Forget sleep tourism, noctourism and ancestral trips – these are all trends or micro-trends that are popular right now, but don’t have the staying power of megatrends. What’s the difference? The former are often a bandwagon to jump on for a limited time, while megatrends are shaping the tourism industry and how we travel.
A handful of megatrends are having an impact on traveller experiences in the Middle East, according to experts at Arabian Travel Market, which is taking place at Dubai World Trade Centre this week.
They crop up in conversation time and time again, and range from the huge potential of the cruise sector to gig tourism and travellers' use of AI.
Gig tourism
Increasingly, travellers around the world are planning trips to coincide with major events. Think the “Taylor Swift effect”, where the US megastar’s Eras Tour had a direct economic benefit on the cities where she performed. Known as “gig tourism”, it is particularly popular in the Middle East, where Coldplay, for example, brought international travellers to the UAE.
“It’s not just about attending an event,” says Sebastien Doussin, senior vice president of global travel services and destination management at dnata Travel Group. “It’s about what surrounds it – the access, the cultural immersion, the sense of belonging to something larger.”
This is why tour operators are creating one-off experiences for travellers flying into the UAE during these “big-ticket events”. For example, Arabian Adventures has scheduled an exclusive desert evening with former Haas F1 Team principal Guenther Steiner during Abu Dhabi Grand Prix weekend in December.
With world-class venues such as Expo City Dubai, the Coca-Cola Arena, and facilities at Yas Island such as the Etihad Arena, the UAE is uniquely equipped to host major international audiences, Doussin tells The National. “Beyond the venues themselves, the UAE offers an unmatched supporting ecosystem: seamless airport connectivity, premium accommodation at every scale, a vibrant culinary scene, cutting-edge transport and a highly service-oriented hospitality sector.”
Multi-generational travel
For the first time, technically speaking, seven generations can travel together, from the babies of Generation Beta to the ageing Silent Generation. This is giving rise to the trend of multi-generational travel worldwide, but particularly in the Middle East, where family values underpin everyday life.
New luxury travel agency Jovial Travels, based in Dubai’s JLT, says this has also generated a new trend called “soft summering”. This movement is centred on slower rhythms and meaningful togetherness.
Nearly half (45 per cent) of UAE residents prioritise family holidays focused on quality time and relaxation, while 58 per cent of millennial and Gen Z parents plan to bring extended family on holiday in 2025, and 89 per cent cite “quality time” as their top motivation, according to Vinoli Obeysekara, head of sales at Jovial Travels. “We’re witnessing a real appetite for travel that feels restorative, not rushed.”
Cruises
While we have long been able to take cruises in this region, this is only going to become more popular, particularly following the introduction of Aroya Cruises, the first Saudi Arabian cruise line.
In the UAE, the cruise sector is projected to reach $16.17 million this year, and the Emirates is becoming a popular destination thanks to its luxe ports, vibrant culture and warm weather, according to Statista Market Insights.
Middle East ports are expected to record 300,000 cruise visits in 2025, according to the ATM Travel Trends Report, and cruise capacity is rising to build regional connectivity.
Leading Swiss-Italian cruise line MSC Cruises has long been committed to the region and is set to expand its offerings, according to global executive director Angelo Capurro.
These include more attractive offers for Middle East residents, such as last-minute booking options, which the company has noted as a local preference.
Saudi Arabia
Saudi Arabia is arguably having the biggest impact on regional tourism, as it continues to break all records in the sector, with 30 million international arrivals last year. By 2030, the country aims to reach 70 million visitors, making it one of the top seven most-visited nations worldwide, according to the kingdom’s Ministry of Tourism.
A huge proportion of this comes from religious tourism, as more pilgrims than ever head to Makkah for Umrah and Hajj, but Saudi Arabia is also benefitting from increased connectivity and tapping into younger, wealthier travellers who are seeking new and authentic experiences, according to the ATM Travel Trends Report.
Experiential travel
Speaking of authentic experiences, one of the biggest talking points of ATM this year is the trend of “experiential travel” and “authenticity”. While these can be seen as buzzwords, their essence is really important, says Paul Mulcahy, chief commercial officer of Mauritius hotel management company The Lux Collective. The brand perhaps epitomises this trend, and has two properties scheduled to open within the next few years in Sharjah.
“We genuinely try to bring the culture into the hotel,” Mulcahy explains. “We put a lot of thought into making sure that when a visitor comes, they know where they are and they get a chance to really experience the location.”
The company does this by incorporating local ingredients and cuisine, collaborating with nearby communities on architecture, artworks or experiences, and respecting the environment where each hotels is located.
The Middle East is a travel destination that appeals to wealthier, younger audiences and those interested in adventure tourism and niche activities, according to the travel trends report. Authenticity is key, says Dave Goodger, from Oxford Tourism Economics, which worked with ATM on the report.
