Why UAE, Qatar, Saudi travellers are now skipping shops, malls when in GCC

Gulf Tourists seek deeper experiences, not just shopping, beaches

Last updated:
Justin Varghese, Your Money Editor
2 MIN READ
A new wave of travellers across the UAE, Saudi Arabia, and Qatar are now seeking experiences with emotional and cultural depth, not just luxury and leisure.
A new wave of travellers across the UAE, Saudi Arabia, and Qatar are now seeking experiences with emotional and cultural depth, not just luxury and leisure.
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Dubai: Think Gulf tourism is still all about shopping sprees and beachfront escapes? Not anymore. A new wave of travellers across the UAE, Saudi Arabia, and Qatar is reshaping the narrative — seeking experiences with emotional and cultural depth, not just luxury and leisure.

That’s the focus of a new tourism report by PwC Middle East in partnership with global travel intelligence firm Mabrian Technologies. Titled “Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences,” the report urges tourism leaders to rethink how cities are planned and promoted.

“Visitors now want destinations that offer connection, flexibility, and a sense of purpose,” said Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East. “Stay Play Shop is more than a slogan — it’s a framework that aligns traveller behaviour with the realities of place-making.”

From sightseeing to soul-seeking

According to the study, arts and culture now top the list of travel motivators, beating out traditional lures like retail and beaches.

  • In Qatar, 28.5% of visitors rank cultural experiences as their top reason for visiting.

  • The UAE follows closely at 26.6%, and Saudi Arabia at 24.5%.

This shift is paving the way for four new types of travellers, identified in the research:

  1. Culture seeker – drawn to museums, heritage sites, and local stories

  2. Regional family explorer – looking for multi-gen travel with flexibility

  3. Wellness-minded weekender – craving calm, care, and nature

  4. Blended-purpose voyager – mixing business, leisure, personal growth

How they travel, where they stay

Accommodation trends reflect this behavioural shift too. In Saudi Arabia, alternative lodging — like short-term rentals — is booming, with family bookings up 90% and group stays rising 60%. In Qatar, hotel apartments are leading occupancy at 74.6%, highlighting demand for flexible, longer stays.

“Travel today is fluid — people mix work, leisure, and lifestyle in one journey,” said Philippe Najjar, Destinations Consulting Partner at PwC. “Leaders must think not just about where people go, but how deeply they connect with those places.”

How Gulf destinations can adapt

To meet these new expectations, the report argues that destination development needs to evolve — moving beyond static models like anchor malls, zones, or isolated resorts, toward integrated visitor journeys that weave together stays, culture, events, retail and experiences.

And success depends on more than infrastructure.

“Strong public-private partnerships are key,” added Sonia Huerta, Vice President Advisory at Mabrian Technologies. “DMOs, hoteliers, tour operators, and retailers must collaborate to monitor traveller sentiment and satisfaction. In this region, the opportunity to enhance both is massive — and the returns could be even bigger.”

Justin Varghese
Justin VargheseYour Money Editor
Justin is a personal finance author and seasoned business journalist with over a decade of experience. He makes it his mission to break down complex financial topics and make them clear, relatable, and relevant—helping everyday readers navigate today’s economy with confidence. Before returning to his Middle Eastern roots, where he was born and raised, Justin worked as a Business Correspondent at Reuters, reporting on equities and economic trends across both the Middle East and Asia-Pacific regions.

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