In focus: Emerging destinations in the Middle East
It’s hard to ignore the meteoric growth of tourism in the Middle East. Its strength was highlighted as the world emerged from the pandemic: where others were sluggish, the Middle East was the only region to not only match pre-pandemic international tourist arrivals in 2023, but exceed them.
According to the UN World Tourism Organisation (UNWTO), the region saw a 20.3% increase in international arrivals in the first half of 2023 compared with the same period in 2019. The devastating conflict between Israel and Palestine has undoubtedly hampered demand to certain destinations, but the Middle East continues to prove its resilience.
Qatar and Saudi Arabia only opened to international tourists in the last few years, but recorded some of the world’s highest growth rates in arrivals in 2023, seeing increases of 90% and 56% respectively.
Qatar has been a particular success story, with the destination building steadily since hosting the Fifa World Cup in 2022. It’s clear affluent travellers well acquainted with Dubai and Abu Dhabi are looking farther afield in the Middle East – and are liking what they find.
UNWTO figures show the region welcomed 87.1 million international travellers in 2023 – an achievement ITB Berlin attributes to the Middle East’s “wave of new tourism projects, numerous marketing campaigns and continuous expansion of air connections”.
Increased demand
Agent Kate McGregor, founder of Fox Private Travel, has been sending clients to Saadiyat Island, the increasingly popular beach destination 500 metres off the coast of Abu Dhabi, as well as nature and adventure-filled Ras Al Khaimah and Bahrain, namely for the Formula One.
“With the top Dubai hotel rates steadily increasing, especially over peak travel periods, these destinations are becoming increasingly popular, particularly for guests who want two to three-bed suites,” she says.
“They are quieter, and guests can see better value for money, while still experiencing the incredible hospitality the Gulf Cooperation Council region has to offer.” For Regent Holidays it’s Oman that is commanding attention.
The ITC Group operator introduced the destination to its programme in recent months as an alternative to previously popular destinations such as Israel, Palestine and Lebanon, all of which are currently off-sale.
“It is picking up steadily as we come into the autumn and winter months, and as we increase marketing efforts,” says the operator’s product and travel specialist, Susanne Muskita. “Oman offers such a rounded, often surprising experience.
It has the ancient forts, bustling souks and desert and mountain landscapes that you might expect, while offering a beautiful coastline and some fabulous wildlife spotting, from green turtles nesting on the beach to dolphins in the bay.”
Online tour operator Wayfairer Travel also added Oman to its portfolio in July – its first foray in the Middle East – following “unprecedented demand for luxury travellers seeking to explore the country”.
Chief executive Jason Stevens says the itineraries will “open the door to off-the-beaten-track nomadic regions and unconventional cultural experiences”. Asked why demand for such experiences is increasing, Muskita says: “Our clients have always been interested in immersive and experiential travel and this is certainly the case with our Middle East programme.
They are well-travelled, resilient and interested in other cultures, particularly their history, art, architecture, food and people. They want to see, hear, feel, taste and understand the destinations.”
Success stories
One of the shining stars of the Middle East’s tourism growth is the powerhouse that is Saudi Arabia. Only opened to tourists in 2019, the destination has embarked on a clear and ambitious plan to attract wealthy, well-travelled and curious visitors keen to learn more about the country’s history and culture.
It’s clearly working: the destination experienced the largest increase of international tourism receipts (151%) in the first quarter of 2023 compared with the same period in 2019 – figures undoubtedly driven by the emergence of luxury destinations such as AlUla, Red Sea Global and Neom.
To meet demand, Regent Holidays will soon be launching a new luxury itinerary in Saudi Arabia to cater to “discerning customers interested in culture, history and food who want to travel in style”.
The operator will also introduce a new overland trip for those wanting to visit the ancient Nabatean cities of Petra in Jordan and Hegra in Saudi Arabia. “One of the challenges with Saudi Arabia is that it can be expensive, so our clients there tend to be older, more experienced and adventurous travellers who have time and money,” says Muskita.
“They are travellers, not tourists. They are likely to have been to a number of off-the-beaten-track destinations and have a ‘Where next?’ mentality.” She adds: “Foreign Office advice for Jordan is still currently green so it’s an amazing time to go without the crowds.”
Like other Middle Eastern destinations – such as Qatar, which launched a myth-busting campaign with Aspire’s sister title Travel Weekly last December to dispel misconceptions about visiting the country – tourism executives in Saudi Arabia acknowledge the challenges in attracting British tourists to the country.
Speaking to Travel Weekly at World Travel Market last November, Tracy Lanza, group head of brand development at Red Sea Global, an ambitious regenerative tourism development on the west coast of Saudi Arabia, said the trade would be vital in educating travellers about the destination.
“The trade is going to be incredibly important for us,” she said. “Right now I think [operators] need agents’ help, especially when it comes to destinations that are slightly more unknown. We know there will be a lot of people who are curious and who have questions, whether it’s about where they should stay or customs issues, and that’s where the trade comes in.”
Destination spotlight
Pure Luxury’s product manager Emily Rutter says demand is growing for Abu Dhabi
“Abu Dhabi is the perfect alternative for travellers wishing to experience a destination different to Dubai. Guests who are more inclined to immerse themselves in culture should head to the Cultural District, where they will find the Louvre and the Abrahamic Family House.
The Guggenheim is also planned to open in 2025, bringing global modern and contemporary art to the destination. A little drive away is the must-see Sheikh Zayed Grand Mosque, with breathtaking architecture and historical importance.
“Alternatively, take a trip to Saadiyat Island with Maldives-esque white-sand beaches that stretch for miles and enjoy a more relaxed approach with a resort-style experience; much like in its neighbouring emirate, Dubai.
“There are so many different options for holidaymakers in Abu Dhabi and the choices continue to grow. Travellers who may have experienced Dubai are broadening their searches and Abu Dhabi continues to be a great choice.”