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Eid Al Adha and the summer months continue to be high-impact periods for the UAE’s tourism sector. While traditionally driven by peak outbound and inbound demand, 2024 is seeing a shift in how travellers engage with destinations.
In this interview, Samir Hamadeh, CEO of Elevate DMC, discusses evolving traveller behaviour — from luxury family getaways and immersive cultural experiences to the rising appeal of staycations and short-haul escapes.
He also shares how the company is curating seasonal travel to align with regional trends and the UAE’s ambitious tourism agenda.
How does Eid Al Adha influence inbound travel demand in the UAE and what trends are you seeing this year in terms of destinations and traveller preferences?
Eid Al Adha continues to be a peak travel period, and this year we’re seeing a strong shift toward more intentional travel. Guests are increasingly seeking immersive cultural experiences, wellness-led escapes, and destinations that offer a deeper connection to nature and heritage.
We’re adapting to these evolving preferences by expanding our portfolio with curated cultural experiences, wellness-focused itineraries, and meaningful collaborations that align with sustainable tourism principles.
We’ve also observed a rise in cinematic-inspired journeys that showcase Dubai’s status as a global filming hub, all part of a global emerging trend called ‘set-jetting’, where travellers visit destinations featured in films and TV shows offering bespoke experiences centered around iconic on-screen locations.
Read: Gen Z travel trends: Here’s what matters to young UAE travellers
Are you seeing a shift in the types of travellers booking trips to the UAE during Eid and summer – such as more family-oriented travel, luxury experiences, or adventure tourism?
Absolutely. We’re seeing a clear shift toward more family-focused, luxury, and adventure-driven travel during Eid and summer.
In 2024, the UAE recorded nearly 31 million hotel guests — a 10 per cent increase — driven largely by multi-generational travellers, who made up 60 per cent of Eid bookings.
In response, we’ve curated elevated staycations and active escapes across destinations like Hatta, Ras Al Khaimah, and Fujairah, blending comfort with nature and culture. With luxury spend also on the rise, we’re tailoring premium experiences that combine exclusivity, wellness, and personalised service to meet evolving traveller expectations.
With the increasing popularity of domestic and regional travel, how is Elevate DMC catering to UAE and GCC residents looking for staycations or short-haul getaways?
We’re curating tailored experiences for regional travellers by collaborating with both leading hospitality brands and boutique resorts in destinations such as Ras Al Khaimah and the Musandam Peninsula.
These luxury staycations combine wellness, nature, and privacy. We’re also designing short-haul getaways to culturally rich destinations including Salalah (Oman) and AlUla (Saudi Arabia), combining immersive discovery with premium hospitality – ideal for long weekends or quick, rejuvenating breaks.
Are you seeing any increased interest in culturally immersive experiences during Eid – such as heritage tours or local festivals? How are you addressing this?
Yes, we’re seeing a notable rise in interest for experiences that offer a deeper cultural connection during Eid. Travellers are seeking opportunities to engage with local heritage, traditions, and authentic storytelling.
In response, Elevate has developed bespoke Eid itineraries that include guided heritage walks through historic districts, immersive traditional craft workshops led by local artisans, vibrant festive culinary experiences featuring regional delicacies and live cooking demonstrations. These experiences are designed to provide guests with meaningful interactions while celebrating the spirit of the season.
Given that summer in the region is typically considered off-season, how are you adapting your offerings to attract tourists coming from key travel markets to the UAE during this period?
Through the implementation of citywide summer offerings across gastronomy, retail, and entertainment and impactful initiatives such as the 28th edition of Dubai Summer Surprises, the UAE has expanded its indoor attractions to redefine summer travel.
Elevate is aligning with these efforts by designing experiences that tap into citywide campaigns, offering visitors curated access to the best of Dubai’s summer programming.
These initiatives continue to position the UAE as a vibrant, year-round destination – even during the conventionally quieter months.
