the world. The strategy aims to raise the tourism sector’s contribution to the GDP to AED450 billion, with an annual increase of AED27 billion, attract new investments of AED100 billion to the tourism sector in the country, and attract 40 million hotel guests. The strategy includes 25 initiatives and policies to support the development of the tourism sector in the country. It is based on 4 key directions: strengthening the unified national tourism identity; developing and diversifying specialised tourism products; building tourism capabilities; encouraging the contribution of national cadres in the tourism sector; and increasing investments in all tourism sectors. The strategy’s initiatives and directions will enhance the country’s efforts in providing an attractive and safe national tourism environment, pioneering and integrated tourism services, diverse and unique destinations, and a developed infrastructure for the tourism sector. The strategy is expected to contribute to encouraging tourism investment in various related sectors, including travel, aviation and hospitality, as well as creating new investment opportunities, attracting more international companies to the local market, and developing tourism data and statistics. The National Tourism Strategy 2031 comes in cooperation between the Ministry of Economy and various local and federal concerned entities and institutions, including the Ministry of Foreign Affairs and International Cooperation, the Federal Authority for Identity, Citizenship, Customs and Port Security, the UAE Central Bank, the General Civil Aviation Authority, the UAE airlines, the World Tourism Organisation, a number of international companies and the Federal Competitiveness and Statistics Centre.

Most Recent News

Dubai Chamber of Commerce launches Cloud Computing Business Group

Dubai’s Court of Appeal orders the extradition of Sanjay Shah to Denmark

ENOC Group continues robust retail expansion in Dubai, opens two new service stations

One Central, Dubai World Trade Center, The Offices2, level 7

• The UAE Tourism Strategy 2031

By Richard Stolz

Key perspectives for propelling growth in the country's tourism sector

Introduction - context of the uae tourism strategy 2031.

The UAE Tourism Strategy 2031 has been announced in November 2022 and consists of four key pillars:

• Strengthening the unified national tourism identity
• Developing and diversifying specialised tourism products
• Building tourism capabilities and encouraging the contribution of national cadres in the tourism sector
• Increasing investments in all tourism sectors.

"The UAE constantly sets the bar higher when it comes to developing and expanding the country’s tourism sector. The UAE Tourism Strategy 2031 with all defined objectives outlines a clear view going forward giving the sector the right direction to further prosper and grow over the coming decade."

The new National Tourism Strategy 2031 is also designed to boost the tourism sector’s GDP contribution to AED 450 billion, at an annual increase of AED 27 billion, along with attracting new additional investments of AED 100 billion to the country. Further, as a major player in the global tourism market, the country is poised to welcome 40 million hotel guests by 2031.

Hence, the strategy will set the Gulf nation on track to creating an attractive and safe environment with a strong focus on sustainability, technology, and cultural exchange. The plan includes a roadmap for designing the optimal approach for maintaining competitiveness and a steady stream of tourists in the future.

This Roland Berger publication provides key perspectives on what does it take for the country to achieve the defined objectives of the tourism strategy and it further outlines key considerations for the UAE to act on to further propel growth of tourism in the country.

Across the four key pillars of the UAE Tourism Strategy 2031 this main part of the report outlines a key perspective on what initiatives could be pursued by the UAE tourism sector under each pillar to successfully achieve the strategy objectives of the tourisms strategy.

Under pillar 1 – strengthening the unified national tourism identity

How can the UAE provide a consolidated approach for country-wide tourism growth with still maintaining the uniqueness of each Emirate?

Under pillar 2 – developing and diversifying specialised tourism products

What should be the right touristic offering in the country to increase spending of tourists? What customer groups shall be attracted going forward?

Under pillar 3 – building tourism capabilities and encouraging the contribution of national cadres in the tourism sector

What are current Emiratization levels in the UAE tourism workforce? What are the UAE’s objectives when it comes to tourism workforce? What could be initiatives to boost Emiratization levels in the UAE tourism sector?

Under pillar 4 – increasing investments in all tourism sectors

What is the investment landscape when it comes to tourism in the UAE and how to drive further investments into the country’s tourism sector?

• Publications

• Other languages
• Accessibility

• Information and services
• About the UAE
• Strategies, policies, initiatives and awards
• Strategies and visions

This section contains strategies, plans and visions that will promote tourism. Read about the UAE Tourism Strategy 2031 and the UAE Strategy for Domestic Tourism.

