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Wanderlust: Proven Interventions for GCC Destinations to Unlock Priority Source Markets

Tourism is more than just an economic driver—it is a bridge between cultures and a source of personal enrichment and connection. The familiar phrase, “Travel is the only thing you buy that makes you richer”, rings especially true today, as travellers from across the globe continue to prioritize tourism despite rising costs and global challenges.

As destinations navigate a rapidly evolving and increasingly competitive travel landscape, unlocking opportunities in source markets (places and countries that send tourists) requires more than broad outreach—it requires a targeted approach focused on tailored experiences, facilitated accessibility, and effective marketing. Simultaneously, it is essential to stay attuned to global travel segments and overarching industry trends, which provide valuable context and direction for shaping destination strategies.

This paper outlines practical strategies for GCC destinations to unlock source markets by aligning tourism efforts with the expectations, behaviors and preferences of target travellers.

Global Outbound Tourism Landscape

International tourism is rebounding strongly following the COVID-19 pandemic, with 1.5 billion trips and a record USD 1.9 trillion in traveller spending in 2024.1 In 2023, Reuters reported that the tourism sector grew by 12.1% year-on-year—significantly outpacing the global economy’s 2.7% growth—highlighting the industry’s resilience and enduring appeal as travellers continue to seek meaningful global experiences.

Looking ahead, global tourism spend is projected to grow at a 5.4% CAGR through 2029—more than double the pre-pandemic rate of 2.5%. As highlighted in Figure 1, the top five outbound markets (USA, Germany, China, UK, and France) will contribute 35% of global spend, while China and India lead growth at 9% annually, driven by renewed air capacity and rising middle-class travel demand, respectively.

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