Purpose Innovative undertakings play a critical role in the economic value creation and wealth generation of a nation. This paper aims to contribute to the literature that positions innovation at the core of the tourism industry in the context of emerging markets. Design/methodology/approach The authors adopt a case study approach and draw on secondary sources of data to examine how the UAE is reaping the benefits of innovation to transform itself into a leading international leisure and entertainment hub. Findings The strategy of significant financial investment in complex mega-projects and major infrastructure development have offered the UAE a relative advantage over other industry giants worldwide. Nonetheless, the local government should continue tapping into the multiple and diverse opportunities that product/service and process innovation has to offer if the UAE ambitions to enhance its competitiveness and acquire the status of a global tourism hub. Originality/value While most research efforts to date focused on Western markets, this study contributes to the development of a knowledge base about the role of innovation in the tourism industry in emerging market settings.
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Bodolica et al. (2020) studied this question.
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