Words by Professor Scott Richardson, PhD. Academic Dean, Abu Dhabi Hospitality Academy – Les Roches

The UAE’s hospitality sector has, despite major unprecedented situations over the last few years, consistently demonstrated strong resilience, supported by strategic planning and long-term investment. This resilience is built on four key factors: continued government support and foreign capital investment in hospitality attractions and large-scale events, strong air connectivity and ease of travel, diversified guest and visitor experiences, and world-class infrastructure. These elements position the nation as one of the most adaptable markets in the world, where operational excellence is reinforced by a highly skilled workforce capable of responding to shifting global conditions with agility and empathy.

The Role of Education in Driving the UAE’s Hospitality Sector

The UAE’s Tourism Strategy 2031 outlines an ambitious vision to increase the sector’s contribution to AED 450 billion in GDP while attracting 40 million visitors annually. Tourism has a direct correlation to hospitality, and the sector is already performing strongly. Over the first nine months of 2025, hotels across the Emirates welcomed more than 23 million visitors, up nearly 5% on the same period in 2024. By late 2025, the UAE’s hotel inventory had reached approximately 1,260 properties with 216,900 rooms, and occupancy reached 79.5% between January and November. Looking ahead, the market is projected to add over 26,000 new hotel rooms across more than 100 projects through 2026, highlighting a substantial development pipeline that will shape the sector’s growth trajectory. As both capacity and demand rise, the focus inevitably shifts towards the people behind the experience, reinforcing the need for a workforce equipped to support this growth and deliver unparalleled visitor experiences.

Educational institutions are uniquely positioned to drive this growth. By embedding real-world training, critical thinking, and adaptability into academic frameworks, they ensure that graduates enter the industry prepared to navigate complexity without compromising on service standards. Through our curriculum here at Abu Dhabi Hospitality Academy – Les Roches, for example, students not only acquire world-class operational and management skills, but also embrace the Emirati Hospitality Identity in everything they do. They are prepared to deliver service grounded in the warmth of Emirati customs, guest etiquette, and cultural storytelling, while ensuring a modern guest experience. In this way, our graduates are prepared to respond to any operational challenges while meeting the nuanced expectations of a diverse and international guest base.

Industry Collaboration

Collaboration between tourism boards, private-sector operators, and education institutions helps hospitality professionals develop the skills required to navigate periods of uncertainty, while maintaining high service standards. At Abu Dhabi Hospitality Academy – Les Roches, our programmes are designed in close collaboration with public and private sector partners to support the UAE’s Emiratization goals and larger 2030 Tourism Strategy, empowering local talent with the tools and leadership capabilities needed to shape the future of the nation’s hospitality sector. Emiratis currently represent 41% of the student body, including 21% of BSc students and 59% of MSc students who are Emirati women, underscoring our commitment to advancing inclusive talent development, while supporting long-term workforce stability. As educators, it’s our responsibility to ensure that learning extends beyond the classroom, for our future leaders to grow alongside an industry that continues to evolve quickly.

Looking Ahead: Building a Workforce for a Resilient Hospitality Sector

Agility has become a defining feature of the UAE’s hospitality sector, evident in the way service is delivered, guest expectations are managed, and how teams maintain composure under pressure. The impact of recent regional airspace closures, which left many travelers unexpectedly stranded, highlights this. Hotels across the country worked closely with local authorities to provide extended accommodation and meals for affected travelers at no extra cost, with some properties opening additional rooms, ensuring all guests were looked after. It’s a testament to the sector’s high responsiveness and commitment to guest wellbeing, even in the most unexpected situations.

The UAE’s position as a leading global destination is the result of sustained investment, robust infrastructure, and an unwavering commitment to excellence. As the hospitality sector continues to evolve, it is essential to nurture talent that is ready to strengthen that position, responding with agility, professionalism, and genuine care for every guest. By placing education at the center of this progression, we can reinforce the foundation of the sector, equipping our talent to maintain high service standards through periods of change and uncertainty, while supporting the UAE in rebuilding and delivering the world-class hospitality it’s renowned for.

By Twinkle Aswani, editorial division, Integrator Media

The hospitality sector across the Gulf Cooperation Council (GCC) has long served as a barometer of global travel sentiment, highly responsive to international dynamics yet consistently demonstrating an ability to recalibrate and recover. In the current geopolitical climate, where travel patterns are increasingly shaped by caution and selectivity, the region finds itself at a familiar crossroads, navigating short-term fluctuations while reinforcing long-term strength.

Within this landscape, the United Arab Emirates continues to play a leading role, driven by its global connectivity, infrastructure, and policy agility. Recent months have introduced a measured slowdown following a record-breaking season, reflecting broader global travel hesitations. Yet, beneath this temporary recalibration lies a deeper narrative, one of maturity, adaptability, and strategic resilience.

