Rotana: UAE tourism posts record growth as summer occupancy hits 80% and demand for medical‑wellness resorts rises
Rotana’s chairman says UAE tourism reached new highs, with hotel occupancy climbing and strong prospects for medical‑wellness resorts.
The chairman of Rotana Hotels Group, Nasser Al Nuais, said UAE tourism has experienced an unprecedented surge, with visitor numbers and hotel demand rising sharply since 2021. He highlighted that 2025 marked a milestone year for the sector and pointed to sustained increases in occupancy, including summer rates near 80 percent. Al Nuais connected this momentum to continued confidence in the country’s safety, infrastructure and government incentives.
Rotana points to exceptional post‑pandemic recovery
Rotana’s leadership attributes the sector’s rebound to resilient demand following the pandemic and sustained investment in facilities and services. Al Nuais noted that the group has seen a steady rise in bookings and guest returns, reflecting repeat visitation from multiple source markets. The company says this recovery is part of a broader pattern of rapid expansion across the UAE hospitality industry since 2021.
2025 tourist totals and regional leadership
Al Nuais stated that 2025 was a landmark year for inbound travel, citing tourist arrivals that exceeded 30 million and placed the UAE ahead of regional peers. He said this level of visitor traffic underscored the country’s position as the leading destination within the Arab world and the Gulf. The chairman described the figure as evidence of the effectiveness of national tourism strategies and promotional efforts.
Summer occupancy surge and year‑round demand
The group reports that summer hotel occupancy has climbed to roughly 80 percent in many properties, a level not previously typical for the season. Al Nuais credited targeted domestic campaigns and expanded events programming for bolstering off‑peak demand. He added that winter seasons continue to attract strong international arrivals, supporting a sustained year‑round tourism engine.
Emirati youth recruitment and localisation progress
Rotana said it is actively recruiting Emirati talent and that nationalisation rates across its portfolio are “satisfactory.” Al Nuais emphasized the company’s welcome of Emirati job applicants and the role of government incentives in accelerating localisation. He also pointed to training and development initiatives aimed at preparing nationals for roles across operations, management and guest services.
Calls for more medical and wellness resort offerings
Looking ahead, Al Nuais signalled a clear interest in expanding medical and wellness tourism as a complementary product for the UAE market. He argued that the country’s climate, medical infrastructure and hospitality standards create fertile ground for dedicated recovery and wellness resorts. The chairman urged developers and policymakers to prioritise such projects to capture growing global demand for health‑focused travel.
Government support and industry collaboration praised
Al Nuais praised the responsiveness of regional tourism authorities and government bodies, noting regular engagement with industry stakeholders. He highlighted the establishment of overseas offices, consistent participation in international travel events, and monthly communication channels with the private sector as drivers of coordinated growth. According to him, these measures make the UAE an attractive environment for investors and operators alike.
Room supply expansion and market segmentation
Rotana anticipates increasing room inventory through new projects and expansion plans that target multiple market segments. Al Nuais said the sector today caters to luxury visitors, mid‑market travellers and younger tourists, and that new supply will reflect this diversity. He stressed that investments in restaurants, museums, retail and transport infrastructure support guest experiences across both summer and winter seasons.
The chairman concluded that the UAE’s combination of security, connectivity and service standards continues to differentiate the country globally. He said the hospitality sector’s recent performance validates long‑term strategic efforts and positions the Emirates to capture further market share, especially if medical‑wellness offerings are scaled up.
