The year 2024 heralds a transformative phase for Dubai’s vibrant tourism landscape, as echoed by key industry leaders and experts.
Amir Golbarg, senior vice president operations – Middle East & Africa at Minor Hotels, highlights Dubai’s resilience, innovation, and steadfast commitment to sustainability as the pillars shaping its post-Expo 2020 recovery.
He said: “Looking forward to 2024, Dubai’s tourism landscape is set to undergo a transformative phase marked by resilience, innovation, and a steadfast commitment to sustainability.
“The city’s recovery from the global pandemic is firmly established, with a resurgence in international and domestic tourism contributing to its continued success post-Expo 2020.
“Technological integration will continue to take centre-stage in the hospitality sector, where advanced solutions for contactless services, personalised experiences, and AI-driven innovations are expected to redefine the guest experience. Sustainability remains a cornerstone of Dubai’s tourism strategy, with ongoing investments in eco-friendly practices and green infrastructure to appeal to the growing number of environmentally conscious travellers.”
Diverse experiences
Golbarg also touches upon the need to expand beyond traditional luxury and business travel to offer a rich tapestry of cultural experiences, adventure tourism, and wellness retreats, as well as the continuation of its culinary tourism focus.
He adds: “In the luxury segment, Dubai aims to redefine opulence with the introduction of further new high-end hotels, resorts, and exclusive experiences tailored for discerning travellers. The industry’s promotional landscape is also undergoing a digital renaissance, with a predominant focus on digital marketing strategies, social media, and influencer collaborations to engage a global audience. As Dubai propels its tourism sector into 2024, the convergence of these trends underscores a city committed to delivering unparalleled experiences, embracing innovation, and sustaining its status as a premier global destination.
“The journey ahead promises an ever-evolving Dubai, where tradition harmonises with modernity to create an immersive and unforgettable travel experience.”
Promoting health and wellness
Anand Kumar, executive chef at Melia Desert Palm, thinks the F&B sector will also need to take into account health and welness for travellers. He explains: “As hotels and chef-driven restaurants offer more diverse culinary options, I believe 2024 will only welcome more importance in promoting health and wellness. This will involve balancing nutrition with technology to ensure food safety, as well as aligning with wellness offers providing guests with valuable nutritional insights and options to help them make informed decisions while eating out and travelling.
“Externally, we will see a shift away from solely focusing on ‘Instagram-worthy’ dishes, and instead, there will be greater emphasis on the quality of the food being served, as well as the importance of honouring culinary traditions.
“Within the industry, there will be a continued emphasis on sourcing ingredients locally, with the farm-to-fork concept remaining important to both guests and chefs. At Melia Desert Palm, we take pride in our bakery, where we use our sourdough starters to bake fresh bread every day. We work closely with our procurement team to ensure that we are sourcing ingredients responsibly, keeping prices reasonable, and prioritising sustainability which we will continue to do into the new year.”
Sustainability & innovation
Carlos Leal, United Hospitality Management (UHM) board member, says: “Stepping into 2024, the hospitality industry stands at the intersection of innovation and timeless experiences tailored for diverse travellers.
“I anticipate a continued surge in technology integration reshaping guest experiences from booking to check-out. Mobile check-ins, smart room controls, and personalised services will redefine convenience and elevate satisfaction.
“Sustainability remains a cornerstone, reflecting a growing consciousness towards environmental responsibility. From eco-friendly practices to fostering local partnerships, the industry must ensure a positive impact on the communities we serve. In 2024, the focus shifts to captivating travellers seeking authentic, local experiences. From meticulously curated city tours to forging partnerships with local artisans, the industry must provide immersive stays that transcend the ordinary.”
He also predicts wellness tourism will be at the forefront of travellers’ minds. He adds: “The rise of private villas, branded residences and holiday homes signals a shift towards exclusive, personalised retreats, offering unparalleled privacy and bespoke luxury.
“In 2024 and beyond we will see the hospitality industry expand to meet these dynamic traveller needs, and at UHM, our commitment to excellence, innovation, and sustainability places us at the forefront of a new era. We aim to shape a positive future for the industry landscape, where memorable experiences, environmental consciousness, and technological innovation will lead the way for the world of hospitality.”
Other key figures also provided unique insights into the anticipated trends, challenges, and opportunities that will shape the hospitality landscape in 2024. From the emphasis on sustainability and wellness to the integration of technology and the pursuit of authentic cultural experiences, the year ahead promises an exciting journey for both industry professionals and travellers seeking unforgettable experiences.
