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The Middle East and North Africa (MENA) tourism industry is preparing for the gradual return of Chinese visitors as outbound travel from China continues to strengthen despite recent geopolitical disruption. According to new research from Dragon Trail International, an Official Research Partner of Arabian Travel Market (ATM), destinations across the region are now focusing on rebuilding traveller confidence and positioning themselves for recovery.
The latest findings show that Chinese outbound travel remains robust. Seventy-seven per cent of surveyed travel agents reported higher demand for outbound travel during the first half of 2026 compared with the previous year, while 70% said demand for outbound summer travel had increased year-on-year. Official data from China’s National Immigration Administration also showed that border crossings by mainland Chinese citizens increased by 10.7% in the first half of 2026, underscoring the continued strength of outbound demand.
While the geopolitical situation in the Middle East temporarily affected demand for travel to the region, official Chinese government travel advisories covering GCC countries have now been lifted. Dragon Trail International expects recovery to take time as Chinese travellers remain highly sensitive to safety considerations, with market momentum anticipated to strengthen into 2027, provided regional stability continues.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: ‘China remains one of the world’s most influential outbound tourism markets, and while recent geopolitical developments have temporarily affected travel demand to the Middle East, the long-term opportunity remains significant.
“As traveller confidence returns, destinations that understand changing consumer behaviour and adapt their marketing strategies will be best placed to capture renewed demand. Arabian Travel Market provides an important platform for the industry to access the latest market intelligence, strengthen partnerships and prepare for the next phase of growth.”
New research conducted specifically for ATM 2026 identifies luxury travel as the segment most likely to return first to MENA destinations, with 42% of Chinese travel agents identifying high-net-worth travellers as offering the strongest recovery potential. Respondents also highlighted strong opportunities across the fully independent travel (FIT) market (40%), group travel (38%) and younger travellers (38%).
The research also points to changing booking behaviour among Chinese travellers, with shorter booking windows and increased demand for single-destination itineraries. Among MENA destinations, Chinese travel agents identified Türkiye as having the strongest growth potential following the introduction of visa-free travel for Chinese visitors, while Saudi Arabia and the UAE continue to be viewed as offering strong long-term opportunities, particularly within the luxury travel segment.
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said: “Chinese outbound tourism continues to demonstrate remarkable resilience despite a number of external challenges. While recent geopolitical developments have affected demand for travel to the Middle East, outbound travel overall continues to grow strongly, creating a significant opportunity for destinations that can rebuild traveller confidence.
“Our latest research has been developed specifically to help tourism organisations across the MENA region better understand how Chinese travel preferences are evolving, enabling them to refine their marketing strategies and accelerate recovery as confidence returns.”
Parulis-Cook will present exclusive new research during ATM 2026, providing fresh insights into the destinations attracting the greatest interest from Chinese consumers, the channels that most effectively influence travel decisions and the experiences travellers are seeking across the MENA region. The findings are expected to help destinations and tourism businesses refine their engagement strategies as competition for Chinese outbound visitors intensifies.
The session, Welcoming Back the Chinese Tourism Market: Insights for the Middle East, will take place on the Future Stage during ATM 2026, providing destinations, tourism organisations and travel businesses with practical strategies for engaging one of the world’s most valuable outbound travel markets.
ATM 2026 will feature key exhibitors from China including Macao Government Tourism Office, China Cultural Center in the UAE, DerbySoft Inc., The Garden Hotel Company Ltd., Guangzhou, China Highlights International Travel Service Co., Ltd. and HeyTrip International Limited. This year’s edition marks a significant expansion in hall space, driven by robust global demand, with Asia’s presence at the event projected to grow by 14%.
ATM 2026 centres on the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology”, exploring the forces reshaping the global tourism landscape. As the tourism sector continues to evolve, ATM 2026 will bring together global destinations, industry leaders and innovators to explore emerging trends, share insights and identify opportunities driving the future of travel. The event will further strengthen Dubai’s role as a hub for collaboration, innovation and industry resilience.
Registration is live for ATM 2026. Media can register here; to register as a visitor, click here; and for enquiries related to exhibiting, please click here.