Dubai, United Arab Emirates, August 2026 – 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 disruptions.
According to new research by Dragon Trail International, the Official Research Partner of Arabian Travel Market (ATM), destinations across the region are now focusing on rebuilding traveller confidence and positioning themselves for long-term recovery.
The latest findings indicate that Chinese outbound travel remains resilient. Seventy-seven per cent of surveyed travel agents reported higher outbound travel demand during the first half of 2026 compared with the same period last year. Meanwhile, 70% said demand for summer outbound travel had also increased year on year.
Official data from China’s National Immigration Administration further supports the trend. Border crossings by mainland Chinese citizens rose 10.7% during the first half of 2026, underscoring the continued strength of outbound travel demand.
Although geopolitical tensions temporarily affected travel to the Middle East, Chinese government travel advisories covering GCC countries have now been lifted. Dragon Trail International expects demand to recover gradually, noting that Chinese travellers remain highly sensitive to safety concerns. Provided regional stability continues, market momentum is expected to strengthen through 2027.
Danielle Curtis, Regional Portfolio Director – UAE at RX Global, said:
“China remains one of the world’s most influential outbound tourism markets. While recent geopolitical developments 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.”
Luxury Travel Expected to Lead Recovery
Research conducted for ATM 2026 suggests that luxury travel will be the first segment to rebound across MENA destinations. Forty-two per cent of Chinese travel agents identified high-net-worth travellers as offering the strongest recovery potential.
Respondents also highlighted growth opportunities in the fully independent traveller (FIT) segment (40%), group travel (38%), and younger travellers (38%).
The study also points to evolving booking behaviour. Chinese travellers are making reservations closer to departure and increasingly favouring single-destination itineraries over multi-country trips.
Among MENA destinations, Chinese travel agents ranked Türkiye as having the strongest growth potential following the introduction of visa-free travel for Chinese citizens. Saudi Arabia and the UAE also continue to be viewed as attractive long-term destinations, particularly for luxury travellers.
Chinese Outbound Travel Remains Resilient
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said:
“Chinese outbound tourism continues to demonstrate remarkable resilience despite external challenges. While recent geopolitical developments affected travel demand to the Middle East, outbound travel overall continues to grow strongly, creating significant opportunities 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.”
During ATM 2026, Parulis-Cook will present exclusive research highlighting the destinations attracting the greatest interest from Chinese travellers, the marketing channels that most influence booking decisions, and the experiences visitors are seeking across the MENA region.
The session, “Welcoming Back the Chinese Tourism Market: Insights for the Middle East,” will be held on the Future Stage. It will provide tourism organisations and travel businesses with practical strategies for engaging one of the world’s most valuable outbound travel markets.
Strong Asian Presence at ATM 2026
ATM 2026 will feature exhibitors from China, including the 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 will also see expanded exhibition space, reflecting robust global demand. Asia’s participation is projected to increase by 14%.
Centred on the theme, “Travel 2040: Driving New Frontiers Through Innovation and Technology,” ATM 2026 will examine the forces reshaping global tourism. The event will bring together destinations, industry leaders, and innovators to explore emerging trends, exchange insights, and identify new opportunities for the future of travel.
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