MENA content creators increasingly find the UAE as their preferred destination, with the GCC region spearheading constructive transformation.
The Gulf region, particularly Saudi Arabia and the UAE, is experiencing a significant transformation in its tourism and entertainment sectors, according to the InfluAnswer Arabia report by Weber Shandwick MENAT. This transformation is driven by a combination of visionary economic policies, cultural innovation, infrastructure investment, and savvy digital engagement.
The report sheds light on the views of the region's influencer community, offering brands a clearer lens into what creators value and how to build authentic, impactful, effective, and lasting partnerships. Influencers believe the most notable impact of AI will be the emergence of more sophisticated tools and analytics.
One of the key factors fueling this growth is strategic economic diversification and mega-projects. Both Saudi Arabia and the UAE are aggressively diversifying their economies away from oil dependence, with tourism playing a central role. The region is investing heavily in mega-projects, infrastructure upgrades, and relaxed visa policies to attract international visitors.
Inbound travel to the Middle East is projected to grow at 13% annually between 2025 and 2030, outpacing global averages. Visitor spending in the GCC is forecasted to hit around $224 billion by 2034, reflecting heightened international tourist inflows. Saudi Arabia is leading this surge by expanding infrastructure, marketing cultural and lifestyle experiences, and liberalizing policies to reshape its global tourism image.
The Gulf region is also leveraging innovation and high-value experiences to attract younger, experience-seeking travelers. For example, the cruise market is evolving to cater to this demographic with diverse entertainment, heritage excursions, wildlife encounters, and active adventures that appeal to millennials and Gen Z. The shorter, immersive cruises connecting Gulf cities enable culturally rich itineraries within a day’s sailing, enhancing appeal for younger tourists.
Social media plays a crucial role in influencing younger travelers in the region. Cruises and other entertainment offerings are marketed through digital connectivity, with travelers inspired by friends’ shared experiences on platforms like Instagram. This drives demand among younger, tech-savvy audiences seeking new experiences beyond relaxation.
GCC countries, including the UAE and Saudi Arabia, lead the region in safety and security ratings, which is an important factor for international tourists choosing destinations. This contributes to sustained confidence and growth in visitor numbers.
Travel growth in the Middle East is incredibly strong, with annual growth averaging more than 7% through 2030. The InfluAnswer Arabia report states that a growing number of influencers believe the Gulf region is at the forefront of transformation, particularly in the tourism and entertainment sectors. Currently, 49% of MENA influencers view AI positively, a significant rise from just 29% last year.
Social media influencer Jacquelyn May, who has 93.3K followers on Instagram, lives in Abu Dhabi and is passionate about promoting the city and country she calls home. She emphasized that one of the things she loves most about being a creator in the UAE is the international experience, meeting people from all over the world, and the creative opportunities in Dubai.
Among the standout nations, the UAE emerged as the top pick, with 45% of surveyed creators pointing to its growing influence and innovation in these sectors. Seven out of ten MENA content creators say GCC countries are leading the way in driving positive change across these industries. The themes driving optimism and progress among MENA influencers center around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetization. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression.
In conclusion, the Gulf’s tourism and entertainment boom is a multifaceted transformation fueled by visionary economic policies, cultural innovation, infrastructure investment, and savvy digital engagement, primarily led by Saudi Arabia and the UAE. The region's commitment to strategic economic diversification, inbound tourism growth, innovative experiences, digital and social media influence, and enhanced safety and security is driving this transformation and making it a top destination for travelers worldwide.
[1] https://www.arabianbusiness.com/opinion/410325-gcc-tourism-sector-set-for-explosive-growth [2] https://www.arabianbusiness.com/economy/403238-gcc-to-invest-usd18bn-in-tourism-infrastructure-by-2022 [4] https://www.arabianbusiness.com/transport/409191-cruise-industry-set-to-boom-in-gcc-as-millennials-seek-adventure
- The Gulf region, particularly Saudi Arabia and the UAE, is witnessing a significant transformation in its tourism and entertainment sectors, with a focus on economic diversification, mega-projects, and digital engagement, as stated in the InfluAnswer Arabia report by Weber Shandwick MENAT.
- Inbound travel to the Middle East is projected to grow at 13% annually between 2025 and 2030, with Saudi Arabia leading this surge by expanding infrastructure, marketing cultural and lifestyle experiences, and liberalizing policies to reshape its global tourism image.
- The UAE is the top pick among influencers in the Middle East and North Africa (MENA) region, with seven out of ten content creators saying GCC countries are leading the way in driving positive change in the tourism and entertainment sectors.
- Social media plays a crucial role in influencing younger travelers in the region, with cruise and entertainment offerings actively marketed through digital connectivity and platforms like Instagram to attract millennials and Gen Z.
- The Gulf region's commitment to strategic economic diversification, inbound tourism growth, innovative experiences, digital and social media influence, and enhanced safety and security is driving this transformation, making it a top destination for travelers worldwide. [Sources: 1, 2, 4]
