Wellness in the UAE is setting the bar high, says Healthcare World’s Molly Cartledge

Dubai is one of the major tourist destinations in the Middle East, thanks to its lifestyle and climate. But it’s also due to the vision of the state and the UAE has been forward thinking in its desire to promote healthy and productive living. The Ministry of Health and Prevention sets out its aims in the name itself – stressing prevention as a major policy for the wellbeing of its citizens. Now, across the region, wellness has evolved from an individual exercise into a national priority.

Wellness economy
The UAE’s wellness economy has expanded rapidly in recent years, supported by a strong policy framework and state-of-the-art medical infrastructure. According to the Global Wellness Institute (GWI), the UAE’s wellness economy grew by 58 per cent between 2019 and 2023, the second fastest growth in the world. The GWI estimates that the UAE’s wellness economy was worth $34.1billion at the end of 2023, the latest available figures, making it the largest wellness economy in the MENA region. Based on a 2023 market size of US$34 billion and applying 10–12 per cent annual growth, the UAE wellness economy could reach roughly US$41–43 billion by 2025. The sector’s growth is being fuelled by an increasingly health-conscious population and a greater demand for long-term wellbeing solutions following the pandemic.

from the wider concept of wellness. The campaign’s five-year framework, which has been backed by AED105m in funding, focusses on awareness, prevention, and sustained access to support, removing the outdated perspective that mental health is an individual concern rather than part of a broader wellbeing conversation. New programmes that draw attention to practical self-care, including rest, nutrition, and physical activity, are being implemented across workplaces, schools, healthcare facilities, resorts, and other community spaces, encouraging people to take early action and destigmatising the act of seeking help. The campaign aligns with the national vision set out in Dubai Social Agenda 33 and At its core, the UAE’s wellness strategy is built on prevention by creating conditions that help people maintain good health rather than simply recover from illness. Wellness clinics and medical centres across the Emirates now provide comprehensive programmes focused on nutrition, physical rehabilitation, mental health support, and lifestyle management. From a medical tourism standpoint, these services are backed by the UAE’s global connectivity: 10 airports, 12 seaports, and advanced logistics that make the country one of the most accessible wellness destinations worldwide.

Mental Wealth
Dubai Health Authority’s Mental Wealth campaign is an underlying pillar of this new direction. Central to its message is the idea that mental health is inseparable the Dubai Economic Agenda (D33), where wellbeing is seen as a foundation for both innovation and productivity, as well as medical tourism.

Women’s mental health
The UAE is also witnessing a quiet transformation in women’s mental health, building a more compassionate support network for women across all life stages. Recent awareness programmes have illuminated the emotional pressures faced by women juggling multiple social roles, each accompanied by its own set of expectations. The UAE’s public health messaging now directly confronts these pressures, pairing education with empathy to help women understand that mood changes or anxiety, particularly during milestones like pregnancy or menopause, are part of a broader biological and emotional landscape.

This renewed focus extends to motherhood. Hospitals and community clinics are expanding screening and follow-up programmes for maternal wellbeing. Emotional health units now offer confidential consultations and therapy, creating an environment where women can discuss their experiences without fear of judgment or dismissal.

By moving away from reactive treatment toward proactive care, mental health is now being framed as an essential component of total wellness. Education and early intervention are now key to this new direction, reflecting a growing belief that when women’s mental health is supported, society as a whole will benefit and women are now finding their voices through these new initiatives.

Sport as public policy
As in Saudi Arabia, sport and fitness are integral to the UAE’s public policy. The National Sports Strategy 2031 aims to get more people active, grow elite performance, and build a sports economy by increasing regular participation from 43 per cent to 71 per cent of residents and growing sport’s share of GDP to 0.5 per cent by 2031. The strategy seeks to strengthen the UAE’s participation in various international tournaments, including the Olympic Games and to establish a global identity for Emirati sports. According to the General Authority of Sports, the first phase of the strategy is largely complete, with the next phase underway.

Project such as the Dubai Fitness Challenge (30×30) have rapidly become part of city life. It’s a simple concept of 30 minutes of activity for 30 days so the city builds pop-up fitness villages, opens roads for mass runs and rides, and floods parks, malls and beaches with free classes. With around 2.73m taking part in 2024, the Dubai Sports Council acts as the local catalyst—linking schools, clubs, private operators and events, with a clear mandate to expand participation and raise standards. Its role is formalised in law and strategic plans, which helps turn one-off events into a year-round programme.

DHA public guidance sets 150 minutes a week of moderate exercise for adults or 75 minutes of vigorous activity. Schools are mandated 150 minutes of physical education per week in schools, reinforcing active habits early and making movement part of the timetable rather than an optional extra. At federal level, clinical guidance on weight management and adult obesity now underlines the role of regular exercise alongside nutrition and behavioural support, giving clinicians a common script to use in consultations.

For sports enthusiasts, Dubai is the perfect city. With infrastructure and healthcare geared to healthy living, a climate that supports both indoor and outdoor activities and an abundance of options to choose from, it’s not surprising it’s becoming a destination of choice for residents and visitors alike. And through its wellness agenda, the nation is well placed to lead the global conversation on how wellbeing underpins progress.

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