Executive Summary
UAE tourism demand overview, November 2025
Search Demand Trend
Monthly index with 3-month forecast (Dec–Feb, dashed)
Red Flags Requiring Attention
Only top-10 market in decline. No active campaign targeting this segment.
Demand softening vs last quarter. Limited product differentiation from Dubai.
Summer months still critically underperforming. Domestic market not compensating.
Despite +45% YoY search growth, absolute index remains the lowest at 28/100.
Top Source Markets
Share of inbound search demand with YoY growth
Emirate Demand Map
Demand index by emirate. Green 80+, amber 60–79, red 40–59, grey below 40
Active Campaign Performance
Search lift vs baseline and impression reach
Visitor Satisfaction (NPS)
Net Promoter Score trend — quarterly
Visitor Loyalty
Repeat vs first-time visitors (% of total arrivals)
Source Market Concentration
Risk flag: over-reliance on single markets
United Kingdom accounts for 22% of demand. Top 3 markets represent 55% — diversification campaigns recommended.
90-Day Forward Look
High-impact events Dec 2025 – Feb 2026 with projected demand
RAK demand up 34% YoY
Ras Al Khaimah is the fastest-growing emirate for search demand, driven by adventure tourism and the Jebel Jais zipline. The Adventure Tourism campaign shows +67% search lift.
China growing at +42%
Chinese market search demand has grown 42% YoY from a low base. No active campaign currently targets this market. Significant untapped upside for a dedicated push.
Peak season incoming
December to February is projected to hit index scores of 94–100. F1 Grand Prix and Dubai Shopping Festival overlap in Dec. Ensure campaign budgets are front-loaded for this window.