9 Priorities shaping how UAE travellers holiday in 2026

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Bin Hamsan Heritage Village, Saudi Arabia

Safety, authenticity and affordable luxury are top of mind for UAE travellers planning their holidays in 2026, according to online travel agency Musafir’s latest Travel Insights Report. The study reveals a shift towards more meaningful, personalised travel, with experiences that balance comfort, connection and cost-effectiveness.

1 Culture and connection take centre stage

Authentic cultural immersion is a top priority for two-thirds of travellers (65%) seeking deeper connections and more meaningful experiences. This growing appetite for heritage travel aligns with global trends that show travellers are increasingly favouring culture-rich, locally rooted experiences over traditional sightseeing.

In the UAE, this is reflected in 31% of expats who return home every one to two years to visit family and stay connected to their roots, especially those from India, Egypt and the Philippines.

2 Culinary experiences on the rise

Food continues to be a major travel driver, with more than half (58%) of UAE residents planning their travels around cuisine and favouring street food tours, cooking classes and dining experiences that reveal the heart of a destination. Such enthusiasm for culinary experiences is hardly surprising given the UAE’s vibrant dining scene, with Dubai recently named the world’s second-best food destination in Tripadvisor’s 2026 Travelers’ Choice Awards.

For many travellers, culinary experiences offer flavour, discovery, and nostalgia, from ancestral dishes that honour their roots to bold explorations of unfamiliar flavours.

Food market in Al Ahsa, Saudi Arabia

3 Wellness-led travel

Wellness-focused escapes are becoming a defining trend for 2026, with 42% of travellers prioritising yoga, spa retreats, time in nature and digital detoxes where travellers can disconnect from daily pressures and reconnect with themselves and nature. Around one in five (19%) say they travel specifically for mental health and stress relief, a trend led by professionals aged 28–38 seeking rest and rejuvenation.

Dnata Travel’s UAE head reveals outbound travel trends for 2026

Hotel preferences steer UAE travellers’ holiday bookings in 2026

4 Focus on affordable luxury

For the majority (78%) of UAE travellers, value for money remains a top consideration, with many embracing the idea of “affordable luxury” that offers high-quality, well-curated experiences without unnecessary excess. However, perceived value can quickly diminish when expectations aren’t met, with hidden fees (38%) and oversold promises (35%) cited as major frustrations.

Sustainability also plays an increasing role in travel decisions, as 35% of travellers actively seek eco-conscious destinations and 60% are willing to pay more for hotels and resorts demonstrating tangible green initiatives.

Wellness in Bali

5 Adventure and exploration

Adventure remains a strong motivator for 40% of UAE travellers seeking new destinations and thrill-filled itineraries. Many are combining discovery with flexibility, as 27% plan ‘workcations’ in digital nomad-friendly hubs such as Bali, Greece and Thailand, destinations known for their reliable connectivity, scenic settings and extended-stay hospitality offerings.

6 Demand for personalisation

Personalisation is now a core expectation, with nearly half (48%) of travellers looking for tailored itineraries that match their interests and travel style. The growing use of AI is fuelling this shift, with 42% of travellers using chatbots, while almost one-third rely on AI-powered tools for bespoke itinerary building. Still, nearly a quarter (24%) say too many choices can lead to ‘decision fatigue’.

adventure travel shutterstock 2488913735

Adventure travel is a priority

7 Social media inspiration

More than half (55%) of travellers, particularly Gen Z and Millennials, are seeking unique, shareable moments to post across social platforms. And, Instagram remains the leading source of travel inspiration (52%), shaping where travellers go and what experiences they seek. However, when it comes to making bookings, peer recommendations and trusted reviews still hold the most influence.

8 Seamless travel

Convenience matters to nearly three-quarters (70%) of travellers who expect streamlined booking processes and frictionless experiences. Obtaining visas remains one of the biggest pain points, with 42% citing complex or lengthy procedures and last-minute rejections as deterrents. As a result, destinations offering visa-on-arrival access or simplified applications stand to benefit.

Instagrammable moments are key for younger travellers

9 Safety and security

Safety and security remain the top consideration for 82% of UAE travellers, particularly families and solo travellers. This comes as no surprise given that four UAE cities, including Dubai and Abu Dhabi, rank among the 10 safest destinations in the world, according to Numbeo’s 2025 Safety Index. Solo female travel is also on the rise, growing by 15–20% annually, with Millennials making up 60% of this segment. Destinations that prioritise safety, reliable infrastructure and robust traveller support are well positioned to attract this growing market.

Commenting on the UAE traveller priorities, Raheesh Babu, COO of Musafir, said: "The 2026 travel landscape shows a clear evolution – travellers are prioritising meaningful experiences over mere sightseeing.

"It’s about connection, convenience and authenticity.”

For more information, visit musafir.com