Inside the Middle East’s tourism renaissance

Editor’s note: This is a special preview of our upcoming report on luxury in the Middle East. Join our mailing list for more details on this exciting new report. Forget Paris and London — Dubai, Doha, and the Red Sea are rapidly emerging as bucket-list destinations for today’s high-net-worth travelers. From cutting-edge cities to pristine coastal retreats, the Middle East offers a unique blend of innovation, culture, and natural beauty that is capturing attention. In 2024, the Middle East emerged as the fastest-growing region for tourism globally, compared to 2019, welcoming 95 million international arrivals — a 32% increase over pre-pandemic levels, according to the United Nations World Tourism Organization (UNWTO). Countries like Saudi Arabia (+69%) and Qatar (+137%) far exceeded 2019’s figures. Meanwhile, Mecca (19.3 million visitors) and Dubai (18.2 million) ranked among the world’s 10 most-visited cities, per Euromonitor International. These figures are a testament to the region’s ambitious development. Through initiatives like Saudi Vision 2030 and the UAE Tourism Strategy 2031, Arab nations have implemented a range of reforms to attract visitors, including simplifying visa policies, expanding flight routes, and improving infrastructure. While tourism has traditionally focused on religious and historical sites, new luxury and leisure attractions are transforming the Middle East’s global appeal. Dubai: A luxury shopper’s paradise At the heart of these efforts are modern metropolises like Dubai, boasting world-class malls and mega events. The city is home to over 90 shopping centers, including the massive Dubai Mall, which features more than 1,200 outlets, with over 200 luxury brands. In 2023, Dubai Mall attracted 105 million shoppers — including 99% of all international visitors to the city — and set a new record of 111 million in 2024. Even locals can’t resist the city’s allure. According to a d3 x BoF Insights survey, one-third of Dubai residents spent 50% of their total fashion expenditure locally over the past 12 months. “The UAE ranks among the top luxury markets per capita, with consumers prioritizing heritage brands, bespoke experiences, and VIP services,” says Taqua Malik, Dubai-based founder of Freedomvisory, a boutique cultural intelligence and advisory firm. “Global travelers flock to Dubai’s high-end malls and shopping districts to experience the world’s top fashion, jewelry, and beauty brands,” she says. Beyond its wide brand selection, Dubai is also at the forefront of retail innovation, Malik says, from AI-powered personal shopping assistants to NFT-backed luxury goods. “This tech-driven approach positions the city as a hub for consumers who seek cutting-edge, experience-driven shopping,” she adds. Further cementing its status as a premier shopping hub is the Dubai Shopping Festival (DSF), held each December. This month-long event offers exclusive deals, limited-edition products, and VIP experiences across both luxury and mainstream brands. In 2025, DSF drove a 165% sales increase at Mercato Mall and Town Centre Jumeirah compared to the previous year. Amaala: Alluring wellness oases await For those seeking respite from the city, Saudi Arabia presents an array of serene escapes. Since opening its doors to non-religious tourism in 2019, the kingdom has been ushering in a new era of tourism, curating exclusive experiences in some of the world’s most untouched and extraordinary landscapes. Located on the country’s northwest coast, Amaala offers guests a holistic reconnection with nature through luxury wellness experiences and land-and-sea adventures. Once complete, the project will feature 30 hotels and 1,200 upscale residences. The first phase, set to open this year, includes eight resorts — among them Equinox Resort, Jayasom Wellness Resort, and Clinique La Prairie Health Resort. Clinique La Prairie Amaala marks the brand’s first global expansion beyond Switzerland, bringing its renowned anti-aging expertise to the Middle East. The resort will provide highly personalized, immune-boosting services, featuring advanced diagnostic labs, radiology, neuroscience, dentistry, cryotherapy chambers, hyperbaric suites, and IV infusion treatments. “At Amaala, we are creating the most important health and longevity-focused resort ever developed,” said Simone Gibertoni, CEO of Clinique La Prairie. “We’re delighted to be building our very first full-scale destination in such an extraordinary setting and to help bring Red Sea Global’s vision of regenerative, ultra-luxury tourism to life.” More exciting developments ahead And these destinations are just the beginning. The Middle East has set aggressive goals for future growth: the UAE aims to attract 40 million hotel guests and generate 100 billion UAE dirham ($27.2 billion) in investments by 2031, while Saudi Arabia is targeting 150 million annual visitors by 2030. In Dubai, the focus is on elevating luxury experiences. Beyond its world-renowned shopping malls, high-profile hotel openings are reshaping the city’s landscape. Recent additions, such as One&Only One Za’abeel, Siro One Za’abeel, and The Lana Dorchester Collection, brought Dubai’s hotel count to 832 by the end of 2024. Meanwhile, Saudi Arabia is banking on sports and entertainment. In addition to hosting Expo 2030, the kingdom is set to stage the 2034 FIFA World Cup — the first time the 48-team tournament will be held by a single country. Additionally, Qiddiya, a mega-project designed “with play at its core,” will open a Six Flags amusement and water park in late 2025, followed by a Formula 1 track in 2027. As luxury travelers increasingly seek immersive, off-the-beaten-path experiences, the Middle East is quickly becoming a destination on their radar. Whether it’s splurging on the latest Louis Vuitton bag, or checking into a longevity clinic, the region offers something for every type of traveler.

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Inside the Middle East’s tourism renaissance