Instead of being drawn to typical tourist products, visitors now prefer experiences that reflect the true social and cultural identity of a destination. In the Middle East, this trend is manifested through initiatives that celebrate living heritage, traditional crafts, and community-based tourism. These initiatives aim to embed sustainability at all levels of the tourism sector, supporting both environmental conservation and the development of local communities. Dr. Sean Lochrie, an associate professor at Heriot-Watt University Dubai and a tourism expert, stated that as the year-end approaches, the global travel industry is witnessing a growing shift towards reflection, relaxation, and mindful exploration. After winter became synonymous with holiday getaways and family visits, today's travelers are seeking deeper experiences that go beyond superficial entertainment, based on authenticity, meaning, and genuine connection with people and places. The end-of-2025 season embodies this shift, announcing the emergence of a new era of travel based on slow tourism, rich local experiences, and purposeful trips, reshaping the way the world is discovered, including the Middle East region.
Slow Tourism: Redefining the Pace of Travel As Sean Lochrie noted, in a world governed by speed and constant movement, the rise of slow tourism reflects a conscious shift towards greater awareness, sustainability, and deep cultural connection. After wellness tourism was primarily associated with health resorts, it now includes comprehensive experiences that focus on physical vitality, mental clarity, and emotional transformation. Even urban destinations are adapting, offering wellness-focused tourism programs that combine outdoor activities, cultural immersion, and opportunities to disconnect from technology. The traditional village of Al-Mah in Saudi Arabia is a prominent example of this, offering an immersive rural experience focused on authenticity, biodiversity, and community development. From mountain meditation retreats in Oman to yoga and sound therapy sessions amidst the desert landscapes of the UAE, travelers are increasingly turning to nature as a sanctuary and guide. Travelers prioritize destinations and accommodations that demonstrate a tangible commitment to sustainability, environmental preservation, and supporting local communities. Governments across the Middle East are increasingly investing in green infrastructure, renewable energy, and sustainable tourism initiatives. Examples of this include the renewable tourism model along the Red Sea in Saudi Arabia and public sector programs such as the Department of Culture and Tourism in Abu Dhabi, which encourage companies to adopt environmentally and socially responsible practices through their sustainable tourism guidelines.
Instead of hectic itineraries and rapid transit between destinations, travelers now prefer to stay longer in fewer places, allowing for a deeper understanding of their environments, traditions, and local communities. During the winter season, this pattern has emerged as one of the most prominent travel trends, especially in destinations that encourage meditation and reconnection with nature, such as the eco-lodge Fannan in Jordan, Masafir Al-Abrayn in Oman, and desert lodges in the United Arab Emirates. The village has been recognized by the World Tourism Organization as one of the "Best Tourism Villages" in the world, making it a model for how tourism can be leveraged to showcase local culture, revitalize the regional economy, and enhance the visitor's connection to the place and its people.
The Rise of Wellness and Nature Tourism Sean Lochrie pointed out that post-pandemic travel has highlighted the intimate link between wellness and exploration. In these contexts, travelers are opting for extended stays and reducing transit in favor of richer, more tranquil experiences.
Distinctive Local Experiences: Celebrating Authenticity Sean Lochrie indicated that the concept of distinctive local travel is gaining momentum, particularly among young travelers seeking authenticity and cultural depth. The winter season, with its unhurried rhythm, provides the perfect backdrop for such journeys. For instance, Visit Dubai highlights a diverse range of urban wellness experiences through its "Discover the Wellness Scene in Dubai" section, showcasing activities designed to boost physical vitality, mental relaxation, and holistic well-being.
Sustainability at the Heart of Travel Decisions Lochrie affirmed that environmental awareness is increasingly influencing travel choices.
