According to a new survey, nearly 48% of travelers are influenced by targeted advertising when choosing their holiday destinations. This revelation comes as the UAE enters its peak travel season.
The research, conducted by Yango Ads, highlights the increasing role of data-driven marketing in tourism decisions. The timing is particularly pertinent: in December alone, projections indicated 5.2 million visitors arriving in the UAE over two weeks, with this trend continuing into the year.
Tourism is a vital pillar of the UAE economy. A report from the World Travel & Tourism Council (WTTC) in June 2025 showed that the UAE’s tourism sector contributed a record Dh 257.3 billion to the national GDP in 2024, making up 13% of the economy.
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In the first half of 2025, Dubai welcomed 9.88 million tourists, surpassing the total for all of 2024. Dubai is steadily approaching its goal of being among the top three global tourism destinations.
Ad campaigns shaping travel decisions
The latest report on targeted advertising also highlights the rising impact of digital campaigns on holiday planning. About 60% of travelers from emerging markets plan their trips two to three months ahead, with 61.8% preferring vacations of eight to 14 days.
For many travelers, ads are more than just background noise; they directly influence choices. Dubai resident Bhavya Rao mentioned, “I ended up booking my December trip to Georgia after seeing an online ad. The promotion appeared while I was browsing for something else, and it seemed both affordable and convenient.”
“Honestly, I don’t spend months planning. Two or three months in advance feels right for me. Ads help me discover new destinations I might not have considered. Here in the region, it’s peak work season, so we want quick, reliable options. These campaigns really influence our decisions,” added the Indian expat.
Social media’s role in travel choices
For UAE expats, social media further influences travel decisions. Spanish expat Maria Gonzalez said her travel habits changed after moving to Dubai: “In Europe, I planned my holidays a year in advance. Here, with events like the Dubai Shopping Festival or Eid breaks, I decide closer to the dates, maybe a couple of months ahead.”
“Targeted ads on platforms like Instagram definitely catch my attention, highlighting seasonal offers or hidden gems I wouldn’t look for myself. Last year, an ad convinced me to spend New Year’s Eve in the Maldives. It feels like these campaigns know what travelers want at the right time,” Maria added.
Balancing digital and traditional marketing
Travel companies agree that digital is now intertwined with tourism growth. “Digital is a crucial part of our marketing strategy. At Musafir.com, we use targeted social media and online campaigns to turn travel dreams into bookings, because in today’s world, you can’t reach travelers without digital,” said Rashida Zahid, VP – Operations at Musafir.com.
“Digital campaigns allow us to reach a wider audience, inspiring travel ideas through storytelling and showcasing real-time offers that drive interest, leading to actual travel,” she added.
However, not all companies are ready to rely solely on digital. Reena Philip, General Manager of Airtravel Enterprises, UAE, said traditional networks remain their backbone. “Our marketing still heavily relies on traditional channels like WhatsApp and emails, as we have a loyal client base connected through those groups.”
“While we do have a social media team, it hasn’t translated much into actual business—people tend to scroll, but it rarely converts into bookings,” Reena noted. Bookings for outbound December travel, staycations, and cruises have already started, with strong inquiries coming in for both.
