About half of UAE travellers select vacation destinations after seeing personalized ads online or through social media campaigns.
The latest research emphasizes how data-focused marketing is shaping travel decisions amid the nation’s rising tourism figures.
Targeted Ads Shaping Travel
A recent survey reveals that 48 per cent of travellers are influenced by targeted advertisements when selecting holiday destinations, coinciding with the UAE entering its peak travel season.
Data-driven advertising is shaping the way travellers discover and choose destinations.
UAE’s tourism sector experiences record visitor influx during peak seasons, amplified by online marketing.
Targeted ads not only influence choice of location but also travel itineraries and bookings.
The study, conducted by Yango Ads, highlights the increasing impact of data-driven marketing on tourism decisions. The timing is particularly notable: in December alone, an estimated 5.2 million visitors arrived in the UAE within just two weeks, with visitor numbers continuing to rise into the current year.
UAE Tourism Boosts Economy
Tourism continues to play a vital role in the UAE’s economy. A WTTC report from June 2025 shows that in 2024, the sector generated a record Dh 257.3 billion, representing 13 per cent of the country’s GDP.
The UAE’s tourism sector significantly drives economic growth and job creation.
Record tourism revenues highlight the country’s rising global appeal as a travel destination.
The report also noted that tourism supported over 1.6 million jobs across various sectors, including hospitality, transport, and entertainment. Growth in visitor arrivals, fueled by international events and attractions, further strengthened the industry’s contribution to the economy. Analysts predict continued expansion in tourism revenue as the UAE invests in infrastructure, new resorts, and cultural destinations to attract both leisure and business travellers.
Marketing campaigns influencing travel choices and exploration
A recent study on targeted advertising emphasizes the rising impact of digital campaigns on travellers’ holiday planning. About 60 per cent of tourists from emerging markets organise trips two to three months ahead, while 61.8 per cent favour holidays lasting between eight and 14 days.
For many, online ads do more than catch the eye—they actively guide decisions. Dubai resident Bhavya Rao explained, “I booked my December trip to Georgia after coming across an ad online. It appeared while I was casually browsing, and the package seemed both convenient and affordable.”
She added, “I don’t plan months in advance; two to three months works best for me. These ads introduce me to destinations I might not have considered. During our peak work season, we need quick and reliable options, so such campaigns strongly influence my travel choices.”
Impact of Social Platforms
For UAE expats, social media plays a significant role in shaping travel choices. Spanish expat Maria Gonzalez shared how her holiday planning changed after relocating to Dubai: “In Europe, I used to organise my vacations a year ahead. Here, with events like the Dubai Shopping Festival and Eid holidays, I often make plans just a couple of months before traveling.”
She added, “Instagram ads, for instance, really catch my eye as they showcase seasonal deals or hidden destinations I might not discover on my own. Last year, one ad persuaded me to celebrate New Year’s Eve in the Maldives. It feels like these campaigns understand what travellers want at exactly the right time.”
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Travel companies acknowledge that digital platforms are now integral to tourism expansion. “Digital plays a key role in our marketing approach. At Musafir.com, we leverage targeted social media and online campaigns to convert travel aspirations into confirmed bookings, because in today’s landscape, reaching travellers without digital tools is nearly impossible,” said Rashida Zahid, VP of Operations at Musafir.com.
Digital campaigns help us engage a broader audience by sharing travel stories, presenting real-time offers, and inspiring new trip ideas, which encourages consideration and ultimately results in bookings,” she explained.
However, not every company is ready to rely exclusively on digital marketing. Reena Philip, General Manager of Airtravel Enterprises, UAE, noted that traditional channels remain essential. “Our promotional efforts still focus on platforms like WhatsApp and email, as we have a loyal client network connected through these channels.
Although we maintain a social media team, it hasn’t significantly converted into actual sales—people scroll through content, but it seldom leads to bookings,” she added.
Reena also mentioned that reservations for outbound December trips, staycations, and cruises are already underway, with strong inquiries coming in for all types of travel
