Safety, authenticity and accessible luxury are emerging as key priorities for UAE travellers planning their 2026 holidays, according to online travel agency Musafir’s latest Travel Insights Report. The findings point to a clear shift toward more meaningful and personalised journeys, with travellers seeking experiences that combine comfort, connection and strong value for money.
- Culture-led travel: 65% of travellers seek deeper cultural immersion and heritage-based experiences.
- Culinary focus: 58% plan trips around food, favouring authentic dining and local gastronomy.
- Wellness demand: 42% prioritise yoga, spa and nature escapes, while 19% travel specifically for mental wellbeing.
- Affordable luxury: 78% prioritise value for money, with strong sensitivity to hidden costs.
- Sustainability: 60% are willing to pay more for hotels with tangible green initiatives.
- Adventure & flexibility: 40% seek adventure-driven itineraries; 27% plan workcations in connected, long-stay destinations.
- Personalisation: 48% expect tailored itineraries, though 24% report decision fatigue.
- Social media influence: 55% seek shareable experiences, with Instagram driving inspiration.
- Seamless logistics: 70% expect frictionless booking, with visa processes cited as a major pain point.
- Safety first: 82% rank safety and security as their top travel consideration.
Commenting on the findings, Raheesh Babu, COO of Musafir.com, said:
“The 2026 travel landscape shows a clear evolution — travellers are prioritising meaningful experiences over mere sightseeing. It’s about connection, convenience and authenticity.”
Raheesh Babu
COO
Musafir.com
For DMCs, the report underscores the need to prioritise cultural depth, transparent pricing, wellness integration, visa clarity and visible safety credentials when structuring 2026 itineraries for the UAE market.
As outbound competition intensifies, aligning with these behavioural shifts will be critical to securing bookings and building long-term traveller loyalty.
