UAE participates in BRICS tourism ministerial meeting and showcases its initiatives for sustainable tourism development in line with global best practices

Growth figures for 2024 reaffirm the country’s steady progress toward achieving the objectives of the National Tourism Strategy 2031

The UAE participated in the BRICS tourism ministerial meeting held in Brasília, the capital of Brazil, as part of its ongoing efforts to enhance international cooperation in advancing sustainable tourism development and exchanging global best practices within the sector.

H.E. Dr. Abdulrahman Hassan Al Muaini, Assistant Undersecretary for the Intellectual Property Sector at the Ministry of Economy, represented H.E. Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, at the meeting.

H.E. Dr. Al Muaini underscored the UAE’s strong commitment to building a resilient and sustainable tourism sector in line with global best practices. This approach has solidified the country’s position as a leading destination and strengthened its presence on the global tourism map. Guided by the vision and directives of its wise leadership, the UAE, H.E. noted, remains committed to deepening collaboration with global partners, particularly the BRICS countries, to develop an innovative and sustainable tourism sector, while also shaping a more inclusive, forward-thinking, and sustainable tourism future for generations to come.

During the meeting, H.E. Dr. Al Muaini highlighted the key performance indicators of the UAE tourism, along with the initiatives and policies currently being implemented to strengthen the country’s global standing in the field. These efforts align with the objectives of the National Tourism Strategy 2031, which aims to elevate the UAE’s status as the best tourism brand in the world and attract 40 million hotel guests annually by the next decade.

His Excellency reaffirmed the UAE’s commitment to leveraging advanced technologies through initiatives and policies that drive innovation and growth across the sector. Key initiatives include the launch of the nation’s first integrated tourism platform powered by virtual and augmented reality, alongside the expansion of digital personalization tools aimed at enhancing the traveler’s experience —from booking to departure. This vision aligns closely with Brazil’s 2025 BRICS presidency theme focused on digital innovation.

The UAE has also made significant strides in global competitiveness indicators, ranking first regionally and 18th globally in the 2024 Travel & Tourism Development Index published by the World Economic Forum. The UAE’s tourism sector welcomed approximately 30.8 million hotel guests in 2024, reflecting a 9.5 per cent growth compared to that of 2023. The hospitality sector also recorded exceptional performance, with hotel revenues reaching nearly AED 45 billion, a 3 per cent increase over the previous year.

Additionally, the number of travel and tourism jobs in the UAE rose to 833,000 to represent 12.5 per cent of the national workforce. This growth was fueled by increased youth and female participation, driven by targeted skill development programs and capacity-building initiatives aimed at preparing future-ready talents.