A recent report by Yango, titled “2025 Tourism Industry Guide”, reveals a major shift in travel behavior among residents of emerging markets, with the United Arab Emirates rapidly becoming a top holiday destination in the Middle East. According to a survey of 768 participants, 48.3% of tourists said they are influenced by targeted digital advertising, while 41.7% use search engines, 21% respond to Telegram ads, and around 20% rely on social media recommendations.
The report indicates that rising disposable income and growing interest in high-end cultural experiences are driving tourists to seek more than just budget-friendly trips. The data shows that over 20% of travelers from CIS countries chose the UAE as their destination in 2024. Additionally, 60% of travellers plan their trips two to three months in advance, with 61.8% preferring medium-length vacations that last between 8 and 14 days.
Nearly half of the respondents now spend up to USD 2,000 during their trips, while over 40% exceed this amount by staying in luxury hotels and seeking unique experiences. Comfort is a key factor, with 67.5% opting for four- and five-star hotels, compared to only 28.7% choosing lower-rated accommodations.
Family travel remains dominant, with 51.9% of travelers vacationing with their families. Notably, 36.2% of travelers fall within the 35–44 age group, highlighting the strong demand for child-friendly entertainment and group transportation options.
When choosing a destination, 58.6% of respondents prioritize pleasant weather, followed by affordable travel costs (44%). Convenient flight options, rich cultural landmarks, and easy visa procedures are also critical decision-making factors. Thanks to its warm climate, world-class infrastructure, central location, and tourist-friendly policies, the UAE is uniquely positioned to attract attention—especially when marketing messages are timely and well-targeted.
Evgeny Pavlov, General Manager of Yango Ads for the Middle East and Africa, stated, “There is a huge opportunity for tourism businesses in the UAE to unlock new revenue streams. These data-driven insights enable tour operators, hotels, and resorts to launch smarter campaigns with clear messaging at optimal times to attract tourists.”
As summer remains the most popular travel season (50.4%), followed by spring and autumn (41.8%), the report emphasizes the importance of planning marketing campaigns two to three months in advance to maximize brand visibility and impact.