Transformative Travel Trends for Tourists from the UAE and Saudi Arabia

Travellers from the UAE and Saudi Arabia are shaping a global trend in travel planning as per Hilton’s 2026 Trends Report titled “The Whycation: Travel’s New Starting Point.” This research, which surveyed over 14,000 travellers across 14 nations, reveals a shift towards emotional motivations, emphasizing the reason behind travel over mere locations.

For residents of the Gulf, trips are increasingly reflective of personal identities. Traditional sightseeing and shopping are fading as restoring connections and seeking authentic experiences become more valuable.
“UAE and KSA residents are reinventing how they explore the world, placing greater emphasis on connection, authenticity, and deeper meaning,” says Guy Hutchinson, President of Hilton Middle East and Africa. “They’re choosing journeys that speak to who they are, not just where they go.”

Immersion vs. Observation

A key finding in Hilton’s data indicates that 67% of UAE travellers and 65% of Saudi tourists actively seek to learn the local language before their visits, showcasing the highest global rates. Notably, 73% of UAE visitors and 69% of Saudi tourists engage in local customs spontaneously, preferring immersive cultural experiences over passive observation.

Grocery Store Tourism

Unexpectedly, the concept of grocery-store tourism is on the rise, with 81% of travellers from the UAE and 78% from Saudi exploring local supermarkets as a standard travel activity. This trend illustrates a desire to grasp everyday life abroad by learning about local products and understanding community routines, finding meaning in the ordinary rather than simply pursuing major tourist attractions.

AI in Travel Planning

For convenience, AI-driven itinerary planning is becoming essential. With three-quarters of UAE and Saudi travellers using AI tools for personalized travel planning, there’s a clear shift towards effortless travels. Visitors are increasingly favoring curated experiences over complex logistics.

Social Media Influence on Travel Choices

Social media profoundly influences travel decisions in real-time. In the UAE, one-third of travellers reference platforms like Instagram or TikTok to determine activities abroad, focusing on trending experiences. Loyalty among travellers remains robust, with 79% of participants in UAE favoring a single loyalty program across different travel categories.

The Hilton report underscores that the future of travel will prioritize emotional depth, authenticity, and ease. Gulf travellers are transforming vacations into enriching experiences with a focus on connection — with cultures, fellow travellers, and their own identities.

“With more than 8,800 hotels worldwide, Hilton is focused on providing the comfort and reliable service guests expect, along with meaningful experiences that enhance their time spent traveling,” adds Guy Hutchinson.