During the Eid Al Adha and the summer season, the tourism industry in the UAE continues to flourish. Traditionally focused on high demand for inbound and outbound travel, 2025 witnesses a transformation in how tourists engage with their destinations.
In this conversation, Samir Hamadeh, founder and CEO of Elevate DMC, explores changing traveler behaviors ranging from luxurious family retreats and deep cultural immersion to the growing popularity of staycations and brief getaways.
He also elaborates on how his company aligns its seasonal travel offerings with regional trends and the ambitious tourism strategy of the UAE.
What impact does Eid Al Adha have on the UAE’s inbound travel demand, and what trends are emerging this year regarding destinations and traveler choices?
Eid Al Adha remains a peak travel season, and this year a significant shift towards more purposeful travel is evident. Guests are increasingly looking for cultural immersions, wellness retreats, and destinations that offer a stronger connection to nature and heritage.
In response to evolving preferences, we are broadening our offerings with culturally curated experiences, wellness-centric itineraries, and meaningful collaborations that support sustainable tourism practices.
There’s a growing trend of cinematic journeys that emphasize Dubai’s role as a global filming locale, reflecting a worldwide trend known as ‘set-jetting’. Travelers visit sites featured in films and TV shows, engaging in bespoke experiences surrounding iconic on-screen locations.
Is there a noticeable change in the types of travelers visiting the UAE during Eid and summer, such as an increase in family-oriented, luxury, or adventure tourism?
Yes, there is a distinct shift towards travel that prioritizes family, luxury, and adventure during Eid and summer seasons.
In 2024, the UAE welcomed nearly 31 million hotel guests, marking a 10 percent rise, primarily driven by multi-generational travelers who constituted 60 percent of Eid bookings.
In response, we’re offering enhanced staycations and adventure escapes in areas like Hatta, Ras Al Khaimah, and Fujairah, combining comfort with nature and culture. With luxury spending on the rise, we curate premium experiences that blend exclusivity, wellness, and personalized service to meet changing traveler expectations.
With domestic and regional travel gaining popularity, how does Elevate DMC cater to UAE and GCC residents seeking staycations or short trips?
We are crafting unique experiences for regional travelers by teaming up with both prominent hospitality brands and boutique resorts in locations such as Ras Al Khaimah and the Musandam Peninsula.
These luxury staycations combine wellness, nature, and privacy. We’re also organizing short getaways to culturally rich locations like Salalah (Oman) and AlUla (Saudi Arabia), blending immersive discovery with top-tier hospitality – perfect for long weekends or quick, refreshing breaks.
Is there rising interest in cultural experiences during Eid, such as heritage tours or local festivals? How are you accommodating this interest?
Indeed, there is a significant increase in demand for experiences offering deeper cultural engagement during Eid. Travelers seek interactions with local heritage, traditions, and authentic narratives.
To address this, Elevate has crafted customized Eid itineraries featuring guided heritage walks through historical districts, immersive traditional craft workshops led by local artisans, and lively culinary experiences showcasing regional delicacies and live cooking exhibitions. These activities aim to provide guests with meaningful connections while celebrating the festive spirit.
Given that summer is typically off-season, how are you tailoring your offerings to attract tourists from key markets to the UAE during this period?
By implementing citywide summer engagements across dining, shopping, and entertainment, alongside impactful events like the 28th Dubai Summer Surprises, the UAE has expanded its indoor attractions to reimagine summer tourism.
Elevate is partnering with these initiatives by offering unique experiences that align with citywide campaigns, granting visitors curated access to the finest of Dubai’s summer attractions.
These programs continue to position the UAE as a lively, year-round hub – even during the traditionally quieter months.