From Tokyo to Tbilisi: Why more UAE travellers ditch malls for meaningful trips

Forget luxury shopping and beach lounging. UAE travellers are redefining why they travel — choosing journeys that transform rather than impress. A new generation is chasing authenticity, culture, and connection, with destinations like Japan, Georgia, and South Korea leading this shift from indulgence to experience.

“The way UAE tourists select and arrange their travels has changed significantly during the last few years,” said Anastasia Yanchenko, CEO of The Visa Services. “Consumer preferences in the United Arab Emirates are changing from luxury shopping sprees and traditional vacation destinations to more meaningful, experience-driven travel.”

Yanchenko said this shift reflects a growing desire for cultural immersion and personal growth. “A new era of travel behaviour in the Emirates is being shaped by today’s tourists’ growing desire for authenticity, cultural immersion, and personal growth,” she added.

Countries once considered niche destinations are now becoming top picks for UAE residents seeking substance in their journeys. Japan has emerged as a standout, appealing to travellers who crave both tradition and innovation — from tranquil temples and tea ceremonies to futuristic cityscapes and world-class design.

Georgia, by contrast, offers a short-haul escape with emotional depth. Surrounded by mountains, vineyards, and welcoming locals, it’s ideal for travellers seeking a restorative getaway that feels worlds away without long-haul fatigue.

Meanwhile, South Korea has surged in popularity, fuelled by global fascination with K-culture. “Pop culture — from K-dramas to K-beauty — has contributed to South Korea’s rise in popularity,” said Yanchenko. “It’s inspiring a new generation of tourists eager to experience Seoul’s vibrant way of life.”

Technology has made it easier for UAE travellers to shape their trips around personal meaning rather than luxury. “The advent of digital platforms and flexible booking alternatives has given UAE travellers the ability to make more independent, last-minute, and personalized travel decisions,” Yanchenko said.

Travellers now plan holidays that reflect their individual values and interests, rather than following fixed itineraries or tour packages. “They prioritize quality experiences above quantity,” she said. “This shift reflects a larger trend in which travel is no longer just leisure, but an expression of identity and curiosity about the world.”

Recent data from Skyscanner’s 2026 Travel Trends Report shows UAE residents are shifting their travel spending from luxury shopping to wellness, culture, and connection. Over half now buy beauty and skincare products abroad, while nearly half plan spa treatments during trips.

A striking 83% make it a point to visit local supermarkets to experience daily life, 92% are seeking mountain escapes for clean air and wellness, and 41% are booking family trips that bring multiple generations together.

Skyscanner’s Ayoub El Mamoun said UAE travellers are “bringing purpose to their holidays,” focusing on authenticity, health, and shared experiences rather than souvenirs or luxury indulgence — a shift that signals travel spending is becoming a lifestyle-led pursuit.

These trends underline a clear shift — UAE travellers are investing in how they feel, not just where they stay.

This desire for authenticity is also reshaping winter travel trends. UAE travellers are picking destinations that speak to their mood and lifestyle rather than just the weather.

Those seeking snow and festive charm are heading to Russia, New York, London, Vienna, and Courchevel, while nearby Georgia, Armenia, and Azerbaijan attract families for affordable ski and cultural breaks.

For sun-seekers, the Maldives, Thailand, Bali, and Seychelles remain top choices, with many Maldives resorts reportedly fully booked through the New Year period. Europe’s festive cities such as Paris, Prague, and Vienna continue to draw those chasing seasonal experiences.

“We’re seeing travel shaped by emotion, experience, and self-expression — not just the destination stamp on a passport,” said Yanchenko.

As UAE travellers seek purpose in every journey, destinations are no longer just backdrops — they’re becoming mirrors of identity, curiosity, and connection. From the neon-lit streets of Tokyo to the mountain paths of Tbilisi, travel from the Emirates is now about stories that last long after the suitcase is unpacked.