With traveller preferences evolving across the Asia-Pacific region, tourism authorities in the Middle East are adjusting their strategies to meet changing expectations and booking behaviours.
Insights from Euromonitor International’s Passport Travel 2025 edition, shared during the recently concluded Arabian Travel Market 2025 in Dubai, show a significant shift in how Asia-Pacific consumers plan trips. Online bookings in the region are projected to grow from 53 per cent in 2019 to 75 per cent by 2029.
“One of the key trends we are noticing is that travel bookings in the Asia-Pacific market are increasingly led by online channels. Social media is playing a huge role in turning interest into demand. Previously, we saw mostly family travellers from China in their 40s and 50s. Now, younger Chinese travellers are proactively exploring Dubai,” said Shahab Shayan, regional director, Asia Pacific at Dubai’s department of economy and tourism.
This digital shift is prompting tourism boards across the Middle East to increase their focus on targeted social media strategies. Rather than relying on celebrity endorsements, destinations are working with niche influencers who have strong influence over specific interest groups.
“We recently hosted a group of Indian culinary specialists and food enthusiasts. Their credibility and loyal followers make them ideal ambassadors for showcasing the rich diversity of Saudi regional cuisines,” said Alhasan Aldabbagh, president of Asia Pacific Markets at the Saudi Tourism Authority.
Another trend emerging from Asia-Pacific markets is the growing demand for experiential travel. According to Euromonitor’s Voice of the Consumer: Lifestyle Survey (January-February 2025), 59 per cent of Asia-Pacific respondents consider it important to spend money on experiences.
“Earlier, Chinese travel demand was more itinerary and accommodation driven, often handled through tour operators. Now we are seeing strong demand from the FIT segment and less group travel. There is more demand for experiences among Chinese travellers as now they want to know about aspects like food and culture,” said Shayan.
Beyond China and India, Middle East tourism boards are also focusing on other key Asian markets. Saudi Arabia is planning to introduce direct flights to Japan and South Korea.
“We have a huge participation at Osaka Expo 2025 to create awareness in the region for Saudi Arabia. We get millions of travellers from markets like Malaysia, Indonesia, Bangladesh and Pakistan for Hajj and Umrah. Our strategy is to make them stay longer and experience offerings beyond Makkah and Medina,” added Aldabbagh.
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