According to JS Anand, Founder & CEO of LEVA Hotels, “The UAE hospitality sector is currently navigating a short-term slowdown, following one of Dubai’s strongest seasons on record between November and February. The decline, driven largely by reduced international visitor flows, has had a noticeable impact on occupancy and revenues. This is particularly striking given the strong start to 2026, with occupancy levels reaching 85% and revenues surpassing AED 9.8 billion ($2.7 billion), as recently highlighted by the UAE Minister of Economy and Tourism. Despite these immediate challenges, the sector continues to demonstrate resilience, balancing short-term adjustments with a clear long-term growth strategy. There is cautious optimism, supported by Dubai’s strong global connectivity and streamlined visa policies, which continue to position it competitively against other international destinations.

In response to the dip in international travel, the industry has pivoted towards domestic and regional demand, introducing tailored staycation offerings and engaging more actively with residents. At the same time, traveler expectations have evolved. Guests, particularly in the mid-scale segment, are becoming more value-conscious, looking beyond price to evaluate overall experience, with greater emphasis on personalization and consistency in service. A parallel structural shift is also emerging, with increasing demand for flexible, longer-term stays in hotels and serviced apartments. Many residents are opting for these as convenient, all-inclusive alternatives to traditional rentals. Overall, the current phase reflects a market that is maturing and becoming more adaptive. Most operators view the downturn as temporary, with expansion plans still firmly in place. Many are using this period to innovate, strengthen their offerings, and prepare for recovery, while continuing to explore growth opportunities in high-potential markets such as Abu Dhabi, Ras Al Khaimah, and Tier 2 cities in Saudi Arabia.”

This perspective reflects a broader industry consensus, while geopolitical developments may influence travel flows, the UAE’s infrastructure, policy agility, and global positioning continue to provide a stabilizing advantage. More broadly, these patterns are increasingly visible across GCC markets, where operators are recalibrating strategies in response to evolving global travel behaviour.

A Shift in the Global Traveller Mindset

Beyond macroeconomic and regional dynamics, the evolving psychology of the global traveller is equally shaping the hospitality landscape. Today’s guest is more intentional, seeking experiences that justify both time and investment. This shift is not driven solely by economic caution, but by a deeper desire for authenticity, connection, and meaningful engagement.

Across the wider GCC, similar behavioural shifts are becoming increasingly evident. In markets such as Oman, this evolution is taking a more experience-driven and authenticity-led form. As highlighted by Andrea Orrú, General Manager at Anantara Hotels & Resorts.

“From our perspective in Oman, the market today is being shaped by a more considered and intentional traveller. We are still navigating a period of uncertainty, and rather than slowing demand entirely, it has made people more selective. Guests are choosing destinations that feel authentic, meaningful, and truly worth the journey. What we are seeing quite clearly is a shift towards places that offer depth over scale. Oman lends itself naturally to this. It is often described as the jewel of Arabia, not because it is the most overt, but because it feels genuine. The warmth of the people, the strength of its heritage, and the sense of space create an experience that resonates on a more human level. At Al Baleed Resort Salalah by Anantara, this is reflected in how guests engage with the destination. Our private pool villas offer a level of privacy and ease that has become increasingly important, while our setting, between a UNESCO World Heritage site and the Arabian Sea, provides a rare sense of calm. At the same time, there is a growing appreciation for more grounded experiences, whether that is connecting with our on-site farm, understanding where ingredients are sourced, or simply slowing down and reconnecting with nature.

Seasonality also plays a unique role. The Khareef season brings a completely different dimension to Salalah, transforming the landscape and attracting guests seeking something unexpected, while the winter months appeal to those looking for sun and space in a destination that still feels relatively untouched. Looking ahead, we expect this demand for authenticity, sustainability, and wellbeing to continue. For us, resilience is not about changing direction, but about staying true to what makes Oman distinct, and continuing to offer an experience that feels both genuine and considered.”

While markets like Oman are capitalising on depth and authenticity, the UAE’s strength lies in its ability to scale these evolving expectations—combining infrastructure, connectivity, and experience-led innovation at a global level. This duality across the GCC—between depth and scale—positions the region uniquely within the global tourism landscape.

From Accommodation to Experience: A Regional Shift Led by the UAE

If there is one defining characteristic of the UAE hospitality sector today, it is its rapid evolution beyond traditional lodging. Hotels are no longer just places to stay; they are becoming integrated lifestyle hubs that blend work, leisure, wellness, and social interaction.

