Uganda’s tourism soared in 2024 with record-breaking international arrivals, rising revenues, and strong domestic travel fueled by global and regional demand.
Uganda’s tourism sector is witnessing a powerful revival, with fresh figures highlighting a substantial upswing in international arrivals and sector-wide growth in 2024.
The Tourism Trends and Statistics Report 2025 shows the nation’s tourism industry gained strong momentum last year, building on post-pandemic recovery with impressive gains across international, domestic, and outbound travel segments. Both stability and sustained interest from global markets helped propel this upward trend.
According to the report, international tourist arrivals jumped by 7.7%, climbing from 1,274,210 in 2023 to a remarkable 1,371,895 visitors in 2024. The surge reflects growing global appeal, with the United States, India, and China maintaining their top-tier positions. Additionally, emerging markets such as Canada and Bangladesh registered notable growth, underscoring Uganda’s expanding long-haul travel reach.
Tourism revenues soared by 26%, generating USD 1.28 billion, driven by longer visitor stays averaging 8.7 nights and increased tourist spending, with leisure travelers spending approximately $2,114 per trip and $125 per night.
Hotel occupancy rates averaged 53.2% nationwide, with Kampala setting the benchmark at 68.3%. Domestic tourism also flourished, with nearly 1 million visits recorded across Uganda’s national parks, the Uganda Wildlife Education Centre (UWEC), and heritage sites.
Outbound travel skyrocketed by 97%, with 7,657,059 Ugandans traveling internationally. Leisure-based inbound tourism accounted for 19.2% of arrivals—an impressive rise attributed to aggressive promotional campaigns such as Explore Uganda — The Pearl of Africa.
Tourism’s economic footprint deepened in 2024, contributing 6.6% to Uganda’s GDP and generating 7.2% of national employment. More than 800,000 jobs were supported across key sectors including hospitality, transportation, and food services. Direct tourism contributions amounted to 3.2% of GDP (UGX 6.06 trillion), according to Basil Ajer, Director of Tourism.
Uganda’s performance in 2024 confirms its rising stature as a compelling destination for global travelers, with the sector poised for even greater strides in the years ahead.
Members of the Kenya Association of Travel Agents (KATA) have been nominated in the 2025 edition of the World Travel Awards (WTA) across various prestigious categories.
In the category of Kenya’s Leading Travel Management Company, the nominees include:
ATS Travel
Bunson Travel
Elite Travel Services
FCM Travel – Kenya
Palbina Travel
Satguru Travel Kenya
For Kenya’s Leading Travel Agency 2025, the nominees are:
Blueberry Travel
Hemingways Travel
Satguru Travel Kenya
In addition, Twiga Tours has received multiple nominations, reflecting its excellence and leadership in the region:
Africa’s Responsible Tourism Award 2025
Kenya’s Leading Safari Company 2025
Kenya’s Leading Tour Operator 2025
Tanzania’s Leading Safari Company 2025
Their appearance on this list underscores the level of excellence that KATA continually advocates for within the travel sector — a standard rooted in professionalism, innovation, and consistency in service delivery. These companies have established themselves as leaders not just in Kenya, but in the broader regional and international travel landscape.
The World Travel Awards, established in 1993, are recognised globally for identifying and celebrating excellence across all sectors of the travel, tourism, and hospitality industries. The awards draw participation from around the world, with nominees ranging from national tourism boards and airlines to luxury hotels and travel agencies. For many organisations, being shortlisted signals global credibility and recognition among peers and international travel audiences.
This year, the WTA Grand Final Gala Ceremony is scheduled to take place in Bahrain on 9 December 2025, bringing together key players from across the global travel ecosystem. That several KATA member agencies have secured nominations in this globally visible space is not only a point of pride for the individual companies but a reflection of the value that KATA has placed over the years on raising standards and positioning Kenyan travel services competitively on the world stage.
At its core, KATA’s role is to build capacity, strengthen professional conduct, and advocate for the interests of its members. These nominations illustrate the outcomes of that work — members operating at a standard that earns them global recognition.
