dubai tourism board

Dubai Online

Dubai Department of Tourism & Commerce Marketing

Dubai’s Department of Tourism & Commerce Marketing (DTCM) is the official tourism board and government body responsible for regulating, planning and licensing the city’s tourism and hospitality industry.

The DTCM is headquartered in Dubai but also maintains offices in many of the world’s biggest cities (London, New York, Tokyo, Beijing, Moscow, Frankfurt, etc.).

Visitor Information Bureaus

Visitors to Dubai wishing to obtain maps, brochures, public transport schedules, and general tourist advice can visit one of the DTCM’s Visitor Information Bureaus. They can be found at the airport and several shopping malls ( Deira City Centre , BurJuman , Ibn Battuta Mall , and Wafi City Mall ).

Official Dubai Tourism Websites

The DTCM maintains 2 websites:

Government of Dubai – Department of Tourism and Commerce Marketing

The official site of the DTCM offers a wealth of information in addition to general tourist advice. It features an excellent interactive map, press releases, useful tourism statistics (hotels, visitors etc.), legislation and laws, videos, a weekly newsletter, an online complaints service, electronic brochures, and more.

Definitely Dubai

This website is the official tourism portal of the city of Dubai and is very consumer focused.

The site is split into three major sections, each targeting a different audience:

This section includes information about getting to Dubai, accommodation, things to do, things to see, and places to eat.

Everything a new or existing resident of Dubai needs to know about living in the city can be found here. Topics covered include residence visas, fixed and mobile telephones, internet access, nurseries and schools, ID cards, and sponsoring a maid.

Business Visitors

This part of the site contains information about setting up a business in Dubai, exhibition and conference venues, free zones, employment, and more.

Comments and Additional Information

I am delighted to visit Dubai, the spectacular city is the best example of urban planning has super luxury Hotels, Big shopping Malls, beautiful buildings, conference facilities, shopping, knightlife, delicious food and so on…. would like to visit again..

Hello. I have a Christ tattoo on my body and some other tattoos.Is that a problem in public beaches in Dubai or in hotel swimming pools????

Wife wife has a cross around her neck and we have lived in Dubai for over 15 years. This is an extremely tolerant Emirate. We love Dubai and its people

No, of course not, dubai is open for everyone from all regions, religions, races, backgrounds, and walks of life, so you are free to enjoy the beautiful beaches of dubai.

When in Rome behave like a Roman , so goes the old adage.

I’m from South Africa and every country has its own roots culture and religion, I lived in Dubai for months and it was one unforgettable experience I wouldn’t trade for anything, Abide by the rules you’ll love it. Can’t wait to get an a holiday apartment there

SO just because a "kissing" in public arrest has been made? stay away? Its called respecting religion, Dubai is an AMAZING place 🙂 No offence or not tryign to argue, but thats abit silly advice John 😛

Kissing is not a crime anywhere in the world. If they want visitors to feel welcomed they also have to respect other cultures and welcome them instead of trying to force theirs customs onto others.

After the recent arrest of the two British nationals for "kissing" in public. I urge everyone to stay out of Dubai.

Dubai is independent and sovereign state. Aliens and foreigners MUST comply and respect ALL UAE laws and regulations plus traditions. If they are not happy, they should stay out of Dubai.

Uae… where their “religion” is mandatory. Very narrow minded!

they were not “kissing” in public , they were fornicating in public , in all countries worldwide = you will go to jail for such behaviour

Summer is a good time to go to Dubai. The weather is very hot but flights and hotels are a lot cheaper.

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Planning To Visit - dda

Planning To Visit

Is Dubai your next destination? 

The skys  is  the limit when it comes to activities you can do on your visit to Dubai!     A unique blend of modern luxury, rich culture, and endless entertainment, welcome to an unforgettable global destination.    You can drive through the clouds from 13K feet over the Palm Jumeirah with Skydive Dubai, Burj Khalifa, the longest tower in the world    Dubai has a wide range of exciting experiences to offer, from theme parks and waterparks to stunning skyline views and outdoor adventures in the desert. Whether you're looking for family fun or a relaxing getaway, Dubai has something for everyone to enjoy.    

