Dubai among Brits’ top dream holiday destinations for 2025
Millennials lead in saving and spending for long-haul holidays
DUBAI – Travel is one of life’s most rewarding experiences, from quick weekend getaways to globe-spanning adventures. But for many travellers, there’s always one dream destination they can’t stop thinking about – and for a growing number of Brits, that place is Dubai.
According to a new study by long-haul travel specialists Travelbag, Dubai ranks among the top five dream holiday destinations for British travellers, with more than one in eight (12.7%) naming it their ideal getaway.
The survey, which questioned 1,000 UK adults, explored how much people are willing to spend, where they want to go, and what sacrifices they’d make to turn their dream trips into reality.
Top 10 dream destinations
The research reveals that Dubai sits alongside global favourites such as the Maldives, New York, and Kyoto in the list of top dream destinations. For many, the allure of Dubai’s luxury resorts, futuristic skyline, and world-class attractions makes it an irresistible choice for a once-in-a-lifetime holiday.
The top ten dream destinations if money were no object are:
- Maldives – 20.3%
- New York, USA – 19.1%
- Kyoto, Japan – 17.5%
- Great Barrier Reef, Australia – 16.7%
- Dubai, UAE – 12.7%
- Seychelles – 12.6%
- Banff National Park, Canada – 10.6%
- Thailand – 10.0%
- Mauritius – 9.8%
- St Lucia – 9.6%
With Brits searching the term “dream holiday” nearly 97,000 times a month, it’s clear that wanderlust is stronger than ever – and Dubai’s mix of luxury, adventure, and sunshine is striking a chord with travellers seeking both glamour and comfort.
Willing to spend more
According to Travelbag’s findings, the average British traveller is willing to spend £3,492 per person on their dream holiday, covering flights, accommodation, dining, and activities. Nearly half (49.5%) of those surveyed said they’d stretch beyond their budget to make it happen, while 44% are cutting back on everyday expenses to save up for their perfect escape.
Baby Boomers are identified as the biggest spenders, ready to part with up to £4,212, while Generation Z is most willing to overspend, with over 56% saying they’d go beyond their budget. Millennials, meanwhile, are leading the charge in savings, showing a growing preference for “value-led luxury” travel experiences.
Dubai, with its luxury hotels, exclusive desert adventures, and renowned shopping experiences, fits seamlessly into this trend – appealing both to travellers seeking indulgence and those who value memorable, meaningful experiences.
Luxury mindset
The study shows that 64% of travellers are happy to pay extra for holiday upgrades – whether it’s a better hotel room, fine dining, or a seat in premium class. Full-time workers are the most likely to splurge, while retirees take a more conservative approach.
When asked about their ideal trip, most Brits envisioned a 10–14-day stay at a 5-star all-inclusive resort, particularly in the Maldives. However, Dubai’s high-end resorts and diverse attractions offer similar levels of luxury at a range of price points. For example, while a first-class Maldives escape could cost up to £12,849, Dubai’s ultra-luxury experiences can often be enjoyed for far less, making it a practical dream destination without compromising on indulgence.
The new travel mindset
Natalie Watson, Brand and Marketing Manager at Travelbag, noted that travellers are now more focused on experiences that offer both value and authenticity. “Brits are happy to stretch their budgets, but only when it means meaningful experiences,” she said. “Dream holidays are no longer just about lavish treats – they’re about creating lasting memories that truly resonate.”
The findings underline Dubai’s growing appeal as not just a luxury stopover, but a full-fledged dream destination – offering everything from desert safaris and Michelin-starred dining to serene beach retreats and futuristic attractions.