United Arab Emirates
country profile
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May 2025
The UAE is one of the key target markets for the tourism sector in Azerbaijan whose importance is currently growing, as witnessed by the rise in the number of guests, overnight stays and expenditures. In 2023, the highest rate of UAE tourists was during March, July, August and December, which are the months of the Eid al-Fitr, Eid al-Adha holidays and winter holidays. UAE tourists appreciate Azerbaijan’s history, culture, nature, hospitality, cuisine, its modern look and ancient soul, while at the same time being a Muslim-friendly country. UAE travellers can fly directly from Dubai, Abu Dhabi and Sharjah.
Spring Holidays: 24 March – 13 April 2025
Summer Holidays: 30 June – 24 August 2025
Ramadan: begins on 28 February 2025, with Eid al-Fitr holidays from 30 March to 2 April 2025
Winter Holidays/New Year: 15 December 2025 – 4 January 2026
The average UAE travellers is between 31 and 40 years old. Until their late 20s, they travel as couples or groups of friends (14.8% travel mostly with friends). 68% are married with children. 27% of households have 4 people and 33% have 5 or more.
Luxury Travel: high-end resorts, five-star hotels, and luxury cruises. Interest in exclusive experiences, such as private tours, gourmet dining, and luxury shopping.
Family Vacations: Destinations with family-friendly activities, theme parks, and all-inclusive resorts. Destinations with safety, cleanliness, and child-friendly amenities.
Adventure and Outdoor Activities: Interest in destinations offering winter sport activities such as skiing and snowboarding. Destinations with natural beauty, such as mountains, beaches, and forests.
Wellness and Relaxation: Preference for wellness retreats, spa vacations, and relaxation-focused destinations.
City Breaks: Interest in short trips to major cities, their landmarks, shopping districts, dining and entertainment.
Muslim-majority Countries: Preference for travel to Muslim-majority countries or destinations with a significant Muslim population, ensuring ease of access to Halal food, prayer facilities, and cultural familiarity.
Luxury and Exclusivity: Prefer high-end, luxurious experiences, and are willing to pay a premium for exclusive services.
Shopping Experiences: Enjoy destinations with excellent shopping opportunities, including high-end brands and luxury goods.
Family-oriented: Often travel with family and prefer destinations and accommodations that cater to families with children.
Safe and Comfortable: Prioritize destinations known for safety, comfort, and high standards of hygiene.
Weather Considerations: UAE travellers often look for destinations with pleasant weather, especially during the hot summer months when they prefer cooler climates.
Culinary Excellence: Appreciate gourmet dining experiences, including halal food options and international cuisine.
UAE tourists are some of the highest spending travellers in the world. The average spending per trip for tourists from the UAE can vary based on the type of travel and individual preferences. On average, tourists from the UAE spend around $400 per day during their trips abroad. This figure includes expenses for accommodation, food, transportation, and activities.
Families with kids (6 to 12 people, including mates)
Couples
Friend’s groups
Social media (YouTube, Instagram; The average daily time spent using social media of a UAE resident is 7.5 hours)
Friends’ recommendations (Word of Mouth)
Online travel agencies (OTAs)
Travel agencies
Usually, UAE tourists tend to last-minute bookings. Multi-day tours and activities are booked further in advance and a preferred option for travellers. However, based on latest research of UNWTO booking lead times changing to book earlier.
Online travel agencies
Travel agencies (All-inclusive package)
Direct with airline (online)
Face-to-face bookings
Direct with the hotel (online)
Online travel agencies (OTAs): Expedia, Dnata, Wego, Almosafer, Gocozmo.com, Musafir.com
Specialized providers: Booking.com, Hotels.com, Airbnb
The average duration of travel is between 7 and 11 days. There are short vacation periods of 7 days during the small feast Eid and 11 days during the large feast of Eid.
DNATA Travel
Emirates Holidays
Kanoo Travel
Musafir.com
Rayna Tours
Cozmo Travel
Asian Air Travel and Tourism Agency
Superjet Tours
Al Rostamani Travel
Destinaro Travel and Tourism
Arabian Travel Market ATM Dubai (April-May)
MALT Congress (dates changing)
EPEX MICE & Destination Wedding Show (September)
UAE tourist arrivals to Azerbaijan experienced rapid growth from just 821 in 2014 to over 102,000 in 2017, driven by improved connectivity and visa facilitation. After a decline in 2020 - 2021 due to the pandemic, arrivals began to recover, rising by 137.83% in 2022 and 11.38% in 2023 compared to 2022. In 2024, the upward trend continued, with 46,706 visitors, reflecting sustained interest and recovery to near pre-pandemic levels.
In 2024, 46,706 tourists from the UAE visited Azerbaijan. The majority travelled for leisure, attracted by the country’s rich cultural heritage, scenic landscapes, and convenient travel conditions, including direct flights and visa-free access for UAE nationals. This steady growth reflects Azerbaijan’s continued appeal as a preferred short-haul destination for Emirati travellers.
The average UAE tourist spends 2.208 AZN in Azerbaijan, with 49% of their budget allocated to transportation, and followed by accommodation (20%) and food (19%).
In 2025, 46% of UAE travellers stayed in Azerbaijan for 1-3 nights, while 34% stayed for 4-7 nights, followed by 13% of those who stayed more than 10 nights.1
The most visited regions by UAE traveller in Azerbaijan are Baku, Gabala, Gusar, Guba, and Sheki.
UAE travellers’ values nature, hospitality, cuisine of Azerbaijan as well as they highly values Azerbaijan for being suitable for halal and family-friendly travel, with a focus on accommodating the cultural and religious needs of UAE tourists.
Products of Azerbaijan that connect to the UAE market can be grouped into “Fits all” – products that all first-time visitors should see or experience, “Add-ons” – products that can be seen or experienced with longer or repeat visits, and “Tailored” – products that are considered of specific relevance to the market.
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Fits all |
Add-ons |
Tailored |
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Mountains & valleys |
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National parks & nature areas |
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Theme parks & entertainment centres |
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Shopping |
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Gastronomy |
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Festivals & events |
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Sports
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The UAE’s outbound tourism market is set to continue its strong growth in 2025, with the travel and tourism sector projected to contribute approximately AED 264.5 billion (USD 72 billion) to the national GDP. International travel remains a key driver, with outbound spending forecast to reach AED 192 billion, reflecting nearly 10% growth compared to the previous year. Flight bookings from major hubs such as Abu Dhabi and Dubai have seen notable increases, signalling high travel demand. Additionally, over half of UAE residents plan to increase their leisure travel in 2025, with nearly one-third having already booked trips - highlighting strong consumer confidence and interest in international destinations.
Relationship management is crucial; loyalty and strong relationships with wholesalers are important.
Best Time for Sales Calls: The ideal period for sales calls is from January to March, just before the peak travel season during the summer holidays and after major tourism events.
Preferred Communication: Email is favoured for initial and follow-up communications. Face-to-face meetings are highly valued, especially during events like Arabian Travel Market (ATM) in Dubai. Virtual meetings and video calls are also widely accepted. Ensure all communication is clear, professional, and timely.
Key Market Centres to Visit: Focus on key market centres such as Dubai, Abu Dhabi, Sharjah, and Al Ain.
Leyla Isayeva, Regional Manager for Middle East