Eliana Willis

Dubai recorded its highest ever annual tourist arrivals in 2023, attracting 17.15 million international overnight visitors over the course of the year. The previous record stood at 16.73 million visitors registered in 2019.The data published by Dubai’s Department of Economy and Tourism (DET) showed that 2023’s visitor numbers represented a 19.4 per cent year-on-year growth over the 14.36 million tourist arrivals in 2022.
The GCC and MENA regions together accounted for a combined 28 per cent of the total number of visitors to the UAE last year. Western Europe and South Asia accounted for 19 per cent and 18 per cent of arrivals respectively, while CIS/Eastern Europe recorded a 13 per cent share. The North Asia and South East Asia region accounted for 9 per cent of arrivals, the Americas contributed 7 per cent, Africa 4 per cent and Australasia 2 per cent.
Average occupancy for Dubai’s hotel sector in 2023 stood at 77.4 per cent. That occupancy rate comes as the emirate witnessed an overall 19 per cent increase in room supply in 2023 compared to 2019.
Dubai’s hotel inventory at the end of December 2023 stood at 150,291 rooms at 821 establishments, compared to 146,496 rooms available at the end of December 2022 across 804 establishments.
In 2023, occupied room nights reached a record high of 41.70 million, a 11 per cent increase compared to 2022 (37.43 million). This growth also represented a 30 per cent rise from the pre-pandemic figures of 2019, which saw 32.11 million occupied room nights.The 2023 average daily rate stood at Dhs536, which matched the ADR in 2022. The hotel sector’s RevPAR of Dhs415 in 2023 also increased 6 per cent over 2022 (Dhs391). The average length of stay for guests was 3.8 nights in 2023.ADVERTISEMENTThe tourism sector’s performance accompanies the emirate’s 3.3 per cent GDP growth in the first nine months of 2023.
As for its events sector, major business and leisure events held in 2023 included Gulfood (134,000 visitors and 5,000 exhibitors), Gitex Global Dubai (170,000 visitors and 6,000 exhibitors), the International Boat Show (30,000 visitors) and Arabian Travel Market (40,000 visitors). Dubai Business Events, part of DET and the city’s official convention bureau, won a record 349 bids to host international conferences, congresses, meetings, and incentive travel programmes over the coming years.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said, “The sustained success will further enhance visitors’ enduring trust, confidence and affinity for Dubai, as it accelerates towards the goal of becoming the best city to visit, live and work in, and ultimately converting visitors into long-term residents. We are strategically harnessing the significant momentum generated during a highly successful 2023 to drive growth across all segments of tourism. As we look forward to welcoming more visitors in 2024, the unwavering support of our public and private sector partners will be pivotal in enhancing our capacity to showcase our unparalleled offerings tailored to cater to the diverse preferences and budgets of international travellers.”
The latest data from the UN World Tourism Organisation reveals that overall, international tourism reached 88 per cent of pre-pandemic levels by the end of 2023. The only region to overcome pre-pandemic levels with 22 per cent visitation growth above 2019 was the Middle East.
dubaitourism.gov.ae

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According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels, with an estimated 1.3 billion international arrivals. The unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations, are expected to underpin a full recovery by the end of 2024.
Middle East, Europe and Africa performed strongest in 2023The latest UNWTO World Tourism Barometer provides a comprehensive overview of the sector’s performance in 2023, tracking recovery by global region, sub-region and destination. Key takeaways include:
The Middle East led recovery in relative terms as the only region to overcome pre-pandemic levels with arrivals 22% above 2019.Europe, the world’s most visited region, reached 94% of 2019 levels, supported by intra-regional demand and travel from the United States.Africa recovered 96% of pre-pandemic visitors and Americas reached 90%.Asia and the Pacific reached 65% of pre-pandemic levels following the reopening of several markets and destinations. However, performance is mixed, with South Asia already recovering 87% of 2019 levels and North-East Asia around 55%.

