Mena destinations are preparing for the return of Chinese travellers as outbound demand from China remains resilient. New Dragon Trail International research highlights recovery opportunities ahead of Arabian Travel Market (ATM) 2026 in Dubai.

Meanwhile, 70% said demand for outbound summer travel had increased year-on-year. Official figures from China’s National Immigration Administration also showed that border crossings by mainland Chinese citizens rose by 10.7% in the first half of 2026, highlighting continued strength in outbound travel demand.

Although geopolitical developments in the Middle East temporarily impacted Chinese travel interest in the region, official Chinese government travel advisories covering GCC countries have now been lifted.

Dragon Trail International expects recovery to be gradual, with safety considerations remaining a key factor influencing Chinese traveller decisions.

Market momentum is expected 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.”

Curtis added: “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.”

Research conducted specifically for ATM 2026 identifies luxury travel as the segment most likely to recover first across Mena destinations.

Forty-two per cent of Chinese travel agents surveyed said high-net-worth travellers represent the strongest recovery opportunity.

Other promising segments include fully independent travel (FIT) at 40%, group travel at 38%, and younger travellers at 38%.

The research also highlights changing booking patterns among Chinese visitors, 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.

Saudi Arabia and the UAE continue to be viewed as attractive long-term markets, particularly for luxury tourism.

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 research during ATM 2026, exploring the destinations attracting the greatest interest from Chinese consumers, the channels influencing travel decisions and the experiences sought by travellers across the Mena region.

The session, Welcoming Back the Chinese Tourism Market: Insights for the Middle East, will take place on the Future Stage, offering practical guidance for tourism organisations and travel businesses.

ATM 2026 will feature leading Chinese exhibitors, including Macao Government Tourism Office, China Cultural Center in the UAE, DerbySoft, The Garden Hotel Company, Guangzhou, China Highlights International Travel Service and HeyTrip International Limited. Asia’s presence at the event is projected to grow by 14%, reflecting strong global demand.

Held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology”, ATM 2026 will examine the trends reshaping global tourism and bring together destinations, industry leaders and innovators to identify opportunities driving the future of travel.

The event will reinforce Dubai’s position as a hub for collaboration, innovation and tourism resilience. -TradeArabia News Service