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FAQs about visiting Dubai

Visitors Tips 

Things to know

With 200 nationalities from different cultures living in harmony in Dubai  This reflects the city’s tolerance, acceptance, and inclusion. You can see this diversity in people’s styles, cuisines from around the world, retail and market offerings, and so on. The city welcomes all visitors deary, the Emiratis are known for their generosity and thrive on their hospitality, but here are a few things to remember on your visit  If you're visiting Dubai for the first time, be sure to check out our top tips to help make your trip unforgettable. Read More

From accommodation and transportation to dining and entertainment, the comprehensive guide has everything needed to make the most of the trip. To start planning an unforgettable Dubai adventure Click Here

Accessibility to Free Wi-Fi

Free wi-fi is available at most of Dubai hotels, tourist attractions, and many public places, but if you prefer to keep connected all the time.  Often, tourists to Dubai above the age of 18 get a free Tourism SIM card from telecom operator du when they cross immigration at Dubai International Airport. This offer includes a three-minute talk time and 20MB of mobile data for free valid for 90 days.

You can top this up at a du kiosk in the arrivals area of Dubai International airport or Dubai Duty Free. You can also purchase phone plans as voice and data bundles, pay-as-you-go plans, or prepaid recharge cards.

You must be 18 years or above to register your SIM card, which requires your passport or ID card along with your valid UAE tourist visa.

When making calls, remember that mobile phone numbers in the UAE are ten digits long and the country code for the UAE is +971. To call your mobile in the UAE from abroad, callers will need to dial 00971 and then your number.

How to get a visit visa?

The need for a visit visa to Dubai depends on your citizenship, most nationalities get a visa on arrival    If your passport requires a visa or tourist visa ahead of your visit, you can apply via an approved airline, tour operator, or hotel. You can also be sponsored by a UAE resident or company. Issuing a visit visa 

The process of obtaining a visit visa is straightforward, with eligibility dependent on factors such as nationality, purpose of visit, and duration of stay.   Whether visiting for leisure or business, our comprehensive guide provides all the necessary information to make the process as smooth as possible. To learn more about obtaining a visit visa for Dubai  Click Here

Travel Accessibility 

Dubai aims to improve travel accessibility for visitors with special needs, known as ‘People of Determination’ in the UAE. Starting from arrival at the airport, public transport, top attractions until accommodation, the city continously works on enhancing the traveller experience to enjoy the trip with ease. For more on travel accessibility

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A French Expat Tries Buying in Dubai. What Could She Find for Under $1 Million?

By Ijeoma Ndukwe June 6, 2024

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After six years in the United Arab Emirates’ most populous city, a public-relations pro decided to put down roots and invest long-term. Here’s what she found.

When Clementine Martini arrived in Dubai six years ago for a new job, she was elated to find that the United Arab Emirates’ biggest city was more than a manufactured metropolis of glass and steel towers.

Instead, she said, she found a safe, vibrant and cosmopolitan social scene, and a natural wonder. “Contrary to what most people think, nature is everywhere,” said Ms. Martini, 44. “Dubai is the perfect combination of living in a global business hub with access to the beach and desert.”

Born and raised near the French seaside city of Marseille, Ms. Martini worked in public relations in Belgium for a decade, then relocated to Qatar for a couple of years. She landed in Dubai in 2018 as a senior manager for global campaigns at the Dubai tourism board, and lived in rentals as the city grew around her.

[Did you recently buy a home? We want to hear from you. Email: [email protected] ]

Last year, she considered investing in property in France or Belgium for an additional income stream, but with housing prices and inflation rates surging across Europe, the returns wouldn’t make it worthwhile. Meanwhile, Dubai was experiencing its own boom, fueled by a wave of foreign buyers: Home prices rose 19 percent from September 2022 to September 2023, according to a market report by the real estate consultancy Knight Frank.

With her own rent of about 15,000 dirhams ($4,000) a month set to increase, Ms. Martini grew more comfortable with the idea of investing her money in the Gulf.

“The price per square meter is actually half of the price of Paris real estate, in addition to access to amenities such as parking, a gym and swimming pool,” she said.

With a budget of around 3 million United Arab Emirates dirhams ($815,000), preferably for a two-bedroom apartment in one of Dubai’s higher-end condo towers, Ms. Martini sought the help of Clement Audon, a broker at BlackOak Real Estate.

He called Dubai a seller’s market at the moment: “It’s been like that for the past three years. Now rent is high, tenants are buying rather than renting.”

