Outbound travel across the Middle East is entering a new phase. While the demand remains strong, travellers are becoming more selective, experience-focused, and digitally connected than ever before. Traditional travel patterns are giving way to shorter, more frequent trips.
TT Bureau
TravTalk spoke to tourism leaders and travel experts to understand how outbound travel is changing, what today’s travellers are looking for, and how destinations are adapting to meet new expectations. The consensus is clear — the future of travel will be defined not by where people go, but by how they want to experience it.
Experience at core
The days when travellers selected destinations solely based on price or popularity appear to be fading. Today’s traveller is increasingly seeking value, authenticity, and meaningful experiences. Ahmed Fathallah, Regional Manager, Tourism Seychelles, Middle East, believes travellers are becoming far more intentional in their choices. “One of the most notable shifts we are seeing is the growing focus on value rather than simply price. Travellers are becoming more intentional in their travel choices, seeking experiences that offer authenticity, personal enrichment, and quality time with family and friends.”
This shift is being observed across multiple source markets. Mohd Faharuddin Bin Hatmin, Director, Tourism Malaysia Dubai, notes, “Travellers are increasingly seeking value-driven experiences, balancing premium comfort with affordability.”
For travel companies, the change is equally visible. According to Asif Shaikh, Manager – Leisure & MICE, Xperienz Holidays, “Outbound travel demand is expected to remain strong, with travellers continuing to prioritise experiences over simply visiting destinations.”
More trips, more flexibility
Another major trend shaping outbound travel is the move towards multiple shorter holidays rather than a single annual trip. As per Ahman Mad-Adam, Director of the Tourism Authority of Thailand Dubai Office, “The Gulf traveller has stopped planning one big annual holiday and started planning a year of them. Across the GCC we are seeing more frequent, shorter trips, often taking in more than one country in a single journey.”
This trend reflects changing lifestyles and a growing desire to maximise travel opportunities throughout the year. Similarly, Shaikh points out, “Travellers are also taking multiple shorter trips throughout the year rather than one long holiday.”
At the same time, travellers are becoming more flexible in how and when they book. Fathallah says, “Booking windows have become more dynamic, with some travellers choosing to book closer to departure dates as they monitor regional and global developments.”
Tourism Malaysia is witnessing a similar pattern. “We have observed a rise in last minute bookings, driven by dynamic airfare fluctuations and flexible travel policies,” shares Bin Hatmin.
Gen Z rewriting the playbook
If there is one traveller segment that is influencing the future of outbound travel more than any other, it is Gen Z. Unlike previous generations, younger travellers view travel as an essential part of their lifestyle rather than an occasional reward. Fathallah explains, “Gen Z is redefining travel in many ways. Unlike previous generations, they tend to view travel as an essential part of their lifestyle rather than an occasional luxury.”
Bin Hatmin claims to have observed similar behaviour. “Gen Z travellers are redefining outbound travel through their digital first mindset and preference for personalised, shareable experiences,” he adds.
For Thailand, the difference is particularly noticeable. Mad-Adam says, “Gen Z does not wait to be sold a destination. They discover it, save it, and book it, often inside the same week.”
This generation is also influencing travel decisions far beyond its own demographic. “Individually they may spend less per trip, but they travel more frequently, and just as importantly, they shape where the whole family ends up going,” he added.
Social media: New travel agent
Digital platforms are now playing a central role in destination discovery and trip planning.
Asif Shaikh, says, “Social media plays a major role in their travel decisions. Platforms such as TikTok, Instagram, and YouTube heavily influence destination choices, accommodation preferences, and activities.”
Even Bin Hatmin says, “Unlike previous generations, Gen Z travellers rely heavily on social media inspiration, peer recommendations, and real time content when making travel decisions.”
Thailand is also witnessing a rapid shift towards digital planning tools. “This generation plans through feeds and AI rather than brochures, trusts peers over advertising, and chooses experience and identity over box-ticking sightseeing,” highlights Mad-Adam. For destinations, this means traditional marketing approaches are becoming less effective than authentic storytelling and digital engagement.
Authenticity matters more than ever
While travellers continue to seek iconic destinations, they increasingly want experiences that feel genuine and personal. Fathallah notes, “They are increasingly seeking destinations and experiences that feel genuine, whether that involves engaging with local communities, exploring nature, or discovering lesser-known attractions.”
This search for authenticity is influencing travel choices across demographics, but particularly among younger travellers. Shaikh says, “They often seek authentic local experiences, hidden gems, local food, outdoor adventures, and opportunities to connect with local culture.”
Thailand has responded by focusing on experiences rather than attractions. As Mad-Adam explains, “For Gen Z, the question is less what is there to see, and more what is there to feel, and to share.”
Sustainability gains ground
Environmental awareness is also becoming an increasingly important factor in destination selection. Fathallah elaborates, “Many Gen Z travellers actively seek destinations and tourism providers that demonstrate a commitment to environmental protection and community wellbeing.” Bin Hatmin echoes this view. “They value sustainability, inclusivity, and cultural authenticity, often choosing destinations that align with their social values,” he says.
For destinations, sustainability is no longer simply a long-term objective. It is increasingly becoming a competitive advantage.
Adapting for tomorrow’s traveller
As traveller expectations continue to evolve, destinations are adapting their products, experiences, and marketing strategies accordingly. Seychelles is strengthening digital engagement and highlighting experiences beyond its famous beaches. Malaysia is investing in immersive cultural events and creative tourism experiences as part of Visit Malaysia 2026. Thailand is leveraging soft power, wellness tourism, festivals, and entertainment-led experiences to connect with younger audiences.
Despite the diversity of destinations represented, the message from industry leaders is remarkably consistent. Today’s traveller is more informed, more connected, and more experience-driven than ever before. Price remains important, but value matters more. Authenticity increasingly outweighs sightseeing. Sustainability is becoming mainstream. And Gen Z is accelerating many of these changes.
The future of outbound travel from the Middle East will not simply be about where people travel. It will be about how they travel, why they travel and what they hope to take back from the experience.
