The tourism arm of the UN has called the Middle East the “most important” market for the sector's performance, amid a call to increase investments in the industry globally.
The industry's growth in the region is being driven by robust investments in people and sustainability, Natalia Bayona, executive director of UN Tourism, said at the Annual Investment Meeting Congress in Abu Dhabi on Tuesday.
Tourism is also helping create frameworks that can help boost economic growth, Ms Bayona said. While the Middle East offers “cultural heritage and breathtaking landscapes, [it] also presents vibrant opportunities for tourism investments”, Ms Bayona said in a video message at the event.
“Tourism is resilient and it's a dynamic force of the global economy … the Middle East is the most important region in the world when it comes to tourism performance.”
UN Tourism released its new report at Aim Congress, which lays out four key dimensions – governance, economic, sociocultural and environmental – to serve as a comprehensive framework to achieve the goal of sustainable investment in the sector.
The report calls for a range of measures such as co-operation between stakeholders and laws to respect cultural heritage and aims to “support policymakers in steering the sector towards a more resilient, inclusive and sustainable path”.
In the Middle East, investments by regional governments into tourism have become a major asset, Ms Bayona said, noting that leaders “have assured that tourism is a state policy”.
“And thanks to the investments … we are seeing the strongest results in this region.”
The Middle East welcomed about 95 million guests last year, 32 per cent more compared to the pre-pandemic year of 2019 and 1 per cent higher than 2023, UN Tourism said in a January report – the best performer in markets tracked by the agency.
Globally, there were more than 1.4 billion international travellers last year, which is 99 per cent of pre-pandemic levels and an 11 per cent surge from 2024, resulting in receipts hitting $1.6 trillion, which is 4 per cent higher compared to 2019, it added.
“Our ambition goes beyond recovery; we aim for transformation, [which] requires robust investments … but at the end of the day, [we aim] to create economic frameworks that can help to boost economic growth and to bring together this sector,” Ms Bayona said.
Tourism is considered one of the strategic pillars in transitioning towards a new economic model, and nations in the Middle East have continued to enhance their offerings to attract more guests.
On Monday, the UAE's Economy Minister Abdulla bin Touq said that hotels in the Emirates recorded a 3 per cent annual rise in revenue to Dh45 billion ($12.3 billion) last year, reflecting a robust uplift in the country's tourism sector.
Saudi Arabia, meanwhile, has also increased its focus on tourism by opening more entertainment venues, hosting sporting events and streamlining visa processes.
These reflect the crucial role governments play in shaping the tourism investment landscape, which includes “setting [a] field of priorities, providing transparent and predictable frameworks, and creating environments that stimulate investor confidence”, said Samer Al Kharashi, director general of UN Tourism's Middle East unit.
“Moreover, policies must continuously adapt to involve market dynamics, emerging trends and shifting travel preferences. Equally important is recognising the vital role of the private sector as the main source of tourism investments,” he added.
Technology is also playing a crucial role in developing the tourism sector, reshaping everything from investments to guest experiences, on the back of artificial intelligence, smart data systems and cloud-based platforms, said Matthew Stephenson, head of investments and services at the World Economic Forum.
“Destinations that invest in digital infrastructure, data capabilities and skills development will attract not only more investors, but also higher value investments,” he said.
“The choices we make now about where to invest in, who we invest with and how we measure success will define the future of the sector … governments play a central role in creating the enabling environment that investors need [with] transparent regulations, efficient procedures, strong governance and incentives.”
IF YOU GO
The flights
FlyDubai flies direct from Dubai to Skopje in five hours from Dh1,314 return including taxes. Hourly buses from Skopje to Ohrid take three hours.
The tours
English-speaking guided tours of Ohrid town and the surrounding area are organised by Cultura 365; these cost €90 (Dh386) for a one-day trip including driver and guide and €100 a day (Dh429) for two people.
The hotels
Villa St Sofija in the old town of Ohrid, twin room from $54 (Dh198) a night.
St Naum Monastery, on the lake 30km south of Ohrid town, has updated its pilgrims' quarters into a modern 3-star hotel, with rooms overlooking the monastery courtyard and lake. Double room from $60 (Dh 220) a night.