Ms. Martini initially focused her search on a couple of older buildings that she had identified as having bigger floor plans than some of their newer counterparts. While many apartments in Dubai come with huge windows, she wanted a good amount of wall space for her art collection, as well as extra space for visitors.

Mr. Audon said that 75 percent of home purchases in Dubai are cash deals, but recently he has seen more buyers take out mortgages with standard 20 percent down payments, which was Ms. Martini’s plan.

Among her options:

Two-Bedroom in Arts District

This bright, 1,700-square-foot two-bedroom, three-bath apartment was in the 71-story Opera Grand building in the Opera District, a high-traffic cultural hub in Dubai’s center. Floor-to-ceiling windows and a balcony off the living room offered views of the 160-story Burj Khalifa skyscraper and its artificial lake. The narrow kitchen had a pass-through, and wide pillars took up some floor space. The building had a gym, a conference room and two swimming pools, among other amenities. The price was above her budget at 4.25 million dirhams ($1.15 million).

One-Bedroom in Financial District

This one-bedroom, two-bath unit was in the 65-story Burj Daman tower, in Dubai’s bustling International Financial Center. It had about 1,300 square feet, with glass walls throughout, a built-in wardrobe and a long balcony accessible from the living room and bedroom that offered stunning views. The development, which included a five-star Waldorf Astoria hotel, had two pools, a gym and a squash court. The price was 2.5 million dirhams ($680,000), comfortably within Ms. Martini’s budget, and she thought it would be a sound investment given its location in the “Wall Street of Dubai."

Two-Bedroom in Downtown Dubai

This corner two-bedroom, three-bath unit was in the 16-story DT1 tower in downtown Dubai, near business and cultural centers. The apartment had about 1,500 square feet, with an open kitchen and island, two en suite baths, an extra washroom, a balcony overlooking the road ringing the downtown area, and a good amount of wall space for hanging paintings. The complex offered a public art gallery, a private parking space, a gym and two swimming pools. The price was 3.425 million dirhams ($932,000).

Find out what happened next by answering these two questions:

Which Would You Choose?

Which Did She Buy?

In Search of the Perfect Home

Whether you are looking to rent or buy, navigating the housing market is not an easy task. explore how some people found what they were looking for..

A Duo in Atlanta: Having poured thousands into an older house with maintenance issues, a single mother aimed her $450,000 budget at something newer and nicer for herself and her teenager .

Retiring to California: After decades in Arizona, a couple relocated to the San Francisco Peninsula , where they hoped to find a single-level home with no stairs and plenty of room to host family.

A Young Family in Denver: Life in Cambridge, Mass., wasn’t working out, so two parents introduced their daughter, who has cerebral palsy, to a new city and a new way of life .

Putting Down Roots: With the proceeds from an apartment sale and a dream of making wine in California’s Napa Valley, a buyer looked for an investment property to make her money grow .

New City, New House: After the pandemic derailed her plans for a life in New Mexico, a retired schoolteacher  “was ready to go back home” to Colorado . But Denver and Boulder were too expensive.

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President of WTTC expects global travel and tourism sector to grow to about $15 trillion over next decade

Now boarding: Faces, places, and trends shaping tourism in 2024

After falling by 75 percent in 2020, travel is on its way to a full recovery by the end of 2024. Domestic travel is expected to grow 3 percent annually and reach 19 billion lodging nights per year by 2030. 1 Unless otherwise noted, the source for all data and projections is Oxford Economics. Over the same time frame, international travel should likewise ramp up to its historical average of nine billion nights. Spending on travel is expected to follow a similar trajectory, with an estimated $8.6 trillion in traveler outlays in 2024, representing roughly 9 percent of this year’s global GDP.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

There’s no doubt people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go? We developed a snapshot of current traveler flows, along with estimates for growth through 2030. For the purposes of this report, we have divided the world into four regions—the Americas, Asia, Europe, and the Middle East and Africa.

Our analysis identifies three major themes for industry stakeholders to consider:

• The bulk of travel spending is close to home. Stakeholders should ensure they capture the full potential of domestic travel before shifting their focus to international travelers. And they should start with international travelers who visit nearby countries—as intraregional trips represent the largest travel segment after domestic trips.
• Source markets are shifting. Although established source markets continue to anchor global travel, Eastern Europe, India, and Southeast Asia are all becoming fast-growing sources of outbound tourism.
• The destinations of the future may not be the ones you imagine. Alongside enduring favorites, places that weren’t on many tourists’ maps are finding clever ways to lure international travelers and establish themselves as desirable destinations.