Dany Cherfane, director of sales and marketing at Grand Plaza Movenpick Media City, outlines: “In 2024, we anticipate a positive trajectory for the hospitality sector, surpassing levels seen before the global disruptions. Dubai’s growth is evident, with a 2.9 percent increase in inventory based on STR reports. Business Travel and MICE activities are poised for substantial expansion, fuelled by major city events. Amidst our priorities, sustainability remains central, guiding our initiatives for the upcoming year. We look forward to contributing to the flourishing landscape of Dubai’s hospitality industry in the coming year.”
Elevating the guest experience
Gerrit Gräf, multi-property general manager at JW Marriott Marquis Hotel Dubai and Dubai Marriott Harbour Hotel & Suites, comments: “In 2024 hospitality will gear up to elevate the guest experience by placing a strong emphasis on safety and personalised services. Technology will be a cornerstone, facilitating contactless services, streamlined digital check-in and check-out procedures, and the delivery of tailor-made offers and recommendations. The industry is poised to create a more secure and seamless guest journey.
“Recognising the challenges of labour shortages, increased expenses, and heightened competition, the hospitality sector is proactively addressing these issues. Investments in comprehensive training, retention programs, and innovative strategies will remain integral to ensuring a more robust and positive overall outcome for the industry in the coming year. By focusing on talent, the sector aims to build a sustainable and competitive workforce.
“In response to evolving traveller preferences, hotels are adapting to meet the demands for sustainability, wellness, and social responsibility. The industry is embracing eco-friendly practices, introducing elevated spa and wellness amenities, and actively engaging in community-focused initiatives. This commitment to green travel not only aligns with changing expectations but also positions the hospitality sector as a responsible and forward-thinking player in the travel landscape.”
Kirti Anchan, general manager at Jumeirah Emirates Towers, also points towards personalisation.
He explains: “Key factors such as personalised experiences, sustainability and a strong commitment to wellness are expected to drive this evolution. Specifically in the Middle East, the hospitality industry will undergo significant changes as it continues to adapt to global trends. One noteworthy example is the rising popularity of experiential travel, emphasising meaningful engagement.
“This surge is partly due to the rich and diverse cultural tapestry unique to our region. Moreover, as a result of continued focus on wellness and sustainability, establishments are prioritising local sourcing, reducing carbon footprints, and ensuring the health benefits of locally sourced items.
“Hotels are also integrating eco-friendly designs as guests embrace environmental consciousness. Additionally, bleisure travel continues to remain an emerging trend in 2024, and an increase in holistic packages that balance both work and leisure in a limited period of time will continue to shape the hospitality industry. As the hospitality sector embraces these, 2024 is set to highlight an integration of innovation, cultural immersion, and environmental stewardship.”
A fusion of technology and personalisation
Nicholas Chalmers, general manager at Paramount Hotel Midtown, is another who highlights innovation and sustianabiltity, but says the guest must always come first.
He adds: “Excellence is the driving force. Paramount Hotel Midtown has bold plans to continue to disrupt and innovate, promote unwavering sustainability and create unique experiences for our ‘stars’, or guests. Developing our brand partnerships, increasing our CSR activities and investing in the development of our exceptional cast will guarantee a year filled with exciting opportunities, elevated hospitality and growth.
“Innovation will be the heartbeat of our industry. We’ll witness a fusion of technology and personalisation, where guests’ preferences are integrated into their experiences.
“At Paramount, we’ll elevate this by infusing our brand promise, ‘For the creative, by the creative’, into every aspect. Through captivating entertainment-led offerings in our restaurants and bars to cinematic staycations, we transcend traditional hotel stays, curating an unforgettable experience delivered with passion and care.”
Slow travel
Pavlina Tarabova Al-Ghamdi, general manager at Melia Desert Palm, thinks a change of pace is needed.
She said: “The concept of slow travel is set to continue and grow in popularity in 2024. Travellers are also increasingly focused on wellness, with wellness tourism being the fastest-growing sector in the industry. Guests are seeking experiences that help them reconnect with themselves and their surroundings, going beyond the traditional 60-minute-deep tissue massage.
“Personalised treatments, unique holistic experiences, and healthy food and beverage options are now considered essential components of a fulfilling and memorable travel experience. These trends are not limited to the GCC, but are relevant to international travellers as well.
“Since Dubai remains at the forefront of must-visit destinations, it is crucial to adapt our offerings and strategies to stay top of mind with these evolving trends. To achieve this, hotels must take a comprehensive approach that provides guests with authentic and enriching experiences that connect them with the destination and its culture. For 2024, the UAE’s sustained success as a premier tourism destination will depend on its adaptability and innovative strategies.”
