4 trends that shaped the tourism sector at the end of the year… calm, local and meaningful experiences

Dr. Sean Lochry, associate professor at Heriot-Watt University Dubai and tourism expert, said that as the end of the year approaches, the global travel sector is witnessing an increasing shift towards contemplation, recreation and conscious exploration. Where winter was once synonymous with festive holidays and family visits, travelers today are looking for deeper experiences that go beyond superficial entertainment, based on authenticity, meaning and a real connection with people and places.

The end of 2025 season embodies this transformation, heralding the emergence of a new phase of travel based on slow tourism, rich local experiences, and purposeful journeys, reshaping the way we discover the world, including the Middle East.

Slow tourism: redefining the pace of travel
Sean Lochry said that in a world governed by speed and constant mobility, the rise of slow tourism expresses a conscious shift towards greater awareness, sustainability, and deep cultural communication. Instead of busy schedules and quick travel between destinations, travelers prefer to stay for longer periods in fewer places, allowing them a deeper understanding of their local environments, traditions and communities.

During the winter, this style has emerged as one of the most prominent travel trends, especially in destinations that encourage contemplation and reconnection with nature, such as Faynan Ecolodge in Jordan, Misfat Al Abriyeen in Oman, and desert lodges in the UAE. In these contexts, travelers are opting for extended stays and reduced commuting in favor of richer, quieter experiences.

Distinctive local experiences: celebrating authenticity
Sean Lochry stated that the concept of distinctive local travel is gaining increasing momentum, especially among young travelers looking for authenticity and cultural depth. Instead of being attracted to stereotypical tourism products, visitors prefer experiences that reflect the true social and cultural identity of the destination.

In the Middle East, this trend is evident through initiatives that celebrate living heritage, traditional crafts, and community-based tourism. Rijal Almaa Heritage Village in Saudi Arabia is a prime example of this, offering an immersive rural experience focused on authenticity, environmental diversity, and community development. The village has been recognized by the World Tourism Organization as one of the “best tourist villages” in the world, making it a model of how tourism can be used to highlight local culture, stimulate the regional economy, and enhance the visitor’s connection with the place and its residents.

The prosperity of health and natural tourism
Sean Lochry pointed out that post-pandemic tourism highlighted the close relationship between health and exploration. Whereas health tourism was primarily associated with health resorts, today it includes comprehensive experiences concerned with physical health, mental clarity, and emotional transformations. Winter, with its calm pace, is an ideal backdrop for such trips. From mountain meditation retreats in Oman to yoga and sound therapy sessions amidst the UAE’s desert landscapes, travelers are increasingly turning to nature as a refuge and guide. Even urban destinations are adapting, offering health-focused tourism programs that combine outdoor activities, cultural immersion, and opportunities to step away from technology. For example, Visit Dubai highlights a variety of urban wellness experiences through its Discover Dubai Health Scene, showcasing activities designed to promote physical vitality, mental relaxation, and overall health.

Sustainability is at the heart of travel decisions
Lokhri stressed that environmental awareness is increasingly affecting travel choices. Travelers prioritize destinations and accommodations that demonstrate a tangible commitment to sustainability, preserving the environment and supporting local communities. Governments across the Middle East are increasingly investing in green infrastructure, renewable energy and sustainable tourism initiatives.

Examples include Saudi Arabia’s regenerative tourism model along the Red Sea, and public sector programs such as the Department of Culture and Tourism in Abu Dhabi, which encourages businesses to adopt environmentally and socially responsible practices through its sustainable tourism guidelines. These initiatives aim to embed sustainability at all levels of the tourism sector, supporting both environmental conservation and local community development.