MENA destinations are preparing for the return of Chinese travellers ahead of Arabian Travel Market (ATM) 2026 in Dubai. Outbound demand from China remains resilient, according to new research from Dragon Trail International.
Official figures from China’s National Immigration Administration show border crossings by mainland Chinese citizens rose by 10.7% in the first half of 2026. Additionally, 70% of respondents said demand for outbound summer travel had increased year-on-year. Although geopolitical developments in the Middle East temporarily impacted travel interest, official Chinese government travel advisories covering GCC countries have now been lifted. Dragon Trail International expects recovery to be gradual, with safety considerations remaining a key factor for travellers. Market momentum is expected to strengthen into 2027, provided regional stability continues.
Luxury Travel Drives Recovery
Research conducted specifically for ATM 2026 identifies luxury travel as the segment most likely to recover first across MENA destinations. Forty-two per cent of Chinese travel agents surveyed said high-net-worth travellers represent the strongest recovery opportunity. Other promising segments include fully independent travel (FIT) at 40%, group travel at 38%, and younger travellers at 38%.
The study also highlights changing booking patterns, noting shorter booking windows and increased demand for single-destination itineraries. Among regional destinations, Chinese travel agents identified Türkiye as having the strongest growth potential following the introduction of visa-free travel for Chinese visitors. Saudi Arabia and the UAE continue to be viewed as attractive long-term markets, particularly for luxury tourism.
Danielle Curtis, Regional Portfolio Director – UAE at RX Global, emphasized the enduring importance of the market.
“China remains one of the world's most influential outbound tourism markets, and while recent geopolitical developments have temporarily affected travel demand to the Middle East, the long-term opportunity remains significant.”
— Danielle Curtis, Regional Portfolio Director – UAE, RX Global
Curtis added that as traveller confidence returns, destinations understanding changing consumer behaviour and adapting marketing strategies will be best placed to capture renewed demand. Arabian Travel Market provides an important platform for the industry to access the latest market intelligence, strengthen partnerships and prepare for the next phase of growth.
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, highlighted the sector's resilience.
“Chinese outbound tourism continues to demonstrate remarkable resilience despite a number of external challenges. While recent geopolitical developments have affected demand for travel to the Middle East, outbound travel overall continues to grow strongly, creating a significant opportunity for destinations that can rebuild traveller confidence.”
— Sienna Parulis-Cook, Director of Marketing and Communications, Dragon Trail International
Parulis-Cook noted the research helps tourism organisations understand evolving preferences to refine strategies. She will present this exclusive research during ATM 2026.
Frequently asked questions
What is the expected recovery timeline for Chinese travel to MENA destinations?
Market momentum is expected to strengthen into 2027, provided regional stability continues.
Which MENA destination is expected to have the strongest growth potential for Chinese visitors?
Chinese travel agents identified Türkiye as having the strongest growth potential following the introduction of visa-free travel for Chinese visitors.
What segment of the travel market is most likely to recover first across MENA destinations?
Luxury travel is identified as the segment most likely to recover first across MENA destinations, with 42% of Chinese travel agents surveyed saying high-net-worth travellers represent the strongest recovery opportunity.
