February 23, 2026
Methodology About Newsletter
WE THE UAE 2031
The Vanderbilt Terminal for the UAE's National Transformation
INDEPENDENT GLOBAL INTELLIGENCE FOR THE UNITED ARAB EMIRATES
UAE GDP: AED 2.03T ▲ 5.7% | Non-Oil GDP Share: 84.3% ▼ -5.2pp | FDI Inflows: $45.6B ▲ 48.7% | GDP Growth: 4.0% ▲ -0.3pp vs 2023 | Inflation: 1.7% ▼ +0.0pp vs 2023 | Female Participation: 55.1% ▲ +0.6pp vs 2023 | Population: 11.0M ▲ 4.8% | Emiratisation Rate: 12.5% ▲ 2.1pp | Global Competitiveness: #7 ▲ 3 places | Clean Energy Capacity: 7.2 GW ▲ 18.4% | ADX Index: 9,842 ▲ 4.7% | DFM Index: 4,621 ▲ 6.2% | UAE GDP: AED 2.03T ▲ 5.7% | Non-Oil GDP Share: 84.3% ▼ -5.2pp | FDI Inflows: $45.6B ▲ 48.7% | GDP Growth: 4.0% ▲ -0.3pp vs 2023 | Inflation: 1.7% ▼ +0.0pp vs 2023 | Female Participation: 55.1% ▲ +0.6pp vs 2023 | Population: 11.0M ▲ 4.8% | Emiratisation Rate: 12.5% ▲ 2.1pp | Global Competitiveness: #7 ▲ 3 places | Clean Energy Capacity: 7.2 GW ▲ 18.4% | ADX Index: 9,842 ▲ 4.7% | DFM Index: 4,621 ▲ 6.2% |

Definition

MarTech (marketing technology) refers to the ecosystem of software tools and platforms that organizations use to plan, execute, measure, and optimize marketing campaigns and customer engagement. The sector includes customer relationship management (CRM) systems, marketing automation platforms, social media management tools, content management systems, programmatic advertising, data analytics, personalization engines, and AI-driven customer insights. MarTech enables data-driven marketing strategies at scale.

UAE Context

The UAE has one of the highest digital penetration rates globally, with internet usage exceeding 99 percent of the population and social media penetration among the highest worldwide. This digital maturity has fueled a sophisticated MarTech ecosystem. The UAE’s e-commerce market has grown rapidly, driven by platforms such as noon.com and Amazon.ae, creating strong demand for digital marketing tools and analytics. Dubai Internet City and Dubai Media City host regional headquarters for global MarTech companies alongside homegrown digital marketing agencies. The UAE’s tourism, retail, real estate, and financial services sectors are major MarTech adopters, leveraging AI-powered personalization and programmatic advertising to reach diverse, multilingual audiences.

Key Data

  • Internet penetration: Over 99 percent of the population
  • Social media usage: Among the highest penetration rates globally
  • E-commerce growth: Rapid expansion led by noon.com, Amazon.ae, and others
  • Tech hubs: Dubai Internet City, Dubai Media City, twofour54 Abu Dhabi
  • Key verticals: Tourism, retail, real estate, financial services, hospitality

Significance for Vision 2031

MarTech supports the UAE’s Vision 2031 by enabling the digital economy, enhancing the global competitiveness of UAE businesses, and driving the tourism and retail sectors. As the UAE targets digital economic leadership, MarTech capabilities help UAE companies and government entities reach international audiences, attract foreign investment, and build the UAE’s brand as a global business and tourism destination. The sector also creates knowledge-economy employment in data analytics, AI, and digital strategy.

  • Fintech - Technology-driven financial services marketing
  • AI Strategy - AI applications in customer analytics
  • Smart City - Digital citizen engagement platforms
  • Dubai - The UAE’s digital economy and media hub