The Middle East and North Africa (MENA) tourism sector is preparing for a gradual recovery in Chinese visitor arrivals as outbound travel from China continues to grow, according to new research released ahead of Arabian Travel Market (ATM) 2026.
The study by Dragon Trail International, an Official Research Partner of ATM, found that Chinese outbound travel demand remains strong despite recent geopolitical challenges affecting travel to parts of the region.
Travel demand rises
The research showed that 77% of surveyed travel agents recorded higher demand for outbound travel from China in the first half of 2026 compared with the same period last year. Around 70% also reported increased demand for outbound summer travel.
Data from China’s National Immigration Administration showed mainland Chinese citizen border crossings increased by 10.7% in the first half of 2026, highlighting continued interest in international travel.
While recent regional developments affected travel demand to the Middle East, Chinese government travel advisories covering GCC countries have now been lifted. Dragon Trail International expects recovery to continue gradually, with stronger market growth possible through 2027 if regional stability remains.
Luxury travel leads
The research identified luxury travel as the segment with the strongest recovery potential, with 42% of Chinese travel agents pointing to high-net-worth travellers as the first group likely to return to MENA destinations.
Other segments with recovery opportunities include fully independent travel (FIT) at 40%, group travel at 38%, and younger travellers at 38%.
Chinese travellers are also changing their booking patterns, with shorter planning periods and growing interest in single-destination trips.
UAE remains key market
Among MENA destinations, travel agents identified Türkiye as having strong growth potential following visa-free travel arrangements for Chinese visitors. Saudi Arabia and the UAE were also highlighted as long-term opportunities, especially in the luxury travel segment.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “China remains one of the world’s most influential outbound tourism markets, and while recent geopolitical developments have temporarily affected travel demand to the Middle East, the long-term opportunity remains significant.
“As traveller confidence returns, destinations that understand changing consumer behaviour and adapt their marketing strategies will be best placed to capture renewed demand. Arabian Travel Market provides an important platform for the industry to access the latest market intelligence, strengthen partnerships and prepare for the next phase of growth.”
ATM research session
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said: “Chinese outbound tourism continues to demonstrate remarkable resilience despite a number of external challenges. While recent geopolitical developments have affected demand for travel to the Middle East, outbound travel overall continues to grow strongly, creating a significant opportunity for destinations that can rebuild traveller confidence.
“Our latest research has been developed specifically to help tourism organisations across the MENA region better understand how Chinese travel preferences are evolving, enabling them to refine their marketing strategies and accelerate recovery as confidence returns.”
Parulis-Cook will present the latest findings during ATM 2026 at a session titled “Welcoming Back the Chinese Tourism Market: Insights for the Middle East” on the Future Stage.
ATM 2026 will also feature Chinese exhibitors, including tourism organisations, travel companies and industry service providers. The event will focus on the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology”, bringing together global tourism stakeholders to discuss future trends and developments in the travel sector.
tanvir@dubainewsweek.com
