The United Arab Emirates (UAE) is poised for significant growth in its tourism sector as travelers express their intentions to increase holiday plans for 2025. According to Marriott Bonvoy’s 2025 Ticket to Travel report, based on surveys of over 21,000 adults across the Europe, Middle East, and Africa (EMEA) region, the outlook for travel remains optimistic, with 84% of respondents from both the UAE and the Kingdom of Saudi Arabia (KSA) indicating they will maintain or increase their travel plans compared to previous years.
The research, which included responses from 4,700 individuals within the UAE, highlights the clear inclination for travelers to explore both domestic and international destinations. Specifically, 54% of UAE respondents plan for more holidays this year, with only 10% anticipating fewer trips. On average, those surveyed expect to take 2.7 domestic holidays, 2.5 short-haul trips (those within four hours of flight), and 2.3 long-haul vacations, totaling approximately 7.1 trips throughout 2025.
Emerging trends within the UAE's tourism sector point to the rise of 'Heritage Holidays.' This trend involves travelers exploring their family history and ancestry, with nearly half of those surveyed noting they have previously taken such trips. The enthusiasm for heritage-related travel is particularly pronounced, with 81% indicating they either have or intend to go on these types of vacations, rising to 85% among younger travelers aged 25-34. Many participants shared sentiments about the importance of connecting with their roots, with 43% stating, "It’s important to know where your family come from and understand what their life was like."
Another noteworthy trend dubbed 'bravecations' has emerged, reflecting travelers' willingness to engage with activities they might shy away from back home. The survey revealed over 80% of travelers embrace this more adventurous spirit on vacations, with significant numbers engaging in high-octane activities like zip lining and skydiving. Climbing heights and trying unusual foods were also highlighted as popular braver choices.
Alongside adventure and heritage tourism, sustainability remains at the forefront of travelers’ concerns. An impressive 87% of respondents from the UAE expressed they look at the environmental impact of their travel decisions, surpassing the EMEA average of 72%. Although only 25% claim to evaluate sustainability every time, three-quarters paid close attention to the eco-friendliness of their lodgings on their last trips. There's also a noticeable shift toward integrating artificial intelligence (AI) in travel planning, with 67% of respondents having utilized AI resources, including 74% from the UAE—much higher than the EMEA average of 41%.
Key priorities for accommodation reveal the 'brilliant basics' continue to matter. High marks were awarded to cleanliness, location, and customer service, with over 70% of travelers prioritizing sustainable options for where they stay. Other preferences include the demand for pet-friendly stays and accommodations catering to solo travelers, reflecting diverse interests among post-pandemic holidaymakers.
Interestingly, travelers are also becoming more cost-conscious. Despite their eagerness to travel, they are increasingly seeking the best value for their money. The report confirms the importance of promotional pricing and favorable exchange rates, with 54% stating these factors could persuade them to book trips. The trend of shoulder season breaks shows appeal as well, with three-quarters of travelers considering off-peak vacations to save costs.
Sandeep Walia, Chief Operating Officer at Marriott Bonvoy for the Middle East and Luxury, emphasizes the positive outlook for the UAE tourism industry, stating, "According to the figures from this comprehensive report, the vast majority of travellers across the United Arab Emirates and Saudi Arabia will do as many, or more, holidays and breaks ... than they did last year. This strong desire for international, regional and domestic travel is great news for the industry and we are excited for the year ahead."
Walia also remarks on the significant role of sustainability, noting it is no longer just wishful thinking but now central to many vacationers' choices.
With promising forecasts and shifting trends, the UAE tourism sector appears ready to embrace more diverse, meaningful travel experiences. From heritage trips and adventure-seeking to sustainable tourism and AI-assisted planning, 2025 stands to be a pivotal year for the region's travel industry.