This moment affirms the strength of Kenya’s travel industry and reaffirms the Association’s commitment to championing excellence in service, ethics, and global competitiveness.
When most people think about aviation, they imagine passengers boarding planes, business travellers in transit, or families reunited. What they rarely consider is what lies beneath—the tonnes of goods that move through the belly of aircraft, silently powering global trade and driving economic transformation.
However, the numbers tell a compelling story. According to Boeing’s World Air Cargo Forecast (WACF) (2022 -2041) – a biennial addendum to the Commercial Market Outlook, air cargo represents less than 1% of total trade volume but accounts for over 35% of trade by value globally. Yet, this sector’s strategic importance often goes underappreciated.
Africa’s aspirations—be it through the African Continental Free Trade Area (AfCFTA), food security targets, or digital transformation agendas—essentially hinge on the free and fast movement of goods. Air cargo, therefore, is not merely a logistics function for the continent; it is the lifeblood of modern commerce, a vital trade facilitator, and an economic equaliser.
In a continent where land transport can be slow or inefficient and maritime routes often bypass key inland markets, air cargo offers a crucial link to regional and global supply chains. It connects farmers to export markets, empowers SMEs through e-commerce platforms, and integrates manufacturers into just-in-time global supply chains, effectively transforming geographical distance into a competitive advantage.
From Nairobi to Amsterdam, from Accra to Guangzhou, the freighters and aircraft of carriers like Kenya Airways are conduits of possibility, not just for people, but for goods. Consider fresh flowers from Naivasha – Kemya reaching European florists in under 24 hours, sensitive pharmaceuticals transported across the continent with required precision, or urgent medical supplies delivered in times of crisis.
In 2024, African carriers recorded an 8.5% increase in cargo volumes, with capacity growing by 13.6% according to the International Air Transport Association (IATA). This growth was largely linked to the continent’s agriculture exports, especially perishables. As fresh produce fuels this growth, this unseen world of air cargo deserves a front-row seat in conversations about Africa’s economic growth
To advance regional trade and meet growing demand for air cargo services across Africa, the Middle East, and Asia, Kenya Airways expanded its cargo operations in the year ended with the addition of two Boeing 737-800 freighters and investments in infrastructure such as Pharma cold room which is certified by IATA(CEIV) and Cold storage facility for perishable cargo. These strategic interventions resulted in a 25% increase in cargo capacity and expanded the airline’s operational reach to key destinations, including the Middle East, India, Eldoret (Kenya), and several cities in West Africa.
However, realizing the full potential of air cargo in Africa requires a concerted effort. Governments, regulators, and private sector actors must align to prioritize its development. This necessitates investing in airport infrastructure, digitizing customs processes, harmonizing regulatory frameworks, and providing support for local producers to scale to international markets. Fundamentally, it means treating cargo as a strategic lever of trade.
Furthermore, building a robust air cargo ecosystem demands a focus on capacity building. Skilled manpower, from handlers and logistics experts to data analysts, is essential. As demand grows for integrated, tech-enabled logistics solutions, Africa must proactively train a workforce ready to seize these opportunities. This is not solely about aircraft; it’s about people, skills, and systems working harmoniously to deliver excellence.
Environmental sustainability is another critical dimension. As global cargo demand increases, so too does scrutiny on emissions. Airlines are increasingly adopting sustainable practices, including fuel-efficient routing, digitised documentation to reduce paper waste, and exploring green partnerships.
Ultimately, the conversation about air cargo transcends mere freight. It is primarily about trade and Africa’s ability to compete and thrive in the global marketplace. It is about empowering our entrepreneurs with the tools they need to scale, ensuring that a farmer in Kenya or a designer in Lagos can reach customers in Dubai, London, or New York.
If we are truly serious about unlocking Africa’s economic potential, then we must be equally serious about investing in the systems that move its goods—and air cargo must be a central pillar of that investment.
The Author is Mr Peter Musola the Head of Cargo Commercial at Kenya Airways
Dubai International Airport (DXB) is not only a transit hub but a top-tier tourism destination. You may assume that everything at DXB is expensive. However, there are still a lot of free activities available in 2025 to pass the time until your next trip.
