UAE travellers prioritise wellness and culture in 2025

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Slow travel and 'calmcations' is trending among UAE travellers

As 2025 unfolds, UAE travellers are reconsidering their approach to holidays, according to Musafir.com, with data showing a growing preference this summer for retreats centred around wellness and cultural discovery, as well as being good value for money.

From ’calmcations’ to ’townsizing’, Musafir.com says summer travel by UAE residents is leaning towards trips that are designed around tranquility and rest, have been thoughtfully curated and take place in destinations outside of well-known tourist hotspots.

According to Raheesh Babu, COO at Musafir.com, “Travel is now deeply personal, intentional and often slower,” and the following five trends shared by Musafir reflect just that.

1 Townsizing

A growing number of UAE holidaymakers are trading in the big city rush for the quiet comforts of small towns, opting for slow-paced stays where daily life unravels at a gentler pace.

With 35% of UAE travellers choosing extended getaways — sometimes a month or more — in hidden corners of Europe and Southeast Asia, ’town-sizing’ is all about embracing laid-back rhythms and authentic local experiences.

2 Detour Destinations

Nearly half (49%) of UAE travellers are now opting to explore less-visited places, according to Musafir.com.

Destinations such as Salalah in Oman, Abha in Saudi Arabia, Georgia, Armenia and Morocco have become increasingly popular, chosen for their cooler climates, value for money and opportunities for authentic experiences away from the typical tourist crowds.

Tibilisi in Georgia

Responding to this trend, Etihad recently announced new flight routes to Tbilisi in Georgia and Yerevan in Armenia, set to launch in March 2026.

This preference reflects a broader global movement, where travellers are seeking out lesser-known spots to escape over-tourism and immerse themselves in unique local cultures. Industry observers note that this shift is reshaping travel patterns internationally, as more people prioritise discovery and genuine connections over well-trodden itineraries.

3 Calmcations
For those seeking more than sightseeing, wellbeing holidays – coined ’calmcations’ – are gaining ground. Spa retreats, yoga sessions, wholesome cuisine and time immersed in nature are now high on the wish list.

Popular destinations from the UAE include spots in Bali, Kerala, Thailand and the Philippines, attracting travellers who see a holiday as an opportunity for rest and rejuvenation.

Wellness in Bali

4 Staycations

Increasingly, UAE residents are looking for respite closer to home. With airport lines and long flights on the decline, local staycations — whether a beach resort on the coast, a quick retreat to the dunes or a city break — in the UAE and across Saudi Arabia are proving to be popular. These bite-sized holidays make relaxation easy without the need to cross borders.

This trend’s growing popularity is also fueled by a rise in cultural experiences across the region, from AlUla’s winter festival Tantora where music and art unfolds among sandstone tombs, to guided tours of Driyah’s Unesco-listed At-Turaif near Riyadh.

AlUla in Saudi Arabia

5 Workcations

Remote work is encouraging a new type of getaway. Nearly 30% of UAE travellers are booking longer stays in cooler parts of Europe and Asia, blending business calls with evening strolls in new surroundings.

With laptops in tow, these workcations allow guests to combine productivity with pleasure, often from a far more inspiring backdrop than the office.

For more information, visit www.musafir.com