The UAE’s tourism sector continued its strong upward trajectory in 2025, consolidating its position as one of the country’s most dynamic economic sectors and a major magnet for investment and visitors, supported by world-class infrastructure, flagship projects and strong competitiveness indicators.

Tourism and travel sector contributed AED257.3 billion ($70 billion) to gross domestic product, accounting for 13% of the national economy, reported Wam.

Hotel establishments welcomed 23.27 million guests in the first nine months of the year, up 4.9% year on year, while hotel nights exceeded 79.3 million. Hotel revenues rose 7.2% to more than AED35.9 billion.

Average hotel occupancy increased to 79.2%, while the number of occupied rooms rose 3.5% to 46.17 million. The average daily room rate climbed 4.2% to AED557, supported by total capacity of 216,248 rooms across 1,246 hotel establishments, stated the report.

The aviation sector also maintained strong momentum, with Abu Dhabi Airports, Dubai International Airport and Sharjah International Airport handling a combined 108.59 million passengers by the end of September.

The year saw the launch and announcement of several major tourism projects, including the AED2 billion 'Therme Dubai' wellness and leisure destination; the opening of Abu Dhabi’s interactive Butterfly Sanctuary; the Wynn Al Marjan Island hotel and resort in Ras Al Khaimah; the Avani+ Fujairah Resort scheduled to open in 2028; the AED3.5 billion Al Tay Hills project in Sharjah; the second phase of the Umm Al Qaiwain Creek Waterfront; and the announcement of a Disney theme park and resort on Yas Island, one of the largest global entertainment projects.

In February, the fifth edition of the 'World’s Coolest Winter' campaign concluded under the theme 'Green Tourism,' generating hotel revenues of nearly AED1.9 billion, up 86.9%, and attracting more than 4.4 million guests, a 62% increase compared with the previous edition. The campaign reached 224.7 million people worldwide.