Free Activities
The best free activities at Dubai Airport are included below, regardless of whether you are delayed or on a stopover.
Sit and Relax in the Zen Garden The Zen Garden, which is situated in Terminal 3, provides a peaceful haven from the busy airport. These gardens, which feature fish ponds, lush vegetation, and cosy seats, are ideal for tourists wishing to unwind, practice meditation, or take some quiet time.
Free Access to Wi-Fi All terminals at DXB have high-speed, limitless Wi-Fi. You may stay connected for free while at the airport, whether streaming a movie, video-calling relatives, or catching up on work.
Explore Art and Architecture The airport itself is a display of contemporary art and design. Explore the terminals to see revolving sculptures, art displays, and digital installations that showcase global creativity and Emirati culture. It is similar to going to a free art and culture museum.
Free Showers Are you feeling worn out after a lengthy flight? Transit passengers can use the free showers in Terminal 3. They are convenient and clean. You can purchase a cheap kit from a nearby convenience store or bring your towel and toiletries.
Plane Spotting DXB has multiple observation windows where you may watch planes land and take off if you are an aviation enthusiast. It’s an interesting and soothing way to kill time in between flights.
Kids Play Area In Terminal 3, DXB offers various free play spaces for families. While parents relax nearby, kids can run, climb, and play in these vibrant and secure areas.
Browse and Participate in the Lottery It is enjoyable to explore Dubai Duty-Free even if you don’t intend to spend any money. Employees occasionally give away free lottery tickets to fortunate tourists, with no purchase required, giving them the chance to win cash prizes or luxury cars.
Artificial Intelligence drives data-driven transformation in the global travel industry by revolutionizing customer experience, trip planning, and revenue models through 2030. As travelers demand faster, smarter, and more personalized services, AI is taking center stage—redefining how travel is searched, booked, and experienced. From intelligent chatbots and predictive pricing to real-time itinerary customization and operational automation, AI is injecting efficiency and innovation across every corner of the sector. Artificial Intelligence drives data-driven transformation in the global travel industry by improving not only how travelers engage with brands but also how those brands optimize performance, reduce costs, and increase loyalty. With the AI in Tourism market expected to grow from USD 2.95 billion in 2024 to USD 13.38 billion by 2030, the shift is both rapid and irreversible. This transformation promises a future where travel is more intuitive, intelligent, and aligned with the expectations of a hyper-connected, tech-savvy global audience.
Artificial Intelligence is transforming the travel industry with data-driven innovation and personalized solutions. In 2025, AI is no longer a futuristic add-on but a central force reshaping everything from trip planning to hotel management. AI-driven platforms, predictive algorithms, and intelligent automation tools are now essential components of modern travel ecosystems. As demand for efficiency, personalization, and instant service grows, AI is stepping in to redefine traveler experiences and optimize the operations of travel brands worldwide.
According to projections, the global AI in Tourism market will skyrocket from USD 2.95 billion in 2024 to USD 13.38 billion by 2030, showcasing an extraordinary CAGR of 28.7%. This seismic growth underscores AI’s critical role in powering the future of travel—an industry that thrives on smart recommendations, real-time data, and seamless user interactions.
The Global Travel Industry’s Growth Trajectory in 2025
The travel sector is on an upswing, poised for continued growth across all segments. Skift Research forecasts that every segment—airlines, cruises, OTAs, and accommodations—will post moderate to strong growth in 2025. Among the standouts are online travel platforms and cruise lines, leading the way in global recovery and innovation.
Meanwhile, the U.S. is expecting a 6.5% increase in international arrivals, reaching 77.1 million visitors in 2025, according to the National Travel and Tourism Office. This momentum reflects not only consumer confidence but the increasing integration of AI into the user journey, making travel decisions more informed, faster, and personalized.