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UAE currency: the story behind the money in your pockets
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
Biog
Mr Kandhari is legally authorised to conduct marriages in the gurdwara
He has officiated weddings of Sikhs and people of different faiths from Malaysia, Sri Lanka, Russia, the US and Canada
Father of two sons, grandfather of six
Plays golf once a week
Enjoys trying new holiday destinations with his wife and family
Walks for an hour every morning
Completed a Bachelor of Commerce degree in Loyola College, Chennai, India
2019 is a milestone because he completes 50 years in business
A little about CVRL
Founded in 1985 by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, the Central Veterinary Research Laboratory (CVRL) is a government diagnostic centre that provides testing and research facilities to the UAE and neighbouring countries.
One of its main goals is to provide permanent treatment solutions for veterinary related diseases.
The taxidermy centre was established 12 years ago and is headed by Dr Ulrich Wernery.
David Haye record
Total fights: 32
Wins: 28
Wins by KO: 26
Losses: 4
UK-EU trade at a glance
EU fishing vessels guaranteed access to UK waters for 12 years
Co-operation on security initiatives and procurement of defence products
Youth experience scheme to work, study or volunteer in UK and EU countries
Smoother border management with use of e-gates
Cutting red tape on import and export of food
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MATCH INFO
Everton 2 Southampton 1
Everton: Walcott (15'), Richarlison (31' )
Southampton: Ings (54')
Man of the match: Theo Walcott (Everton)
The biog
Family: He is the youngest of five brothers, of whom two are dentists.
Celebrities he worked on: Fabio Canavaro, Lojain Omran, RedOne, Saber Al Rabai.
Where he works: Liberty Dental Clinic
Global state-owned investor ranking by size
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United States
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China
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UAE
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Japan
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Norway
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Canada
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Singapore
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What are the influencer academy modules?
- Mastery of audio-visual content creation.
- Cinematography, shots and movement.
- All aspects of post-production.
- Emerging technologies and VFX with AI and CGI.
- Understanding of marketing objectives and audience engagement.
- Tourism industry knowledge.
- Professional ethics.
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In-demand jobs and monthly salaries
- Technology expert in robotics and automation: Dh20,000 to Dh40,000
- Energy engineer: Dh25,000 to Dh30,000
- Production engineer: Dh30,000 to Dh40,000
- Data-driven supply chain management professional: Dh30,000 to Dh50,000
- HR leader: Dh40,000 to Dh60,000
- Engineering leader: Dh30,000 to Dh55,000
- Project manager: Dh55,000 to Dh65,000
- Senior reservoir engineer: Dh40,000 to Dh55,000
- Senior drilling engineer: Dh38,000 to Dh46,000
- Senior process engineer: Dh28,000 to Dh38,000
- Senior maintenance engineer: Dh22,000 to Dh34,000
- Field engineer: Dh6,500 to Dh7,500
- Field supervisor: Dh9,000 to Dh12,000
- Field operator: Dh5,000 to Dh7,000
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Know before you go
- Jebel Akhdar is a two-hour drive from Muscat airport or a six-hour drive from Dubai. It’s impossible to visit by car unless you have a 4x4. Phone ahead to the hotel to arrange a transfer.
- If you’re driving, make sure your insurance covers Oman.
- By air: Budget airlines Air Arabia, Flydubai and SalamAir offer direct routes to Muscat from the UAE.
- Tourists from the Emirates (UAE nationals not included) must apply for an Omani visa online before arrival at evisa.rop.gov.om. The process typically takes several days.
- Flash floods are probable due to the terrain and a lack of drainage. Always check the weather before venturing into any canyons or other remote areas and identify a plan of escape that includes high ground, shelter and parking where your car won’t be overtaken by sudden downpours.
The rules on fostering in the UAE
A foster couple or family must:
- be Muslim, Emirati and be residing in the UAE
- not be younger than 25 years old
- not have been convicted of offences or crimes involving moral turpitude
- be free of infectious diseases or psychological and mental disorders
- have the ability to support its members and the foster child financially
- undertake to treat and raise the child in a proper manner and take care of his or her health and well-being
- A single, divorced or widowed Muslim Emirati female, residing in the UAE may apply to foster a child if she is at least 30 years old and able to support the child financially
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The White Lotus: Season three
Creator: Mike White
Starring: Walton Goggins, Jason Isaacs, Natasha Rothwell
Rating: 4.5/5
