UAE travellers are increasingly seeking authentic cultural experiences abroad, with 70% actively looking for local customs they have not researched before travelling, a new report finds.
UAE travellers show growing interest in cultural experiences
The findings, published in the Arabian Travel Market (ATM) Travel Trends Report 2026, highlight the growing interest among UAE and Saudi residents in discovering local cultures when travelling overseas.
According to Hilton research cited in the report, around 66% of UAE and Saudi travellers try to learn some of the local language before visiting a destination. This was the highest proportion among the 14 markets surveyed.
The research also found that around 70% actively seek out local customs they had not researched before arriving, suggesting that spontaneous discovery is an important part of their travel experience.
UAE travellers combine hotel stays to explore destinations
Accommodation choices also reflect travellers’ interest in experiencing different parts of a destination.
The report cites Hilton research showing that 81% of UAE travellers book multiple hotels within a single destination.
Among them, 52% do so to experience different neighbourhoods, while 46% combine budget accommodation with luxury stays.
These preferences point to opportunities for hotels and tourism businesses to offer experiences that help visitors explore local communities and discover different sides of a destination.
Luxury and cultural experiences attract Middle East visitors
The report also examines what attracts international visitors to the Middle East.
Among travellers considering the region, 77% prioritise luxury when booking, compared with 51% of those considering other destinations.
Cultural experiences are another important factor. Among Middle East visitors who travel for events, 55% cite cultural events as an interest, compared with 42% among those considering other destinations.
Religious events also attract greater interest, with 22% identifying them as a travel motivation, compared with 13% for other destinations.
The report highlights opportunities for destinations to combine premium hospitality with opportunities for visitors to meet local people and experience regional culture.
ATM 2027 to examine changing travel preferences
The findings will contribute to discussions at Arabian Travel Market 2027, scheduled to take place from 3 to 6 May at Dubai World Trade Centre.
Under the theme Travel without boundaries: Shaping global travel through experience, the event will bring together destinations, hotels, tour operators and travel technology companies to discuss changing traveller expectations.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “Interest in cultural travel reveals important differences between audiences. For prospective visitors to the Middle East, cultural connection sits alongside a strong interest in premium experiences. For UAE and Saudi travellers travelling abroad, the research highlights curiosity and a willingness to discover local customs.
“For destinations, hotels and tour operators, these findings highlight an opportunity to make local experiences a more visible and accessible part of the travel offer. That means connecting accommodation with locally hosted activities and helping travellers discover experiences during their stay. At ATM 2027, an important part of the discussion will be how businesses can work together to develop these products and make them easier for travellers to find and book.”
The 34th edition of ATM will focus on four themes: Experience, Opportunity, Innovation and Possibility without boundaries, examining how tourism businesses can respond to evolving travel preferences across international markets.
