The Gulf Cooperation Council (GCC) has emerged as a dynamic force in the global travel and tourism industry. Anchored by visionary leadership, monumental infrastructure investments, and a strategic embrace of global sporting events, the region is reshaping its identity as a premier global destination.
Nations such as the Kingdom of Saudi Arabia, the UAE, and Qatar are leading this charge, collectively elevating the GCC’s profile as a hub for cultural, leisure, and sporting tourism.
An engine of transformation
In 2023, the GCC’s travel market reached $91bn in gross bookings, reflecting a 13 per cent year-over-year growth – a clear testament to the region’s resilience and adaptability in the face of evolving global tourism trends. This robust trajectory, projected to surpass $127bn by 2027, is powered by strategic investments across aviation, hospitality, and entertainment.
The UAE has long been at the forefront, boasting iconic attractions such as the Burj Khalifa, Louvre Abu Dhabi, and Dubai Expo City. Meanwhile, KSA’s Vision 2030 initiative is transforming the country into a global tourism and cultural hub with ambitious projects like NEOM, The Red Sea Project, and AlUla.
Are sporting events catalysts for the GCC’s global rise?
Sporting events are central to the GCC’s tourism strategy, drawing millions of visitors and showcasing the region’s global capabilities. Qatar’s hosting of the FIFA World Cup 2022 attracted over 1.4 million visitors, significantly boosting the economy and elevating its profile as a destination rich in culture and luxury.
This momentum continued in 2023, with Qatar’s tourism market growing by 8 per cent to nearly $16bn in revenue.
Through initiatives like the Qatar National Tourism Sector Strategy (QNTSS), Qatar is diversifying its offerings, focusing on eco-tourism, heritage, and adventure travel. Investments in attractions such as Lusail Marina, the Museum of Islamic Art, and desert safari experiences further enhance its appeal to both leisure and business travellers.
KSA is now building on this momentum after securing the FIFA World Cup 2034 bid, while also hosting high-profile motorsport events like Formula E and the Dakar Rally. The UAE continues to shine with the Formula 1 Abu Dhabi Grand Prix, which attracted over 60,000 attendees in 2019, many of whom were international visitors.
The Ultimate Fighting Championship (UFC) has also found a stronghold in the region, with Abu Dhabi hosting events that draw global attention. KSA is following suit, with a major UFC event planned in Riyadh in February 2025, featuring prominent fighters and aiming to replicate this success.
These events create a ripple effect, stimulating demand across sectors such as hospitality, retail, and transportation, while enhancing the GCC’s reputation as a global hub for sports tourism.
Spotlight on eco-tourism initiatives
As the GCC attracts millions of visitors, sustainability is becoming a critical pillar of its tourism strategy. KSA is leading the charge with The Red Sea Project, a luxury destination powered entirely by renewable energy, designed to protect coral reefs and promote biodiversity.
Oman, with its pristine natural landscapes, offers eco-lodges in the Hajar Mountains and community-driven conservation projects in its coastal areas, appealing to environmentally conscious travellers. The UAE has also embraced green tourism, with initiatives such as the “Dubai Sustainable Tourism” programme encouraging eco-friendly practices across its industry.
Opportunities on the horizon for the GCC
As the GCC consolidates its position as a global tourism hub, it must address key challenges such as environmental sustainability, regional competition, and workforce development. Eco-conscious travellers are increasingly prioritising destinations committed to responsible practices, making sustainability a non-negotiable aspect of future tourism growth.
With fierce regional competition, GCC countries must continue to innovate and offer unique travel experiences. KSA’s blend of historical and futuristic attractions, Qatar’s cultural and sporting events, and the UAE’s luxury and urban appeal create a compelling collective narrative that can sustain global interest.
A future of boundless potential
The GCC’s rise as a global travel powerhouse is a testament to its bold vision, strategic investments, and ability to leverage global sporting events as a transformative tool. From hosting UFC events in Abu Dhabi to KSA’s FIFA World Cup 2034 preparations, the region is setting new benchmarks for tourism.
As the world watches, the GCC is not just participating in the global travel narrative – it is leading it. By offering visitors an unparalleled blend of luxury, culture, sustainability, and world-class entertainment, the region embodies the future of global tourism.
By Toseef Butt, Business Director, Zenith ME
