The Middle East is currently one of the fastest-growing regional tourism markets in the world. The United Nations World Tourism Organisation 2010 report says it is growing at a rate of nearly 10 per cent annually. The UAE's national identity could be cemented in its tourism culture through Islamic hospitality, a market some experts believe remains relatively untapped by Emirati graduates despite its growth. The Middle East is currently one of the fastest-growing regional tourism markets in the world. The United Nations World Tourism Organisation 2010 report says it is growing at a rate of nearly 10 per cent annually.

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