The Middle East is booming as a tourism hub, with Qatar, the UAE, Saudi Arabia, Egypt, and Morocco launching new initiatives and partnerships to attract visitors. From travel shows and vibrant festivals to luxury medical tourism, let’s take a look at the ongoing efforts that are solidifying the region’s appeal among travellers.

Visit Qatar hosts inaugural Arabia Luxury Travel Show in Doha

Visit Qatar’s kicked off its first Arabia Luxury Travel Show in Doha on 12 January, bringing together more than 160 luxury travel agents and operators to promote Qatar and the Middle East as premium destinations. The event, which concludes on 15 January, aims to strengthen Qatar’s position as a leading luxury destination in the region. Participants include luxury tour operators and MICE agents from key markets such as Russia, Belarus, Kazakhstan, Ukraine, Uzbekistan, Azerbaijan, Armenia, Georgia, Moldova, and the Baltic States. More than 50 hotels, destination management companies, and tourism boards from across the region, including the UAE, Oman, Saudi Arabia, Jordan, Turkey, and the Indian Ocean, are also taking part in the four-day event.

UAE Tour showcases nation’s tourism and development

Since its inception in 2019, the UAE Tour has established itself as a prominent sports and tourism event, highlighting the country’s progress and attracting international participation. The tour features landmarks such as the Sheikh Zayed Grand Mosque, Louvre Abu Dhabi, Jebel Hafeet, and Yas Island, promoting both domestic and international tourism. The 2024 edition recorded nearly 4,000 hotel nights during the men’s tour and 2,000 during the women’s, with around 1,000 individuals involved in various roles. The upcoming seventh edition in February 2025 is set to feature top cycling stars, further enhancing the UAE’s global standing in major cycling events.

Dubai’s medical tourism vision rooted in excellence

Dubai is rapidly emerging as a top global destination for medical tourism, seamlessly blending cutting-edge healthcare with world-class luxury. Aligned with Dubai’s Health Strategy 2021 and the UAE Vision 2040, the city aims to create a world-class healthcare system that attracts international patients by offering innovative, personalised, and holistic care. In 2023, Dubai welcomed over 691,000 health tourists, with spending on healthcare services exceeding AED1.03 billion ($280 million). Dubai’s appeal lies in its fusion of top-tier medical care and a luxurious environment for recovery, offering patients personalised treatments in state-of-the-art facilities alongside world-class hospitality.

UAE winter festivals attract local and international visitors

The UAE’s winter tourism season is in full swing, featuring a range of vibrant festivals that cater to both local and international audiences. The Sheikh Zayed Festival, running until 28 February, includes more than 6,000 global cultural activities and aims to attract millions of visitors. The MOTN Festival’s 8th edition concluded on 31 December 2024, welcoming over 259,000 visitors. Additionally, the 29th season of Dubai’s Global Village, open until 11 May, showcases more than 40,000 entertainment shows and 30 pavilions representing 90 cultures worldwide.

The festivals have been a huge success, with the Sheikh Zayed Festival aiming to attract millions of visitors and the Mother of the Nation Festival welcoming over 259,000 visitors. The 30th edition of the Dubai Shopping Festival (DSF) also concluded recently, offering 38 days of entertainment, shopping deals, and experiences.

RAK’s strongest year yet

Ras Al Khaimah Tourism Development Authority (RAKTDA) reported its strongest year ever in 2024, with a record 1.28 million overnight arrivals, a 12% growth in tourism revenues, and a 15% rise in MICE visitors. The Emirate’s strategic focus on sustainability, connectivity, and diverse experiences has positioned it as a destination of choice for travellers.

Key achievements in 2024 included the opening of new luxury hotels, enhanced connectivity with direct flights from key cities, and a record-breaking New Year’s Eve celebration that earned two GUINNESS WORLD RECORDS titles. RAKTDA’s sustainability efforts were also recognised, with the title of ‘Middle East’s Most Sustainable Project’ at the Forbes Middle East Sustainability Leaders’ Summit.

Saudi Arabia boosts tourism efforts with new initiatives and partnerships

Saudi Arabia is ramping up its tourism efforts with several initiatives. The Sustainable Agricultural Rural Development Programme launched “Our Winter is Rural” to promote rural tourism, Riyadh Season 2024 reportedly welcomed over 16 million visitors, and the Al-Baha winter festival has unveiled a stunning 360-square-metre flower carpet, featuring traditional geometric patterns and portraits of Saudi leaders.

In terms of strategic partnerships:

• The Royal Commission for AlUla has partnered with China’s Dunhuang Academy to facilitate knowledge exchange and joint research.
• The Tourism Development Fund (TDF) of Saudi Arabia has also participated in the Saudi Tourism Forum 2025, showcasing its financing solutions and strategic partnerships to accelerate investment in emerging tourism destinations.
• The Kingdom and India have formalised the Hajj 2025 agreement in Jeddah. The accord, signed by Saudi Minister of Hajj and Umrah, Dr. Tawfiq F. Al-Rabiah, and India’s Minister for Parliamentary and Minority Affairs, Kiren Rijiju, has granted 175,025 Indian pilgrims for Hajj 2025, with 70% managed by the Hajj Committee of India and 30% by private Hajj Group Organisers, as per India’s Haj Policy 2025.
• Hong Kong citizens will soon be eligible for visa-on-arrival in Saudi Arabia, with options for single-entry 30-day or multiple-entry 90-day visas. The move is part of a reciprocal agreement that also extends visa-free stays for Saudi nationals in Hong Kong to 90 days.

Endangered species released into NEOM Nature Reserve

The National Center for Wildlife (NCW), in collaboration with NEOM, has released more than 130 endangered species, including 100 Arabian oryxes, 20 Arabian gazelles, eight Nubian ibexes, and six Idmi gazelles, into the NEOM Nature Reserve. With the aim to enhance biodiversity and restore ecological systems within Saudi Arabia’s natural environments, Dr. Mohammed Ali Qurban, CEO of NCW, emphasised that the release was part of ongoing efforts to breed and reintroduce endangered species into their natural habitats, which also supports the Kingdom’s commitment to environmental conservation, eco-tourism, and a sustainable future.

Egypt’s Ministry of Tourism shifts focus to digital marketing on social media platforms

Egypt’s Ministry of Tourism and Antiquities is prioritising digital marketing on social media platforms to more effectively reach target audiences. Tourism Minister Sherif Fathy announced plans to reduce spending on traditional advertising in favour of efficient digital tools, recognising their ability to engage a global audience with precision and cost-effectiveness. The ministry’s strategy includes leveraging international and regional events to promote Egypt’s archaeological sites and diverse tourism experiences. By highlighting cultural, recreational, and environmental tourism, the ministry aims to position Egypt as a leading destination with unparalleled variety. Fathy emphasised the commitment to transforming Egypt’s tourism offerings into sustainable economic projects, aspiring to offer the widest range of tourism options globally.

Morocco leads African tourism with $11 billion revenue in 2024

In 2024, Morocco’s tourism sector achieved a record $11 billion in revenue, welcoming 17.4 million visitors, a 20% increase from 2023 and a 33% rise from 2019’s pre-pandemic figures. This growth positions Morocco ahead of Egypt, which recorded 15.7 million arrivals in the same period. Tourism contributes approximately 7% to Morocco’s GDP, playing a vital role in job creation and foreign currency earnings. The country aims to attract 26 million tourists by 2030, coinciding with its co-hosting of the World Cup with Spain and Portugal.