MENA, with its rich tapestry of cultures, diverse landscapes, and warm hospitality, has long fascinated travellers worldwide. Recently, the region has seen a significant surge in interest from Singaporean tourists eager to explore the region’s unique experiences.

At the forefront of this trend is Dreamcation Cruises and Tours, a leading leisure travel agency specialising in halal tours. With their finger on the pulse of the travel industry, Dreamcation has observed a remarkable 25% YoY increase in interest in travel to the UAE alone.

To gain a deeper understanding of this trend, we spoke with Fara Saparwan, Marketing Manager at Dreamcation Cruises and Tours. Fara not only shed light on the growing demand for Middle Eastern travel experiences among Singaporeans and the opportunities this presents for regional operators, she also shared how local operators can enhance the Singaporean agent and traveller’s experience, from cultural nuances to service standards.

What do Singaporeans like most about the MENA region?

FS: Singaporean travellers who are drawn to the MENA region often have a deep appreciation for history, culture, and stunning architecture. For our Muslim customers/travellers, destinations like Dubai and Türkiye hold a special appeal because of their strong Islamic heritage and the convenience of finding halal food.

Places like Dubai, Abu Dhabi, and Morocco are particularly popular for our customers – not only for their breathtaking landmarks and ancient wonders, but also for their modern attractions and rich history. And of course, the pilgrimage sites of Mecca and Medina in Saudi Arabia are also deeply significant for our Muslim travellers.

In addition, the region offers a unique blend of tradition and luxury. From thrilling desert safaris to world-class shopping experiences, there’s something for every kind of traveller. And let’s not forget the food – Middle Eastern cuisine is a huge draw! Whether it’s kebabs, hummus, or baklava, the chance to enjoy authentic flavours is an experience in itself.

How long do Singaporeans usually spend on holiday?

FS: A typical holiday for Singaporeans lasts from 5-8 days, though some might extend their trip to two weeks if they are covering multiple countries. 

How do Singaporeans like to travel?

FS: Singaporeans generally travel in two main ways – group tours and Free Independent Travel (FIT). However, the majority still prefer group tours, especially when visiting unfamiliar destinations or traveling with family. Group tours offer a hassle-free experience, covering key highlights while ensuring convenience and comfort.

That said, we’re also seeing a growing interest in private tours and free-and-easy travel. Some travellers prefer the flexibility of exploring at their own pace, whether it’s diving deeper into specific interests, or enjoying a more personalised itinerary. This trend reflects a shift towards more customised and experiential travel, where people want both structure and the freedom to explore on their own terms.

What are some travel trends among Singaporeans?

FS: There are a few, but the most popular ones are:

• Cultural immersion—people want more than just sightseeing; they’re looking for hands-on experiences like cooking classes or interacting with locals.
• Families tend to seek out destinations with activities for all ages, blending education and fun.
• Food tours are popular, as are wellness-focused trips like spa retreats.

How important is food in their travel decisions?

FS: Food is huge for Singaporeans! Many choose their destination based on the culinary experiences they can have there. And of course for our Muslim travellers, the availability of halal-certified or Muslim-friendly dining options is often a deciding factor, hence the popularity of MENA destinations. However, it’s not just about eating – experiences like visiting spice markets and learning how to cook local dishes are becoming increasingly popular, as that’s something travellers can take home with them to replicate and enjoy with their families and friends.

Are Singaporeans spontaneous travellers or planners?

FS: Most Singaporeans prefer to plan their trips well in advance, especially for destinations like the Middle East, which might feel less familiar. Typically, they’ll start planning 6-12 months ahead. 

How do Singaporeans research their holidays?

FS: Social media is a go-to for travel inspiration, with platforms like Instagram and TikTok leading the way. They also rely on recommendations from friends and family, as well as travel blogs and media articles for detailed information. For more complex trips or lesser-known destinations, travel agents still play a key role.

What are their preferences for accommodation?

FS: We are seeing a trend where more and more Singaporeans prefer staying in 4- or 5-star hotels,  as well as unique options like desert camps, heritage houses and cave hotels. Cleanliness, modern amenities, and proximity to attractions are major top priorities. For Muslim travellers, accommodations with Muslim-friendly facilities or halal options are plus points. 

What do they usually splurge on?

FS: Shopping is always on the agenda, especially for luxury items or unique souvenirs. Places like Dubai Mall and Yas Mall in the UAE along with traditional souqs are therefore quite popular spots among our clientele. Dining experiences with exceptional views are often on the splurge list as well.

What are their expectations on the ground?

FS: Singaporean travellers have high expectations when it comes to service standards, valuing polite and efficient staff. They also appreciate flexibility, such as the option to adjust their itineraries when needed. A well-paced tour is essential for a smooth and enjoyable experience. Clean and comfortable facilities, air-conditioned transport, and clear communication are non-negotiables. Additionally, a knowledgeable local guide who speaks fluent English can greatly enhance the overall experience.

What challenges (if any) may Singaporean travel agents face with Middle Eastern DMCs?

FS: As a leading Muslim travel agency, we have a strong foundation in understanding both the needs of our Muslim travellers and the cultural intricacies of the Middle East. This gives us a distinct advantage in navigating the region with confidence.

While some may find it challenging to work with Middle Eastern partners due to a lack of familiarity with Islamic customs and business practices, this comes naturally to us. To ensure seamless collaboration, we engage asatizahs and carefully select partners who share our values and expertise. This approach has helped us a lot in ensuring smooth operations and delivering a seamless experience for our Muslim travellers.

How can Middle Eastern operators refine their offerings to better cater to Singaporean travellers?

FS: Overall, our experience has been good. We continue to refine processes, such as enhancing responsiveness to better support our clients’ timing and booking decisions. We aim to foster more dialogue between operators and Singapore agents on cultural and religious matters for greater clarity as well. Local operators are knowledgeable about historical sites and key attractions, adding depth to the experience. Another area we aim to enhance is clarity on pricing to ensure smoother trip planning for our clients.

Established in 2018, Dreamcation Cruises & Tours is one of Singapore’s leading Muslim travel agencies catering to travellers across the leisure, business and MICE markets.