Final Four effect in Abu Dhabi: Increased Greek visitors for the Euroleague Basketball final

• An exclusive analysis by Data Appeal highlights the remarkable impact of the event on tourist arrivals and the local economy

• Greek visitors surged and OTA rates increased by 23%

For the first time ever, the highly anticipated EuroLeague Final Four 2025 took place outside European borders—specifically at the Etihad Arena in Abu Dhabi. From May 23 to 25, the four finalist teams of Europe’s premier basketball competition competed: Fenerbahçe Beko Istanbul, AS Monaco, Olympiacos, and Panathinaikos AKTOR.

As widely reported, Fenerbahçe Beko Istanbul took home their second European title, beating AS Monaco 81–70 in the final, repeating their 2017 triumph.

But beyond the court, how did this major event influence the Middle Eastern city’s tourism sector? 

An exclusive analysis by The Data Appeal Company uncovers all the key insights from the event:

• By how much did hotel rates rise?

• How many European fans travelled to Abu Dhabi?

• Which parts of the city were the most expensive?

The Data Appeal Company analysed data from its destination management platform, D/AI Destinations.

A European challenge, a global stage

The selection of Abu Dhabi as the host city for the tournament sparked considerable discussion. The Emirati capital pulled out all the stops to secure this prestigious sporting event.

To outbid competitors like Belgrade and Barcelona, Abu Dhabi offered a staggering $25 million.

This was not a first. The city is determined to establish itself as a key sports hub in the Middle East, having previously hosted major events such as the FIFA Club World Cup, NBA pre-season games, and the USA Basketball Showcase.

Despite concerns about the geographic distance, high costs for European fans, and perceptions of excessive commercialisation, the Final Four represented a significant step in the globalisation of European basketball—giving it, for the first time, a prestigious international stage.

But what was the cost for European fans to experience the final on-site?

Data on hotel bookings, flight arrivals, and POIs shed light on the tournament’s effect.

Significant growth in Greek arrivals

Greek fans showed unmatched enthusiasm, travelling in large numbers to support their teams at the Final Four.

Data Appeal’s analysis of GDS flight data (excluding low-cost airlines) to Abu Dhabi during the tournament week revealed that between May 19 and 26, Greece ranked as the fifth-largest country of departure by passenger share, registering a 5 percentage points increase compared to the previous year.

This rise is clearly linked to the tournament finals, as Greece was neither among the top inbound markets for Abu Dhabi in the previous year nor during the week preceding the event.

(Flight passenger share during the Final Four week in Abu Dhabi by departure country – Source: Data Appeal)

Accommodations held steady despite increased demand

During the week of the Final Four, Abu Dhabi successfully handled a sharp increase in visitors without significant price shocks.

According to Data Appeal, hotel rates on platforms like Booking.com saw a moderate average increase of 13% compared to the previous week. Traditional hotels experienced the largest rise (+14%), likely due to more advanced pricing systems and revenue management strategies that enabled them to respond quickly to the surge in demand.

Short-term rentals, meanwhile, maintained more stable prices and saw a notable increase in occupancy (+9.2%), indicating that many fans opted for alternative accommodations as a more budget-friendly choice. This balance enabled the city to accommodate thousands of visitors while offering a variety of price points to meet different needs.

The highest rates and occupancy levels were recorded on Friday, May 23 — the tournament’s opening day — with prices rising by 23.7% and occupancy increasing by 2.7% compared to the previous week.

Despite these peaks, the data underscores how Abu Dhabi remained an accessible and well-organised destination even during a major international event.

Most popular hospitality areas: Yas Island and Saadiyat Island

During the week of May 19–26, Yas Island — home to the stadium — recorded average hotel rates of around €433, making it one of the pricier areas.

However, the highest prices were found on Saadiyat Island and in the Cultural District, which host some of the city’s most renowned luxury resorts, where average double room rates exceeded €1,000 per night.

Hotels and attractions don’t disappoint: Sentiment Score above 90/100

Data Appeal’s Sentiment Score analysis—which measures online user appreciation for the city’s points of interest during the event week—reveals a very high level of satisfaction.

Despite the elevated accommodation costs during the Final Four week, the quality of services and attractions fully met customer expectations.

Notably, Yas Island, the Final Four venue, recorded an overall Sentiment Score of 93/100. Attractions such as Ferrari World, SeaWorld, and Yas Waterworld received exceptional sentiment and above-average review volumes.

Hotels also performed well, with Hilton Abu Dhabi Yas Island, Centro Yas Island, and Yas Island Rotana each achieving very positive Sentiment Scores above 85/100.

For the first time, the Final Four stepped beyond Europe — and Abu Dhabi seized the moment, turning a basketball court into a global stage.

If sport is passion, the numbers prove it’s also a powerful driver of visibility and tourism.

Accurately predicting the impact of such events on tourist flows and economic spending is invaluable for destinations. It enables them to craft precise strategies, track visitor behaviours and preferences, and optimise their services accordingly.