United Arab Emirates

October 2024

Market specific information
 

Significance for Azerbaijan

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.
 

Main holidays period

• Spring holidays – 25.03 – 14.04
• Summer holidays – 28.06 – 26.08 
• Ramadan holidays – changes based on Islamic Calendar
• Winter holidays/New Year – 11.12 – 01.01 

 

Tourist Information

 

Profile of the tourist

The average UAE traveller 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.

Holiday types

• 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.

Preferences

• 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.

Average Spending

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.

Key travel audience

• Families with kids (6 to 12 people, including mates)      
• Couples
• Friends’ groups

Information source

• 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

Planning and travel decision period

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. 

Means for purchase

• Online travel agencies
• Travel agencies (All-inclusive package)
• Direct with airline (online)
• Face-to-face bookings
• Direct with the hotel (online)

Distribution system

• Online travel agencies (OTAs): Expedia, Dnata, Wego, Almosafer, Gocozmo.com, Musafir.com
• Specialized providers: Booking.com, Hotels.com, Airbnb
   

Travel duration

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.

Travel trade information

List of leading tourism companies

• DNATA Travel 
• Emirates Holidays 
• Kanoo Travel
• Musafir.com
• Rayna Tours
• Cozmo Travel
• Al Futtaim Travel
• Asian Air Travel and Tourism Agency
• Superjet Tours
• Al Rostamani Travel
• Destinaro Travel and Tourism
   

Direct flights

 

Updated information about flight connectivity can be found on the interactive board of the State Tourism Agency of the Republic of Azerbaijan.

 

Major events in the market

• Arabian Travel Market ATM Dubai (April-May)
• MALT Congress (dates changing)
• EPEX MICE&Destination Wedding Show (September)

ATB events

 

UAE tourists in Azerbaijan: Key insights
 

Arrivals

2017	2018	2019	2020	2021	2022	2023
102.360	93.835	68.289	7.951	17.275	41.085	45.759

From 2021 to 2023, the numbers started to recover post-pandemic, with arrivals increasing by approximately 137.83% in 2022 and by 11.38% in 2023 compared to 2022, indicating a strong recovery trend.

 

Source: State Migration Service

Statistics

 

Purpose of Visit

In 2023, 45,759 tourists from the UAE visited Azerbaijan. The majority of these visitors travelled for leisure purposes, attracted by Azerbaijan's cultural experiences, scenic landscapes, and favourable travel conditions such as direct flights and easy visa procedures. 

Average Spending

The average UAE tourist spends 2.446 AZN in Azerbaijan, with 47% of their budget allocated to transport, and followed by accommodation (20%) and food (20%).

Length of Stay

In 2023, 55% of UAE travellers stayed in Azerbaijan for 4-7 nights, while 18% stayed for more than 22 nights.

Popular Regions

The most visited regions by UAE traveller in Azerbaijan are Baku, Gabala, Gusar, Guba and Sheki.

Tourist Preferences and Interests

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.

	Fits all	Add-ons	Tailored
Mountains & valleys		Tengealti village in Guba Afurja Waterfall in Guba	Khanagah branch of Shahdag national park in Guba
National parks & nature areas	Gechresh forest in Guba Suvar village Nohur Lake in Gabala Marxal area in Sheki	Yanardag burning mountain	“Seven Beauties” waterfall in Gabala
Theme parks & entertainment centres	Shahdag Mountai Resort Tufandag Mountain Resort Gabaland Amusement Park in Gabala Khanland Entertaiment Center in Sheki Gabala shooting club
Shopping	Local Bazaars	Port Baku Mall Deniz Mall Crescent Mall
Gastronomy	Black Caviar	Tea houses, local sweets, and jams Local cuisine restaurants
Festivals & events	F1
Sports	Water sports in Caspian Sea	Ski Activities Zip line Roller coaster

 

Additional information
 

UAE outbound tourism forecast

The UAE's Travel & Tourism market is expected to witness significant growth in 2024, with the sector projected to contribute AED 236 billion to the GDP. Outbound tourism is anticipated to be a major driver of this growth. The spending by UAE travellers abroad is forecasted to increase by nearly 10%, reaching AED 192 billion in 2024. Additionally, international flight bookings are on the rise, with Abu Dhabi showing a 59% increase and Dubai a 13% increase in bookings for the second quarter of 2024 compared to the previous year.

Top tips for the UAE market

• 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.
   

Contact person

Leyla Isayeva, Regional Manager for Middle East