Unlocking the Hidden Gems: The UAE’s Domestic Tourism Revolution

Reading time: 12 minutes

Introduction: The UAE’s Domestic Tourism Renaissance

Ever wondered why a country renowned as a global tourism powerhouse would focus on domestic tourism? For the UAE, it’s not just about diversification—it’s about rediscovery.

The United Arab Emirates has long been synonymous with luxury skyscrapers, shopping festivals, and desert adventures that attract millions of international visitors annually. Yet until recently, a curious paradox existed: many UAE residents traveled abroad for holidays while remaining unfamiliar with the treasures in their own backyard.

Then came the perfect storm of circumstances—a global pandemic that restricted international travel, coupled with a strategic government vision that recognized an opportunity. The result? A domestic tourism renaissance that’s reshaping how residents and citizens experience the seven emirates.

As Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, aptly stated: “Tourism is an integral part of our national economy, and a key source of our economic diversification. We must all work as one team to encourage tourism and promote the UAE as a global tourism destination.”

Let’s explore how the UAE is transforming itself from a transit hub and international destination into a country where domestic tourism thrives, creating sustainable economic growth while deepening cultural appreciation among its diverse population.

Current Landscape of UAE Domestic Tourism

Pre-Pandemic Perspectives

Before 2020, domestic tourism in the UAE was the overlooked sibling of its glamorous international counterpart. The statistics tell the story: in 2019, while the UAE welcomed approximately 21.5 million international tourists, domestic tourism accounted for only about 25% of the sector’s overall contribution to GDP.

Why this imbalance? Several factors were at play:

• Resident perception – Many expats and nationals viewed the UAE as a place to earn and live, but vacation elsewhere
• Limited awareness – Insufficient promotion of lesser-known domestic destinations
• Price considerations – Perception that domestic travel offered less value for money than international trips
• Weather challenges – The summer heat limiting year-round domestic tourism appeal

As Ghaith Al Ghaith, CEO of flydubai, noted in a 2019 industry conference: “The UAE has always focused on bringing the world to our doorstep, but we hadn’t fully activated the potential of moving our residents around the country. There was gold under our feet that remained largely unmined.”

Post-Pandemic Transformation

The COVID-19 pandemic fundamentally altered the tourism landscape. With international borders closed or restricted, UAE residents began turning their gaze inward. This shift wasn’t merely circumstantial—it represented an opportunity the government seized with both hands.

By 2021, domestic tourism in the UAE had grown to contribute approximately 37% of the total tourism GDP—a remarkable increase in such a short period. Even more impressive, domestic tourist numbers rose by 58% in the first quarter of 2022 compared to the same period in 2019, according to data from the Ministry of Economy.

What changed? A perfect confluence of factors:

1. Strategic government initiatives specifically targeting domestic tourism
2. Renewed marketing of lesser-known emirates and hidden gems
3. Price adjustments and special resident offers
4. Infrastructure improvements connecting various regions
5. Development of weather-appropriate attractions and activities

As one Dubai resident, Sarah K., shared: “I’ve lived in the UAE for 12 years but had never visited Hatta or explored the mountains of Ras Al Khaimah until 2020. Now I’m embarrassed it took me so long to discover these incredible places that were just a couple of hours’ drive away.”

Key Government Initiatives Fueling Domestic Tourism

World’s Coolest Winter Campaign

In December 2020, the UAE launched what would become its flagship domestic tourism initiative: The World’s Coolest Winter campaign. Far from being a one-off response to pandemic travel restrictions, this campaign has evolved into an annual strategic push to promote inter-emirate tourism during the cooler months.

The inaugural campaign delivered impressive results:

• Over 950,000 domestic tourists in just 45 days
• AED 1 billion in revenue generated
• More than 2 million social media impressions
• Hotel occupancy rates increased by 17% compared to the same period in 2019

The second season (2021-2022) expanded the concept by introducing the UAE Winter Tourism Package, offering exclusive deals across all emirates. The campaign’s success was reflected in the numbers: domestic tourism spending reached AED 14.8 billion, a 30% increase from the previous winter season.

