The Rise of Domestic Tourism in the UAE
The UAE’s domestic tourism sector is witnessing a remarkable upswing, with staycations becoming an appealing choice for residents looking for both luxury and affordability. This trend is particularly notable during the summer months, which are traditionally considered less busy. Despite the high temperatures, the combination of competitive pricing, half-board options, and exceptional experiences is drawing locals to explore their own country rather than venture abroad.
Ahmed M. Soliman, Group Managing Director of TCA Group of Companies, highlights that hotels in the UAE offer “phenomenal value” during the summer. He points out that while a 23 square metre room in places like Capri or Portofino can cost around $1500, visitors can enjoy a top-tier resort experience in the UAE at a more reasonable price. While the weather may not be ideal, the overall quality of the offering makes it a compelling choice.
This shift in preference is driven by consumers who are increasingly focused on getting the best value and experiences for their money. Industry experts note that the emphasis has moved towards creating exceptional indoor experiences and value-driven packages that help mitigate the challenges posed by the summer heat.
Enhancing Value Through Half-Board Options
One of the key strategies employed by hotels is the promotion of half-board options. These packages provide added value for families and individuals seeking a memorable holiday without the extra cost of external dining. This approach not only enhances the guest experience but also makes local travel more attractive compared to international trips.
Several hotel chains have introduced special summer staycation packages aimed at both UAE residents and GCC tourists. Some of these offers start as low as Dh100, making them highly accessible. The Global Hotel Alliance (GHA), which includes several hotel brands based in the UAE, reported continued growth in the first half of 2025. Although international stays accounted for 70% of revenue, the UAE itself emerged as the top destination, followed by Thailand, Spain, Singapore, and Italy.
Affordable Luxury and Exclusive Offers
Hotels across the UAE are capitalising on this demand with a range of promotions and discounts. For instance, Pullman Downtown Dubai is offering its Roland-Garros suite with a special “Accor ALL – Limitless Hotel Escape Summer Offer,” providing up to 20% off for minimum two-night stays. This initiative allows guests to experience the immersive suite even after the tournament season ends, extending the appeal of the package until May 2026.
Similarly, Rixos Marina Abu Dhabi is providing UAE residents with a 30% discount on stays until September 30th. This offer encourages guests to indulge in sun-soaked relaxation, world-class dining, and energetic live entertainment. Jumeirah Hotels and Resorts have also launched the ‘Exceptional Staycation Offer,’ allowing UAE residents to enjoy up to 40% savings on ‘Bed and Breakfast’ rates and up to 30% on ‘Half Board’ rates. Participating properties include iconic locations such as Jumeirah Burj Al Arab and Jumeirah Beach Hotel.
Atlantis, The Palm and Atlantis, The Royal Palm, along with other Jumeirah resorts, are offering significant discounts for UAE residents. Atlantis The Palm provides up to 25% off the best available room rate with complimentary breakfast, while Atlantis The Royal offers Emirates ID cardholders up to 20% off rooms, suites, and penthouses.
Strategic Shifts and Future Trends
These initiatives reflect a strategic shift by hotels to cater to the evolving preferences of their customers. With the focus on affordable luxury and unique experiences, the UAE is successfully transforming the summer period into a peak season for domestic tourism. As more residents opt for staycations over long holidays, the trend shows no signs of slowing down.