A group of experts broke down the trend further at a panel discussion called The Power to Empower: Cultural Connectivity and Inclusion on day two of the ATM event.
Deborah Thomson, cluster general manager of JA Hatta Fort Hotel and Terra Cabins, gave the example of an on-site coffee shop, based on a Hatta businessman's concept, which has become a popular local hangout. “Hatta is quite a small place, with a population of 7,000, so it’s important that we make the community feel part of our resort,” she said.
Another example came from Blacklane, a global premium chauffeur service, which incorporates cultural elements into the car journey. In Saudi Arabia, this includes traditional fragrances, dates and coffee – things that connect travellers to the local environment.
Wellness and longevity
Again, this is a global trend, but one that has really taken hold in the region. Wellness tourism is set to jump from $830.2 billion in 2023 to over $1.3 trillion in 2028, according to the Global Wellness Institute. The Middle East and North Africa has been cited as one of the fastest-growing regions for this trend.
“We call it passport to immortality,” said Fouad Talaat, regional manager for Booking.com, at another panel discussion at ATM. “This is customers wanting to travel and experience longevity wellness resorts that offer cutting-edge technology like red light, cryotherapy and more to seek benefits beyond immediate relaxation. They want long-term benefits.”
This is another trend The Lux Collective has tapped into. It is introducing wellness programmes that include a follow-up when you get home. “The idea is, you come and you’ll do something that you take away with you,” says Mulcahy. “We’ve all been there -you try to be good for a period of time and then let it all go. We’re trying to make it last that bit longer, make it a bit more sincere.”
Artificial intelligence and social media
We couldn’t talk trends without touching on AI. New technology is being embraced across the region’s travel industry, not just by hotels or tour operators, but by travellers themselves. “Would-be travellers to the Middle East are twice as likely as other travellers to use AI chatbots,” says Goodger.
Around 60 per cent of those interested in visiting the Middle East have used AI at least once before for their travel planning, while 60 per cent of travellers from the UAE trusted AI to plan every aspect of their trip compared to 48 per cent of tourists elsewhere.
“The algorithm is the planner,” said Aleix Rodriguez Brunsoms, director of strategy at Skift Advisory, in a talk about trends shaping the region. “Social feeds and AI are inspiring and booking travellers’ next trips. They’re no longer just sources of inspiration, but trip planning and booking platforms.”
Eighty per cent of travellers consult social media before making a travel decision, and 60 per cent are comfortable booking directly via social media, according to Skift. “Gen Z and millennials are using this before Google, and influencers have gone from passive content creators to active travel sellers,” said Brunsoms.
“Destination marketing in the region is not about flashy campaigns, but building thousands of micro moments that are then emphasised by AI and distributed by influencers.”
Other must-tries
Tomato and walnut salad
A lesson in simple, seasonal eating. Wedges of tomato, chunks of cucumber, thinly sliced red onion, coriander or parsley leaves, and perhaps some fresh dill are drizzled with a crushed walnut and garlic dressing. Do consider yourself warned: if you eat this salad in Georgia during the summer months, the tomatoes will be so ripe and flavourful that every tomato you eat from that day forth will taste lacklustre in comparison.
Badrijani nigvzit
A delicious vegetarian snack or starter. It consists of thinly sliced, fried then cooled aubergine smothered with a thick and creamy walnut sauce and folded or rolled. Take note, even though it seems like you should be able to pick these morsels up with your hands, they’re not as durable as they look. A knife and fork is the way to go.
Pkhali
This healthy little dish (a nice antidote to the khachapuri) is usually made with steamed then chopped cabbage, spinach, beetroot or green beans, combined with walnuts, garlic and herbs to make a vegetable pâté or paste. The mix is then often formed into rounds, chilled in the fridge and topped with pomegranate seeds before being served.
How to donate
Send “thenational” to the following numbers or call the hotline on: 0502955999
2289 – Dh10
2252 – Dh 50
6025 – Dh20
6027 – Dh 100
6026 – Dh 200
Infobox
Western Region Asia Cup Qualifier, Al Amerat, Oman
The two finalists advance to the next stage of qualifying, in Malaysia in August
Results
UAE beat Iran by 10 wickets
Kuwait beat Saudi Arabia by eight wickets
Oman beat Bahrain by nine wickets
Qatar beat Maldives by 106 runs
Monday fixtures
UAE v Kuwait, Iran v Saudi Arabia, Oman v Qatar, Maldives v Bahrain
COMPANY PROFILE
Name: Kumulus Water
Started: 2021
Founders: Iheb Triki and Mohamed Ali Abid
Based: Tunisia
Sector: Water technology
Number of staff: 22
Investment raised: $4 million
Scorebox
Dubai Hurricanes 31 Dubai Sports City Eagles 22
Hurricanes
Tries: Finck, Powell, Jordan, Roderick, Heathcote
Cons: Tredray 2, Powell
Eagles
Tries: O’Driscoll 2, Ives
Cons: Carey 2
Pens: Carey
Scores
Oman 109-3 in 18.4 overs (Aqib Ilyas 45 not out, Aamir Kaleem 27) beat UAE 108-9 in 20 overs (Usman 27, Mustafa 24, Fayyaz 3-16, Bilal 3-23)
MATCH INFO
Red Star Belgrade v Tottenham Hotspur, midnight (Thursday), UAE
Key figures in the life of the fort
Sheikh Dhiyab bin Isa (ruled 1761-1793) Built Qasr Al Hosn as a watchtower to guard over the only freshwater well on Abu Dhabi island.
