The Middle East has been dubbed the “most important” region for tourism growth globally, as the United Nations (UN) calls for increased investments in the sector. Speaking at the Annual Investment Meeting Congress in Abu Dhabi on Tuesday, Natalia Bayona, executive director of UN Tourism, highlighted how investments in sustainability and human capital are driving the region’s tourism boom.
“Tourism is resilient and it’s a dynamic force of the global economy … the Middle East is the most important region in the world when it comes to tourism performance,” Bayona stated in a video message to the event. She emphasized the region’s abundant cultural heritage, scenic landscapes, and growing investment opportunities that are positioning it as a key player in global tourism.
Tourism’s role in stimulating economic growth is also becoming increasingly evident, Bayona explained. UN Tourism’s newly released report at the Congress details a comprehensive framework for sustainable investment in the sector, covering governance, economic, sociocultural, and environmental dimensions. The report advocates for stronger cooperation among stakeholders, laws to protect cultural heritage, and policies that support resilience and inclusivity in tourism development.
In the Middle East, government investments have become a major driving force for the sector. Last year, the Middle East welcomed approximately 95 million international visitors, a 32% increase from pre-pandemic levels in 2019, and a 1% rise from 2023, making it the top-performing region globally according to UN Tourism’s January report.
Globally, international travel rebounded strongly in 2024, with more than 1.4 billion travelers, nearly reaching pre-pandemic levels. This surge contributed to global tourism receipts totaling $1.6 trillion, marking a 4% increase from 2019. Bayona stressed that the UN’s goal extends beyond mere recovery to transforming the tourism industry into a more sustainable and economically impactful sector.
Tourism is increasingly seen as a pillar in the transition to a new economic model, with Middle Eastern nations enhancing their offerings to attract more visitors. In the UAE, hotels recorded a 3% annual rise in revenue to Dh45 billion ($12.3 billion) in 2024, reflecting the country’s robust tourism growth. Saudi Arabia has similarly invested in tourism, opening new entertainment venues, hosting major sporting events, and simplifying visa procedures to attract tourists.
The role of government policies in shaping the tourism investment landscape is crucial, according to Samer Al Kharashi, director general of UN Tourism’s Middle East unit. He stressed that transparent and predictable frameworks are necessary to stimulate investor confidence. “Policies must continuously adapt to market dynamics, emerging trends, and shifting travel preferences,” Al Kharashi said. “Equally important is recognizing the vital role of the private sector as the main source of tourism investments.”
Technology is also playing an increasingly significant role in the evolution of tourism, reshaping investments and guest experiences. Matthew Stephenson, head of investments and services at the World Economic Forum, emphasized the importance of digital infrastructure and data capabilities in attracting high-value investments. “Destinations that invest in digital infrastructure, data capabilities and skills development will attract not only more investors, but also higher value investments,” Stephenson stated.
He also stressed that governments must create an enabling environment through transparent regulations, efficient procedures, strong governance, and incentives to ensure the success of future investments in tourism.
The Middle East’s growing importance as a tourism hub, combined with its investment in sustainable practices and technological advancements, is setting the stage for a transformative era in global tourism.
