by Mohamed Abdalla Al Zaabi, group CEO, Miral
We stand at the threshold of an exciting year for tourism, with tremendous opportunities ahead of us to accelerate positive transformation and development. Guided by the visionary foresight of our nation’s great leadership, the UAE is ideally placed to cater to increasing global demand, generate economic growth, and constantly raise industry benchmarks.
The latest World Tourism Barometer by UN Tourism recorded an estimated 1.3 billion international arrivals across global destinations in 2023. It spotlighted the Middle East as one of the leading regions that witnessed a trend for significant tourism growth.
Further accelerating this momentum in the UAE are national strategies to welcome 40 million hotel guests by 2031 and attract AED 100 billion in additional tourism investments, while increasing tourism’s GDP contribution to AED 450 billion.
Closer to home in Abu Dhabi, record-breaking visitors are arriving at Yas Island’s world-class destinations and attractions. 2023 far surpassed previous visitation numbers. The summer season recorded a staggering 85% increase in theme park visitation. This was bolstered by 90% hotel occupancy growth compared to previous summers. By the end of 2023, the Island welcomed its highest-ever attendance numbers. Visitors grew by 88% compared to 2022 and hotel occupancy reached an astounding 80%.
To maximise the industry’s growth potential in 2024 and beyond, destinations must carefully navigate the ever-evolving preferences of travellers. Keeping pace with dynamic tourism trends will be key to unlocking robust growth in the Middle East.
Planet-positive experiences
Responsible tourism remains an important pillar of the UAE’s economic growth. Various strategies aim to keep sustainability high on the national agenda. For example, achieving Net Zero by 2050, delivering on the outcomes of the recent 28th Conference of the Parties (COP28), and advancing the UAE Union Aspiration for sustainability.
But beyond government mandates, we are also seeing sustainability emerge as a key factor in local travel preferences. For 93% of UAE travellers surveyed in Hilton’s 2024 Trends Report, sustainability is the top consideration when booking trips. Echoing this sentiment are over 75% of UAE respondents in Booking.com’s Travel Predictions 2024 Report. These respondents opt for accommodations that prioritise sustainable practices, design, and innovation.
For destinations, this means sustainability and environmental conservation must remain a cornerstone of their strategies. Organisations must commit to coordinated efforts across the industry to reduce carbon footprints and increase eco-friendly operations. They must engage in responsible tourism and ultimately create a sustainable future for the next generation.
Significantly strengthening Abu Dhabi’s clean energy and eco-tourism ambitions is an integral part of our vision at Miral. This is grounded in a holistic approach to sustainability.
Complemented by our Group Corporate Social Responsibility (CSR) Strategy, our commitment to the environment includes award-winning sustainable designs at Etihad Arena and solar energy projects at three of our world-class theme parks and destinations. We also work on marine conservation and research initiatives at Yas SeaWorld Research and Rescue center.
We take conscious steps towards streamlining sustainable operations across our hotels on Yas Island. For instance, minimising single-use plastic bottles, reducing food waste, and implementing energy-efficient lighting and air conditioning systems. We are also harnessing innovative technologies for water and energy conservation.
See also: Miral: all you need to know about Abu Dhabi’s developer of immersive attractions and experiences
Technology-driven travel
Travellers are turning to technologies like Artificial Intelligence (AI) more than ever before, to plan and book their vacations. Booking.com found that 60% of UAE travellers trusted AI to plan every aspect of their trip.
As travellers’ expectations evolve in a dynamic digital landscape, operators must innovate and adapt to remain relevant. Success hinges on adaptation, innovation, and delivering seamless experiences for travellers.
We are already witnessing the benefits of harnessing first-party data, machine learning, AI-driven customer service, and digital exploration across Miral. This is helping us drive hyper-personalisation and digitalisation across our experiences.
Our digital transformation journey encompasses everything from data-driven analytics, facial recognition technology and presence in the metaverse, to the UAE tourism industry’s first-ever use of ChatGPT for customer service. This has recorded more than 40,000 successful interactions.
Memorable moments
Unique and memorable experiences that align with personal aspirations are another imperative for travellers to engage with destinations. Skyscanner reveals that 97% of UAE travellers are keen to visit new destinations in 2024. Meanwhile, 28% of UAE respondents in Hilton’s 2024 Trends Report prioritise a bucket list or a once-in-a-lifetime holiday.
Key to harnessing growth in this area is a holistic approach to integrated destination development, master planning, and management. Good destinations serve guest needs. But great destinations constantly push the boundaries of unique, impactful, and exceptional experiences, while resonating with guests on a deeper level.
A prime example is Yas Island. This seamlessly brings together the world’s most recognisable leisure and entertainment attractions, themed hospitality, renowned restaurants, world-class hotels, premier sporting and leisure facilities, and a state-of-the-art entertainment venue.
Our well-established partnerships with global intellectual property holders provide unparalleled guest experiences. For example, leveraging SeaWorld Parks & Entertainment’s 60 years of experience in animal welfare to develop the region’s first marine life theme park, SeaWorld Yas Island, Abu Dhabi and Yas SeaWorld Research & Rescue center.
This is coupled with a long-standing partnership with Warner Bros. Discovery for Warner Bros. World Abu Dhabi, as well as the world’s first Warner Bros-branded hotel, The WB Abu Dhabi, and an upcoming Harry Potter-themed land. In doing so, Yas Island delivers an integrated destination. One that exemplifies the art of creating cohesive, compelling experiences for visitors from around the world.
See also: The world’s top Harry Potter themed attractions
Social media influence
The influence of social media marks another significant tourism trend that will shape Middle East travel in 2024 and beyond.
79% of UAE travellers surveyed in the Hilton 2024 Trends Report book their vacations based on trends from social platforms. They note that influencers and digital marketing had an observable impact on helping them choose new and exciting travel experiences. 92% of local participants in Skyscanner’s Travel Trends 2024 report are inspired to take a trip to a destination they’ve seen on the big or small screen.
Destinations can effectively amplify their reach and create powerful emotional bonds with audiences by partnering with the right brand advocates.
Social media influencers and celebrity ambassadors are valued partners at Miral. They significantly contribute to our marketing strategies, helping us craft compelling stories. This establishes a unique and genuine connection between their followers and our destinations.
For example, Bollywood actor Ranveer Singh’s vibrant energy and magnetic personality made him a perfect fit for our brand; Hollywood superstar Jason Momoa’s role as our second chief island officer captured every excitement of having the “coolest job in the world”; renowned Emirati singer Hussain Al Jassmi‘s contribution to the launch of SWAD captured the true essence of the park; and Kuwaiti band Miami deepened connections between Yas Island and our audiences, garnering over 300 million total online views.
Looking ahead, a question we never stop exploring at Miral is, “What’s next?”
The convergence of these trends promises an exciting chapter for Middle East tourism in 2024 and beyond. It is evident that some traveller sentiments are here to stay, while other preferences are ever-evolving.
However, it is up to industry players to carefully measure changing dynamics and seize every opportunity to diversify and elevate their propositions. Embracing these shifts is integral to not only meeting today’s consumer demands, but also successfully transforming the travel and tourism landscape.
With the Middle East primed to deliver increasing growth, we look forward to a transformative journey ahead.
