Luxury experiences and cultural immersion are emerging as major travel priorities among visitors to the Middle East, while UAE and Saudi travellers are increasingly seeking authentic cultural encounters and spontaneous discoveries when travelling abroad, according to the Arabian Travel Market (ATM) Travel Trends Report 2026.
Produced in
association with Tourism Economics, an Oxford Economics company, the report
examines traveller motivations, booking behaviour and destination preferences
across regional and international markets.
The findings show that
77% of travellers considering a visit to the Middle East prioritise luxury when
booking, compared with 51% of those considering other destinations. Meeting
local people is also a significant attraction, highlighting demand for authentic
cultural encounters and locally hosted experiences.
Cultural and religious
events feature prominently in the travel preferences of this audience. Among
visitors interested in attending events in the Middle East, 55% cite cultural
events as a motivation, compared with 42% among travellers considering other
destinations. Religious events attract 22%, against 13% for other destinations.
The findings reflect a
wider international shift towards cultural immersion. Research from Skift's
State of Travel 2026 found that 42% of Middle East and North Africa travellers
fall into the cultural immersion category, ahead of adventure and luxury-seeking
preferences. The trend was also evident in Asia, North America and Europe,
where the respective figures stood at 50%, 39% and 36%.
For outbound travel,
the ATM report highlights strong cultural curiosity among UAE and Saudi
residents. Citing Hilton's 2026 research, it found that approximately 66% of
travellers from the two markets try to learn some of the local language before
visiting a destination, the highest proportion among the 14 markets surveyed.
Around 70% also
actively seek out local customs they had not researched before arriving,
indicating an appetite for spontaneous cultural discovery.
Accommodation choices
reflect a similar desire for exploration. Hilton research cited in the report
found that 81% of UAE travellers book multiple hotels within a single
destination. Of these, 52% do so to experience different neighbourhoods, while
46% combine budget accommodation with luxury stays.
Danielle Curtis,
Regional Portfolio Director – UAE, RX Global, said: “Interest in cultural
travel reveals important differences between audiences. For prospective
visitors to the Middle East, cultural connection sits alongside a strong
interest in premium experiences. For UAE and Saudi travellers travelling
abroad, the research highlights curiosity and a willingness to discover local
customs.
“For destinations,
hotels and tour operators, these findings highlight an opportunity to make
local experiences a more visible and accessible part of the travel offer. That
means connecting accommodation with locally hosted activities and helping
travellers discover experiences during their stay. At ATM 2027, an important
part of the discussion will be how businesses can work together to develop
these products and make them easier for travellers to find and book.”
The report also
identifies distinct preferences among visitors to South Asia, where food and
family-friendly experiences are key destination drivers. This audience is
characterised as younger and more exploratory, with an interest in longer,
flexible and multi-stop itineraries.
Culinary trails,
multi-generational travel products, transparent pricing and clearly defined
inclusions are identified as opportunities for destinations and tourism
businesses targeting this market.
The findings will feed
into discussions at Arabian Travel Market 2027, scheduled to take place from
3–6 May at Dubai World Trade Centre under the theme Travel without
boundaries: Shaping global travel through experience.
The 34th edition of the event will bring together destinations, hospitality groups, tour operators and travel technology providers to examine changing traveller expectations and their implications for the global tourism industry. Discussions will focus on four themes: Experience, Opportunity, Innovation and Possibility without boundaries. -TradeArabia News Service