The bulk of travel spending is close to home

International travel might feel more glamorous, but tourism players should not forget that domestic travel still represents the bulk of the market, accounting for 75 percent of global travel spending (Exhibit 1). Domestic travel recovered from the COVID-19 pandemic faster than international travel, as is typical coming out of downturns. And although there has been a recent boom in “revenge travel,” with travelers prioritizing international trips that were delayed by the pandemic, a return to prepandemic norms, in which domestic travel represents 70 percent of spending, is expected by 2030.

The United States is the world’s largest domestic travel market at $1 trillion in annual spending. Sixty-eight percent of all trips that start in the United States remain within its borders. Domestic demand has softened slightly, as American travelers return abroad. 2 Dawit Habtemariam, “Domestic U.S. tourism growth levels off as Americans head overseas,” Skift, August 18, 2023. But tourism players with the right offerings are still thriving: five national parks broke attendance records in 2023 (including Joshua Tree National Park, which capitalized on growing interest from stargazers indulging in “dark sky” tourism 3 Scott McConkey, “5 national parks set attendance records in 2023, and the reasons may surprise you,” Wealth of Geeks, April 16, 2024. ).

China’s $744 billion domestic travel market is currently the world’s second largest. Chinese travelers spent the pandemic learning to appreciate the diversity of experiences on offer within their own country. Even as borders open back up, Chinese travelers are staying close to home. And domestic destinations are benefiting: for example, Changchun (home to the Changchun Ice and Snow Festival) realized 160 percent year-on-year growth in visitors in 2023. 4 Shi Xiaoji, “Why don’t Chinese people like to travel abroad anymore? The global tourism industry has lost 900 billion yuan. What is the situation?,” NetEase, February 12, 2024. In 2024, domestic travel during Lunar New Year exceeded prepandemic levels by 19 percent.

China’s domestic travel market is expected to grow 12 percent annually and overtake the United States’ to become the world’s largest by 2030. Hotel construction reflects this expectation: 30 percent of the global hotel construction pipeline is currently concentrated in China. The pipeline is heavily skewed toward luxury properties, with more than twice as many luxury hotels under construction in China as in the United States.

India, currently the world’s sixth-largest domestic travel market by spending, is another thriving area for domestic travel. With the subcontinent’s growing middle class powering travel spending growth of roughly 9 percent per year, India’s domestic market could overtake Japan’s and Mexico’s to become the world’s fourth largest by 2030. Domestic air passenger traffic in India is projected to double by 2030, 5 Murali Krishnan, “Can India’s airports cope with rapid passenger growth?,” Deutsche Welle, February 7, 2024. boosted in part by a state-subsidized initiative that aims to connect underserved domestic airports. 6 “India is seeing a massive aviation boom,” Economist , November 23, 2023.

When travelers do go abroad, they often stay close to home (Exhibit 2).

Europe and Asia, in particular, demonstrate strong and growing intraregional travel markets.

Recognizing this general trend, stakeholders have been funneling investment toward regional tourism destinations. An Emirati wealth fund, for instance, has announced its intent to invest roughly $35 billion into established hospitality properties and development opportunities in Egypt. 7 Michael Gunn and Mirette Magdy, “UAE’s $35 billion Egypt deal marks Gulf powers’ buying spree,” Bloomberg, April 27, 2024.

Europe has long played host to a high share of intraregional travel. Seventy percent of its travelers’ international trips stay within the region. Europe’s most popular destinations for intraregional travelers are perennial warm-weather favorites—Spain (18 percent), Italy (10 percent), and France (8 percent)—with limited change to these preferences expected between now and 2030.

Despite longer travel distances between Asian countries, Asia’s intraregional travel market is beginning to resemble Europe’s. Intraregional travel currently accounts for about 60 percent of international trips in Asia—a share expected to climb to 64 percent by 2030. As in Europe in past decades, Asian intraregional travel is benefiting from diminishing visa barriers and the development of a low-cost, regional flight network.

