PN Report
Dubai: Cultural connection, premium experiences and spontaneous discovery are key travel preferences among visitors to the Middle East and Gulf residents travelling abroad, according to the Arabian Travel Market (ATM) Travel Trends Report 2026, produced with Tourism Economics, an Oxford Economics company.
Among travellers interested in visiting the Middle East, 77% prioritise luxury when booking, compared with 51% of those considering other destinations. Meeting local people is central to the region’s appeal. Among those who travel for events, 55% cite cultural events, against 42% for other destinations, while religious events stand at 22% versus 13%.
For outbound travel, around 66% of UAE and Saudi travellers try to learn some local language before a trip, the highest share among 14 markets surveyed, citing Hilton research. About 70% also seek out local customs they have not researched beforehand. Hilton research also found 81% of UAE travellers book multiple hotels within one destination.
Visitors to South Asia, by contrast, are driven by food and family. The report describes them as younger and exploratory, favouring longer, multi-stop itineraries and transparent pricing.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said destinations and operators have an opportunity to make local experiences more visible and bookable.
The findings will inform ATM 2027, to be held 3–6 May at Dubai World Trade Centre.