AI’s Expanding Role in Travel Services
Artificial Intelligence is playing a pivotal role across multiple verticals within the travel industry. Let’s explore the areas where AI is delivering the most transformative results:
1. Personalized Travel Planning
AI algorithms are redefining how trips are planned. Through machine learning and behavioral analysis, AI platforms like Travel Genie are offering tailored travel recommendations, custom itineraries, dynamic pricing alerts, and real-time travel tips. These systems analyze user profiles, preferences, and past behavior to deliver hyper-personalized journeys that enhance satisfaction and build loyalty.
2. Operational Efficiency
Travel brands are using AI to streamline logistics, manage workforce scheduling, and maximize revenue. AI-enhanced revenue management systems help hotels and airlines adjust prices dynamically, often increasing revenue by up to 10%. Chatbots now handle over 80% of customer service queries in tourism, drastically reducing operational costs while boosting service consistency.
3. Customer Service Automation
AI-driven chatbots and virtual travel assistants are providing 24/7 multilingual support. HotelPlanner.com recently rolled out AI travel agents capable of managing bookings, responding to inquiries, and offering location-based tips—eliminating delays and boosting guest experience.
Statistical Insights into AI Adoption in Travel
AI in Tourism Market Growth: From USD 2.95 billion (2024) to USD 13.38 billion (2030)
CAGR: A powerful 28.7% reflecting deepening AI integration
North America Market Share (2024): 36%, with revenue at USD 175.57 million
Chatbot Usage: AI chatbots now manage 80% of service inquiries
Revenue Impact: AI revenue systems increase profitability by up to 10% in hospitality
These figures validate AI’s growing presence as both a strategic asset and a competitive differentiator.
Case Studies: Real-World Applications of AI in Travel
Airlines
AI assists in predictive maintenance, fuel efficiency monitoring, route optimization, and load balancing. Airlines are using AI to offer personalized inflight content, dynamic seat pricing, and automated rebooking during disruptions.
Hotels
From facial recognition at check-in to robot concierges and AI-powered room temperature controls, hotels are making smart tech part of the guest experience. Backend, AI manages inventory, pricing, housekeeping schedules, and guest reviews.
Online Travel Agencies (OTAs)
Platforms like Expedia and Booking.com are leveraging AI to offer custom package suggestions, virtual trip previews, and automated loyalty program upgrades, helping users make quicker, better decisions.
Cruise Lines
Cruise operators are integrating AI for crowd control on board, smart wristbands for tracking, and personalized dining or entertainment recommendations based on guest profiles.
Custom itineraries, AI concierge, smart notifications
Challenges and Ethical Considerations
As AI rapidly evolves, the travel industry must also address challenges:
Data Privacy: Collecting and analyzing traveler data raises security and ethical concerns.
Job Displacement: Automation could replace traditional service roles.
Bias in Algorithms: Poorly trained AI can lead to discriminatory pricing or recommendations.
Over-Reliance: Some travelers still value human touch—AI must complement, not replace, real interaction.
Leading companies are addressing these challenges through transparent data policies, human-AI collaboration models, and bias monitoring protocols.
Future Outlook: What’s Next for AI in Travel
Looking ahead, AI will further expand into areas such as:
Voice-activated trip planning
Emotion AI for real-time sentiment tracking
Augmented Reality (AR) + AI hybrid experiences for previews
Automated travel insurance customization
Blockchain-enabled AI for secure identity verification and payment
With advancing technologies like Generative AI, Edge Computing, and IoT integrations, the travel experience will become more immersive, predictive, and hyper-personalized by 2030.
About Travel Genie: Shaping the Future of Smart Travel
Travel Genie is an innovative AI platform revolutionizing how travelers plan, book, and manage their journeys. Through advanced machine learning and real-time behavioral data, Travel Genie creates personalized itineraries, provides live travel alerts, and recommends smart destination matches—all within seconds. Travel Genie’s mission is to make every traveler feel like the trip was designed just for them.
Four incredible African destinations earned a spot on TimeOut’s list of the 44 most beautiful places in the world, proving once again that the continent is home to some of the most breathtaking natural wonders out there.