Thailand is projected to enjoy continued, growing popularity with Asian travelers. Thailand waived visa requirements for Chinese tourists in 2023 and plans to do the same for Indian tourists starting in 2024. It has aggressively targeted the fast-growing Indian traveler segment, launching more than 50 marketing campaigns directed at Indians over the past decade. The investment may be paying off: Bangkok recently overtook Dubai as the most popular city destination for Indian tourists. 8 “Bangkok overtakes Dubai as top destination for Indians post visa relaxation, reveals Agoda,” PR Newswire, January 18, 2024.

A McKinsey ConsumerWise survey on consumer sentiment, conducted in February 2024, suggests that Chinese travelers are also exhibiting high interest in international travel, with 36 percent of survey respondents indicating that they intend to spend more on international travel in the next three months. 9 Daniel Zipser, “ China brief: Consumers are spending again (outside of China) ,” McKinsey, April 8, 2024. Much of this interest is directed toward regional destinations such as Southeast Asia and Japan, with interest in travel to Europe down from previous years. 10 Guang Chen, Zi Chen, Steve Saxon, and Jackey Yu, “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Given travelers’ preference for proximity, how can tourism stakeholders further capitalize on domestic and intraregional travel demand? Here are a few strategies:

• Craft offerings that encourage domestic tourists to rediscover local gems. Destinations, hotels, and transportation providers can encourage domestic tourists to integrate lesser-known cultural landmarks into their trips to visit friends and relatives. In France, the upscale hotel chain Relais & Châteaux markets historic properties that lie far from classic tourist sights—such as Château Saint-Jean in rural Auvergne—as a welcome escape from the bustle of Paris. In Mexico, the Pueblos Mágicos program has successfully boosted domestic tourist visits to a set of “magical towns” that showcase Mexican heritage.
• Fold one-off domestic destinations into fuller itineraries. Route 66 in the United States is a classic road trip pathway, which spurs visits to attractions all along the highway’s length. Tourism stakeholders can collaborate to create similar types of domestic itineraries around the world. For instance, Mexico has expanded on its Pueblos Mágicos concept by branding coordinated visits to multiple villages as “magical routes.” In France, local tourism boards and vineyards have collaborated to promote bucket list “wine routes” around the country.
• Make crossing borders into neighboring countries seamless. Removing logistical barriers to travel can nudge tourists to upgrade a one-off trip to a single attraction into a bucket list journey across multiple, less-trodden destinations. In Africa, for example, Ethiopian Airlines is facilitating cross-border travel to major regional tourist sites through improved air connectivity. In Asia, Thailand has announced its intent to create a joint visa easing travel among Cambodia, Laos, Malaysia, Myanmar, Thailand, and Vietnam.

Source markets are shifting

The United States, Germany, the United Kingdom, China, and France remain the world’s five largest sources of travelers, in that order. These countries collectively accounted for 38 percent of international travel spending in 2023 and are expected to remain the top five source markets through 2030. But interest in travel is blossoming in other parts of the world—causing a shift in the balance of outbound travel flows (Exhibit 3).

North Americans’ travel spending is projected to hold steady at roughly 3 percent annual growth. US consumers voice growing concerns about inflation, and the most cost-constrained traveler segments are reducing travel, which is affecting ultra-low-cost airlines and budget hotels. Most travelers, however, plan to continue traveling: McKinsey research suggests that American consumers rank international and domestic travel as their highest-priority areas for discretionary spending. Instead of canceling their trips, these consumers are adapting their behavior by traveling during off-peak periods or booking travel further in advance. Travel spending by Europeans paints a slightly rosier picture, with roughly 5 percent projected annual growth. Meanwhile, the projected 12 percent annual growth in Chinese travelers’ spending should anchor substantial increases in travel spending across Northeast Asia.

Alongside these enduring traveler segments, new groups of travelers are emerging. Eastern Europe, India, and Southeast Asia are still comparatively small source markets, but they are developing fast-growing pools of first-time tourists (Exhibit 4).

