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| Arabian Travel Market |
Produced in association with Tourism Economics, an Oxford Economics company, the report examines traveller motivations, booking behaviour and destination preferences, highlighting opportunities for the global tourism industry.
Luxury and Cultural Experiences Attract Middle East Visitors
The research reveals that travellers considering a visit to the Middle East place a particularly strong emphasis on premium accommodation and luxury experiences. Around 77% prioritise luxury when booking a trip to the region, compared with 51% of travellers considering other destinations.
However, luxury is only part of the attraction. Meeting local people, experiencing authentic traditions and participating in cultural activities are also important considerations.
Cultural events are particularly appealing, with 55% of visitors to the Middle East who travel for events identifying cultural events as an attraction, compared with 42% among those interested in other destinations. Religious events also have stronger appeal, attracting 22% compared with 13%.
Gulf Travellers Embrace Spontaneous Cultural Discovery
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| Arabian Travel Market |
Citing Hilton's 2026 research, it reveals that approximately 66% of travellers from these countries try to learn some of the local language before visiting a destination. Around 70% also actively seek out local customs and experiences they had not researched beforehand.
This interest in spontaneous discovery presents opportunities for tourism businesses to connect visitors with local communities, traditions, food and activities during their stay.
Accommodation providers and tour operators can respond by making locally hosted experiences easier to discover and book, helping visitors enjoy more meaningful connections with the destinations they explore.
Different Accommodation Choices and Travel Styles
Accommodation preferences are also changing. Hilton research cited in the ATM report found that 81% of UAE travellers book multiple hotels within a single destination.
For 52% of these travellers, experiencing different neighbourhoods is a motivation, while 46% enjoy combining budget accommodation with luxury stays.
These findings highlight the importance of offering flexible accommodation choices and experiences that allow visitors to explore different sides of a destination.
Food and Family Drive South Asian Travel
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| Arabian Travel Market |
Younger and more exploratory travellers are showing interest in longer, flexible holidays and multi-stop itineraries. Culinary trails, local food experiences and activities suitable for several generations of a family are identified as important tourism opportunities.
Clear pricing, transparent inclusions and flexible travel arrangements are also important when developing products for this market.
Cultural Immersion a Worldwide Travel Trend
The growing interest in authentic cultural experiences is not limited to the Middle East and South Asia.
Research from Skift's State of Travel 2026, referenced in the ATM report, identifies cultural immersion as a leading travel motivation worldwide. The proportion of travellers classified as cultural immersion travellers was 42% in the Middle East and North Africa, 50% in Asia, 39% in North America and 36% in Europe.
Arabian Travel Market 2027 to Explore the Future of Travel
The findings will help inform discussions at Arabian Travel Market 2027, taking place from 3 to 6 May 2027 at Dubai World Trade Centre.
The 34th edition of the international travel and tourism exhibition will operate under the theme "Travel without boundaries: Shaping global travel through experience".
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said the research highlighted the different expectations of international visitors and Gulf residents travelling abroad.
She emphasised the opportunity for destinations, hotels and tour operators to make local experiences more visible and accessible, connecting accommodation with authentic activities and locally hosted experiences.
ATM 2027 will bring together destinations, hospitality companies, tour operators and travel technology providers to examine changing traveller expectations. Its four theme pillars – Experience, Opportunity, Innovation and Possibility without boundaries – will explore new opportunities across inbound and outbound tourism markets.
For the international travel industry, the message is clear: travellers increasingly want more than accommodation and sightseeing. They are looking for meaningful cultural connections, memorable food experiences, opportunities to meet local people and the flexibility to discover destinations in their own way.
Arabian Travel Market
Website: https://www.wtm.com/atm/en-gb.htmlEvent dates: 3–6 May 2027
Venue: Dubai World Trade Centre, Dubai, United Arab Emirates
For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/





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