Top trends, priorities, and emerging destinations for UAE travellers in 2026 revealed
Workcations and wellness trips are gaining momentum among professionals
Caption: Musafir.com’s 2026 Travel Insights Report reveals UAE travellers’ top trends, priorities, and emerging destinations.
Source: File photo for illustrative purpose
DUBAI – UAE’s leading travel platform musafir.com has released its 2026 Annual Travel Insights Report, offering a detailed view of evolving traveller preferences, priorities, and frustrations.
The report identifies key trends shaping travel this year and highlights emerging destinations attracting UAE travellers’ attention. It also examines how technology, sustainability, and cultural interests are redefining journeys for all age groups.
Top trends
- Sustainable travel rising: Eco-conscious travel continues to grow, with 35% of travellers actively seeking sustainable options and 60% considering eco-friendly choices despite price sensitivity. Cost (58%), limited availability (42%), and greenwashing concerns (37%) remain obstacles. However, adoption is increasing, with eco-lodge bookings rising 18% year-on-year.
- Technology & social media influence: Digital tools and AI are increasingly shaping travel. Forty-two per cent of travellers use AI chatbots, while 31% rely on AI for itinerary planning, particularly Gen Z and Millennials. Social media platforms inspire destination choices: 52% use Instagram, 38% of Gen Z use TikTok, and 44% watch YouTube travel vlogs. Influencer content sparks interest, but peer reviews remain essential for booking validation.
- Screen-driven tourism (‘Set-Jetting’): Visiting destinations featured in films or TV shows is growing, with 23% of travellers participating, especially Gen Z and Millennials who are three times more likely to do so. Popular locations include France for Emily in Paris, Thailand and Sicily for The White Lotus, and Croatia and Iceland for Game of Thrones.
- Heritage & ancestral travel: Thirty-one percent of UAE expats visit their ancestral homelands at least once every two years. Indian, Pakistani, Filipino, and Egyptian communities show strong engagement, combining family visits with cultural exploration.
- Climate-conscious travel: Travel decisions are increasingly weather-driven. Forty-two per cent avoid extreme heat, while 18% actively choose cooler destinations.
- Workcations & hybrid travel: Twenty-seven percent of employed travellers combine work and leisure for two to three weeks, favouring locations such as Bali, Portugal, Greece, Mexico, and Thailand. Workcations require reliable Wi-Fi, compatible time zones, and quiet workspaces to succeed.
- Wellness & mental health trips: Wellness-focused travel is on the rise, with 19% seeking mental health relief through digital detoxes, silent retreats, forest bathing, and spa experiences. Professionals aged 28–38 are the main audience for such trips.
- Women-led travel growth: Solo female travel grows 15-20% annually, with safety the top priority. Popular destinations include Japan, Iceland, and New Zealand. Group trips, including friends’ journeys and mother-daughter holidays, are increasingly chosen in Bali, Morocco, Italy, and Greece. Women travellers prioritise safety, wellness, cultural sensitivity, meaningful connections, and authentic experiences. Millennials represent 60% of this segment, Gen Z 25%, and Gen X 15%.
Travel experiences
Travellers are increasingly seeking:
- Authentic Cultural Experiences (65%) – local connections, traditional meals, and cultural workshops
- Value for Money (78%) – affordable luxury with transparent pricing
- Convenience & Seamlessness (70%) – simple bookings, visa processing, integrated apps
- Safety & Security (82%) – crucial for families, solo travellers, and women
- Unique Instagram-worthy Moments (55%) – especially for Gen Z and Millennials
- Personalisation (48%) – flexible, tailored itineraries
- Wellness & Relaxation (42%) – yoga, spa, nature immersion, digital detox
- Adventure & Novelty (40%) – first-time experiences and adrenaline activities
- Food & Culinary Experiences (58%) – street food tours, cooking classes, specialty cuisines
Challenges
Despite evolving preferences, travellers face persistent pain points:
- Visa Processing (42%) – unpredictable timelines, complex documentation, last-minute rejections
- Price Fluctuations (38%) – dynamic pricing, hidden fees, currency exchange uncertainty
- Service Inconsistency (35%) – fluctuating hotel quality, unreliable tour operators
- Flight Disruptions (29%) – delays, cancellations, overbooking, lost baggage
- Information Overload (24%) – conflicting reviews and overwhelming choices causing decision paralysis
Emerging destinations
Travellers are increasingly seeking authentic, off-the-beaten-path experiences that balance culture, affordability, and adventure:
- Vietnam – vibrant culture, rich culinary scene, simplified e-visa, excellent value
- Saudi Arabia – AlUla, Red Sea Project, mega-events driving tourism growth
- Oman (Salalah) – Khareef season, nature escapes, short-haul convenience
- Armenia – visa-free access, historic charm, affordable stays, wine regions
- Colombia – improved safety, coffee culture, Caribbean beaches, vibrant cities
- Jordan – Wadi Rum, Dead Sea wellness, adventure tourism beyond Petra
- Kazakhstan – visa-free, Central Asian appeal, modern cities, pristine landscapes
Raheesh Babu, COO of musafir.com, commented: "The 2026 travel landscape shows a clear evolution – travellers are prioritising meaningful experiences over mere sightseeing. From sustainable travel and workcations to women-led journeys and digital detox retreats, it’s about connection, convenience, and authenticity. These insights provide a roadmap for the industry to meet modern UAE travellers’ expectations."