Thursday, June 19, 2025

Arabian Travel Market in Dubai spotlights Asia Pacific’s rising dominance in global tourism, driven by high spending, sustainability, and digital innovation.

The Asia-Pacific region is on track to become a powerhouse in global tourism, with international travel spending forecasted to soar to US$2.5 trillion and domestic travel expected to climb to US$4.3 trillion by 2029. This remarkable growth trajectory reflects the region’s rising economic strength and its growing influence on global travel trends.

Travel across the region is undergoing a transformation, with outbound tourism from Asia-Pacific projected to expand at a compound annual growth rate of 7% over the coming years. By the close of 2025, intra-regional journeys are anticipated to comprise 61% of all trips originating from APAC, highlighting a strong preference for travel within the region. By 2029, an increasing number of travelers are expected to venture beyond regional borders, with approximately one in every three trips taking place outside the APAC area. Moreover, digital adoption continues to surge, with 75% of bookings expected to be made through online platforms.

The evolving landscape of travel in APAC was the central focus of a dynamic panel session at the Arabian Travel Market (ATM), where industry experts came together to discuss emerging trends shaping the future of tourism in this influential region. Key themes included changes in traveler expectations, the impact of digital transformation, and the revival of outbound travel—particularly from major markets such as China.

The discussion illuminated a notable shift in consumer preferences across the region, as travelers increasingly prioritize unique, experience-rich journeys over traditional tourism. This appetite for immersive travel is reshaping how trips are planned, with cultural exploration and local experiences becoming central to purchasing decisions. At the same time, rapid digitalization is streamlining the travel process, from booking to on-the-ground services, fueling further growth.

Overall, the APAC region is entering a new era of tourism defined by innovation, digital fluency, and evolving traveler mindsets. With robust infrastructure development, expanding middle-class populations, and rising demand for personalized, culturally engaging experiences, the region is well-positioned to lead the next wave of global travel growth.

Tourism activity originating from Asia Pacific and Africa is poised for remarkable growth in the years ahead, with overnight stays from these regions projected to more than double between 2025 and 2030, according to new data compiled for the Arabian Travel Market (ATM). A particularly significant surge is expected in travel from China to the Middle East, with overnight tourism nights forecast to rise by an impressive 189% by the end of the decade. Additionally, markets across the Asia-Pacific region are anticipated to lead the way in terms of business-related overnight stays, with India emerging as a major force in this segment.

Travelers from the Asia-Pacific region also continue to lead global spending, recording the highest daily expenditure per person across the tourism spectrum. On average, travelers from this region spend approximately US$300 per day on categories including lodging, dining, retail, and other travel-related services. This elevated spending is largely fueled by Chinese tourists, whose strong financial capacity and appetite for luxury experiences are reshaping the global tourism economy.

Dubai is strategically aligning itself to capture a larger share of this high-value market, guided by its ambitious D33 economic agenda. Central to this strategy is the use of advanced market segmentation and culturally tailored narratives. Dubai’s tourism campaigns increasingly harness the power of digital storytelling through popular regional platforms such as Bilibili and Red Note, ensuring targeted and relatable outreach. The city also benefits from extensive air connectivity, thanks to carriers like Emirates and flydubai, further strengthening its appeal as a convenient and aspirational destination for Asian travelers.

Meanwhile, Saudi Arabia is emerging as a fresh and determined player in the Asia-Pacific tourism arena. Recognizing the complexity and diversity of the region, which encompasses 49 countries with varying cultures, traditions, and travel expectations, the Kingdom has adopted a highly personalized approach to tourism marketing. Rather than taking a one-size-fits-all approach, Saudi tourism authorities are investing in understanding the unique characteristics of each source market—from preferred cuisines and holiday patterns to communication styles and booking behaviors.

To ensure its offerings resonate across this wide and varied region, Saudi Arabia has developed close collaborations with key stakeholders in media, research, and the travel trade. This hyper-local strategy aims to present the Kingdom as an inviting and culturally attuned destination, tailored to the needs and preferences of APAC travelers. As Saudi Arabia scales its tourism presence, its commitment to authenticity and localization is likely to play a critical role in winning over new markets and driving sustained growth from Asia Pacific.

Sustainability has emerged as a top priority for younger travelers across the Asia-Pacific region, particularly among Millennials and Gen Y. According to recent insights from Trip.com, approximately 30% to 40% of these travelers are prepared to spend extra on eco-conscious travel experiences. For this demographic, responsible tourism goes far beyond environmental concerns—it also involves actively supporting local communities, preserving cultural traditions, and engaging with heritage in meaningful ways.

This shift in travel values reflects a growing awareness among younger generations, who are increasingly seeking out trips that align with their ethical and social beliefs. Sustainable choices now encompass everything from staying in eco-certified accommodations and reducing plastic use to booking tours that contribute directly to local economies and cultural preservation efforts.

The Arabian Travel Market (ATM), one of the world’s most influential tourism trade shows, plays a crucial role in spotlighting trends like sustainable tourism and shaping the future of global travel. Held annually in Dubai, ATM brings together industry leaders from across all sectors, creating a vital platform for innovation, collaboration, and business development. Each year, the event helps drive an estimated US$2.5 billion in tourism-related deals.

The next edition of ATM is set to return to the Dubai World Trade Centre from May 4 to 7, 2026, continuing its mission to foster global tourism growth and spotlight emerging travel priorities such as sustainability, digital transformation, and market-specific strategies.