India’s breakneck GDP growth of 6 percent year over year is bolstering a new generation of travelers, 11 Benjamin Laker, “India will grow to become the world’s third-largest economy by 2027,” Forbes , February 23, 2024. resulting in a projected annual growth in travel spending of 9 percent between now and 2030. Indian air carriers and lodging companies are making substantial investments to meet projected demand. Budget airline IndiGo placed the largest aircraft order in commercial aviation history in 2023, when it pledged to buy 500 Airbus A320 planes 12 Anna Cooban, “Biggest plane deal in history: Airbus clinches massive order from India’s IndiGo,” CNN, June 19, 2023. ; that same week, Air India nearly equaled IndiGo’s order size with purchase agreements for 250 Airbus and 220 Boeing jets. IndiGo later added an order for 30 additional Airbus A350 planes, well suited to serving both domestic and international routes. 13 “Airbus confirms IndiGo's A350 aircraft order,” Economic Times , May 6, 2024. The Indian Hotels Company Limited is ramping up its hotel pipeline, aiming to open two new hotels per month in the near future. International players are not sitting on the sidelines: seven hotel chains are launching new brands in India in 2024, 14 Peden Doma Bhutia, “Indian Hotels expansion plans: 2 new brands launching, 2 hotels opening every month,” Skift, February 2, 2024. including Marriott’s first Moxy- and Tribute-branded hotels in India and entrants from Hilton’s Curio and Tapestry brands. 15 Forum Gandhi, “Check-in frenzy: International hotel giants unleash fresh brands in India’s booming hospitality landscape,” Hindu Businessline , February 13, 2024. Development focus has shifted away from major metropolises such as Mumbai and Delhi and toward fast-developing, smaller cities such as Chandigarh and Hyderabad.

Southeast Asian travel spending is projected to grow at roughly 7 percent per year. Pockets of particularly high growth exist in Cambodia, Malaysia, and the Philippines. To capitalize on this blossoming source market, neighboring countries are rolling out attractive visa arrangements: for example, China has agreed to reciprocal visa waivers for short-term travelers from Malaysia, Singapore, and Thailand. 16 Julienna Law, “China launches ‘visa-free era’ with Southeast Asia. Will travel retail boom?,” Jing Daily , January 30, 2024.

Travel spending by Eastern Europeans is expected to grow at 7 percent per year until 2030—two percentage points higher than spending by Western Europeans. Areas of especially high growth include the Czech Republic, Hungary, and Poland, where middle-class travelers are increasingly venturing farther afield. Major tourism players, including the TUI Group, have tapped into these new source markets by offering charter flights to warm-weather destinations such as Egypt. 17 Hildbrandt von Klaus, “TUI develops Czech Republic as a new source market,” FVW, December 22, 2023.

Although the number of travelers from these new source markets is growing, their purchasing power remains relatively limited. Compared with Western European travelers (who average $159 per night in total travel spending), South Asians spend 20 percent less, Eastern Europeans spend 40 percent less, and Southeast Asians spend 55 percent less. Only 3 percent of the current Asian hotel construction pipeline caters to economy travelers, suggesting a potential supply gap of rooms that could appeal to budget-constrained tourists.

While acknowledging that historical source markets will continue to constitute the bulk of travel spending, tourism players can consider actions such as these to capitalize on growing travel demand from newer markets:

• Reduce obstacles to travel. Countries can look for ways to strategically invest in simplifying travel for visitors from growing source markets. In 2017, for example, Azerbaijan introduced express processing of electronic visas for Indian visitors; annual arrivals from India increased fivefold in two years. Requirements regarding passport photocopies or in-person check-ins can similarly be assessed with an eye toward reducing red tape for travelers.
• Use culturally relevant marketing channels to reach new demographics. Unique, thoughtful marketing strategies can help destinations place themselves on first-time travelers’ bucket lists. For example, after the release of Zindagi Na Milegi Dobara , a popular Bollywood movie shot in Spain with support from the Spanish Ministry of Tourism, Indian tourism to Spain increased by 65 percent. 18 “ Zindagi Na Milegi Dobara part of syllabus in Spain colleges,” India Today , June 6, 2004.
• Give new travelers the tech they expect. Travelers from newer source markets often have access to tech-forward travel offerings. For example, Indian travelers can travel anywhere within their country without physical identification, thanks to the Digi Yatra app. The Southeast Asian rideshare app Grab has several helpful travel features that competitors lack, such as automated menu translation and currency conversion. Tourism stakeholders should consider how to adapt to the tech expectations of newer travelers, integrating relevant offerings that ease journeys.
• Create vibrant experiences tailored to different price points. Crafting lower-budget offerings for more cost-constrained travelers doesn’t need to result in giving them a subpar experience. Capsule hotels, in which guests sleep in small cubbies, began as a response to the high cost of accommodations in Japan, but they have become an attraction in their own right—appearing on many must-do lists. 19 Philip Tang, “24 of the best experiences in Japan,” Lonely Planet, March 23, 2024.

