The Middle East’s tourism sector is undergoing a remarkable transformation, buoyed by substantial governmental support as part of broader economic diversification initiatives. This industry has become a cornerstone of the region, fostering job creation, bolstering revenue streams, and driving sustainable development.
In 2023, the Middle East emerged as the global leader in tourism recovery, standing as the only region to surpass pre-pandemic visitor numbers. International tourist arrivals surged to 87.1 million, marking a notable 22% growth compared to 2019. This growth is further reinforced by substantial investments in the sector, with 254 greenfield projects launched between 2018 and 2023, amounting to a capital investment of USD 15.2 billion and anticipated to generate approximately 33,690 jobs.
Beyond its impressive growth, the Middle East is strategically positioning itself as a frontrunner in global tourism investments. The UN Tourism organization actively participated in the AIM Congress, engaging in discussions on critical issues related to this strategic focus, including equality and innovation within the sector. Natalia Bayona, Executive Director of UN Tourism, remarked, ‘The Middle East is flourishing as a destination and as a major player in the global tourism sector. It was the only region where international arrivals last year were actually above pre-pandemic levels, and it’s leading the way in greenfield investment projects and in creating jobs. UN Tourism is delighted to be working with the region around our shared priorities.’
Recognizing the crucial role of innovation and women empowerment, the AIM Congress commenced with a special session hosted by UN Tourism, focusing on ‘Investing in Innovation’ and ‘Enabling Women Entrepreneurs.’ This session provided expert insights on empowering women entrepreneurs in the tourism sector and nurturing the next generation of women in technology to promote sustainable tourism. Aligned with its commitment to gender equality and empowerment, UN Tourism launched the second edition of its Women in Tech Startups competition in the region. This initiative aims to acknowledge and support innovative tech-driven startups led by women, categorized into People and Skills, Green Travel Solutions, and Market Innovators.
The second day of the AIM Congress featured a session by UN Tourism dedicated to exploring tourism investments in the Middle East. The organization emphasized the importance of comprehending tourism trends and sustainable investment practices, and discussed policies that facilitate these initiatives, alongside exploring the potential for tourism growth and investment opportunities in the region. This session provided valuable insights into the changing tourism landscape of the Middle East, highlighting both traditional and non-traditional investment opportunities and underscoring the region’s increasing impact on global tourism investments. The session also emphasized the need for collaborative efforts among governments, private investors, civil society, and local communities to cultivate a tourism sector that is not only economically robust but also environmentally sustainable and socially inclusive.