If you’re dreaming of your next great escape, Africa has you covered. In 2025, four incredible African destinations earned a spot on TimeOut’s list of the 44 most beautiful places in the world, proving once again that the continent is home to some of the most breathtaking natural wonders out there.
The list was compiled from the experiences of travel writers who’ve seen the best the planet has to offer, and Africa stood out.
Below are the African destinations ranked among the world’s most beautiful in 2025
Victoria Falls
Victoria Falls, one of Africa’s most iconic natural landmarks, lies on the border between Zambia and Zimbabwe and is a top destination for travellers across the continent.
Ranked second among the most beautiful places in the world, Victoria Falls is renowned for its breathtaking scale and thunderous beauty, making it a must-see for nature lovers and adventure seekers alike.
Known locally as “The Smoke That Thunders,” it is the world’s largest waterfall by combined width and height, offering a breathtaking spectacle of roaring water and mist.
Dakhla
Dakhla, a hidden gem in Morocco’s Western Sahara region, ranks 18th on the list of most beautiful places. Nestled between the Atlantic Ocean and the Sahara Desert, it offers a stunning mix of natural beauty, adventure, and peaceful charm, making it a perfect escape for travellers seeking something off the beaten path.
Known for its stunning lagoon, constant winds, and golden dunes, it’s a paradise for water sports enthusiasts, especially kitesurfers and windsurfers.
Storms River
Storms River, ranked twenty-first, is a breathtaking destination situated in South Africa’s Tsitsikamma National Park. Renowned for its dramatic landscapes and crystal-clear waters, the river winds through deep gorges and lush forests.
Visitors can enjoy a range of outdoor activities, including kayaking, hiking, and zip-lining, making it a perfect spot for adventure and nature lovers alike.
Erg Chebbi
Erg Chebbi, located in southeastern Morocco, is one of the most iconic and stunning sand dune landscapes in the world. Stretching over 50 kilometres in length and rising up to 150 meters high, these golden dunes offer a breathtaking view of the Sahara Desert.
Visitors can explore the vast expanse of sand on camelback, enjoy overnight stays in traditional desert camps, or simply take in the serene beauty of the desert at sunrise or sunset.
In 2025, not all airports are taking off. Some remain grounded, underperforming, outdated, and barely serviceable. Sierra Leone has just 8 serviceable airports, while Eritrea and Benin each have only 10.
You rarely think about how vital an airport is until you find yourself in a place where the nearest one barely functions.
Airports are more than just travel hubs, they’re lifelines for global commerce, tourism, and economic growth. Nowhere is this potential more critical than in Africa, where air transport can bridge vast distances and unlock regional development.
The International Air Transport Association (IATA) projects that Africa will be one of the fastest-growing aviation regions over the next two decades, with annual growth estimated at nearly 5%.
Yet in 2025, not all airports are taking off. Some remain grounded, underperforming, outdated, and barely serviceable.
According to Global Firepower (GFP), South Africa leads the continent with 575 serviceable airports, ranking 13th globally. Kenya follows with 370 airports, and the Democratic Republic of Congo with 272. However, at the other end of the spectrum, Sierra Leone has just 8 serviceable airports, while Eritrea and Benin each have only 10.
A major challenge is ageing infrastructure. Many airports were built decades ago and have seen little to no modernization. Crumbling terminals, unreliable utilities, outdated navigation systems, and deteriorating runways make these facilities unattractive to airlines and travellers alike.
But it’s not just about infrastructure, there is also an economic cause. Many airports operate at a loss, surviving on government subsidies just to stay functional.
Compounding the problem are external factors like conflict, political instability, and environmental challenges such as flooding or heavy fog. These risks deter airlines and investors, further isolating the regions these airports are meant to serve.
Below are the top 10 African countries with the least serviceable airports in 2025:
Kenya’s National Carrier, Kenya Airways (KQ), will, from Tuesday, May 13, host the International Air Transport Association (IATA) Ground Handling Conference in Nairobi, which will be happening in Africa for the first time. The three-day event happening in Nairobi will end on Thursday, May 15. The conference underscores Africa’s rising prominence in global aviation and KQ’s pivotal role in driving aviation innovation and development across Africa.