Sheikh Shakhbut bin Dhiyab (ruled 1793-1816) Expanded the tower into a small fort and transferred his ruling place of residence from Liwa Oasis to the fort on the island.
Sheikh Tahnoon bin Shakhbut (ruled 1818-1833) Expanded Qasr Al Hosn further as Abu Dhabi grew from a small village of palm huts to a town of more than 5,000 inhabitants.
Sheikh Khalifa bin Shakhbut (ruled 1833-1845) Repaired and fortified the fort.
Sheikh Saeed bin Tahnoon (ruled 1845-1855) Turned Qasr Al Hosn into a strong two-storied structure.
Sheikh Zayed bin Khalifa (ruled 1855-1909) Expanded Qasr Al Hosn further to reflect the emirate's increasing prominence.
Sheikh Shakhbut bin Sultan (ruled 1928-1966) Renovated and enlarged Qasr Al Hosn, adding a decorative arch and two new villas.
Sheikh Zayed bin Sultan (ruled 1966-2004) Moved the royal residence to Al Manhal palace and kept his diwan at Qasr Al Hosn.
Sources: Jayanti Maitra, www.adach.ae
The specs
Price, base / as tested Dh1,100,000 (est)
Engine 5.2-litre V10
Gearbox seven-speed dual clutch
Power 630bhp @ 8,000rpm
Torque 600Nm @ 6,500rpm
Fuel economy, combined 15.7L / 100km (est)
The Birkin bag is made by Hermès.
It is named after actress and singer Jane Birkin
Noone from Hermès will go on record to say how much a new Birkin costs, how long one would have to wait to get one, and how many bags are actually made each year.
Trump v Khan
2016: Feud begins after Khan criticised Trump’s proposed Muslim travel ban to US
2017: Trump criticises Khan’s ‘no reason to be alarmed’ response to London Bridge terror attacks
2019: Trump calls Khan a “stone cold loser” before first state visit
2019: Trump tweets about “Khan’s Londonistan”, calling him “a national disgrace”
2022: Khan’s office attributes rise in Islamophobic abuse against the major to hostility stoked during Trump’s presidency
July 2025 During a golfing trip to Scotland, Trump calls Khan “a nasty person”
Sept 2025 Trump blames Khan for London’s “stabbings and the dirt and the filth”.
Dec 2025 Trump suggests migrants got Khan elected, calls him a “horrible, vicious, disgusting mayor”
Race card
6.30pm: Maiden (TB) Dh 82,500 (Dirt) 1.600m
7.05pm: Maiden (TB) Dh 82,500 (D) 2,000m
7.50pm: Handicap (TB) Dh 82,500 (D) 1,600m
8.15pm: The Garhoud Sprint Listed (TB) Dh 132,500 (D) 1,200m
8.50pm: The Entisar Listed (TB) Dh 132,500 (D) 2,000m
9.25pm: Conditions (TB) Dh 120,000 (D) 1,400m
Classification of skills
A worker is categorised as skilled by the MOHRE based on nine levels given in the International Standard Classification of Occupations (ISCO) issued by the International Labour Organisation.
A skilled worker would be someone at a professional level (levels 1 – 5) which includes managers, professionals, technicians and associate professionals, clerical support workers, and service and sales workers.
The worker must also have an attested educational certificate higher than secondary or an equivalent certification, and earn a monthly salary of at least Dh4,000.
