A remarkable rise: inside the Middle East’s tourism surge

Over the past two decades, tourism in the Middle East has grown exponentially. According to WTM Global Hub, the Middle East showed an annual growth rate of 5.3% in 2019.¹ That growth didn’t slow down. Within five years, by 2024, destinations like Qatar saw an increase in tourism of 25%.² 

Several factors have fuelled this tourism surge. Governments across the region have invested heavily in infrastructure, developed visitor-friendly policies and embraced technology. Partnerships with international airlines and increased accessibility have also played a key role, as have festivals and global events like Formula 1 races, cultural exhibitions and music concerts.  

Outside of the UAE is Saudi Arabia. Once known primarily for its religious tourism to Mecca and Medina, it has since diversified its approach to tourism with Vision 2030. A purposefully strategic initiative that addresses everything from economic growth to sustainable tourism, Vision 2030 is a formidable programme that aims to inject additional revenue into the region and broaden its appeal as an international destination. The kingdom actively promotes areas like AlUla’s ancient rock formations, the futuristic megacity NEOM and the stunning Red Sea coastline.

Qatar has also become a beacon for global tourism, a shift amplified by its hosting of the FIFA World Cup 2022. The country also showcases the Museum of Islamic Art, desert safaris and luxury shopping experiences.

Breathtaking and historically rich countries haven’t lost their appeal with travellers. Oman, Jordan and Egypt continue to attract visitors with their natural and historical treasures. Oman’s fjords, Jordan’s ancient city of Petra and Egypt’s stunning pyramids remain desirable destinations.  

Several key factors have contributed to the remarkable rise in tourism in the Middle East.

• Government initiatives: countries like the UAE and Saudi Arabia have implemented bold strategies aimed at diversifying their economies and promoting tourism as a cornerstone of development.


• Infrastructure development: massive investments in transportation systems, airports, luxury hotels and unique attractions, like Abu Dhabi’s Louvre Museum, deliver world-class experiences for travellers.


• Global events: prestigious international events, like the FIFA World Cup 2022 in Qatar, generated global attention and attracted millions of visitors. And there is a host of other events every year that continue to appeal to travellers, from Ironman races and film and music festivals to art fairs and food-tasting tours. Read more about sports tourism here.


• Historical and cultural riches: known as the cradle of civilisation, the region’s unparalleled heritage sites, such as Petra in Jordan, the pyramids of Egypt and the ancient city of AIUla in Saudi Arabia, appeal to history enthusiasts and adventurers alike.


• Enhanced accessibility: partnerships with global airlines, increased flight routes and more tourist-friendly visa policies have made the region easier to explore.


• Luxury and innovation: the Middle East has positioned itself as a leader in luxury travel, offering everything from opulent resorts to futuristic attractions like NEOM in Saudi Arabia, a planned city that is expected to accommodate up to 9 million people and run on 100% renewable energy.


• Marketing and branding: impactful marketing campaigns and collaborations with influencers and media outlets have helped showcase the region’s appeal to international audiences.

Our global inventory offers travellers dreaming of a trip to the Middle East the ability to book everything they need, from flights and hotels to activities like desert dune rides or food tours.

To help meet this growing demand, we’re expanding The Expedia Travel Agent Affiliate Programme (TAAP) to the UAE. This intuitive booking platform let’s travel advisors deliver a seamless, end-to-end booking experience for their clients, helping travellers find the best deals and saving them time booking complex trips. This gives them peace of mind they can’t find anywhere else, while offering a new channel for our supply partners.

When it comes to our hotel partners in the region, we help them extend their reach beyond simple listings with our VIP Access programme. Cheval Maison — The Palm Dubai is a luxury property in the heart of the city that offers guests an eco-friendly retreat, complete with a private beach bar, pool, WiFi, gym and more. As a VIP Access member, the hotel has access to Expedia Group’s top-tier loyalty travellers who drive additional revenue streams to the hotel. They also have the opportunity to receive exclusive perks or discounts on their bookings.

‘Participating in Expedia Group’s VIP Access programme had a significantly positive impact on our business by allowing us to reach higher spend Expedia Group loyalty members’, Liz Callaghan, Director of Revenue and Distribution, Cheval Maison — The Palm, said. ‘It also allows our property to have great visibility on Expedia Group brands, helping to capture international travellers looking to find a luxury property in Dubai’.

As a leader in global tourism, it’s our goal to give travellers what they want. It’s also our goal to support our partners, providing them with the resources they need—empowering them to attract the travellers they want.

When it comes to bringing people in, our advertising solutions provide partners with the tools to build effective campaigns that help them meet their goals. Additionally, we offer myriad ways for destinations to build robust campaigns. And, powered by our industry-leading tech capabilities and products, hotels and airlines can attract the attention of travellers dreaming of their next trip.

By leveraging our innovative tech and solutions, you can create exceptional experiences for your travellers—helping you extend your reach to the Middle East and beyond.