Travel agency managers report a growing interest among Emirati citizens in ski tourism. Snow destinations are strengthening their position on their travel map year after year, supported by a variety of options and choices. The current winter season is considered one of the strongest in recent years.According to data obtained from experts, bookings for the current season have increased by 10-15% compared to the previous one. Popular destinations for Emirati citizens remain European resorts such as Zermatt and St. Moritz in Switzerland, Courchevel, Chamonix, and Méribel in France, as well as the Italian Dolomites.Experts confirmed that the growing interest is driven by several key factors. These include premium travel to destinations offering stunning landscapes and luxury hospitality, as well as social influence and the popularity of these destinations among younger travelers. It is noted that the circle of Emirati tourists, including young professionals enthusiastic about ski resorts, has significantly expanded.Growing DemandAccording to Mohammad Jasim Al Rais, CEO of Al Rais Travel Group, ski tourism is experiencing growing demand from Emirati citizens during the current season. Bookings are up 10-15% compared to the last season, reflecting a growing interest in this type of winter tourism.Al Rais confirmed that traditional destinations still make up the bulk of bookings, primarily Austria and Switzerland, as well as well-known resorts like Courchevel and other popular European ski areas.He also noted a renewed interest in Lebanon as a destination this season after a period of decline, as well as a growing interest in several more affordable alternative destinations such as Russia's Sochi, Azerbaijan, and Georgia. He said these places now attract a wide range of travelers seeking a unique skiing experience at competitive prices.Al Rais explained that the variety of options and range of budgets have contributed to the expansion of travelers heading to ski resorts, with forecasts for continued growth in the coming seasons.One of the Strongest SeasonsBadar Ahli, CEO of Dubai World Travel, stated that the current winter season is one of the strongest in recent years. He confirmed that demand from Emirati citizens continues to grow, with an increase in bookings compared to previous seasons.Ahli added: "In the past, ski trips were taken by a limited group, mainly families heading to Europe, but now we are seeing a wider circle of Emirati travelers—young professionals and multi-generational groups enthusiastic about ski destinations during the winter months."He explained that key factors contributing to the increased interest include premium travel to ski destinations that offer stunning landscapes, luxury hospitality, and unique cultural experiences. This makes them very attractive to Emirati travelers seeking experiences that go beyond ordinary trips. Additionally, access has become easier, with more direct flights and improved connections to ski hubs in Europe and Asia, making travel easier and more convenient.Social InfluenceAhli also pointed to social influence, explaining that the showcasing of ski resorts on social media and content created by "influencers" have helped boost the popularity of these destinations among the youth.He added: "Other factors include affordability and flexibility, including competitive prices, early booking offers, and flexible payment options, which have made ski trips more accessible to a wider range of travelers."Ahli said: "European destinations such as Zermatt, St. Moritz, Courchevel, and Chamonix remain the most popular among Emirati citizens." He explained that these resorts offer a mix of skiing activities for amateurs and professionals, luxury accommodation, and a chic lifestyle that strongly appeal to clients.He added: "We are also seeing a growing interest in Japan (Niseko and Hakuba) due to the unique quality of snow and cultural appeal, as well as resorts in North America like Whistler and Aspen, which attract experienced skiers and families looking for diverse winter activities."A Preferred ChoiceIn the same context, Sharif Al Farm, CEO of Sharif House for Tourism and Travel, stated: "Demand for ski tourism among Emirati travelers is growing significantly, and this type of tourism has become a preferred choice for those seeking comprehensive winter experiences that combine entertainment, nature, and family activities." He confirmed that snow destinations are strengthening their position on Emiratis' travel map year after year.Al Farm explained that traditionally well-known destinations like Courchevel are no longer always the first choice, as there is a growing trend towards Méribel in France, as well as European destinations like St. Moritz in Switzerland and the Italian Dolomites, thanks to their integrated ski resorts and high-end services, although most of these packages are expensive.He noted that some resorts require booking well in advance due to limited availability. Meanwhile, there is a growing demand for more affordable alternative destinations like Georgia, Uzbekistan, and Sochi. These destinations offer competitive travel packages and more affordable skiing experiences compared to Western Europe, making them an attractive option for some travelers.He added that the duration of most such vacations ranges from three to five days.Comprehensive ExperiencesAccording to Sharif Al Farm, CEO of Sharif House for Tourism and Travel, the travel patterns of Emiratis, especially families, are undergoing constant changes. Travel is no longer limited to accommodation and transportation, but the focus is shifting on gaining comprehensive experiences that combine tourism, entertainment, sports, and educational activities, especially for children.He explained that these experiences include visits to chocolate factories, cattle farms, and cheese factories, along with winter sports, reflecting a growing trend towards experiential tourism that caters to the interests of all family members.