COMPANY PROFILE
Name: HyperSpace
Started: 2020
Founders: Alexander Heller, Rama Allen and Desi Gonzalez
Based: Dubai, UAE
Sector: Entertainment
Number of staff: 210
Investment raised: $75 million from investors including Galaxy Interactive, Riyadh Season, Sega Ventures and Apis Venture Partners
Biog
Mr Kandhari is legally authorised to conduct marriages in the gurdwara
He has officiated weddings of Sikhs and people of different faiths from Malaysia, Sri Lanka, Russia, the US and Canada
Father of two sons, grandfather of six
Plays golf once a week
Enjoys trying new holiday destinations with his wife and family
Walks for an hour every morning
Completed a Bachelor of Commerce degree in Loyola College, Chennai, India
2019 is a milestone because he completes 50 years in business
The burning issue
The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
Read part four: an affection for classic cars lives on
Read part three: the age of the electric vehicle begins
Read part one: how cars came to the UAE
The President's Cake
Director: Hasan Hadi
Starring: Baneen Ahmad Nayyef, Waheed Thabet Khreibat, Sajad Mohamad Qasem
Rating: 4/5
Electoral College Victory
Trump has so far secured 295 Electoral College votes, according to the Associated Press, exceeding the 270 needed to win. Only Nevada and Arizona remain to be called, and both swing states are leaning Republican. Trump swept all five remaining swing states, North Carolina, Georgia, Pennsylvania, Michigan and Wisconsin, sealing his path to victory and giving him a strong mandate.
Popular Vote Tally
The count is ongoing, but Trump currently leads with nearly 51 per cent of the popular vote to Harris’s 47.6 per cent. Trump has over 72.2 million votes, while Harris trails with approximately 67.4 million.
KILLING OF QASSEM SULEIMANI
Frankenstein in Baghdad
Ahmed Saadawi
Penguin Press
Sole survivors
- Cecelia Crocker was on board Northwest Airlines Flight 255 in 1987 when it crashed in Detroit, killing 154 people, including her parents and brother. The plane had hit a light pole on take off
- George Lamson Jr, from Minnesota, was on a Galaxy Airlines flight that crashed in Reno in 1985, killing 68 people. His entire seat was launched out of the plane
- Bahia Bakari, then 12, survived when a Yemenia Airways flight crashed near the Comoros in 2009, killing 152. She was found clinging to wreckage after floating in the ocean for 13 hours.
- Jim Polehinke was the co-pilot and sole survivor of a 2006 Comair flight that crashed in Lexington, Kentucky, killing 49.
Skoda Superb Specs
Engine: 2-litre TSI petrol
Power: 190hp
Torque: 320Nm
Price: From Dh147,000
Available: Now
The 12 Syrian entities delisted by UK
Ministry of Interior
Ministry of Defence
General Intelligence Directorate
Air Force Intelligence Agency
Political Security Directorate
Syrian National Security Bureau
Military Intelligence Directorate
Army Supply Bureau
General Organisation of Radio and TV
Al Watan newspaper
Cham Press TV
Sama TV
DEADPOOL & WOLVERINE
Starring: Ryan Reynolds, Hugh Jackman, Emma Corrin
Director: Shawn Levy
Rating: 3/5
Gulf Under 19s final
Dubai College A 50-12 Dubai College B
MOUNTAINHEAD REVIEW
Starring: Ramy Youssef, Steve Carell, Jason Schwartzman
Director: Jesse Armstrong
Rating: 3.5/5
David Haye record
Total fights: 32
Wins: 28
Wins by KO: 26
Losses: 4
Founders: Abdulmajeed Alsukhan, Turki Bin Zarah and Abdulmohsen Albabtain.
Based: Riyadh
Offices: UAE, Vietnam and Germany
Founded: September, 2020
Number of employees: 70
Sector: FinTech, online payment solutions
Funding to date: $116m in two funding rounds
Investors: Checkout.com, Impact46, Vision Ventures, Wealth Well, Seedra, Khwarizmi, Hala Ventures, Nama Ventures and family offices
Diriyah%20project%20at%20a%20glance
%3Cp%3E-%20Diriyah%E2%80%99s%201.9km%20King%20Salman%20Boulevard%2C%20a%20Parisian%20Champs-Elysees-inspired%20avenue%2C%20is%20scheduled%20for%20completion%20in%202028%0D%3Cbr%3E-%20The%20Royal%20Diriyah%20Opera%20House%20is%20expected%20to%20be%20completed%20in%20four%20years%0D%3Cbr%3E-%20Diriyah%E2%80%99s%20first%20of%2042%20hotels%2C%20the%20Bab%20Samhan%20hotel%2C%20will%20open%20in%20the%20first%20quarter%20of%202024%0D%3Cbr%3E-%20On%20completion%20in%202030%2C%20the%20Diriyah%20project%20is%20forecast%20to%20accommodate%20more%20than%20100%2C000%20people%0D%3Cbr%3E-%20The%20%2463.2%20billion%20Diriyah%20project%20will%20contribute%20%247.2%20billion%20to%20the%20kingdom%E2%80%99s%20GDP%0D%3Cbr%3E-%20It%20will%20create%20more%20than%20178%2C000%20jobs%20and%20aims%20to%20attract%20more%20than%2050%20million%20visits%20a%20year%0D%3Cbr%3E-%20About%202%2C000%20people%20work%20for%20the%20Diriyah%20Company%2C%20with%20more%20than%2086%20per%20cent%20being%20Saudi%20citizens%0D%3C%2Fp%3E%0A
