The UAE is entering a new phase of growth as traveller confidence starts to return and demand builds for more experience-led holidays, according to Phil Dickinson, Group Vice President, Sales at JA Resorts and Hotels.
Speaking to Selling Travel, Dickinson says changing traveller behaviour is creating new opportunities for agents, with customers increasingly looking beyond traditional measures such as price and star ratings when choosing where to go.
“The biggest shift we’ll see over the next 12 to 24 months is that travellers will become increasingly intentional about how they spend their time away,” he says.
“Destinations are no longer judged purely on price or star rating; people want experiences that feel worthwhile, whether that’s connecting with local culture, prioritising wellness, spending time outdoors or travelling with extended family.”
He adds that booking patterns are also becoming more decisive as travellers gain confidence. “Travellers still appreciate flexibility, but they’re spending less time weighing up endless options. Once they find a destination that offers quality, variety and genuine value, they’re booking with greater confidence.”
For UK agents, Dickinson believes this plays directly into the UAE’s strengths, with the destination offering a wide range of experiences within easy reach. “Few destinations offer such a diverse mix of experiences within such easy reach, encouraging visitors to stay longer and discover different sides of the destination,” he says.
“Continued investment in tourism and connectivity will only reinforce that position, while growth in sectors such as wellness, sports tourism and multigenerational travel presents significant opportunities over the coming years.”
Reassurance ahead of winter
A recent update to FCDO advice advises that British nationals currently in the Middle East should be prepared for possible flight cancellations, periodic airspace closures, and potential travel disruptions.
Dickinson explains that maintaining strong relationships with trade partners remain a priority during periods of uncertainty. “Strong relationships become even more important during periods of uncertainty, and we wanted to ensure agents had the knowledge and confidence to continue selling the UAE.”
He says interest in the destination is already translating into enquiries and bookings, particularly ahead of the winter season.
“Many travellers didn’t lose interest in the UAE; they simply postponed making a decision until there was more clarity. With that reassurance now in place, we expect demand to continue building over the coming months.”
Reasons to return
While renewed confidence is important, Dickinson says long-term growth will depend on hotels and destinations continuing to deliver experiences that encourage repeat visits.
“Travellers today have high expectations and they’re looking for more than just excellent accommodation. They want meaningful experiences and genuine hospitality that feels tailored to their interests.”
He believes investment in service, innovation and partnerships with the travel trade will remain key.
“Hotels and destinations that continue investing in service, innovation and diverse experiences will be best placed for long-term success. Maintaining close relationships with the travel trade is equally important.”
Giving visitors reasons to extend their stay or return is also becoming increasingly important as competition between destinations grows.
“Long-term growth also comes from giving guests reasons to extend their stay or return in the future. Creating opportunities to experience different aspects of a destination, supported by personalised service and strong loyalty programmes, helps build lasting relationships rather than one-off bookings,” he added.
More dynamic itineraries
Beyond the UAE, Dickinson says wider Middle East travel trends are also creating opportunities for agents, particularly as travellers look to combine different experiences on a single trip.
“One of the clearest trends we’re seeing is a growing appetite for more dynamic itineraries. Travellers are increasingly interested in experiencing different sides of a destination rather than spending their entire stay in one location.
“The UAE is particularly well positioned to benefit from this shift. Visitors can combine Dubai’s coastline with mountain landscapes in Hatta, alongside golf, wellness, outdoor adventure and cultural experiences, all on the same holiday. Diversity naturally encourages longer stays and gives travel agents more opportunities to create bespoke itineraries.”
Dickinson states that wellness, active travel and multigenerational holidays are continuing to grow, with customers looking for flexibility and experiences that appeal across age groups.
“For agents, understanding these evolving priorities will be key to creating trips that deliver greater value and stand out in an increasingly competitive market.”
