Musafir reveals what UAE travellers...

Preferences include 'cruisecations', immersive experiences and boutique hotels

Online travel agency Musafir has revealed the preferences of UAE travellers in 2025.

Many of the trends reflect a preference shift towards affordability, wellness, sustainability, cultural experiences and immersive adventures shaped by global issues such as climate change, geopolitics and economics.

While familiar destinations such as the Maldives, Italy and France continue to be popular, UAE travellers are also embracing new experiences, from mountain climbing to 'cruisecations'.

Preferred destinations in 2025 span from Europe to Asia and include familiar favourites such as Italy, Switzerland and France, as well as Germany, Japan, South Africa, Singapore and Korea. Closer to home, UAE travellers are increasingly looking to Jeddah, Riyadh and Abha in Saudi and Salaleh, located at the southernmost tip of Oman.

Salaleh in Oman

In family travel, there has been a notable surge in multigenerational vacations, while regional solo travellers are embracing wellness retreats and journeys of self-discovery and couples look to combine relaxation and cultural exploration.

Immersive and Culturally-rich Experiences
Musafir data reveals UAE travellers are showing a preference for longer 7-9 day immersive international trips to remote destinations or those rich in art and history.

It’s a trend backed up by recent data from Dnata, which shows growing demand for long-haul destinations, with travellers booking longer stays in more distant locations, and looking for unique and less-explored parts of popular travel hotspots.

Instead of traditional sightseeing and luxury accommodations, travellers are gravitating towards meaningful experiences that allow them to connect with local cultures, cuisines and traditions and destinations that emphasise ethical tourism.

According to Musafir, popular locations include Italy (Rome, Florence, Venice), Greece (Athens, Santorini), Egypt (Cairo, Luxor), Japan (Kyoto), Spain (Madrid, Barcelona), Morocco (Marrakech, Fez) and Bhutan.

Similarly with accommodations, travellers are prioritising stays in boutique hotels and eco resorts that offer a deeper connection to the culture and deliver authentic experiences.

Coolcations and Cruisecations
The 'Cool-cation' trend is on the rise as travellers look to escape the increasing heat of traditional summer destinations and instead pursue unique experiences in colder climates.

Snow-covered destinations that offer skiing and winter sports are popular choices and include Switzerland (Zermatt, St. Moritz) and France (Chamonix, Grenoble), as well as the more affordable CIS countries such as Georgia (Tbilisi, Gudauri), Uzbekistan (Tashkent, Samarkand), Kazakhstan (Almaty) and Azerbaijan (Baku).

Outdoor exploration, from trekking to mountain climbing, in winter and summer months is also proving a pull as UAE travellers look to off-the-beaten-track destinations such as Nepal and Bhutan.

And with cruise lines like MSC Cruises returning to the Middle East and regional itineraries unveiled, sea-cations are expected to surge in popularity this year.

Explora Journeys has launched regional cruise itineraries and will visit Saudi, Oman and the UAE from winter 2026

Explora Journeys to sail Arabian Peninsula in 2026

Wellness Rising
Spa treatments, yoga and wellness experiences are in high demand with UAE residents, and particularly among solo travellers, says Musafir.

Popular wellness destinations include Thailand (Chiang Mai and Phuket), Bali in Indonesia for yoga retreats, India (Kerala and Rishikesh) Ayurveda and spiritual healing and Switzerland for luxury relaxation retreats.

Staycations in the UAE will continue to thrive, with high demand for luxury wellness and desert escapes throughout the emirates.

Yoga on the beach, Amankila, Indonesia

Technology’s Rising Role
As well as affordability driving destination decisions, from discounts and deals to choosing countries with favourable exchange rates in countries such as Egypt and Japan, travellers are increasingly looking to influencers on social media platforms such as Instagram and TikTok for inspiration.

Technology is also impacting the way UAE residents book their holidays, with customisation and convenience priorities in selecting an online booking platform.

The demand for flexibility in bookings and robust travel insurance remains high, especially as travellers navigate uncertainties from flight disruptions to global health concerns.

With a presence across the UAE, Qatar, India and Saudi Arabia, Musafir offers flights to more than 3,000 destinations, hotel stays at some 1 million properties around the world, holiday experiences and more.

For more information, visit musafir.com

GET YOUR FREE GUIDE TO THE MALDIVES NOW