A Lebanese native with a passion for nature, George Kfoury founded Arabian Wanderers in Dubai to help people reconnect with the outdoors and each other.
After feeling unfulfilled as a computer engineer, he began exploring local landscapes and realized others shared his desire for adventure. Today, he leads a team that creates unforgettable experiences for clients, driven by a shared passion for exploration, connection and sustainability.
We sat down with George to discuss the latest trends and innovations in travel, and how Arabian Wanderers is shaping adventure travel in the Middle East.
1. What are the most significant trends defining the Middle East right now, particularly in terms of destinations, activities, and experiences?
We’re seeing a noticeable shift, with more travellers choosing to explore the Middle East rather than traveling to Europe or returning home for their holidays. When it comes to activities, there’s a rising interest in adventure travel—such as hiking, camping, and canyoning—as well as wellness experiences like yoga, meditation, and sound healing. Nature-based escapes are also trending, with travellers drawn to mountains, beaches, and wadis.
2. Have you noticed major shifts in traveller preferences, for e.g. a growing interest in sustainable tourism or cultural heritage sites, going back to basics, etc? How is Arabian Wanderers responding to these trends?
Absolutely. There’s a growing emphasis on sustainable tourism and “back to basics” travel. At Arabian Wanderers, we’ve embraced this shift by making our camping setups fully plastic-free and adopting a strict “leave no trace” policy to ensure our experiences have minimal environmental impact.
3. What are your biggest source markets / countries, and what are their preferences / traveller behaviours? Are there any emerging markets or demographics you are prioritising for growth in the next 3-5 years?
Our main source markets include Europe and India, with travellers typically between the ages of 25 and 45. They’re curious, adventurous, and eager to discover hidden gems in the region while connecting with like-minded people. Looking ahead, we see strong growth potential in markets like China and India, as the Western markets are already quite mature.
4. How is technology changing the travel experience in the Middle East and how is Arabian Wanderers leveraging innovations to stay ahead?
Technology is transforming travel globally, and the Middle East is no exception. Most people now rely on online searches and social media to discover and book their next experience. At Arabian Wanderers, we stay current with social media trends and ensure that our website offers a seamless and user-friendly booking process. Internally, our team also uses AI tools to streamline operations and enhance our efficiency
5. What sorts of strategic partnerships or collaborations is Arabian Wanderers pursuing to better cater to traveller preferences?
We’re actively exploring collaborations with travel agencies around the world to showcase the best of the Arabian Peninsula. For e.g. we offer them our tours and regional expertise, and they add their commission before presenting it to their global clientele. This means more travellers from around the world coming to the Middle East to experience the magic of Arabia!
With years of experience in the region, we’re confident in delivering unique and expertly curated travel experiences that appeal to global travellers seeking authenticity and adventure.
6. What is your most popular tour and why do think it’s such a hot-seller? Are there any new tours / experiences being rolled out this year?
One of our top-selling tours is the stargazing experience in Al Quaa. It’s a magical and accessible adventure—people of all ages and fitness levels find it appealing. Stargazing naturally sparks curiosity and wonder, which makes it a favourite. This year, we’re expanding our offerings to include new tours in AlUla, Jeddah, and the Farasan Islands in Saudi Arabia, as well as in Egypt and Morocco.
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