When most people think of the United Arab Emirates, they often picture the towering Burj Khalifa, fleets of luxury cars, or the dazzling malls of Dubai. For decades, the UAE built its reputation as a land of wealth and ambition—fuelled almost entirely by oil. Today, it is not oil rigs but desert resorts, wellness retreats, and curated cultural experiences that are shaping the country’s future.
The UAE is undertaking a remarkable transition: from a hydrocarbon-reliant economy to a global tourism powerhouse. And it is not just a marketing exercise. The launch of the UAE Tourism Strategy 2031 demonstrates that the country is betting big on tourism as a cornerstone of its post-oil identity.
In Abu Dhabi, travellers wander through the serene halls of the Louvre or attend classical music concerts under open skies. In Sharjah, the focus is on establishing its Islamic roots with its Islamic heritage, literature, and contemporary Arab art. Ras Al Khaimah is becoming an adventure and eco-tourism hub, with mountain trails and desert camps replacing mega-malls