What makes this initiative particularly effective is its comprehensive approach, incorporating:

• Curated experiences – Highlighting specific activities that showcase each emirate’s unique character
• Celebrity endorsements – Leveraging social media influencers and personalities to reach different demographic segments
• Public-private partnerships – Coordinating with hotels, attractions, and transportation providers for seamless experiences
• Cultural elements – Weaving in heritage sites and traditional activities alongside modern attractions

As His Excellency Dr. Ahmad Belhoul Al Falasi, Minister of State for Entrepreneurship and SMEs, explained: “The World’s Coolest Winter campaign is not merely a seasonal tourism initiative but a comprehensive strategy to create sustainable domestic tourism patterns that continue throughout the year.”

Emirates Tourism Council

Recognizing that coordinated efforts yield better results, the UAE established the Emirates Tourism Council in January 2021. This body serves as the central coordinator for domestic tourism development across all seven emirates, ensuring cohesive strategies rather than fragmented approaches.

The Council has implemented several key strategies:

1. Unified tourism data platform – Creating a central repository of visitor information to inform decision-making
2. National tourism standards – Establishing consistent quality benchmarks across all emirates
3. Integrated marketing campaigns – Developing cohesive messaging that promotes the UAE as a single diverse destination
4. Tourism investment facilitation – Streamlining processes for developing new tourism projects, particularly in less-visited emirates

Perhaps most significantly, the Council launched the “Experience Emirates” initiative in 2022, creating seven distinct travel corridors, each highlighting a different aspect of the UAE experience, from adventure tourism to cultural immersion.

Untapped Domestic Destinations Worth Exploring

The UAE’s domestic tourism strategy has been particularly effective in spotlighting lesser-known destinations. Let’s explore some of these hidden gems that are gradually gaining the recognition they deserve:

Destination	Emirate	Key Attractions	Best Time to Visit	Growth in Domestic Visitors (2021-2022)
Hatta	Dubai	Mountain biking, kayaking, heritage village	October-March	78%
Jebel Jais	Ras Al Khaimah	World’s longest zipline, hiking trails, viewing deck	November-April	62%
Al Qudra Lakes	Dubai	Cycling tracks, wildlife spotting, camping	October-April	45%
Dibba	Fujairah	Snorkeling, dhow cruises, fishing villages	Year-round (best September-May)	53%
Sir Bani Yas Island	Abu Dhabi	Wildlife safari, archaeological sites, beach activities	October-May	40%

Beyond these emerging destinations, the domestic tourism push has also created interest in specialized experiences:

Agritourism in the Northern Emirates – Farms in Sharjah and Ras Al Khaimah have begun opening their doors to visitors, offering city dwellers a glimpse into agricultural life. The Farmers’ Market initiative has connected more than 30 farms with domestic tourists interested in authentic rural experiences and farm-to-table dining.

Industrial Tourism in Abu Dhabi – Tours of the Masdar City sustainable urban development and the ADNOC facilities give visitors insight into the UAE’s energy transition efforts, attracting domestic educational tourism and professional interest groups.

Astronomical Tourism in Empty Quarter Desert – Dark sky experiences in the remote desert areas bordering Saudi Arabia have gained popularity, with stargazing camps reporting a 65% increase in domestic bookings between 2020-2022.

Success Stories: Domestic Tourism Case Studies

Let’s examine two compelling success stories that illustrate how strategic promotion and investment can transform domestic tourism prospects:

Case Study 1: Khorfakkan’s Renaissance

Khorfakkan, a coastal town in Sharjah, was traditionally a quick stop for travelers rather than a destination in its own right. That changed dramatically with the completion of the Khorfakkan Amphitheatre and the development of the surrounding waterfront in 2020.

The statistics tell a remarkable story:

• Domestic visitor numbers increased by 163% between 2020-2022
• Average visitor stay extended from 3 hours to 1.7 days
• Local business revenue increased by 85%
• New hospitality ventures increased by 40% with 5 new boutique hotels opening

Key success factors included:

1. Infrastructure development that preserved the area’s natural beauty
2. Integration of the new attractions with existing heritage sites
3. Targeted marketing to UAE residents highlighting accessibility (less than 2 hours from Dubai)
4. Development of complementary experiences like the Shees Park mountain trails and Al Rafisah Dam recreational facilities

As Khaled Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority, noted: “Khorfakkan demonstrates how thoughtful investment in infrastructure, combined with preserving authentic character, can transform a location’s tourism potential. The domestic tourism surge here provided the foundation for sustainable growth that will eventually attract international visitors as well.”

