The United Kingdom remains the leading source of international visitors to the UAE for Arabian Adventures, the Emirates Group’s destination management company.
โFor Arabian Adventures, the United Kingdom continues to lead as our primary source of international visitors to the UAE,โ Anabela Radosevic, Manager Sales & Services at Arabian Adventures toldย Lanaย in an exclusive interview.
โWe are also seeing strong inbound travel from European markets such as Italy, Switzerland, and Belgium, as well as North America and Brazil.โ
Repeat travellers account for up to 40% of arrivals with visitors seeking different experiences
Arabian Adventures maintains a split between new and returning visitors, with repeat travellers representing a portion of total arrivals that varies by season, Radosevic explained. โDepending on the season, repeat travellers can account for up to 40% of arrivals, while new visitor numbers continue to grow steadily year over year.โ
The UAE attracts visitors with different motivations, according to Radosevic, who outlined the range of experiences travellers pursue.
โThe UAE as a destination appeals to a wide spectrum of traveller profiles,โ she said. โVisitors seek immersive cultural and heritage experiences, world-class culinary adventures, authentic outdoor exploration, premium luxury escapes, and memorable family holidays. We also cater to those in search of visually captivating moments perfect for social sharing, across our desert experiences and city tours,โ she said, with โsignature experiencesโ such as evening desert safari remaining a key attraction.
The Evening Desert Safari continues as Arabian Adventures’ most popular offering. The company โrefreshedโ the experience for the 2025/2026 season with new elements.
โOverall, the Evening Desert Safari remains Arabian Adventures’ most popular product,โ Radosevic said.
โGuests can now begin their journey at the Dubai Desert Conservation Reserve Visitor Centre before setting off into the dunes. At the Arabian Adventures camp, the dining experience has been elevated with live cooking stations and expanded beverage options. New guided elements โ from nature walks to stargazing opportunities โ ensure the experience is more immersive than ever,โ she added.
Burj Khalifa, Museum of the Future gain popularity
Beyond desert experiences, Arabian Adventures reports sustained demand for the UAE’s landmarks and attractions.
โAdditionally, iconic attractions such as the Burj Khalifa, Museum of the Future, Aquaventure Waterpark, and Dubai’s array of amusement parks consistently draw strong interest,โ Radosevic said.
The company has further ntroduced The Adventure Pass to facilitate bookings across multiple attractions. โWe offer bundles of either three or five experiences, for a varied travel itinerary, with up to 40 per cent savings compared to standard entry prices combined,โ Radosevic explained.
Three new premium desert experiences launched
Apart from this, Arabian Adventures has introduced three new desert offerings over recent years, with a third set to launch in 2025.
โInnovation is central to our offering,โ Radosevic said. โOver the past two years, we’ve introduced exclusive desert experiences including The Veuve Clicquot Desert Experience by Arabian Adventures and The Fort โ Lisaili, and in 2025 we have plans to introduce another new experience to the UAE market.โ
Among these new desert offerings stands The Veuve Clicquot Desert Experience by Arabian Adventures, which operates through a partnership between the tour operator and Veuve Clicquot.
The experience takes place in a private location within the Dubai Desert Conservation Reserve.
โ[The Veuve Clicquot Desert Experience by Arabian Adventures] offers a private location for premium dining in a secluded and breath-taking location in the Dubai Desert Conservation Reserve (DDCR). Within its bespoke โSundowner Loungeโ and private dining area within an enclave, a multi-course menu prepared by a private chef is served, alongside a selection of premium beverages, specifically paired to each course, hosted by a sommelier.
In addition, The Fort โ Lisaili opened as a multi-experience desert destination located 45 minutes from Downtown Dubai, positioned next to Hidden Cafรฉ.
โIts entry fee includes a BBQ buffet dinner, soft beverages, live entertainment, camel rides, henna hand painting, and family-friendly games such as archery on the dunes,โ she said.
Additional paid activities at The Fort include photography services, souvenir shops, quad bike and dune buggy rides, an Aperol Spritz sunset lounge, a bar and Shisha lounge.
Aside from this, Arabian Adventures plans to launch The Nomad Garden in 2025 as a desert dining concept, Radosevic revealed.
โThis year, weโre excited to unveil The Nomad Garden for a new take on desert concept dining in Dubai โ a unique culinary experience set against a breathtaking natural backdrop, with more to be revealed in the coming months,โ she explained.
Evening safaris account for 90% of summer bookings
Dubai has developed into a year-round destination, with off-peak periods showing growth alongside traditional peak seasons, according to Radosevic.
โWhile peak seasons remain robust, we’re seeing a consistent rise in off-peak travel, driven by diversified offerings and global accessibility,โ she said, adding that evening safaris dominated summer bookings in 2025, accounting for most reservations during the off-peak period.
โPremium safari offerings, including private vehicles, enhanced dining, and personalised camp setups, continue to gain popularity, appealing to travellers looking for added comfort while still enjoying the open dunes,โ she explained, adding that multigenerational travel has become a growing trend among families.
โBleisureโ travel, digital nomads shift travel patterns
“Multigenerational travel is gaining momentum, with families choosing to come together not only for milestone celebrations but also for shared holidays and quality time,” she said.
The past year has also seen a shift in travel patterns, with business and leisure trips blending and digital nomads establishing a presence in the market.
โA notable shift is the rise of โbleisureโ travel, where business and leisure seamlessly blend, as well as the growing presence of digital nomads. These trends reflect a desire for flexibility, deeper exploration, and extended stays,โ Radosevic said, adding these trends โreflect a desire for flexibility, deeper exploration, and extended stays.โ
Looking ahead, Arabian Adventures sees the changing demographics of travellers as a factor that will shape the tourism sector.
โThe changing demographics of global travellers โ particularly the rise of younger, tech-savvy audiences โ present both challenges and opportunities,โ Radosevic said.
โThe key lies in our ability to respond swiftly to evolving expectations and decision-making behaviours, while leveraging this shift to attract new visitor segments and enhance our destination’s appeal,โ she concluded.
