ATM Travel Trends Report 2026 Highlights Cultural and Luxury Travel Preferences

Cultural connection, premium experiences, and spontaneous discovery are emerging as major travel preferences among visitors to the Middle East and Gulf residents travelling abroad. The insights come from the ATM Travel Trends Report 2026, produced in association with Tourism Economics, an Oxford Economics company.

Luxury and Culture Attract Middle East Visitors
- 77% of travellers interested in visiting the Middle East prioritise luxury experiences, compared to 51% of travellers considering other destinations.
- Meeting local people and enjoying authentic cultural experiences are key motivations.
- Among event-driven travellers:
- 55% are interested in cultural events.
- 22% are interested in religious events.

Cultural Immersion Leads Global Travel Trends
- According to Skift’s State of Travel 2026 research:
- 42% of Middle East and North Africa travellers are motivated by cultural immersion.
- Cultural immersion also ranks ahead of adventure and luxury travel globally.

Gulf Travellers Seek Cultural Discovery
- Around 66% of UAE and Saudi travellers learn some of the local language before visiting a destination.
- About 70% actively seek local customs and experiences they had not researched before arrival.
- The findings highlight a strong appetite for authentic and spontaneous cultural exploration.

Changing Accommodation Preferences
- 81% of UAE travellers book multiple hotels within a single destination.
- Key reasons include:
- Exploring different neighbourhoods (52%).
- Combining budget and luxury accommodation (46%).

South Asia Visitors Show Different Priorities
- Food and family experiences are the strongest drivers for travellers considering South Asia.
- Popular travel preferences include:
- Culinary experiences
- Family-friendly attractions
- Longer and multi-stop itineraries
- Opportunities exist for:
- Culinary trails
- Multi-generational travel products
- Transparent pricing and clear inclusions

Industry Implications
- Destinations, hotels, and tour operators have an opportunity to make local experiences more accessible and easier to book.
- Businesses can enhance travel offerings by linking accommodation with locally hosted activities and cultural experiences.

ATM 2027 Focus
- Arabian Travel Market 2027 will be held from 3–6 May 2027 at Dubai World Trade Centre.
- The event theme is “Travel without boundaries: Shaping global travel through experience.”
- Discussions will explore how evolving traveller expectations are influencing tourism products, partnerships, innovation, and business opportunities.