As one of the most futuristic cities in the world, Dubai is embracing luxury travel, making it a choice destination for discerning travellers. Several factors play into this, including a robust economy, up-and-coming destinations, new experiences, and infrastructure that can support tourists worldwide, catering to every little need.

Owing to UAE’s location that attracts tourists from both, the east and the west, it comes as little surprise that as of June 2024, Dubai alone has seen 9.3 million visitors since the start of the year. While the city caters to a whole array of travellers, the luxury segment, in particular, is growing at a spectacular pace, with 46 percent of all luxury hotels in the GCC being situated in Dubai. Luxury hotels and resorts are adopting eco-friendly practices, from reducing their carbon footprint to sourcing local and organic ingredients. This resonates with environmentally conscious travellers seeking luxury without compromising their values.

Luxury travel in Dubai is evolving, with a growing emphasis on bespoke experiences that allow visitors to engage with the city in deeply personal and meaningful ways. Travellers are increasingly seeking out opportunities that go beyond the ordinary—immersive journeys that connect them with the local culture, environment, and heritage in a way that is both luxurious and sustainable.

According to Hero Experience Group’s CEO, Adam McEwan, Dubai is witnessing a rise in demand for unique experiences. “We are witnessing a surge in demand for activities that are hyper-personalised, bespoke and sustainable. Dubai as a city is unparalleled in its ability to cater to luxury travellers and we believe this not just as a passing trend, but something that’s here to stay.”

Dubai is redefining luxury by offering extraordinary, curated experiences—from private desert safaris in luxury vehicles to Michelin-star dining and exclusive hot air balloon charters with gourmet meals. As an industry leader in eco-tourism, Hero Experiences Group is ideally positioned to meet the demands of this growing segment, providing highly personalised, once-in-a-lifetime journeys that set new standards for luxury travel. With a portfolio featuring immersive desert adventures and exclusive cultural engagements, they are shaping the future of responsible, high-end travel.

Dubai’s commitment to sustainable tourism, combined with its thriving industries and unparalleled connectivity, positions it as the destination of choice for luxury travellers seeking not only comfort but also a meaningful connection with the city’s rich culture and heritage.