A study prepared by Dragon Trail International for Arabian Travel Market (ATM) Dubai 2026 has shown that luxury tourism leads the recovery opportunities for Chinese travel to the Middle East and North Africa, chosen by 42% of Chinese travel agents, compared with 40% for independent travel and 38% each for group travel and young travelers.
The recovery opportunities come amid continued strong demand for outbound travel from China, as 77% of travel agents taking part in the study reported increased demand in the first half of 2026 compared with the previous year, while 70% said demand during the summer season rose year on year, according to a post on the Arabian Travel Market website.
Data from China's National Immigration Administration also showed a 10.7% rise in border crossings by Chinese citizens in the first half of 2026.
The study noted that recent geopolitical disruptions temporarily affected Chinese demand for travel to the Middle East, but the Chinese government has lifted travel warnings for the GCC countries.
Dragon Trail International expects the recovery in demand for the region to take some time, given Chinese travelers' sensitivity to safety considerations, with the market potentially gaining more momentum through 2027 if regional stability continues.
Danielle Curtis, Regional Portfolio Director at RX Global in the UAE, said China remains one of the most influential outbound tourism markets in the world, noting that long-term opportunities for the Middle East remain significant despite the temporary impact of geopolitical developments on demand.
Saudi Arabia and the UAE among promising destinations
The study showed a change in Chinese travelers' booking behavior, with shorter lead times between booking and travel and increased demand for itineraries focused on a single destination.
Chinese travel agents identified Turkey as the destination with the strongest growth potential in the Middle East and North Africa following the introduction of visa exemption for Chinese visitors. Meanwhile, the study considered Saudi Arabia and the UAE promising long-term destinations, especially in luxury tourism.
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said Chinese outbound tourism continues to grow despite the challenges, offering an opportunity for destinations able to restore travelers' confidence and adapt their strategies to changing market preferences.
Additional findings from the study are set to be presented at Arabian Travel Market 2026, in a session discussing the return of the Chinese tourism market to the Middle East, the most attractive destinations for travelers, the channels influencing travel decisions and the experiences they seek.
The exhibition will feature entities and companies from China, with Asia's presence at the 2026 edition expected to grow by 14%, driven by increased demand to take part in the event.
To view the post on the Arabian Travel Market website, click here.
