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The travel industry is going through a dramatic shift post pandemic. While there was a time when visiting countries felt like a distant dream, countries are now witnessing a high volume of tourists each year. In line with this, a recent study discovered that the UAE was the most preferred holiday for a certain section of travelers. Wondering who we are referring to? Well, Chinese tourists prefer the UAE as a top holiday spot, forgoing earlier favorites like Singapore and Europe.
The change, according to the report, is propelled by a whole lot of factors like easy visas, accessibility, luxury experiences, economic practicality and many more. Between the first quarter of the previous year and the same quarter this year, the number of Chinese visitors in the Middle East rose more than 50%.
Read on as we delve deeper!
UAE Among Top Destinations for Chinese Travellers
A recent report by Dida, a leading tech-driven global travel distribution company
reveals that UAE, Italy, Japan, Thailand, Singapore, Indonesia, and Vietnam have seen significant increases in Chinese visitors. According to the report, the UAE is among the top choices for outbound Chinese travelers, Chinese Tourists prefer UAE.
The UAE made it onto the list for the first time, solidifying its position as a top destination for contemporary, luxurious, and cultural experiences. This is evidence of the strength of global tourism and the demand for a multitude of experiences. The report also shows that Chinese outbound tourism drives the rebound of international tourism.
Drawing the curtain down for 2024 on a steady note, Dubai welcomed a record 18.72 million international overnight visitors from January to December 2024. This surpasses the previous record of 17.15 million in 2023, and also marks a significant 9% year-over-year increase. Under the leadership of H.H. Sheikh Mohammed bin Rashid Al Maktoum Dubai plans to boost its economy in a big way through the D33 agenda. Behind the scenes, Dubai’s tourism team has been working hand-in-hand with public and private partners to make sure every visitor, no matter their budget, gets a five-star experience.
That’s not all! Dubai kicked off 2025 in a grand manner, welcoming 23.4 million passengers in the first three months. This also marks a 1.5% bump from last year. January was the busiest month ever for DXB, with 8.5 million people landing in, or transiting through DXB. Speaking of the demographic of the travellers, India bagged the top spot with a staggering 3 million travellers, followed by Saudi Arabia and the UK. City-wise London topped the list, while Riyadh, Jeddah, and Mumbai weren’t far behind.
Besides, festivities like New Year, Eid breaks and spring travel also increased footfall in DXB. Destinations like the Czech Republic, Vietnam, and Spain saw a sharp uptick in visitors, showing that Dubai is more connected—and in demand—than ever.
In addition, several other factors also contribute to this travel shift. These include:
Visa-Free Entry
What really set things in motion was how smartly the UAE responded when China reopened for tourism. They didn’t just wait around—they acted fast, knowing Chinese travellers would be among the first to get moving again. One of the biggest wins? Making it visa-free for Chinese passport holders. No paperwork, no long waits—just book your ticket and go. Compared to the hassle of getting a Schengen visa or even a Singapore entry pass, that simplicity is a huge draw for travellers looking for stress-free holidays.
Direct Flights and Affordable Connectivity
Getting to the UAE is super straightforward these days, and that’s a huge plus for Chinese travellers. With direct flights from big cities like Beijing, Shanghai, and Guangzhou straight into Dubai, there’s no need to deal with long layovers or roundabout routes. Even better—sometimes flying to Dubai is actually cheaper than going to popular spots within China, like Hainan, especially during peak holiday times. The city offers 88 weekly flights to 14 Chinese cities, facilitating easier access for travellers.
So, if you’re after an easy, great-value trip with a bit of luxury thrown in, the UAE really ticks all the boxes.
Emirates is further simplifying travel for China visitors with the addition of daily direct flights between Hangzhou, and Dubai. This comes just in time when Chinese outbound tourism is making an aggressive comeback. Travellers will experience increased convenience, flexibility, and smoother travel to one of the world’s greatest holiday spots.
Luxury And Cultural Affinity
The UAE is known for all things glitzy and glamorous and this is a major factor drawing Chinese tourists. While Dubai and Abu Dhabi can easily pass off as skyscraper cities, these cities also have a lot to offer when it comes to shopping, culture, tourist attractions and cuisine options. For affluent and aspirational Chinese travelers, the UAE offers a good mix of opulence and adventure- from boutique hotels to desert adventures and much more. In addition, the country’s hygiene, orderliness, and public safety resonated strongly with travelers, making it a top choice.
Besides, the UAE also offers the experience of variety. In one UAE trip, visitors can have upmarket shopping in air-conditioned malls, dune bashing in the desert, a fine dining experience on a dhow cruise, and an afternoon at a beach club—all within driving distance. This multifaceted experience is tailor-made for Chinese tourists who value efficiency and diversity of travel. The contrast of city and sand, tradition and innovation, luxury and adventure, gives the UAE a head start over those destinations that rely on one sweeping theme.
Cultural Consideration and Language Support
The UAE has spent considerable money tailoring experiences for Chinese visitors. Mandarin-speaking staff are no longer rare at hotels, airports, and malls. Major attractions carry Chinese-language notices and brochures, and there is evident effort to render Chinese guests culturally at ease. In fact, the UAE leaves no stone unturned to celebrate Chinese New Year. Red lanterns are used to decorate the city’s iconic landmarks, in line with Chinese tradition. All these cultural practices provide a sense of belonging and warm welcome to Chinese tourists.
Smart Marketing and Celebrity Endorsements
The UAE is known for its unique marketing strategies and this is no different when it comes to travel. Recently, the country promoted its tourism offerings on Chinese platforms like WeChat and Weibo. Furthermore, Chinese celebrities like Liu Yifei were onboarded as tourism ambassadors for Abu Dhabi, adding a more personal touch. Promoting these videos which feature Chinese faces further served as a catalyst in attracting Chinese tourists to the UAE.
Comparative Advantages Over Singapore & Europe
While Singapore and Europe are still favorites, they are facing challenges currently that have led most Chinese tourists to look for other destinations. Europe, for all its cultural and historical appeal, presents a number of challenges in terms of more stringent visa requirements, longer trips, and in some locations, political instability or workers’ strikes that can disrupt travel plans.
Meanwhile, Singapore—though close to China and a popular tourist spot, has also become increasingly expensive and is relatively often perceived to offer proportionately less newness to repeat visitors. The UAE, on the other hand, promises new attractions, architectural wonders, and large-scale enticements that continue to appear cutting-edge and futuristic to Chinese travelers.
The UAE’s rise as a preferred destination for Chinese travelers is not a coincidence but a well-planned strategy on the part of the tourism board and is proving to be a major driver of Chinese consumer sentiment. While Singapore and European destinations revisit their appeal and accessibility, the UAE is reaping the rewards of first-mover advantage, cultural sophistication, and sharp understanding of the modern Chinese traveler. What was already a nascent market for Chinese tourism is now firmly a frontrunner—and with each passing holiday season, its advantage only grew stronger.
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