The UAE, particularly Dubai, is rapidly evolving into a pivotal player in global tourism strategies, attracting Gulf tourists thanks to its extensive air connectivity, high purchasing power, and diverse resident base. As a regional hub for travel, business, and events, Dubai is garnering attention from international tourism organisations, who view it as a strategic gateway to global markets, especially within the Gulf Cooperation Council (GCC).
Strategic Gateway for Global Tourism
At the conclusion of the Arabian Travel Market in Dubai, tourism leaders from various countries highlighted the importance of the UAE market in their expansion plans. The ease of air travel and the multitude of airlines offering direct flights make Dubai an attractive hub for accessing tourist markets worldwide. Destinations such as Jordan, the Czech Republic, Sri Lanka, and Germany are increasingly focusing on capturing high-spending visitors, diversifying their offerings into culture, nature, wellness, luxury, and family tourism.
The Czech Republic’s Growth Focus
The Czech Republic has identified the UAE as a critical market, experiencing significant growth in the number of Emirati visitors. Barbora Andělová, Director of International Marketing for the Czech Tourism Authority, reported that 33,778 Emiratis visited in 2025, marking a 30% increase from 2024. Although Prague remains the primary destination, the increased interest in various Czech regions showcases the UAE’s importance as a source of affluent travellers.
Jordan’s Strategic Marketing Push
Jordan views the UAE as a strategic tourism market, as expressed by Ramzi Al-Maaitah, Director General of the Jordan Tourism Board. He noted that the diverse and high-spending population in the UAE offers a unique opportunity to boost tourism. Through targeted marketing campaigns and partnerships with airlines, Jordan aims to enhance its presence in the UAE market, hoping to increase the number of Emirati visitors who appreciated the country’s rich offerings ranging from cultural experiences to luxury escapes.
Seychelles’ Partnership Potential
Seychelles has confirmed its position as one of the top tourist markets for Emiratis, with the UAE ranking fourth in terms of tourist arrivals. Nicola Amanda Bernstein, Minister of Tourism and Culture for Seychelles, highlighted the role of Emirates Airlines and Etihad Airways in connecting the two nations more effectively. Despite a slight decline in numbers, the UAE remains a priority market for Seychelles’ tourism recovery and growth strategies.
Sri Lanka’s Strategic Ties
Sri Lanka is prioritising the UAE in its tourism strategy, with Alexi Gunasekera, Consul General of the Sri Lankan Democratic Socialist Republic, stating that Dubai is a key gateway to the Gulf markets. Emphasising the significant growth in visitors from the UAE, which surged from 254 in 2021 to 5,656 in 2025, Gunasekera underscored the dual demographic of Emirati citizens and residents that seek wellness and nature-based experiences, weddings, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.
Germany’s Leading Gulf Market
Germany views the UAE as its largest Gulf tourism market, accounting for approximately 42% of tourists from the GCC, according to the German National Tourist Board. This segment has shown notable growth, with a 7.7% increase in visitor numbers from the UAE observed between January and October 2025. The expansion of direct flights, particularly the addition of daily services to Berlin by Emirates and Sharjah-Düsseldorf by Air Arabia starting December 16, 2026, furthers this trend.
As the UAE continues to solidify its role as a central hub in the global tourism landscape, the focus on attracting high-spending tourists through enriched travel experiences is set to create a balanced exchange within the international tourism markets. The diverse offerings, strong connectivity, and purchasing power exemplify the UAE’s position at the heart of global tourism promotion strategies.