Available data shows several destinations, including both large, established destinations as well as small and emerging ones, reporting double-digit growth in international arrivals in 2023 when compared to 2019. Four sub-regions exceeded their 2019 arrival levels: Southern Mediterranean Europe, Caribbean, Central America and North Africa.ADVERTISEMENTUNWTO Secretary-General Zurab Pololikashvili says: “The latest UNWTO data underscores tourism’s resilience and rapid recovery, with pre-pandemic numbers expected by the end of 2024. The rebound is already having a significant impact on economies, jobs, growth and opportunities for communities everywhere. These numbers also recall the critical task of progressing sustainability and inclusion in tourism development”
International tourism hit US$1.4 trillion in 2023The latest UNWTO data also highlights the economic impact of recovery.
International tourism receipts reached USD 1.4 trillion in 2023 according to preliminary estimates, about 93% of the USD 1.5 trillion earned by destinations in 2019.Total export revenues from tourism (including passenger transport) are estimated at USD 1.6 trillion in 2023, almost 95% of the USD 1.7 trillion recorded in 2019.Preliminary estimates on the economic contribution of tourism, measured in tourism direct gross domestic product (TDGDP) point to USD 3.3 trillion in 2023, or 3% of global GDP. This indicates a recovery of pre-pandemic TDGDP driven by strong domestic and international tourism.Several destinations reported strong growth in international tourism receipts during the first ten to twelve months of 2023, exceeding in some cases growth in arrivals. Strong demand for outbound travel was also reported by several large source markets this period, with many exceeding 2019 levels.
The sustained recovery is also reflected in the performance of industry indicators. According to the UNWTO Tourism Recovery Tracker, both international air capacity and passenger demand recovered about 90% of pre-pandemic levels through October 2023 (IATA). Global occupancy rates in accommodation establishments reached 65% in November, slightly above 62% in November 2022 (based on STR data).
Looking Ahead to 2024International tourism is expected to fully recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels. This central forecast by UNWTO remains subject to the pace of recovery in Asia and to the evolution of existing economic and geopolitical downside risks. 
The positive outlook is reflected in the latest UNWTO Tourism Confidence Index survey, with 67% of tourism professionals indicating better or much better prospects for 2024 compared to 2023. Some 28% expect similar performance, while only 6% expect tourism performance in 2024 to be worse than last year. Key considerations include:
There is still significant room for recovery across Asia. The reopening of several source markets and destinations will boost recovery in the region and globally.Chinese outbound and inbound tourism is expected to accelerate in 2024, due to visa facilitation and improved air capacity. China is applying visa-free travel for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia for a year to 30 November 2024.Visa and travel facilitation measures will promote travel to and around the Middle East and Africa with the Gulf Cooperation Council (GCC) countries to implement a unified tourist visa, similar to the Schengen visa, and measures to facilitate intra-African travel in Kenya and Rwanda.Europe is expected to drive results again in 2024. In March, Romania and Bulgaria will join the Schengen area of free movement, and Paris will host the Summer Olympics in July and August.Strong travel from the United States, backed by a strong US dollar, will continue to benefit destinations in the Americas and beyond. As in 2023, robust source markets in Europe, the Americas and the Middle East, will continue to fuel tourism flows and spending around the world.Economic and geopolitical headwinds continue to pose significant challenges to the sustained recovery of international tourism and confidence levels. Persisting inflation, high interest rates, volatile oil prices and disruptions to trade can continue to impact transport and accommodations costs in 2024.Against this backdrop, tourists are expected to increasingly seek value for money and travel closer to home. Sustainable practices and adaptability will also play an increasing role in consumer choice. Staff shortages remain a critical issue, as tourism businesses face a shortfall in labor to cope with high demand.The evolution of the Hamas-Israel conflict may disrupt travel in the Middle East and impact traveler confidence. Uncertainty derived from the Russian aggression against Ukraine as well as other mounting geopolitical tensions, continue to weigh on confidence.

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In a joint effort to promote sustainability in the Travel & Tourism sector, the World Travel & Tourism Council (WTTC) and Biosphere have inked a partnership to promote sustainability criteria in the hotel industry under the Hotel Sustainability Basics initiative.
In the current landscape of globalisation and information saturation, where sustainability holds paramount importance, the proliferation of new standards and eco-labels poses a significant challenge for the sector. Identifying clear and consistent sustainability criteria has become increasingly difficult.
Biosphere and WTTC have joined forces and solidified their commitment to fostering a more sustainable hotel industry to establish fundamental steps for global sustainability practices,
This marks a significant milestone for global hotel sustainability, benefiting over 2,500 hotels.
As partners of the Sustainable Hospitality Alliance (SHA), both organisations are optimistic that standardising their sustainability concepts will undoubtedly catalyse widespread adoption by hotels worldwide.ADVERTISEMENTJulia Simpson, WTTC President & CEO, said: “Hotel Basics is a crucial and inclusive industry initiative, ensuring hotels continue to adapt and evolve to meet the needs of both travellers and the planet.
“The collaboration between Biosphere and WTTC is a fundamental step towards international standardisation in sustainability, creating a clear and homogeneous pathway for the industry.”
The recent signed agreement between WTTC and Biosphere will lay the groundwork for a network of international criteria homogenisation.
This initiative aims to facilitate the industry’s transition from basic criteria to more advanced global standards, aligning with the 17 Sustainable Development Goals (SDGs) and 169 goals of the United Nations. This connection is made possible through the Guide for Sustainable Tourism of UN-SDSN Spain and Biosphere.
Dr. Tomás de Azcárate Bang, President of the Responsible Tourism Institute, said: “Sustainability must be viable, understandable and achievable. This requires consensus and harmonisation of concepts, steps, and measures, which this agreement seeks to accomplish.
“The harmonisation of languages and processes will establish a more stable and defined international framework for all stakeholders aligning with sustainability models.
“This partnership signifies a milestone for the industry. By synching our approaches, we are paving the way for a rock-solid international playbook, inviting all players worldwide to align with sustainability models”.
This collaboration will result in the integration of the WTTC’s Hotel Sustainability Basics verification and the Biosphere methodology, creating the most comprehensive international framework for the sector, with a unified vision connected to the Sustainable Development Goals.
Hotel Sustainability Basics emerged as a result of a clear demand from a significant group of global hotel brands to develop fundamental sustainability criteria that all accommodation providers must meet as a minimum, designed for the industry, by the industry. 
Hotels, guest houses and tourist residences will be able to adopt the 12 criteria of the initiative, focusing primarily on the following main lines of action:
1.  Measuring and reducing energy and water consumption, as well as reducing waste and carbon emissions2.  Fundamental actions to protect the environment.3.  Fundamental actions towards a positive contribution to the communities in which they are located.

