The Middle East is rapidly emerging as a preferred destination for Chinese tourists, with recent data showing a dramatic increase in travel bookings. During this year's Golden Week holiday, reservations to cities like Doha and Abu Dhabi surged by triple-digit percentages compared to the previous year, signaling a significant shift in travel patterns.
Key Takeaways
- Travel bookings from China to Middle Eastern destinations saw massive year-over-year growth during the 2025 Golden Week holiday, with Doha up 441% and Abu Dhabi up 229%.
- The growth is driven by relaxed visa policies, increased direct flight routes, and a desire for new cultural experiences beyond traditional destinations.
- Chinese travelers are increasingly seeking authentic, experiential trips over luxury shopping, posing a challenge for destinations known for retail.
- While overall interest in the region is high, specific destinations like Dubai face challenges in differentiating their offerings and retaining Chinese tourists seeking local culture.
Massive Growth in Travel Data
Recent figures from the travel industry highlight a strong pivot by Chinese tourists towards the Middle East. According to data from online travel agency Trip.com, which analyzed bookings from September 27 to October 8, travel reservations to Doha, Qatar, increased by an astounding 441% compared to the same period last year. Similarly, bookings to Abu Dhabi in the United Arab Emirates rose by 229%.
The trend extends beyond these two cities. Dubai saw a 27% increase in international departures from China between September 27 and October 12, placing it among the top 10 destinations outside of Asia, as reported by travel analytics firm ForwardKeys. The emirate also proved popular with affluent travelers, with demand for premium, business, and first-class seats growing by 133% year-on-year.
By the Numbers: A Striking Increase
Edmund Ong, general manager at Trip.com Singapore, told CNBC that flights from China to the Middle East have grown by 25% so far this year compared to the same period in 2024. When compared to pre-pandemic levels in 2019, the increase is over 180%, underscoring the region's rapid rise in popularity.
Data from Tongcheng Travel, another major Chinese online booking platform, identified Saudi Arabia and the UAE as two of the five fastest-growing overseas destinations for hotel bookings during Golden Week. Trip.com also listed the UAE, Saudi Arabia, Egypt, Qatar, and Oman as the most popular choices within the region for Chinese travelers.
Drivers Behind the Middle East Travel Trend
Several key factors are contributing to the Middle East's growing appeal. Industry experts point to simplified travel logistics and a shift in tourist motivations as primary drivers.
Simplified Access and Connectivity
Relaxed visa policies have been a significant catalyst. "Pre-Covid, particularly the UAE — Dubai and Abu Dhabi — were very popular because they had very easy visa processing," said Alexander Glos, CEO of the Shanghai-based China i2i Group. He emphasized that the ease of obtaining a visa is a "real big driver for Chinese citizens."
Increased air travel connectivity has also played a crucial role. Peggy Li, CEO of marketing consultancy SPS Affinity, noted that Middle Eastern airlines have been "very progressive" in adding direct flights to Chinese cities. She highlighted Emirates' new route to Hangzhou, a major commercial hub, as a move that is not only for tourism but is also "commercially strategic."
Beyond Traditional Destinations
While the Middle East is gaining ground, nearby Asian countries remain the dominant choice for most Chinese tourists. According to Trip.com, Japan, Thailand, Malaysia, South Korea, and Singapore continue to lead in outbound travel due to their proximity, affordability, and visa-free access.
A Shift Toward Experiential and Cultural Travel
The modern Chinese traveler is looking for more than just shopping and sightseeing. There is a growing demand for unique and meaningful experiences, a trend that benefits the culturally rich Middle East.
Peggy Li observed that while demand for luxury desert safaris remains strong, the desire for "real, meaningful experiences becomes much more apparent," citing educational study trips as an example. This shift moves beyond material goods toward personal enrichment and cultural immersion.
"It shows a certain amount of status. I am an adventurer. I have the financial capability to travel. I’m going someplace that you have never been to," explained Alexander Glos on the social value of visiting novel destinations.
The region's novelty is a powerful draw. For many Chinese tourists, visiting the Middle East is a status symbol that can be shared with friends and family on social platforms like WeChat. The diverse culinary landscape is another attraction. "[Chinese travelers] usually don’t get to sample, like Iranian, Afghan, Syrian, Lebanese," Li added, describing the region as a "melting pot" of flavors.
Challenges in a Competitive Market
Despite the surge in interest, destinations within the Middle East face the challenge of differentiation. Many Gulf Cooperation Council (GCC) countries offer similar core attractions, creating a highly competitive landscape.
The Need for Unique Identities
"If you look at the natural resources available among all the [GCC] countries... everyone has it," Li stated. "You want to go desert safari with the dune bashing, they all have a desert... the camel ride and the sunset horse ride in the desert, they all have it."
This similarity means destinations must work harder to create unique identities. Dubai, in particular, may be facing difficulties. Alexander Glos suggested that some Chinese tourists perceive Dubai as lacking local character. "Tourists don’t see anything that is local or unique [in Dubai]. Its McDonald’s, KFCs and Tim Hortons… doesn’t seem very Arabic," he said. He estimated that Chinese travel to Dubai might be down by as much as 50% this year based on his research.
In contrast, Abu Dhabi is viewed as "more Emirati" and "much more local," with its cultural and historical sites offering a different type of experience. Official data from Dubai's Department of Economy and Tourism showed a slight year-on-year decrease of 0.4% in travelers from Northeast and Southeast Asia between January and July.
Furthermore, Dubai's reputation as a luxury shopping hub is losing its edge. Economic pressures at home have led Chinese consumers to reduce spending, while a weaker yen has made luxury goods more affordable in nearby Japan. As the market evolves, Li concluded that it will be a "race of the fittest" for Middle Eastern destinations to capture a larger share of Chinese international travelers.
