Gen Z and Millennial travellers are reshaping how tourism destinations are discovered, marketed and monetised across the Middle East, with the UAE emerging as a key beneficiary of this generational shift, according to new insights shared by Malika Kennedy, Chief Business Development Officer at Yango Ads MEA.
Tourism in the UAE continues to surge, with the country expected to attract nearly 27.6 million international visitors in 2025. The sector contributed more than $70 billion to the national GDP in 2024, underlining its growing economic importance. Industry experts say younger travellers are playing a decisive role in this expansion, prompting hospitality brands to rethink how they advertise and engage.
Unlike previous generations, Gen Z and Millennials plan their travel almost entirely through digital channels. Social media, video content and AI-powered recommendations are now central to decision-making. In the UAE, more than one in five Gen Z travellers cite social media as their most important planning tool, while over 30 per cent rely on video reviews and walkthroughs before booking accommodation.
For advertisers, authenticity has become critical. User-generated content, localised storytelling and real traveller experiences are increasingly outperforming traditional promotional messaging. Hospitality brands that engage travellers early in the planning cycle through relevant, platform-native content are seeing stronger conversion rates, Kennedy said.
Booking behaviour also reflects a multi-channel reality. While 40–60 per cent of bookings in the region still come via online travel agencies (OTAs), direct bookings are growing, particularly among price-conscious Gen Z travellers. This has heightened the importance of omni-channel marketing strategies that span OTAs, brand websites, social media platforms, search engines and AI-driven tools.
Artificial intelligence is now playing a growing role in travel advertising and personalisation. Research indicates that 70–80 per cent of UAE travellers are comfortable using AI to select hotels and plan itineraries. For hospitality brands, AI-driven targeting and recommendation engines are creating new opportunities for personalised offers and high-margin upsells.
Younger travellers are also demonstrating a higher willingness to spend on value-added experiences. Around half of Gen Z and Millennial travellers in the Middle East pay extra for breakfast, while significant numbers spend on wellness services, late check-outs and airport transfers. With over 30 per cent of their income allocated to travel, these segments respond strongly to experience-led advertising rather than room-only promotions.
From a market expansion perspective, Eastern Europe, Central Asia and CIS countries are emerging as high-growth source markets for the Gulf. Travellers from these regions are typically aged between 18 and 35, stay longer and spend more per trip. Demand is also spreading beyond Dubai, with rising interest in Abu Dhabi, Ras Al Khaimah and Ajman.
Localisation has become a decisive marketing lever. Native-language advertising, familiar platforms and culturally aligned creatives significantly improve engagement and booking intent among these audiences. Brands that invest in region-specific messaging are seeing higher returns on ad spend, Kennedy noted.
Industry experts say hospitality brands now face a clear imperative. To capture the next phase of growth, hotels must move beyond price-led competition and invest in consistent omni-channel visibility, experience-focused advertising and precise audience targeting. Those that align their marketing strategies with the digital habits and expectations of Gen Z and Millennials are likely to capture a disproportionate share of the region’s growing tourism revenue.