“As Africa’s aviation leader, Kenya Airways is honored to pioneer this landmark event. Hosting IGHC in Kenya aligns with our mission to drive innovation, foster partnerships, and showcase Africa’s readiness to shape the future of global air travel. It also reaffirms our commitment to advancing the industry—both domestically and continentally—to unlock prosperity and connectivity,” said Kenya Airways CEO Allan Kilavuka in a press statement seen by TUKO.co.ke on Thursday, April 3 ahead of the event. “Ground handling is critical for the safety, efficiency and resilience of the entire aviation industry. The key word we will focus on at this year’s IGHC is ‘elevate’. We’ll be looking for ways to drive better performance in the ground handling sector,” said IATA director general Willie Walsh in a separate press release which was seen by this publication.
Kilavuka said the conference by Kenya Airways, which posted a net profit of KSh 5.4 billion in the financial year ended 2024, will focus on modernising operations, workforce development, and enhanced collaboration to elevate performance across the aviation sector.
Key speakers at the event, Kilavuka said, will include President William Ruto, IATA Director General Walsh, KQ top management team, among other senior dignitaries. The conference will provide an opportunity for speakers to discuss topics such as innovations in ground support equipment (GSE), hydrogen-powered GSE adoption, and harmonised safety training. They will also discuss breakthroughs in real-time baggage tracking, electronic bag tags, and modern messaging standards. Other topics will include strategies for public-private partnerships, regulatory advancements, and airport-handler synergy.
“The conference also advances IATA’s Focus Africa initiative, reinforcing its commitment to sustainable aviation growth across the continent,” said Walsh in a separate press statement released on Wednesday, April 2 from Geneva.
Emirates has introduced the year-round availability of its ‘My Emirates Pass,’ an initiative that provides travelers with exclusive discounts across Dubai’s key attractions, dining venues, and leisure activities. This new offering, designed to boost the tourism sector, gives passengers flying with Emirates the opportunity to explore Dubai’s vibrant cityscape while benefiting from various special offers. With its focus on enhancing the overall visitor experience, the ‘My Emirates Pass’ is a key part of Emirates’ strategy to make Dubai an even more attractive destination for global travelers.
Program Overview and Benefits
The ‘My Emirates Pass’ is available to all Emirates passengers traveling to, from, or through Dubai. Passengers can access a range of benefits simply by presenting their boarding pass along with a valid ID at participating venues across the city. These benefits include:
Dining Offers: Passengers can enjoy special discounts at a variety of restaurants, ranging from local culinary delights to international cuisine, offering travelers an authentic taste of Dubai.
Shopping Deals: The pass provides exclusive offers at numerous retail outlets, making it easier to shop for local products, luxury goods, and souvenirs.
Leisure Attractions: Visitors can access discounted rates at some of Dubai’s most popular attractions, such as theme parks, desert safaris, museums, and cultural sites, all while exploring the city’s rich history and modern developments.
Spa Treatments: Travelers can enjoy special offers at top luxury spas across Dubai, providing an opportunity to relax and unwind in a world-class environment.
To make use of these offers, passengers can simply present their mobile or physical boarding pass at the participating venues. Travelers who check in online should ensure to screenshot their mobile boarding pass as it may no longer be accessible after landing.
Dubai Summer Surprises: A Seasonal Highlight
In addition to the year-round benefits, Emirates has introduced seasonal offers, such as those available during the ‘Dubai Summer Surprises’ event, which will run from June 27 to August 31, 2025. This iconic event is known for providing shoppers and tourists with various discounts, entertainment, and cultural experiences. The event is a key part of Dubai’s tourism calendar, and with the ‘My Emirates Pass,’ visitors can make the most of their time in the city, enjoying exceptional deals during their stay.
Validity and Terms of the ‘My Emirates Pass’
The ‘My Emirates Pass’ will be available from April 1, 2025, through September 30, 2025, though it excludes UAE public holidays. This pass is non-transferable, and passengers are advised that any purchases, sales, or exchanges of the pass are not permitted. The pass’s benefits are subject to availability, so advance reservations are recommended to guarantee discounts. Additionally, participants will be responsible for any additional costs or taxes not included in the offers provided by the pass.
