The Middle East's travel boom is no longer just about record visitor numbers or headline-grabbing megaprojects. According to Dunia Joulani, Partner and Hospitality Leader at Deloitte Middle East, the region's next phase hinges on building destinations with genuine identity and long-term appeal — not just physical assets.
Joulani, who has spent 15 years advising governments, developers, and investors across the GCC, sees a fundamental shift underway. "The region is no longer competing solely on luxury hospitality; it is creating distinctive destinations with unique identities and experiences," she told Travelmao. Her work spans hospitality development strategy, mixed-use master planning, financial feasibility, and operator selection, giving her a front-row seat to the region's transformation.
From stopover to multi-destination hub
Joulani points to the simultaneous tourism strategies of Saudi Arabia, the UAE, Qatar, and Oman as a defining feature of the current landscape. Rather than competing in isolation, these nations are building complementary offerings that strengthen the region's collective appeal. "These investments are creating greater critical mass for the region as a whole," she said, citing improved connectivity and multi-destination itineraries as key drivers.
This collaborative approach is already reshaping travel patterns. The UAE's passport strength and expanding air links are making the Gulf a natural hub for longer stays, while Saudi Arabia's giga-projects and Qatar's cultural investments add distinct reasons to visit. Joulani believes the region is now positioned not merely as a stopover but as a place where travellers choose to spend more time and explore multiple markets.
Yas Island: A model of integrated development
Joulani cites Yas Island in Abu Dhabi as a leading example of destination-led thinking. What began as a motorsport venue has evolved into an integrated leisure ecosystem combining entertainment, sports, and hospitality. The addition of the region's first Disney theme park and the upcoming Sphere Abu Dhabi reflects a deliberate strategy to invest in world-class demand generators.
"Yas Island demonstrates how a mix of attractions, events, and hospitality can broaden market appeal and strengthen a destination's position," she explained. The approach aligns with broader trends in Middle East tourism spending, which is projected to surge by 47.7% by 2030, according to ATM 2026 research.
Authenticity and experience-led travel
Today's travellers, Joulani notes, increasingly seek authentic, experience-led destinations that combine culture, wellness, nature, and entertainment. The Middle East is well-positioned to meet these expectations — provided developments remain true to each destination's identity. "The destinations that remain agile, customer-centric, and experience-led will be best positioned for long-term success," she said.
The rise of "bleisure" travel — where business and leisure overlap — is another factor. Joulani advises destinations to invest in year-round programming and vibrant public spaces to encourage longer stays. She also stresses the importance of data and technology in understanding shifting visitor preferences and tailoring experiences accordingly.
Sustainability as a commercial imperative
For Joulani, sustainable growth is not just an environmental concern but a commercial one. "Successful tourism development is about much more than delivering hotels or attractions," she said. "Long-term success depends on creating destinations with a balanced mix of demand generators, quality infrastructure, strong connectivity, and year-round appeal."
She points to The Red Sea in Saudi Arabia as an example where sustainability is embedded throughout the development lifecycle, supporting regenerative tourism principles. "Equally important is ensuring developments are commercially sustainable, supported by robust market analysis and realistic demand projections," she added.
Joulani's insights come as she joins the judging panel for the TDM Travel Trade Excellence Awards 2026 – Middle East. Her perspective underscores a broader industry shift: the region's future lies not in the volume of developments but in the quality and authenticity of the destinations they create.