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Leading global travel service provider Trip.com Group is embracing new trends and opportunities in the post-pandemic travel landscape, with its CEO Jane Sun sharing insights at the prominent World Economic Forum (WEF) Annual Meeting held in Davos, Switzerland, this week. Ms Sun also expressed optimism about Asia’s continued growth and shared her perspective on its investment potential at the panel discussion titled “Asia – the world’s next growth anchor?”
As major leaders from government, business, and civil society gathered to discuss the fundamental principles of driving trust in a world of fractures and uncertainties, the panel convened influential stakeholders to delve into the exciting opportunities and new challenges emerging in Asia. Speaking alongside Ms Sun were Mr Roy Gori, President and CEO of Canada’s largest insurance company Manulife, and Mr Geoff Lee, Executive Director, Head of Private Markets and Head of Technology at Malaysia’s sovereign wealth fund Khazanah Nasional. Mr Ben Hung, CEO, Asia, at Standard Chartered Bank, moderated the panel.
With global tourism approaching a full recovery, Trip.com Group has witnessed strong booking interest in Asia, with Thailand, Japan, and South Korea among the top travel destinations. The rise in consumer income has also led to growing trends in the region such as high-quality wellness experiences and event tourism, particularly for sought-after events like concerts and music festivals.
Sustainable tourism is another shift that is picking up steam, with environmental awareness motivating more than 16 million Trip.com Group customers to choose low-carbon travel options, such as hotels that adhere to sustainable standards. The Group has also prioritised options such as the rental of electronic vehicles and offering flights with lower carbon emissions.
Zooming in on the post-pandemic economic trajectory in one of Asia’s largest regions, Ms Sun asserted that China offers more investment opportunities than what some may have perceived.ADVERTISEMENT“Investors should not overlook the thriving travel, wellness or entertainment sector in China. With its vast size, diverse industries, and varying levels of consumer buying power, the investment opportunities are abundant,” said Ms Sun. In particular, the travel sector presents numerous untapped growth opportunities, such as the rapid increase in inbound and outbound travel, as well as favourable policy developments.
Ms Sun expressed optimism about the growth of the tourism industry, especially with recent positive developments, such as increased flight capacities and expanded visa-free arrangements, that have facilitated international travel to and from China. These include the recent unilateral visa-free policies for several countries, including France, Germany, Spain, Italy, and the Netherlands, mutual visa-free agreements with Malaysia, and plans for similar arrangements with Singapore and Thailand. China also announced earlier in the week that it will unilaterally grant visa-free entry to Swiss and Irish nationals. Since July 2023, China has removed visa requirements for citizens of 11 nations.
According to Trip.com Group data, significant increases have been recorded in inbound search and booking volumes from countries such as Germany, Spain, and the Netherlands. Those with visa-free arrangements or plans for relaxed visa policies, such as Singapore, Thailand, and Malaysia, are among the top destinations favoured by Chinese tourists for the upcoming Chinese New Year.
Moreover, since its launch in September 2023, Trip.com’s “China Travel Guide”, which provides information about hotel, transport, payment, and other travel-related issues, has served nearly 100,000 international travellers planning to visit China. Meanwhile, as of mid-January, outbound travel orders for the upcoming Chinese New Year holidays have surged more than 10 times compared to the previous year.
For the wider Asian economy, Ms Sun maintained that its prospects remain robust, citing projections that it will contribute to around 50% of global GDP growth. The rapid development of the tourism industry in Asia, coupled with the strong purchasing power of Asian customers, has indicated the potential for sustained growth in the region.
“We are committed to forging an influential network for our global partners, empowering them to welcome customers from every corner of the world,” said Ms Sun. “Equally, we stand poised to usher Asian customers into the global arena, opening doors to boundless opportunities and creating pathways for unprecedented international success.”

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