• 1. Dubai has come out on top in the TikTok Travel Index 2022, making it the most popular travel destination in the world based on the video-sharing app. Fadi Al Shami / Unsplash
    1. Dubai has come out on top in the TikTok Travel Index 2022, making it the most popular travel destination in the world based on the video-sharing app. Fadi Al Shami / Unsplash
  • 2. New York City. Unsplash/ Aaron Burson
    2. New York City. Unsplash/ Aaron Burson
  • 3. London, UK. Unsplash
    3. London, UK. Unsplash
  • 4. Istanbul, Turkey. Unsplash/ Ibrahim Uzun
    4. Istanbul, Turkey. Unsplash/ Ibrahim Uzun
  • 5. Paris, France. Ilnur Kalimullin / Unsplash
    5. Paris, France. Ilnur Kalimullin / Unsplash
  • 6. Miami, US. Unsplash / Marc Fanelli-isla
    6. Miami, US. Unsplash / Marc Fanelli-isla
  • 7. Los Angeles, US. Unsplash
    7. Los Angeles, US. Unsplash
  • 8. Chicago, US. Unsplash / Sawyer Bengston
    8. Chicago, US. Unsplash / Sawyer Bengston
  • 9. Toronto, Canada. Unsplash
    9. Toronto, Canada. Unsplash
  • 10. Madrid, Spain. Unsplash/ Florian Wehde
    10. Madrid, Spain. Unsplash/ Florian Wehde

Travel

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Dubai is most popular travel destination in the world, says new TikTok study

UAE city took the top spot in the TikTok Travel Index 2022

Farah Andrews
Farah Andrews

July 19, 2022

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  • Arabic

Dubai has come out on top in a new study of the most popular travel destinations in the world.

In the study of travel destination hashtags used on TikTok, the emirate ranks number one, ahead of New York City in second place and London in third.

The research, completed by luggage storage company Bounce, titled the TikTok Travel Index 2022, shows that posts featuring the hashtag #Dubai have had 81.8 billion views on the short-form video app. New York City has had 59.5bn views and London 36.8bn.

New York City topped the TikTok Travel Index in 2021, and comes in second place in the 2022 survey. Unsplash / Colton Duke
New York City topped the TikTok Travel Index in 2021, and comes in second place in the 2022 survey. Unsplash / Colton Duke

Dubai ranked second in the company's TikTok Travel Index 2021, usurping the top spot from last year's winner, New York City.

"Synonymous with wealth and luxury, Dubai has become one of the most sought-after destinations for holidaymakers who want to soak up the sun in style," the study reads. "This ultra-modern city is home to some of the world’s most astounding architecture, such as the tallest building on Earth, the Burj Khalifa."

The study was compiled by analysing the number of views 140 different cities had received on TikTok, which was then reduced to a top 50 most popular list.

The top 10 is completed with Istanbul, Turkey in fourth place and Paris, France in fifth. The sixth, seventh and eighth spots are taken by US cities Miami, Los Angeles and Chicago, respectively. Toronto, Canada was named the ninth most popular travel destination on TikTok, and Madrid in Spain the 10th.

The TikTok Travel Index 2022 top 10:

  1. Dubai, UAE — 81.8 billion views
  2. New York City, US — 59.5 billion views
  3. London, UK — 36.8 billion views
  4. Istanbul, Turkey — 34 billion views
  5. Paris, France — 33 billion views
  6. Miami, US — 24.6 billion views
  7. Los Angeles, US — 20.8 billion views
  8. Chicago, US — 17.9 billion views
  9. Toronto, Canada — 17.1 billion views
  10. Madrid, Spain — 16 billion views

Some of Dubai's most popular tourist destinations — in pictures

  • The Museum of the Future, with its remarkable architecture, has quickly become a highlight for visitors to Dubai. Photo: DTCM
    The Museum of the Future, with its remarkable architecture, has quickly become a highlight for visitors to Dubai. Photo: DTCM
  • The Wild Wadi Waterpark in Jumeirah is one of the attractions that make Dubai a family-friendly destination. Photo: Wild Wadi
    The Wild Wadi Waterpark in Jumeirah is one of the attractions that make Dubai a family-friendly destination. Photo: Wild Wadi
  • The shops, cafes, bars and restaurants along Jumeirah Beach Residence in Dubai are popular among tourists. Photo: Reuters
    The shops, cafes, bars and restaurants along Jumeirah Beach Residence in Dubai are popular among tourists. Photo: Reuters
  • A jump at Skydive Dubai has become a must-do for daredevil visitors. Photo: Skydive Dubai
    A jump at Skydive Dubai has become a must-do for daredevil visitors. Photo: Skydive Dubai
  • Admirers will say that the Burj Khalifa, the tallest tower in the world at about 830 metres, is Dubai's most famous tourist attraction. Photo: Dar Al Arkan
    Admirers will say that the Burj Khalifa, the tallest tower in the world at about 830 metres, is Dubai's most famous tourist attraction. Photo: Dar Al Arkan
  • Visitors can enjoy an almost immersive experience of water and light at the Dubai Fountain. Photo: Alamy
    Visitors can enjoy an almost immersive experience of water and light at the Dubai Fountain. Photo: Alamy
  • A visit to Dubai often involves a trip to Al Fahidi Fort, with its dhow installation to celebrate the Gulf's maritime history. Photo: Alamy
    A visit to Dubai often involves a trip to Al Fahidi Fort, with its dhow installation to celebrate the Gulf's maritime history. Photo: Alamy
  • The ski lift at Ski Dubai inside the Mall of the Emirates. With its 22,500 square metres of skiiing, the centre is arguably one of the Gulf region's most eye-catching and unexpected attractions. Photo: AP
    The ski lift at Ski Dubai inside the Mall of the Emirates. With its 22,500 square metres of skiiing, the centre is arguably one of the Gulf region's most eye-catching and unexpected attractions. Photo: AP
  • Bluewaters Island, where the Ain Dubai wheel is located. Photo: Reuters
    Bluewaters Island, where the Ain Dubai wheel is located. Photo: Reuters
  • One of the pods on the Ain Dubai that offer visitors sweeping views of the city and Arabian Gulf waters. Chris Whiteoak / The National
    One of the pods on the Ain Dubai that offer visitors sweeping views of the city and Arabian Gulf waters. Chris Whiteoak / The National
  • The Ain Dubai lights up. Chris Whiteoak / The National
    The Ain Dubai lights up. Chris Whiteoak / The National
  • The Lost Chambers Aquarium at Atlantis, The Palm. Photo: Atlantis, The Palm
    The Lost Chambers Aquarium at Atlantis, The Palm. Photo: Atlantis, The Palm

Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

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