For discerning travellers across the UAE and Saudi Arabia, 2025 promises to be a year of incomparable exploration, driven by a desire for both adventure and connection - both at home, and abroad.
With a surge in new, direct travel routes to and from Saudi Arabia, exciting new hotels opening across the Kingdom and the wider Middle Eastern region, new travel experiences such as luxury Red Sea cruising, in addition to Riyadh Air slated to launch by the end of 2025, the Saudi Arabian and Middle Eastern travel and tourism markets continues to thrive.
In late 2024, it was unveiled that Saudi Arabia's tourism sector continues to grow rapidly. Last year, the Kingdom experiences a remarkable 73% increase in international tourist arrivals, and a staggering 207% growth in international tourism revenues, according to the World Tourism Barometer by UN Tourism.
According to Marriott Bonvoy's "2025 Ticket to Travel" research, wanderlust remains a powerful force, with residents planning an average of seven holidays or trips throughout the year – a testament to the region's passion for global discovery.
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Local Landscapes
The study, which surveyed 4,700 travellers across the UAE and Saudi Arabia, unveils a fascinating tapestry of travel preferences between the two nations.
With numerous quick and regular flights across the Kingdom and connecting to the UAE and other GCC destinations, it seems that domestic getaways remain a cornerstone of travel plans for both Saudis and UAE travellers. It is expected that this year, residents and citizens will plan an average of 2.7 trips within the UAE and Saudi Arabia. This figure reflects the growing appreciation for the Kingdom's diverse landscapes and cultural treasures, and unique experiences that can be found locally or at least, closer to home in the GCC region.
International Exploration
However, the allure of international exploration cannot be denied. International destinations have equally as strong a pull on travellers, in this study travellers revealed that they are planning, on average, 2.3 short-haul and 2.1 long-haul holidays in 2025.
Now with Saudia servicing 8 new European destinations for summer 2025, British Airways increasing flights between the British capital and Riyadh, a more regular flight schedule connecting the Kingdom to Far East cities such as Hong Kong, and a number of new visa-free destinations now available to Saudis; the Kingdom is more connected to the world than ever before.
Sandeep Walia, Chief Operating Officer, Middle East and Luxury, Europe, Middle East and Africa, Marriott International, observes, "The research underscores a robust appetite for travel, with a clear intention to indulge in as many, if not more, holidays in 2025. This enthusiasm for diverse travel experiences bodes exceptionally well for the luxury travel sector."
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The Rise of Immersive Experiences and Savvy Spending
While the desire for travel is undeniable, luxury travellers are increasingly discerning, seeking value and authenticity. The study reveals that 54% of respondents prioritise securing "special prices" or "offers" when booking holidays, highlighting a trend towards more savvy spending, regardless of budget.
Beyond price, the research identifies two pivotal trends shaping the luxury travel landscape: "heritage holidays" and "brave-cations." Heritage holidays, journeys designed to explore one's familial roots and cultural heritage, are gaining significant traction, with 81% of respondents planning such trips. This trend speaks to a desire for deeper connection and a yearning to understand one's place in the world.
For example, AlUla's Dar Tantora House Hotel has been described as the 'world's first, earth-built' property, as it is built into a recently renovated, traditional mud-brick building in the heart of the ancient UNESCO-listed city. Dar Tantora is a distinctly different hotel, a boutique eco-destination, it boasts 30 uniquely designed rooms, preserving the heritage of the region while offering sustainable luxury unlike any other.
"Brave-cations," on the other hand, represent a willingness to step outside one's comfort zone and embrace new experiences. Over 80% of respondents expressed a desire to be braver on holiday, engaging in activities like climbing, high-adrenaline adventures, and even as simple as sampling an array of exotic cuisines. This trend reflects a growing appetite for transformative travel experiences that challenge and inspire.
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Crafting Bespoke Journeys
For luxury travel providers, these trends present a unique opportunity to curate bespoke journeys that cater to the evolving needs of discerning travellers. Heritage holidays can be elevated with exclusive access to historical sites, private tours led by expert historians, and personalised genealogical research. Brave-cations can be tailored to individual preferences, offering curated adventures that push boundaries while ensuring safety and comfort.
As UAE and Saudi Arabian travellers embark on their 2025 journeys, the luxury travel sector must adapt to meet their evolving expectations. By prioritising immersive experiences, personalised service, and a deep understanding of cultural nuances, luxury travel providers can create unforgettable journeys that resonate with the heart of every traveler.
