Why is the UAE stealing the spotlight at London’s World Travel Market? British tourists can’t get enough of these luxurious landmarks in the UAE!

Posted on November 5, 2025

Written by: Paramita Sarkar

At the World Travel Market (WTM) in London, the UAE confirmed its position as a major travel destination for British tourists. The event, one of the world’s largest travel trade shows, saw the UAE’s tourism sector take center stage as it highlighted the diverse range of offerings that continue to attract visitors to the UK. From luxury holidays in Dubai to cultural explorations in Abu Dhabi, the UAE has showcased its unique blend of tradition, innovation and world-class experiences.

What is WTM London?

WTM London is a leading event in the global travel industry, bringing together thousands of professionals from the tourism sector. Held annually in London, the exhibition allows destinations, airlines, tour operators and hospitality providers to showcase their latest products and services. This year’s edition was no different, as the United Arab Emirates emerged as one of the most interactive participants. Its pavilion highlighted a wide range of tourism experiences – from luxury resorts and shopping malls to cultural heritage and sustainable travel options.

Why is the UK an important market for the UAE?

The UAE’s strategic efforts to attract British tourists have proven to be very successful, and the UK remains one of the country’s most important markets for international tourism. According to the UAE Department of Culture and Tourism, British visitors consistently rank first in terms of volume and spending. In 2025, the UAE continues to achieve strong tourism figures from the UK, demonstrating its appeal as a holiday destination that offers both modernity and tradition. British travelers are drawn to the UAE’s world-famous attractions, luxurious experiences and year-round sunshine.

The presence of Emirates, one of the world’s leading international airlines, strengthens the travel corridor between the UK and the UAE. The airline offers frequent connecting flights from major UK cities such as London, Manchester and Birmingham, making travel between the two regions convenient and efficient. Dubai’s status as a major hub for business, leisure and cultural activities also plays a pivotal role in its appeal to UK visitors.

What does the UAE offer to British tourists?

The UAE has increasingly positioned itself as a multi-faceted destination for British tourists, offering a mix of luxury, adventure and cultural experiences. In Dubai, visitors can enjoy shopping at major international malls, visit the world’s tallest building, Burj Khalifa, or explore exciting desert safaris. Meanwhile, Abu Dhabi continues to shine with its amazing cultural attractions, such as the Louvre Abu Dhabi, and world-class hotels and resorts such as those on Yas Island.

In addition, the UAE offers a rich history and cultural heritage, with opportunities to explore its museums, ancient forts and vibrant markets. For British tourists looking to relax, the country’s pristine beaches and luxury resorts provide the perfect getaway. Furthermore, the UAE’s efforts towards sustainability, including eco-tourism projects and green initiatives, make it an attractive destination for environmentally conscious travelers.

How does the UAE maintain its attractiveness?

The UAE’s tourism sector remains strong thanks to ongoing efforts to enhance its offerings and meet a diverse range of visitors’ needs. The country’s tourism authorities have focused on creating a wide range of events, from arts and cultural festivals to international sporting events, ensuring there is something to suit everyone. In addition, the UAE’s open-door policy towards international visitors, coupled with its world-class infrastructure, provides a seamless travel experience. The government’s focus on tourism excellence has also led to the development of new hotels, entertainment complexes and adventure attractions.

One of the most prominent events this year is Expo City Dubai, which showcases the city’s vision for the future through innovations in sustainability, technology and culture. The UAE is also expanding its offering in wellness tourism, with luxury spas and spas attracting travelers seeking a rejuvenating experience.

Where will British tourists go to the UAE?

British tourists are expected to visit key destinations across the UAE, led by Dubai and Abu Dhabi. These cities have long been favorites with UK travellers, offering a mix of world-class attractions and unique cultural experiences. Dubai’s attractions, such as Palm Jumeirah, The Dubai Mall, and Ski Dubai, continue to attract tourists, while Abu Dhabi’s cultural institutions, such as the Sheikh Zayed Grand Mosque and Qasr Al Hosn, offer enriching experiences.

The UAE Government’s continued investment in tourism infrastructure, such as new resorts, cultural attractions and entertainment areas, also ensures that British visitors will always have new and exciting reasons to visit.

What is the best time to visit the United Arab Emirates?

The UAE’s warm climate makes it an attractive destination all year round, but the best time for British tourists to visit is during the cooler months, from October to April. During this period, temperatures are more comfortable for sightseeing and outdoor activities, making it the ideal time to explore both Dubai and Abu Dhabi.

The UAE’s tourism distinction at World Travel Market London 2025 has undoubtedly cemented the country’s position as a leading destination for British travellers, offering everything from cutting-edge urban experiences to timeless cultural wonders. With new attractions and innovations on the horizon, the UAE’s appeal is expected to continue to grow among British tourists in the coming years.

How can tourists in the UK plan their visit?

British tourists looking to visit the UAE can easily plan their trip through numerous travel agencies, direct flight options and online platforms offering booking services for flights, hotels and attractions. The UAE Government also provides useful travel resources on official tourism websites, ensuring a smooth and informative journey for visitors from the UK. Additionally, promotions and seasonal packages often provide great deals for those looking to explore the UAE on a budget.