Nearly half of tourists from emerging markets say advertising influences where they travel, according to new data presented at a hospitality forum in Dubai. According to Yango Ads, 48.3% of respondents are swayed by targeted campaigns when choosing destinations. In comparison, 41.7% rely on search engines, 21% respond to Telegram ads, and close to 20% take social media recommendations into account.
The report, based on surveys of more than 700 travellers, highlighted differences in planning behaviour. Sixty per cent of tourists from these regions typically book trips two to three months in advance, compared with travellers from Europe and the US who plan much earlier. The findings suggest campaign timing needs to be aligned with major UAE tourism events such as Eid, the Dubai Shopping Festival and year-end holidays.
Analysis also showed a shift towards medium-length stays of eight to 14 days. Almost half of the respondents said they spend up to $2,000 per trip, while about 40% spend more than that.
The company forecasts a rise in ad spend in the UAE’s tourism sector, supported by AI-powered targeting, geo-data and behavioural analytics. It warned that long-range campaigns may miss opportunities because many travel decisions are made closer to departure dates.
The UAE recorded nearly 10 million overnight visitors by mid-2025, with India and Saudi Arabia among the most important source markets (Adgully). The data suggests hospitality brands will need to adjust campaign timing and content to capture intent and convert it into bookings during peak seasons.