Case Study 2: Al Ain’s Cultural Tourism Pivot

Al Ain, Abu Dhabi’s heritage city, has always been valued for its historical significance but often overlooked by domestic tourists seeking more contemporary experiences. The city has successfully pivoted its positioning through the “Experience Al Ain” campaign launched in 2021.

Rather than competing with the UAE’s modern attractions, Al Ain leaned into its unique selling proposition: authentic Emirati cultural experiences. The campaign specifically targeted domestic tourists with tailored offerings:

• Family heritage experiences connecting younger generations with traditions
• Culinary tourism highlighting traditional Emirati cuisine
• Interactive workshops at the renovated Al Qattara Arts Centre
• Nighttime light shows at historical sites like Qasr Al Muwaiji

The results have been impressive:

• 76% increase in domestic tourists from other emirates
• 35% growth in weekend occupancy rates at local hotels
• 52% of visitors reporting they were exploring Al Ain for the first time
• Average visitor spending increased by 45%

Technology Integration in Domestic Tourism

Technology has been a critical enabler of the UAE’s domestic tourism growth. Several innovative approaches stand out:

Unified Digital Platforms
The UAE’s “Visit UAE” app integrates offerings across all seven emirates, allowing users to build custom itineraries, purchase tickets, and access exclusive resident deals. Since its launch in late 2021, the platform has facilitated over 2.3 million domestic bookings.

Virtual Reality Previews
Abu Dhabi’s Department of Culture and Tourism pioneered VR previews of experiences, allowing potential domestic tourists to “sample” destinations before committing. This approach has proven particularly effective for heritage sites, with conversion rates (from VR preview to actual visit) reaching 38%.

AI-Powered Personalization
Dubai’s “MyCity” initiative uses artificial intelligence to analyze resident preferences and recommend tailored domestic tourism experiences. The system learns from user behavior and refines suggestions over time, with 72% of users reporting that the personalized recommendations introduced them to new locations they wouldn’t have otherwise considered.

Challenges and Opportunities

Despite impressive progress, the UAE’s domestic tourism sector faces several challenges that, when addressed properly, represent significant opportunities:

Seasonal Concentration
The challenge of extreme summer temperatures continues to create strong seasonality in domestic tourism patterns, with approximately 70% of activity concentrated in the October-April period.

Opportunity: Development of indoor experiences specifically designed for summer months has begun, with projects like Terra – The Sustainability Pavilion at Expo City Dubai being repurposed for year-round domestic tourism. Additionally, nighttime summer experiences like Sharjah Light Festival and Abu Dhabi’s Summer Nights initiative are extending the tourism calendar.

Price Perception
A persistent challenge is the perception among UAE residents that domestic tourism offers less value for money compared to international destinations, particularly for luxury experiences.

Opportunity: The “UAE Residents Rate” concept has gained traction, with major hotel chains and attractions offering substantial discounts (typically 20-30%) for those with UAE resident ID. This approach has proven particularly successful when combined with exclusive experiences not available to international tourists, such as behind-the-scenes tours or resident-only events.

Inter-Emirate Logistics
While the UAE has excellent infrastructure, public transportation between emirates remains limited, potentially restricting domestic tourism growth.

Opportunity: The Etihad Rail passenger service, scheduled to begin operations in 2025, will connect all seven emirates. Early projections suggest this could increase inter-emirate domestic tourism by up to 40%. Meanwhile, dedicated tourism shuttle services between major attractions in different emirates have begun pilot operations.

The Road Ahead: UAE Tourism Vision 2031

Looking forward, the UAE’s recently announced Tourism Strategy 2031 places domestic tourism at its core. The strategy aims to:

• Increase domestic tourism’s contribution to the GDP from the current 37% to 42%
• Create 40,000 new jobs in the domestic tourism sector
• Develop 75 new domestic tourism experiences across all emirates
• Achieve a balanced distribution of tourism activities throughout the year
• Position the UAE as a global leader in domestic tourism innovation

Several pivotal initiatives are already underway:

Domestic Tourism Education Programs
The “Know Your Country” initiative being integrated into school curricula will ensure future generations have deeper awareness of domestic tourism opportunities. The program includes both classroom components and facilitated field trips to key sites across all emirates.

Eco-Tourism Corridor
The ambitious Eastern Mangrove Corridor project will connect natural sites from Abu Dhabi through Ajman, creating the region’s largest connected ecological tourism experience. This project specifically targets domestic weekend tourism with shorter, accessible experiences.

