Almost half of travellers (48 per cent) are swayed by focused promoting when deciding the place to go on vacation, in keeping with a brand new survey — a discovering that comes simply because the UAE heads into its busiest journey season.
The analysis, launched by Yango Adverts, underscores the rising affect of data-driven advertising on tourism decisions. And the timing couldn’t be extra related: final December alone, projections confirmed 5.2 million guests arriving within the UAE in simply two weeks, with momentum persevering with into this yr.
Tourism stays a cornerstone of the UAE economic system. In accordance with a World Journey & Tourism Council (WTTC) report cited in June 2025, the UAE’s tourism sector contributed a file Dh 257.3 billion to the nationwide GDP in 2024 — accounting for 13 per cent of the economic system.
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Within the first half of 2025, Dubai welcomed 9.88 million visitors, surpassing the full for all of 2024. Dubai is now edging nearer to its goal of rating among the many world’s prime three tourism locations.
Advert campaigns driving discovery and choices
The most recent report on focused promoting, additionally underlines the rising affect of digital campaigns in shaping vacation plans. Roughly 60 per cent of travellers from rising markets plan journeys two to a few months prematurely, and 61.8 per cent want holidays lasting between eight and 14 days.
For a lot of travellers, adverts aren’t simply background noise, they immediately form decisions. Dubai resident Bhavya Rao, stated: “I truly ended up reserving my December journey to Georgia after seeing an advert on-line. The promotion popped up whereas I used to be looking for one thing else, and the package deal appeared each inexpensive and handy.”
“Actually, I don’t spend months planning simply two or three months forward feels proper for me. The adverts assist me uncover new locations that I won’t have thought-about in any other case. For folks like us within the area, it’s peak work season as nicely and we wish fast, dependable choices, so these campaigns actually affect our decisions,” the Indian expat added.
Social media’s affect
For expats within the UAE, social media additional amplifies journey choices. Spanish expat Maria Gonzalez stated her journey habits modified after transferring to Dubai: “Again in Europe, I used to plan my holidays a yr prematurely. Right here, with so many occasions like Dubai Purchasing Pageant or Eid breaks, I typically determine nearer to the dates, possibly a few months forward.”
“Focused adverts on Instagram for instance, positively seize my consideration as a result of they spotlight seasonal affords or hidden gems I wouldn’t seek for myself. Final yr, an advert truly satisfied me to spend New 12 months’s Eve within the Maldives. It seems like these campaigns know what travellers are on the lookout for on the proper second,” Maria added.
Balancing digital and conventional outreach
Journey corporations agree that digital is now inseparable from tourism development. “Digital is a vital a part of our advertising technique. At Musafir.com, we use focused social media and on-line campaigns to show journey goals into bookings, as a result of in immediately’s world, you merely cannot attain travellers with out digital,” stated Rashida Zahid, VP – Operations at musafir.com.
“Digital campaigns permit us to succeed in the broader viewers, the place we encourage totally different journey concepts by way of storytelling, and showcase real-time affords that drive pursuits, resulting in consideration and precise journey,” she added.
Nonetheless, not all firms are able to rely solely on digital. Reena Philip, basic Supervisor of Airtravel Enterprises, UAE, stated conventional networks stay their spine. “Our advertising nonetheless leans closely on conventional channels like WhatsApp and emails, as we’ve a loyal shopper base linked by way of these teams.
“Whereas we do have a social media group, truthfully, it hasn’t translated a lot into precise enterprise—folks are likely to scroll, however it hardly ever converts into bookings.”
Reena added that bookings for outbound December journey, staycations, and cruises have already begun, with robust enquiries coming in for each.
