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The Middle East is set to record one of the strongest tourism growth rates globally, with inbound travel projected to rise by around 40% by 2030 compared to 2019 levels, according to new data from Tourism Economics presented at ITB Asia 2025. While Asia-Pacific (APAC) is leading the global tourism recovery, the report shows that the Middle East will outpace most other regions after 2027, reflecting its growing role as a global travel hub. Strong air connectivity, large-scale tourism investments, and new visitor infrastructure in destinations such as the UAE, Saudi Arabia, and Qatar are driving sustained momentum. Tourism Economics projects that global inbound volumes will surpass 2019 levels by 2026, with APAC’s share of global visits climbing to 49% by 2030. As outbound travel from China fully recovers by 2027 and India’s outbound market expands even faster, the Middle East is expected to capture a rising share of long-haul arrivals, particularly from Asia.  Despite global economic uncertainty, the region’s tourism resilience and diversification efforts are expected to underpin long-term growth. The study concludes that by 2030, the Middle East will solidify its position as a critical connector between Asia and Europe — and a key driver of global tourism expansion.

Oman’s tourism activity offerings highlight the country’s strongest assets: a rich local cultural heritage and an extraordinary variety of landscapes, as shown by an analysis carried out by Mabrian, the global travel intelligence and tourism advisory partner. The study indicates that cultural experiences remain a central pillar of the offer, yet nature and active lifestyle activities together now surpass culture as the main source of discovery and enjoyment for travellers exploring the Sultanate. Mabrian, part of The Data Appeal Company – Almawave Group, examined supply and demand trends for experiences marketed through major online activity platforms across Oman’s 8 regions, using data from August and September 2025. “Our data intelligence shows clear opportunities to broaden Oman’s tourism offer around experiences beyond its cultural core, a particular yet relevant element of its tourism value proposition. Strengthening nature and active experiences in underrepresented regions, and making more family-oriented products available online, can help the country reach new segments and extend visitor stays,” says Sonia Huerta, Director of Insights & Tourism Advisory at Mabrian, and supervisor for this in-depth analysis. Mabrian’s data reveals that 37% of all activities and experiences available in Oman are concentrated in cultural tourism, linked to local heritage and monuments. This is followed by nature (28%) and active tourism (17%), which combined account for 45% of total activities offerings in the Sultanate. In terms of sub-products, the top three categories are local heritage, natural landscapes, and active tourism by the sea. Family-oriented activities still hold a limited share of the total portfolio, suggesting an opportunity to expand and reinforce segmented offerings specialised in this segment ,or better highlight existing options suitable for families with children of different ages. In terms …

The travel and tourism sector is set to play a pivotal role in driving the UAE’s economy in 2025, according to new research from the World Travel and Tourism Council (WTTC). The industry is expected to contribute AED 267.5 billion (USD 72.8 billion) to the national GDP, representing 12.9% of the economy — a robust recovery and continued growth beyond pre-pandemic levels. Employment in the sector is also on the rise, with tourism projected to support around 925,000 jobs next year, accounting for 12.9% of total employment. Looking ahead, the number of jobs supported by the industry is forecast to grow by 12.9% by 2035, underscoring its long-term economic significance. Domestic tourism remains a key growth driver, with UAE residents’ spending making up 21% of all visitor expenditure this year. Leisure travel dominates the market at nearly 85% of total spending, while business travel accounts for the remainder. These figures highlight the strategic importance of tourism to the UAE’s future, as the nation continues to attract international visitors, strengthen local travel demand, and build a resilient, high-performing tourism sector.