Cultural Tourism Authentication
The new “Emirati Experience” certification program will authenticate tourism experiences that offer genuine cultural insights, addressing the demand from both UAE nationals and expatriates for meaningful cultural engagement opportunities.

As His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, member of the Abu Dhabi Executive Council, remarked: “The future of UAE tourism begins at home. By creating experiences that first resonate with our own residents, we build authentic offerings that will eventually attract the world.”

Your UAE Exploration Roadmap: From Visitor to Ambassador

The transformation of the UAE’s domestic tourism sector isn’t just a government initiative or business opportunity—it’s an invitation to discover the country’s remarkable diversity in new ways. Whether you’re a long-term resident or recent arrival, here’s how to move from passive visitor to active domestic tourism ambassador:

1. Start with the unfamiliar – Challenge yourself to visit one emirate you’ve never properly explored before the end of this quarter. Document your experience and share it with at least five friends.
2. Embrace seasonal thinking – Plan your domestic tourism calendar to align with the UAE’s natural rhythms: desert experiences in winter, mountain retreats in spring, coastal activities in autumn, and indoor cultural experiences in summer.
3. Connect with local communities – Seek out community-based tourism initiatives like the Bidiya Women’s Handicraft Center in Fujairah or the Heart of Sharjah cultural tours led by local guides.
4. Become a micro-influencer – Participate in the #RediscoverUAE campaign by sharing authentic experiences from lesser-known destinations on your social networks.
5. Practice sustainable domestic tourism – Support initiatives that preserve natural and cultural heritage while creating economic opportunities for local communities.

The future of UAE tourism is being written now, with each domestic journey contributing to a more diverse, sustainable tourism ecosystem. As residents embrace their role as the country’s first and most important tourists, the foundation is being laid for tourism that benefits local communities while preserving what makes each emirate unique.

How will you rediscover the UAE in the coming months? What hidden gems might be waiting just beyond your usual routes? The domestic tourism revolution invites you not just to visit, but to belong—to transform from observer to participant in the story of a nation reinventing itself for its own people first.

Frequently Asked Questions

What initiatives offer the best value for UAE residents exploring domestic tourism?

The UAE Residents Rate program offers substantial discounts (typically 20-30%) at major hotels and attractions for those with valid UAE resident ID. Additionally, the “Emirates Weekend” promotions launched in 2022 provide package deals specifically for short domestic trips, often including transportation, accommodation, and activities at 25-40% below standard rates. The Visit UAE app aggregates these offers and often features time-limited “flash deals” exclusively for residents. For the best value, combine these with off-peak timing (weekdays or shoulder seasons) when resident discounts are typically highest.

How is the UAE addressing summer tourism challenges given the extreme temperatures?

The UAE has implemented several strategic approaches to address summer tourism challenges. First, major investments in climate-controlled environments like the indoor rainforest at The Green Planet and the climate-controlled districts at Expo City Dubai create year-round accessible attractions. Second, the growing trend of “night tourism” shifts activities to evening hours when temperatures are more moderate, with initiatives like Sharjah Light Festival and Abu Dhabi’s Summer Nights extending operating hours until midnight. Third, altitude-based experiences at locations like Jebel Jais, where temperatures can be 10°C cooler than coastal areas, offer summer-appropriate outdoor activities. Finally, the “Summer Staycation” campaigns specifically target residents with substantial discounts during the traditional low season.

How can expatriate residents better connect with authentic Emirati cultural experiences through domestic tourism?

Expatriate residents can access authentic Emirati cultural experiences through several dedicated pathways. The Sheikh Mohammed Centre for Cultural Understanding offers “Cultural Meals” where residents can enjoy traditional food while engaging in open discussions with Emirati hosts. The recently launched “Emirati Hosts” program connects residents with local families willing to share traditional activities like falconry, coffee ceremonies, or cooking classes in more intimate settings. For deeper immersion, the “Cultural Apprentice” weekends in places like Al Ain allow residents to spend 2-3 days learning traditional crafts and practices. Digital resources have also improved, with the “Cultural Atlas UAE” app providing detailed background information on traditions, protocols, and the significance of various cultural sites. Many expatriates report these experiences significantly deepen their connection to the country beyond the typical expatriate lifestyle.