According to Mourad Brahmi, Cluster General Manager at Accor, “Travel is energy – it broadens horizons and evokes inspiration. In the UAE, considering how vibrant the country is, the ‘experience-led hospitality’ is a personalisation, a connection, and deeply rooted into the destination. Guests’ experiences and behaviours are always shifting. Every experience has to be immersive and emotionally engaging that goes beyond the traditions of the hospitality, and our Heartists are playing an active role in shaping that journey daily. Another factor that contributes to it, not only operationally but from a sustainable point of view, is the integration of technologies, from booking to mobile applications, on-site digital services to simplify processes, it has its vital part in enhancing these experiences. For us as cluster of three properties, Novotel & Adagio Abu Dhabi Al Bustan, and Mercure Abu Dhabi Downtown, our priority is loyalty. Being part of Accor, our ALL Accor Loyalty Programme provides many benefits to our members; it dives into the depth to be connected with guests. It is the connection and the efforts to getting to know our guests on even more personal level by creating services tailored to their individual preferences and needs. How are hotels evolving into lifestyle destinations rather than just accommodation providers? There are so many properties around us, and we compete with all of them; therefore, it’s critical that we consistently innovate to remain competitive. For us, we went into an extensive renovation at Novotel Abu Dhabi Al Bustan for the past two years where we fully redesigned all our public areas, as well as F&B venues. Our hotel lobby, for instance, became more of a large living room space. It welcomes guests with calming pallets of pastel and natural colours highlighting a relaxing balance between business functionality and leisure comfort.

The lobby is divided into three areas – reception, relaxation, and a working hub. The working hub, transformed into fully functional business centre with boardroom style high tables and fast internet connectivity, is a preferred place for residents and businesses to spend time in an open space while working on a remote schedule. Travelers’ behaviour and expectations are changing constantly, so are we. It is the only equation to stay competitive and build our business. Going forward with a change is rewarding and exciting for us as professionals; it broadens our experience, and at the same time, it is an opportunity to better understand each other, to better know our guests and offer what is really important for them when visiting our hotels.”

This shift toward experience-led hospitality underscores a critical reality: innovation is no longer optional, it is foundational. The UAE’s ability to continuously reinvent its hospitality offerings remains one of its strongest buffers against global volatility, while also setting the pace for broader regional transformation.

A Market Defined by Resilience

While geopolitical tensions and shifting travel behaviour’s may influence short-term performance, they have not altered the long-term trajectory of hospitality across the GCC. Instead, they have reinforced the sector’s adaptability, prompting diversification in demand, innovation in service delivery, and a deeper understanding of evolving guest expectations.

From staycations and serviced living to wellness-driven travel and hybrid lifestyle spaces, the UAE and wider GCC hospitality industry is not merely responding to change, it is actively shaping it. In this context, resilience is not just about recovery; it is about evolution. And in that regard, the UAE and the broader GCC region continue to set the benchmark.

A new platform is entering the UAE’s growing creator economy with a clear focus on structure, reliability, and end-to-end execution. Founded by Rosie Gunn and Chris Primett, Endless Creators positions itself as a full-service talent, creator, and production platform designed to simplify how brands and creative professionals collaborate.

Bridging Gaps in a Fragmented Industry

The platform is built on firsthand industry experience. Having worked across campaigns as on-set talent, the founders identified persistent challenges within the region’s creative ecosystem, including inconsistent standards, fragmented workflows, and delays in payment and coordination.

Endless Creators is designed to address these inefficiencies by creating a more structured and transparent environment for both brands and talent. The focus is on bringing consistency to an industry that often operates across multiple disconnected layers.

A Curated Talent Ecosystem

Unlike open marketplaces, Endless Creators operates as a curated network. Talent is vetted and selected to ensure reliability and quality across projects. The platform brings together a wide range of creative professionals, including content creators, models, actors, videographers, stylists, and production specialists.

This approach enables brands to access a more controlled and dependable talent pool, while also offering creators a more organised and supportive working environment.

Beyond Talent: Full-Service Production

The platform extends beyond talent sourcing into full-scale production support. Services include creative direction, concept development, location management, and production execution. By integrating these functions, Endless Creators aims to reduce the complexity typically associated with managing creative projects across multiple vendors.

Operational tools are also built into the platform to improve efficiency, including structured call sheets, influencer licensing support, and systems designed to streamline communication between stakeholders.

Raising Standards Across the Ecosystem

A key focus for the platform is improving the overall experience for talent. This includes more transparent processes, reliable payment structures, and better on-set organisation. By addressing these foundational issues, Endless Creators is positioning itself as part of a broader shift towards professionalising the region’s creator economy.

Positioning the UAE as a Creative Hub

With roots in both the UAE and the UK, the founders are bringing a global perspective to a rapidly evolving local market. The platform is not only aimed at improving collaboration within the region but also at supporting the UAE’s positioning as a hub for high-quality production and creative output.

Editorial Perspective

The launch of Endless Creators reflects a wider transition in the creator economy, where scale alone is no longer enough. As brands demand higher quality, faster execution, and more accountability, platforms that combine talent access with operational structure are becoming increasingly relevant.

In this context, Endless Creators is not just another talent marketplace. It represents a move towards integrated, production-led ecosystems that align creative output with business outcomes—an approach that is likely to shape the next phase of growth in the region’s content and media landscape.