Expedia’s new Unpack ’26 report reveals that UAE travellers are set to embrace more meaningful and immersive travel experiences in 2026. Moving beyond the traditional focus on beaches and shopping malls, the report outlines how people from the UAE are increasingly seeking out diverse and enriching activities.
A Shift Toward Experience Over Destination
UAE residents are expected to gravitate towards experiences that offer more depth. From sports adventures and literary getaways to farm stays and multi-hotel city breaks, travellers are searching for opportunities to engage with the world on a more personal level. This shift reflects a broader trend of prioritising cultural immersion and sustainability over the typical tourist checklist.
Expedia’s Smart Travel Health Check, inspired by the World Travel & Tourism Council (WTTC), has introduced a new way to choose destinations that balance tourism and environmental responsibility. Locations like Okinawa in Japan, Savoie in France, and Hobart in Australia have been recognised for their commitment to protecting local culture and the environment while offering authentic travel experiences.
Ariane Gorin, CEO of Expedia Group, emphasised the company’s responsibility in shaping a smarter, more sustainable travel future. “We have a responsibility to shape the future of travel one that’s smarter, more sustainable, and deeply respectful of the places we go,” she said.
Sports and Cultural Immersion
The report highlights a growing interest in unique sporting experiences. While global tournaments will still draw crowds, 2026 will see UAE travellers immersing themselves in local sports cultures. Expedia found that 86% of UAE travellers are open to trying new sports abroad. This means more visitors from the UAE will be attending events like Muay Thai in Thailand, sumo matches in Japan, or even the quirky Banana Ball in the US. Younger generations, particularly Gen Z and Millennials, are eager to dive into hands-on cultural experiences rather than relying on traditional sightseeing.
Set-Jetting and Literary Retreats
Another key trend is the resurgence of ‘set-jetting’ travelling to destinations featured in films and TV shows. 81% of UAE travellers say they are now more likely to visit places they’ve seen on screen. Popular spots include Tuscany, as seen in Netflix’s Jay Kelly, Greece from The Odyssey, and Yorkshire in the UK, where Downton Abbey: The Grand Finale was filmed.
In addition to film-inspired journeys, the growing popularity of #BookTok is inspiring literary-themed getaways. Pinterest searches for “book club retreat ideas” have surged by 265%, and many UAE travellers are planning trips focused on reading and relaxation. These literary retreats cater to those seeking a peaceful escape paired with their love of books.
The Rise of Unique Accommodations
Accommodation is also evolving. More UAE travellers are opting for stays in unconventional places, such as former schools, train stations, or banks converted into boutique hotels. The trend also includes “Hotel Hop,” where 81% of travellers are booking multiple hotels within a single trip, exploring both luxurious and budget-friendly options, or experiencing different neighbourhoods in the same city.
Farm stays are another growing preference, with 84% of UAE travellers looking to swap city skylines for starlit skies. This preference reflects a desire to slow down, reconnect with nature, and experience life in a more authentic, local way.
Slower, More Intentional Travel
The report underscores a shift in how people are approaching travel: it’s no longer about ticking off as many destinations as possible, but about exploring more slowly and thoughtfully. Whether through sustainable tourism, cultural immersion, or literary escapes, 2026 promises to be a year focused on quality over quantity.
As Expedia puts it, the future of travel isn’t just about seeing the world it’s about experiencing it in a deeper, more meaningful way.
