Experience tourism in the Middle East has undergone a remarkable transformation, evolving from traditional sightseeing to immersive, culturally rich, and sustainable travel experiences. 

As MENA travellers recorded the second highest growth for in-destination spending on experiences in 2024, it’s clear that desires for authentic engagement has positioned the region as a burgeoning hub for experiential tourism. So, what is experience tourism, and how is MENA showing up to meet increasing demand?

What is experience tourism?

Experience tourism goes beyond traditional sightseeing, allowing travellers to engage deeply with a destination’s culture, history, and lifestyle. Instead of simply observing, tourists actively participate in local traditions, culinary experiences, adventure activities, and eco-friendly initiatives. This form of tourism fosters authentic connections and leaves lasting impressions, making travel more meaningful and immersive.

Leisure and wellness

The top traveller attribute of last year by a big margin (nearly 60%) according to Euromonitor International was wellness and leisure, showing that tourists are increasingly seeking destinations that allow for rejuvenation, relaxation, and holistic well-being. Some of the ways this is being done include: 

• AlUla in Saudi Arabia: This ancient city offers tourists a chance to explore historical sites while staying in high-end accommodations, providing a blend of luxury, heritage, and wellness experiences.
• Desert escapes in Oman: Oman has emerged as a prominent destination for travellers looking for wellness experiences in a tranquil desert environment. The Anantara Al Jabal Al Akhdar Resort, for example, is popular in the luxury market, while other desert camp retreats provide experiences like stargazing meditation and aromatherapy workshops.  

Cultural immersion and heritage exploration

The Middle East has amplified their cultural offerings to provide travellers with an insight into its rich heritage and traditions. Some of the ways they are doing this include: 

• Saudi Arabia’s ‘Saudi 100 Brands’ initiative: Urban and shopping experiences rank as one of the top five traveller attributes in 2024, and this initiative promotes local designers, integrating fashion into the cultural narrative and offering tourists a unique shopping experience. In 2024, the Saudi 100 Brands Initiative included fashion shows in Men’s Fashion Week in Paris, highlighting local designers on a global stage.
  
• Qatar’s Points of View Summit: This event brought together 28 travel specialists from around the world to emphasise cultural immersion, and highlight the importance of authentic experiences to understand the region’s heritage. Participants met locals, and had experiences of their own to showcase to their own travel audience and clients. 

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Sustainable and eco-friendly tourism

Sustainability has become a cornerstone of tourism development in the Middle East and allows destiantions to preserve their history and resources, while providing unique experiences. For example:

• The Red Sea Project in Saudi Arabia: This ambitious initiative aims to transform 90 islands into luxury resorts, with a strong emphasis on environmental preservation and sustainability. It provides unique experiences like coral reef diving and educational tours among natural rock formations. 
• Feynan Ecolodge in Jordan: Located in the Dana Biosphere Reserve, this ecolodge offers reinvests 50% of its revenue back into local communities, offering eco-conscious travellers an opportunity to experience the natural beauty of Jordan while promoting environmental stewardship. 

Looking to the future of MENA’s experience tourism

As the Middle East continues to invest in tourism infrastructure and promote its rich cultural heritage, the region is poised to become a global leader in experience tourism. The fusion of tradition with modernity, sustainability, and authenticity offer travellers unparalleled experiences that are both enriching and responsible.

For businesses in the region, creating experiences that capitalise on their heritage while providing interesting interactions are likely to be the ones that come out on top with tourists and travellers.