Fresh from informing UK hoteliers how best to prepare for influx of visitors during the recent Royal Wedding, Expedia Group has now put together a study which reveals which have been the world’s most popular destinations in Europe, Middle East and Africa (EMEA) in 2018, so far.

Pulling together data from across its platform, Expedia discovered that London came out as top dog during Q1 of 2018, followed by Paris, with Dubai grabbing the bronze medal. The top five was rounded out by Rome and Amsterdam.

Dubai taking third place across the whole EMEA region of course means that the city is the Middle East’s prime location for travel and tourism. There are many reasons for the success of the city but Expedia has cited Dubai’s incredible shopping as the main pull, as well as the thriving live entertainment scene – which has witnessed Biffy Clyro, Liam Payne of One Direction and Steps all making appeaances in 2018.

“This presents an opportunity to capitalise on this increased demand”

Paula de Keijzer, senior director market management in the Middle East, Indian Ocean, Africa, Greece and Turkey at Expedia Group, said:“Dubai’s location is just one of the many factors that make it a global hub for travel and tourism. We have seen a steady growth in the number of international visitors to the region and this number is likely to keep increasing as the economy grows, especially with the availability of flights and hotels, and the increase in number of tourist attractions in Dubai.

“For hoteliers, this presents an opportunity to capitalise on this increased demand for travel into the Emirate by looking into the travellers origin of country and catering specifically to their needs. For example, tailoring experiences based on language, or offering unique experiences that they might not get anywhere else.”