With Asia-Pacific (APAC) travel spending projected to hit US$2.5 trillion by 2029, Middle Eastern destinations like Dubai and Saudi Arabia are intensifying efforts to attract more travellers from the region, especially as Chinese outbound travel continue to make a strong comeback.

The region’s outbound travel is set to grow at a 7% CAGR, and by 2029, one in three trips from APAC will be international, with 75% of bookings made online.

Industry leaders at ATM 2025 explored APAC’s travel future, discussing traveller behaviour, digital transformation, and China’s outbound market. For tourism authorities in the Gulf, this represents a massive opportunity—and a call to adapt.

Panelists included Alhasan Aldabbagh, President of APAC Markets, Saudi Tourism Authority; Gary Bowerman, Founder of Check-in Asia; Boon Sian Chai, Managing Director and Vice President of International Markets at Trip.com Group; and Shahab Shayan, Regional Director Asia Pacific at Department of Economy and Tourism.

“Technology is playing an increasingly pivotal role in travel decision-making across the APAC region. Consumers are relying heavily on digital tools, social media, and AI. Mobile-first planning is transforming how travellers research and book trips.” – Danielle Curtis, Exhibition Director ME, Arabian Travel Market

What agents & stakeholders in the Middle East should note:

1. Chinese travellers are returning – digitally first

Chinese travellers lead globally in per capita daily spending (US$300) and increasingly prefer mobile-first booking via local platforms such as Bilibili, Red Note, and Ctrip. This shift demands hyper-local content, influencer-driven campaigns, and seamless mobile experiences.

“More than 60% of travellers are booking trips around concerts and sporting events, while over 40% are influenced by TikTok. Film and TV are also powerful drivers, as seen with the surge in Thailand bookings after The White Lotus.” – Curtis

Also read: Unlock the power of TikTok: a game-changer for travel agents

2. Dubai & Saudi Arabia are taking tailored approaches

• Dubai is leveraging its D33 economic agenda to refine messaging by APAC market segment. Strategic use of APAC-friendly platforms and partnerships with Emirates and flydubai ensure accessibility and visibility across Asia.
• Saudi Arabia, newer to APAC outbound markets, is building trust by localising everything from cuisine to cultural touchpoints, engaging trade and media partners to ensure relevance across 49 diverse countries.

“We’re focused on understanding each market’s unique needs—whether it’s dietary preferences, cultural values, or platform behaviours,” – Alhasan Aldabbagh, President of APAC Markets, Saudi Tourism Authority

3. Experiential travel is vital to capturing interest

Across APAC, particularly in China, there is growing demand for immersive travel that blends culture, cuisine, and exclusive experiences. Destinations that deliver curated itineraries, personalisation, and authentic storytelling will stand out.

“There’s a real shift in purchasing decisions. Travellers want culture, connection, and content they can share.” – Gary Bowerman, Founder of Check-in Asia

Also read: MENA’s experience tourism on the rise

4. Sustainability & purpose matter

Younger APAC travellers—especially Gen Y and Millennials—prioritise sustainability, with 30–40% willing to pay more for eco-conscious travel. Middle Eastern destinations that emphasise cultural preservation and ethical tourism will resonate strongly with this audience.

“Sustainability for these travellers isn’t just about the environment—it’s about supporting local communities and heritage,” – Boon Sian Chai, VP of International Markets at Trip.com Group.

Also read: How MENA’s travel industry is embracing sustainability

What’s next for the Middle East–APAC travel relationship?

As APAC outbound travel surges, Middle Eastern destinations must continue refining digital storytelling, trust-building, and customisation strategies. With high-spend, culture-curious travellers ready to return—especially from China—the opportunity is vast, but competition is high.

Also read:

• Appealing to APAC tourists: an exclusive interview with DCT Abu Dhabi 
• The allure of MENA: Unlocking the growing demand from Singapore
• East meets Middle East: Unlocking the golden opportunity of China’s travel revival
• China Visitors Summit signals ties with Mena businesses

The next edition of ATM will take place at the Dubai World Trade Centre from 4–7 May 2026.