ATM 2026 Report Shows Rise in Luxury and Cultural Travel Demand
The Arabian Travel Market 2026 report reveals a surge in demand for luxury and cultural experiences among Middle East visitors. Published on 9 November 2026, the findings target tourism operators, hoteliers and destination marketers seeking to align products with evolving traveller motivations.
In this story
At a glance
- What changes
- Identifies rising preference for premium and culturally immersive travel
- Timing
- Findings released 9 November 2026
- Who is affected
- Tourism businesses and marketers focusing on Middle East, Gulf and South Asia
The details
- Announced by
- Arabian Travel Market (ATM)
- Takes effect
- 9 November 2026
Key Findings on Visitor Preferences
Among travellers considering a visit to the Middle East, 77% prioritize luxury, compared with 51% for other destinations. Meeting local people and authentic access are also central to the region’s appeal, with 55% of event‑focused visitors citing cultural events.
Religious events attract 22% of Middle East visitors, outpacing the 13% share seen elsewhere. Overall, cultural immersion ranks ahead of adventure and luxury worldwide, with 42% of MENA travellers falling into the cultural immersion category.
- Luxury priority: 77% of prospective Middle East visitors
- Cultural events interest: 55% of event‑focused travellers
- Religious events interest: 22% versus 13% elsewhere
Outbound Gulf Traveller Behaviour
The report highlights strong curiosity among UAE and Saudi residents. Around 66% try to learn a local language before travel, the highest proportion across 14 surveyed markets. Approximately 70% actively seek out customs they have not researched in advance, showing a desire for spontaneous cultural discovery.
Hilton research cited in the report shows 81% of UAE travellers book multiple hotels within a single destination, with 52% aiming to experience different neighbourhoods.
- Language preparation: 66% of UAE and Saudi travellers
- Spontaneous cultural discovery: 70% seek unresearched customs
- Multiple‑hotel bookings: 81% of UAE travellers
Implications for South Asian Visitors
South Asian visitors place food and family at the forefront of destination choice. Culinary experiences and family‑friendly appeal dominate motivations, with travellers described as younger, exploratory and favouring longer, flexible, multi‑stop itineraries.
Transparent pricing and clear inclusions are highlighted as essential for meeting expectations of flexible travel arrangements.
- Food and family drive South Asian destination choice
- Interest in longer, multi‑stop itineraries
- Need for transparent pricing and clear inclusions
What this means for travellers
Trip planning
- Existing bookings are not affected; the report does not alter entry requirements or visa rules
- Travel operators can use the data to adjust marketing calendars for the 2027 ATM event
Cost and documents
- No new fees or documentation requirements are introduced by the findings
- Businesses may consider budgeting for enhanced cultural programming based on the trends
What you need to do
- Tourism providers should review product portfolios for luxury and culturally immersive elements
- Marketers are advised to incorporate local‑hosted activities into promotional material before the 2027 ATM conference
- Destination managers may track visitor feedback on cultural events to refine offerings
Who this affects
-
Prospective Middle East visitors
The report shows 77% of them now prioritise luxury and cultural connection
-
UAE and Saudi outbound travellers
Findings indicate high interest in learning languages and spontaneous cultural discovery
-
South Asian visitors
Research highlights food, family and flexible itineraries as key motivations
Frequently asked questions
What are the main cultural travel trends in the Middle East according to ATM 2026?
The ATM 2026 report finds that 77% of prospective Middle East visitors prioritize luxury, 55% of event‑focused travellers seek cultural events, and 22% are attracted by religious events, indicating a strong appetite for premium and culturally immersive experiences.
How do Gulf residents' travel habits differ in 2026?
According to the report, 66% of UAE and Saudi travellers try to learn a local language before travel and about 70% actively look for customs they have not researched, showing a high level of cultural curiosity and spontaneous discovery.
What influences South Asian travellers' destination choices?
The ATM 2026 findings highlight food and family as the primary drivers, with travellers favouring culinary trails, multi‑generational trips and flexible, multi‑stop itineraries.
Will the ATM 2026 report change visa or entry requirements?
No. The report presents market insights only and does not introduce any new visa, fee or documentation requirements for travellers.
When will the ATM 2027 event discuss these trends?
The Arabian Travel Market 2027 is scheduled for 3–6 May at Dubai World Trade Centre, where the cultural travel trends identified in the 2026 report will be a key discussion topic.