Local and immersive experiences
In Abu Dhabi, the opportunity to provide local experiences is high on the to-do list of many a GM.
For Jean-Paul Dantil, general manager at Qasr Al Sarab Desert Resort by Anantara, the ability to showcase the capital’s expansive open spaces is a big part of his hotel’s appeal.
He adds: “In 2024, there’s a noticeable trend as travellers increasingly prioritise authentic cultural and immersive experiences. This shift in preferences aligns effortlessly with the distinctive charm of Qasr Al Sarab Desert Resort by Anantara.
“Nestled in the expansive Empty Quarter, the world’s largest uninterrupted sand desert, the resort has transformed into a haven for those seeking genuine connections with local culture.
“As international travellers lean towards more immersive and mindful encounters, the resort is strategically positioned to meet this growing demand. Recent enhancements, such as the introduction of a 25-metre adults-only infinity pool offering breath-taking desert views and Ezba, a cultural and interactive centre dedicated to Emirati heritage and Bedouin traditions, underscore its commitment to providing authentic experiences. Guests now have the opportunity to partake in immersive activities, including in-depth tours, learning about traditional Emirati practices like weaving and embroidery, and engaging with animals native to the UAE—such as salukis, horses, camels, gazelles, and falcons.
“The resort not only benefits from its unique location but also capitalises on the UAE’s pivotal role as a regional tourism hub. This geographical advantage, coupled with the resort’s commitment to staying abreast of evolving travel patterns, positions it to embrace the 2024 surge in the desire for deeper cultural connections and bucket-list experiences.”
Mikel Ibrahim, General Manager at Mondrian Doha, is looking forward to celebrating the hotel’s seventh birthday in 2024. The urban resort kickstarted the trend for luxury lifestyle in Qatar and is now a veteran of the country’s hospitality industry.
The GM says. “We are ready to embrace the growing opportunities that Qatar holds to continue being a competitive and dynamic hub in the region. As we anticipate key events shaping city’s landscape, such as the continuation of Expo 2023, the 20th Edition of Doha Jewellery and Watches Exhibition as well as the AFC Asian Cup, Mondrian Doha is excited to play a pivotal role in the continued growth of Doha as a premier luxurious, lifestyle, gastronomic and cultural destination. We are eager to further minimise our carbon footprint and contribute to a healthier and greener planet, by prioritising recycling and composting throughout the hotel’s many outlets, supporting the local economy by sourcing locally produced ingredients, as well as actively engaging with the community through charity initiatives demonstrating our dedication to making a positive impact beyond our brand.
“We are dedicated to enriching the cultural tapestry in our city, and true to our ethos, continuing to deliver authentic and compelling experiences to our visitors while making a positive impact.”
Growth in international and regional tourism
Whoever you talk to, the continued growth of tourism in the region seems guaranteed in 2024.
Mushal Nisthar, director of revenue at FIVE, says: “Dubai’s performance on the global stage remains exceptional. We are on track to achieve a historic milestone in inbound tourist arrivals, surpassing the 17 million mark. This positive trend is set to continue, and we anticipate a robust year ahead for Dubai’s hospitality industry. Notably, we expect continued growth in international and regional tourism, driven by Dubai’s world-class attractions, events, and infrastructure. These factors, combined with our strong product offering, will position Dubai as a top choice for travellers worldwide in 2024.”
Richard Alexander, general manager at The Lana, Dorchester Collection, Dubai, agrees. He says: “According to a study by Grand View Research, the global luxury travel market size is projected to grow by 7.7 percent between now and the year 2030. In recent years, our guest’s approach to travel and how they connect with destinations has completely changed. A global rise in slow travel indicates a shift towards more meaningful experiences, coupled with an increasing demand for genuine and bespoke services. In this evolving landscape, we, as hotel operators are compelled to redefine the very essence of hospitality, to ensure we align seamlessly with the tastes and values of our discerning guests.
The Lana, Dorchester Collection’s inaugural property in the Middle East, will open its doors on February 1, 2024 . Alexander adds: “Cosmopolitan at heart, yet deeply rooted in the territory, we will strive to create stays that feel unique for each guest, fostering a deep emotional connection. From design choices capturing the essence of the city envisioned by the Parisian duo, Gilles & Boissier, to the immersive culinary programme developed in collaboration with famed chefs and transformative wellness experiences, The Lana will mark a new pioneering era in the luxury hospitality scene. We eagerly anticipate writing this exciting new chapter in Dorchester Collection’s history.”