Sustainable travel, ‘seacations,’ and experiential tourism lead UAE’s 2025 travel preferences

UAE travelers are embracing a new era of tourism in 2025, with a growing preference for adventure travel, wellness retreats, cultural experiences, and sustainable tourism, according to a report from musafir.com, one of the UAE’s leading online travel agencies. The report highlights a shift in traveler priorities, with an increasing demand for immersive, off-the-beaten-path experiences that go beyond traditional luxury tourism.

Talking about the evolving travel landscape, Raheesh Babu, COO of musafir.com, said: “The year 2025 marks an exciting shift in the travel industry, with UAE travelers embracing new horizons and prioritizing unique, immersive, and sustainable experiences. At musafir.com, we are committed to understanding these evolving preferences and providing tailored solutions that enhance every journey.”

Among the most popular international destinations for UAE travelers this year are the Maldives, Bali, Italy, Switzerland, France, Germany, Japan, South Africa, Hong Kong, Singapore, South Korea, and the USA. There is also a rising interest in lesser-known destinations that offer distinctive cultural and nature-based experiences. Closer to home, regional favorites such as Jeddah, Riyadh, Abha, Qatar, and Salalah continue to attract visitors, while staycations within the UAE remain in high demand, particularly among residents looking for a quick yet indulgent getaway.

Adventure and Wellness Take Center Stage

One of the standout trends for 2025 is the surge in demand for adventure travel. More UAE travelers are opting for hiking, mountain climbing, and other outdoor explorations in destinations such as Nepal’s Everest Base Camp, the Swiss Alps, New Zealand’s Southern Alps, Japan’s Mount Fuji, and Jordan’s Wadi Rum. At the same time, wellness retreats have gained momentum, with travelers seeking holistic experiences in locations such as Thailand’s Chiang Mai and Phuket, India’s Kerala and Rishikesh, Bali, Switzerland’s alpine retreats, and the UAE’s Al Wadi Desert.

The report also highlights a strong interest in cultural tourism, with destinations like Italy, Greece, Egypt, Japan, Spain, Morocco, and Bhutan ranking high among travelers looking to engage with history, art, and heritage. Winter travel remains a major draw, with Switzerland, Austria, France, Canada, Georgia, Uzbekistan, Kazakhstan, and Azerbaijan emerging as popular spots for skiing and alpine experiences.

The Rise of ‘Seacations’ and Experiential Travel

Cruise travel has seen a resurgence, with more UAE travelers booking ‘seacations’ on leading cruise lines such as Resort World Cruises, Costa Cruises, and MSC Cruises. Meanwhile, experiential travel is taking precedence over traditional luxury tourism, with travelers increasingly prioritizing boutique hotels, eco-resorts, and stays that offer a deeper cultural connection. The trend reflects a shift in mindset, where unique and meaningful experiences are now valued more than opulence.

Social media continues to play a crucial role in influencing travel choices, with platforms like Instagram, TikTok, and YouTube driving interest in emerging destinations and curated travel experiences. Influencers have become key figures in shaping travel trends, spotlighting hidden gems, immersive activities, and sustainable tourism options.

Changing Travel Patterns and Sustainable Tourism

The preference for longer, more immersive trips has grown, with travelers now opting for 7–9 day international journeys that allow them to deeply engage with local cultures, cuisines, and traditions. There has also been a rise in “bleisure” travel, where business travelers extend their work trips for leisure activities, allowing them to explore destinations beyond their professional commitments.

Sustainability has become an essential factor in travel decisions, with UAE travelers seeking eco-friendly accommodations, carbon-neutral transport options, and responsible tourism initiatives. As travelers continue to adapt to new trends, flexibility in booking policies, travel insurance, and budget-conscious planning remain key considerations, ensuring seamless and stress-free travel experiences in 2025.