The places you’ll go: The destinations of the future may not be the ones you imagine

The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction (Exhibit 5).

A significant number of travelers are expanding their horizons, booking journeys to less visited countries that are near to old standbys. For instance, Laos and Malaysia, which both border Thailand—an established destination that is home to Bangkok, the world’s most visited city 20 Katherine LaGrave, “This is the world’s most visited city,” AFAR , January 31, 2024. —are up a respective 20 percent and 17 percent, respectively, in year-over-year international travel spending.

The world’s top ten destination countries currently receive 45 percent of all travel spending, including domestic-travel spending. But some new locales are gaining traction.

Several other countries that have crafted thoughtful tourism demand generation strategies—such as Peru, the Philippines, Rwanda, and Vietnam—are also expected to reap benefits in the coming years. Vietnam logged a remarkable 40 percent increase in tourism spending in the five years before the pandemic. Postpandemic, it has rebounded in part by waiving visa requirements for European travelers (while indicating intent to offer similar exemptions in the future for Chinese and Indian travelers). 21 Ashvita Singh, “Vietnam looks to offer visa-free entry to Indians: India report,” Skift, November 20, 2023. The Philippines has made a concerted effort to shift its sun-and-beach branding toward a more well-rounded image, replacing its long-standing “It’s more fun in the Philippines” tourism slogan with “Love the Philippines.” Peru is highlighting less visited archeological sites while also marketing itself as a top-notch culinary destination through the promotion of Peruvian restaurants abroad. Rwanda is investing in infrastructure to become a major African transit hub, facilitated by Qatar Airways’ purchase of a 60 percent stake in the country’s major airport. 22 Dylan Cresswell, “Rwanda plots ambitious tourism recovery,” African Business , July 28, 2022. Rwanda has also successfully capitalized on sustainable tourism: by charging $1,500 per gorilla trekking permit, for instance, it has maximized revenue while reducing environmental impact.

Tourism players might consider taking some of these actions to lure tourists to less familiar destinations:

• Collaborate across the tourism ecosystem. Promotion is not solely the domain of destination marketing organizations. Accommodation, transportation, and experience providers can also play important roles. In Singapore, for instance, the luxury resort Marina Bay Sands partners extensively with Singapore Airlines and the Singapore Tourism Board to offer compelling tourism offerings. Past collaborations have included flight and stay packages built around culinary festivals and a Lunar New Year drone show. 23 “Singapore Tourism Board, Marina Bay Sands & UOB partner to enliven Marina Bay precinct,” Singapore Tourism Board news release, January 25, 2024.
• Use infrastructure linkage to promote new destinations. By extending route options, transportation providers can encourage visitors to create itineraries that combine familiar destinations with new attractions. In Asia, Thailand’s tourism authority has attempted to nudge visitors away from the most heavily trafficked parts of the country, such as Bangkok and Phuket, and toward less popular destinations.
• Deploy social media to reach different demographics. Innovative social media campaigns can help put a destination on the map. Australia launched its “Ruby the kangaroo” campaign in China to coincide with the return of postpandemic air capacity between the two places. A video adapted for Chinese context (with appropriate gestures and a hashtag in Mandarin) garnered more than 20 million views in a single day on one of China’s largest social media platforms. 24 Nicole Gong, “Can Ruby the kangaroo bring Chinese tourists hopping back to Australia?,” SBS, June 5, 2023.
• Embrace unknown status. “Off the beaten path” messaging can appeal to widely traveled tourists seeking fresh experiences. Saudi Arabia’s “#WhereInTheWorld” campaign promoted the country’s tourist spots by acknowledging that they are less familiar to travelers, using a series of images that compared these spots with better-known destinations.

As tourism stakeholders look to the future, they can take steps to ensure that they continue to delight existing travelers while also embracing new ones. Domestic and intraregional tourism remain major opportunities—catering to local tourists’ preferences while building infrastructure that makes travel more seamless within a region could help capture them. Creative collaboration among tourism stakeholders can help put lesser-known destinations on the map. Travel tides are shifting. Expertly navigating these currents could yield rich rewards.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Steffen Fuchs, Steffen Köpke, Steve Saxon, Sophia Wang, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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