Impact on Dubai’s Tourism Industry
The introduction of the ‘My Emirates Pass’ is expected to have a significant impact on Dubai’s tourism industry. By offering passengers continuous incentives throughout the year, Emirates aims to:
Increase International Arrivals: The program makes Dubai more accessible to travelers from around the world, particularly those who may not have previously considered visiting due to costs. With discounts on attractions and dining, travelers are more likely to extend their stays or explore more of what Dubai has to offer.
Enhance Visitor Experience: By providing a variety of discount options, the pass ensures that all types of travelers can enjoy Dubai in different ways, whether they are culinary enthusiasts, adventure seekers, or culture lovers. The range of offers enriches the overall experience of visitors, making it more memorable.
Boost Local Economy: With more visitors taking advantage of the deals offered through the pass, the city’s retail, dining, and leisure sectors stand to benefit from increased footfall. As tourism grows, so does the city’s economic activity, helping local businesses thrive and supporting Dubai’s broader economic goals.
Long-Term Benefits for Dubai’s Position as a Global Destination
The launch of the ‘My Emirates Pass’ aligns with Emirates’ broader strategy to promote Dubai as one of the world’s leading tourist destinations. By offering discounts on a wide range of services and experiences, the program provides additional value to travelers, ensuring that Dubai remains competitive against other popular global destinations. The pass further strengthens Dubai’s position as a hub for luxury tourism, culture, shopping, and dining, making it even more attractive for travelers seeking both relaxation and adventure.
For long-term tourism growth, initiatives like the ‘My Emirates Pass’ provide a tangible way for destinations to remain relevant and top-of-mind for travelers. The ongoing availability of exclusive offers helps keep Dubai on the radar of potential visitors who may otherwise consider more established or alternative travel locations. This consistency in providing value to passengers encourages repeat visits and fosters a loyal tourist base.
A Game Changer for the Travel Industry
The ‘My Emirates Pass’ also represents a growing trend in the travel industry, where airlines and destinations are increasingly offering more than just flight tickets. Emirates’ integration of discounts and incentives for attractions, dining, and leisure activities showcases how airlines are playing a more active role in shaping the travel experience. This trend is expected to grow as other airlines may look to replicate similar strategies to enhance passenger loyalty and expand their role in the broader tourism ecosystem.
Emirates’ initiative may inspire other airlines to launch their own travel passes or discount programs, creating a more integrated travel and tourism experience. By offering additional value beyond the flight, airlines can better connect with passengers and meet their evolving expectations for a seamless, enriched travel experience.
Conclusion: A Milestone in Enhancing the Travel Experience
The launch of Emirates’ ‘My Emirates Pass’ marks a significant milestone in the airline’s ongoing efforts to enhance the travel experience for its passengers. The pass offers unparalleled value, giving travelers access to discounted services across a wide range of Dubai’s top attractions, restaurants, shops, and spas. By making Dubai more accessible and affordable for global tourists, Emirates is reinforcing its role as a leader in the travel industry while supporting the growth of the city’s tourism sector.
With its combination of year-round benefits and seasonal offers like Dubai Summer Surprises, the ‘My Emirates Pass’ will encourage more travelers to explore Dubai, boosting both the city’s economy and its reputation as a world-class destination. As the travel industry continues to evolve, initiatives like these demonstrate how airlines can go beyond traditional flight offerings, transforming the way travelers experience their destinations.
For more information on the ‘My Emirates Pass’ and how to make the most of your trip to Dubai, passengers are encouraged to visit Emirates’ official website and explore the various offers available. The program sets a new benchmark in creating lasting and rewarding travel experiences, providing travelers with a host of benefits that make their visit to Dubai truly unforgettable.
Travel agents have long gone the way of video store clerks, and consumers haven’t walked into an airport or hotel to make a flight or room reservation in more than a generation. Booking travel, whether a short Uber ride across town or vacation abroad, first went digital roughly three decades ago amid the rise of desktop computers and websites for travel platforms, hotels and rental cars.