Popular searches

• Government services around the clock
• Visa and Emirates ID
• Moving to the UAE
• العربية Other languages

• Dubai Investment Visit
• View Our Latest Project
• Free Dubai Hotel Investor Report

Dubai sets goal to be ‘world’s most-visited city’ by 2025

The emirate has revealed its ambitious plan to become the world’s most popular travel destination by the middle of the next decade

Dubai has revealed its tourism targets post-2020, declaring its ambition to be the world’s most-visited city by 2025.

Building on its previous goal of welcoming 20 million tourists annually by 2020, the year Dubai stages the first World Expo in the Middle East and North Africa (MENA) region, the Dubai Department of Tourism and Commerce Marketing (DTCM) has set out its vision for the coming decade.

Its ‘Dubai Tourism Strategy’, which was approved by the Dubai Executive Council at the beginning of October, aims to attract 21 to 23 million visitors by 2022 and 23 to 25 million visitors by 2025.

The blueprint for tourism sector growth, with a view to boosting its contribution to Dubai’s economy, includes a far-reaching commercial marketing strategy.

His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, who chaired the executive council meeting, heard how DTCM planned to achieve its goal of becoming the most-visited city worldwide by adopting ambitious development plans, initiatives and projects that will cement its position as a preferred tourism destination for millions of people each year.

"These plans and strategies to strengthen the tourism sector reflect our efforts to promote Dubai’s stature in international tourism forums and make it a favoured destination for tourism, business and events, through ambitious initiatives that aim to achieve sustainable growth and guarantee our international competitiveness, which will enable Dubai to deal with the changes witnessed by economic sectors and international markets,” Sheikh Hamdan said in comments published by UAE news agency WAM.

The DTCM’s strategy is based on the theme ‘Only in Dubai’ and also involves promoting the city as a leading business destination.

Dubai is already a fully-fledged, multi-faceted tourism hotspot offering visitors from around the world a multitude of unforgettable experiences.

For this reason, the city is well on track to meeting its target of welcoming 20 million visitors by 2020.

Dubai welcomed 15.8 million international visitors in 2017 and 8.1 million during the first half of 2018, buoyed by growth in visitor numbers from its top three feeder markets – India, Saudi Arabia and the UK.

Arrivals from Russia, China and Western Europe also aided the growth of Dubai’s tourism sector, which in 2017 contributed AED109 billion ($29.68 billion) to the emirate’s economy, DTCM statistics reveal.

India delivered the largest number of international guests during the first half of 2018, once again crossing the one-million-mark over a six-month period and up 3% year-on-year.

Saudi Arabia and the UK remained the second and third largest feeder markets respectively, while China ended the first half of 2018 in fourth place, delivering 453,000 tourists, up 9% on H1, 2017.

However, Russia topped the growth charts with a stellar 74% increase over H1, 2017, delivering 405,000 visitors to jump five positions within the top 10 source markets.

Today, Dubai is the world’s fourth most-visited city after Bangkok, London and Paris respectively, according to the latest MasterCardGlobal Destination Cities Index (GDCI) report.

Dubai also ranks as the world’s top destination in terms of international overnight visitor spend, with total expenditure reaching $29.70 billion in 2017, the Mastercard’s report confirmed. The city has maintained this position for the past three years.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), attributed Dubai’s growing reputation as one of the world’s top travel destinations to the city’s “new attractions and experiences – from culture and the arts to history and heritage, as well as updates to attractions”.

“The retail sector is also further enhancing its offering, presenting visitors with the opportunity to experience an ever-evolving array of shopping districts, activities, and offers,” he added.

• Request Call Back Call Now Request Call Back
• Download Report

We have noticed you haven’t downloaded your exclusive Hotel Investment Report

Learn more about lucrative opportunities in Dubai.

Fill in the form to access your exclusive report!

Thank you for downloading the hotel investment report.

Our corporate organisation

The people behind the brand

Projects that enhance the Dubai visitor experience

Permits, classifications , Holiday Homes, tour guides

Information and registration for suppliers

Study tourism and shape Dubai's travel stories

Delivering local expertise

Take visitors on a journey

Become an safari adventure guide

Become an expert of the Dubai offering

Raising service standards for exceptional visitor experiences

Official press releases from DET

The latest industry circulars and legislative news

The latest industry research and insights from DET

Full list of establishments that adhere to the official safety measures

Send us a message and we will do our best to help

Report wrongdoing within the industry

Welcoming the world to Dubai

Explore official resources and permits from the Department of Economy and Tourism to help you launch your business, event or tourism service in Dubai.

All hotels must apply for classification in order to operate in Dubai.

All the information you need to start your new business in Dubai.

For approvals of entertainment, sports, charity, business or religious events.

Careers at the Department of Economy and Tourism