The newest trend within that digital revolution: Consumers are using their mobile phones to purchase trips. But only people of certain ages and only certain kinds of trips.
A forthcoming study from PYMNTS Intelligence shows how mobile phones have taken the lead as the preferred tool for booking travel, transforming how consumers plan and purchase everything from Lyft rides and short-haul flights to cross-country adventures and overseas vacations.
The shift, detailed in the forthcoming special report, “Consumers Go Mobile-First on Travel Purchases,” reveals a consumer landscape in which convenience and instant access reign supreme.
The report, which will be published Monday (April 7) and is based on a survey of more than 2,200 U.S. adult consumers conducted in early February 2025, paints a clear picture: Mobile devices are now the dominant force in travel booking.
More than 7 in 10 U.S. consumers prefer using such devices when booking local travel. Nearly 6 in 10 say the same for long-distance travel and rental cars.
The mobile-first trend is notably stronger for travel compared to other common purchase categories such as restaurant orders and retail goods. Today, your next getaway likely begins and ends in the palm of your hand.
But the way consumers book isn’t uniform. Rather, it depends on their age and the type of travel they’re pursuing.
Mobile Phones Rule
Mobile devices have the biggest lead in local travel purchases, like taxi rides and public transportation fares. A striking 73% of shoppers who recently paid for these services via apps prefer using their mobile devices, compared to only 37% who favor computers. Interestingly, around 1 in 10 shoppers who recently bought any type of travel prefers using voice-activated devices.
But while mobile holds an edge for longer journeys and rental cars, computers remain surprisingly resilient. Nearly 6 in 10 consumers (59%) prefer mobile for long-distance travel, with 54% opting to book via a computer.
Similarly, for rental cars, 57% favor mobile, while 50% prefer computers. This suggests that for more complex itineraries, a computer’s larger screen and potentially more detailed interface holds appeal for many travel buyers.
What Gen Z, Boomers Have in Common
Delving into generational differences uncovers some fascinating trends. The majority of consumers across age groups are now mobile-first when it comes to booking travel, ranging from 64% for Gen Zers to 53% for Generation X.
Baby boomers stand out as the only generation where computers are still preferred over mobile devices. Only 28% of that cohort prefer mobile for booking all types of travel, while 45% favor computers.
But there’s a twist. Gen Z, the cohort that grew up with smartphones, shows an affinity for purchasing travel via computers, with 40% preferring this method. This puts them closer to baby boomers in this regard than to millennials.
The report suggests that Gen Z’s preference for computers often revolves around purchases made through browsers rather than via mobile apps, and that the cohort is notably less likely to prefer mobile browsers compared to zillennials and millennials. One possible explanation is that many Gen Z consumers are students and frequently use laptops for coursework, giving them consistent access to both device types.
Across all three transit categories — local transportation, long-distance travel and rental cars — baby boomers were the least likely to have made travel purchases within the last 12 months, followed by Gen Z. This could reflect their respective life stages, with many baby boomers retired and Gen Z consumers often still in school or early in their careers.
Research Is Key
Regardless of how they book, a large majority of digital-first travel consumers prioritize research. More than 7 in 10 digital shoppers typically conduct research as part of their travel buying process, highlighting the smartphone’s role not just in booking a ticket but also in the earlier planning stage. This holds true across generations, with Gen Z leading at 79%. Even 69% of boomers engaging in online research before making a purchase.
Interestingly, only about half of shoppers who buy their travel digitally consider the perks offered by their credit cards or other payment plans when booking online. This indicates an area where merchants and service providers could better incentivize travelers to use their rewards programs. Bridge millennials lead in considering perks, followed by Gen X and millennials. Gen Z shoppers show less interest in this benefit. Baby boomers exhibit the least interest in perks and rewards.
As mobile phones become even more sophisticated, the dominance of smartphones in the travel sector is likely to strengthen. Businesses in the travel industry should recognize and adapt to these mobile-first behaviors to reach and serve travelers.
