Chinese travelers chase thrills and culture in the Middle East

Editor’s note: This story is excerpted from our exclusive report Driving revenue in the Middle East: Saudi Arabia and UAE. To obtain a copy visit our reports section. Whether it’s dune bashing in Riyadh, uncovering ancient ruins in Petra, or bargaining in Qatari souks, the Middle East is rapidly emerging as the world’s next bucket-list destination. According to UN Tourism, the Middle East is the fastest-growing region for tourism globally when compared to 2019, welcoming 95 million international arrivals in 2024 — a 32% increase over pre-pandemic levels, though a 1% rise from 2023. Much of this growth is driven by visitors from Gulf Cooperation Council (GCC) countries, a trend expected to accelerate with the launch of a unified GCC visa by year-end. Yet Gulf travelers aren’t the only ones eager to explore. Chinese tourists are emerging as a key demographic for Middle Eastern destinations, thanks to easier visa access, expanding flight routes, and a growing appetite for unconventional adventures and rich cultural heritage. This shift is transforming the global travel landscape and unlocking opportunities for hospitality providers, travel retailers, and brands across the region. Convenience, cultural richness win over tourists The Middle East has ambitious plans to attract more Chinese tourists. Saudi Arabia, for instance, is targeting 5 million Chinese visitors annually by 2030, positioning China as its third-largest source market. In 2024, the kingdom welcomed 29.7 million global inbound tourists — 33% of whom came from the Asia-Pacific region — though specific figures for Chinese arrivals were not disclosed. Meanwhile, Dubai received 824,000 Chinese tourists in 2024, up 31% year-over-year. Data from Chinese travel agency Qunar shows that the UAE ranked as the region’s most popular destination among Chinese tourists last year, recording a 62% YoY rise in bookings. Fueling this influx of Chinese arrivals is improved accessibility. In addition to enhanced flight connectivity and simplified visa-on-arrival or visa-free entry, many GCC countries have enacted tailored measures to welcome Chinese tourists. In 2023, Saudi Arabia signed an Approved Destination Status (ADS) agreement with China, allowing Chinese travelers to visit as part of organized tour groups. The kingdom has also rolled out Mandarin-language services, targeted marketing campaigns, and convenient payment options such as UnionPay to better cater to Chinese visitors. The UAE and Qatar have rolled out similar measures. Beyond convenience, the Middle East offers a unique mix of exclusivity and cultural richness that resonates with Chinese travelers, says Adam Knight, co-founder of Tong, a cross-cultural consultancy that has published reports on Chinese outbound tourism. “Saudi Arabia and Dubai, in particular — fueled by big budget tourism marketing campaigns — are emerging as luxury hotspots, combining history, adventure, and elite experiences,” says Knight. “Direct flights, relaxed visa policies, and world-class shopping add to the appeal, while the prestige factor — being among the first to explore a new luxury destination — makes MENA a compelling choice for affluent Chinese travelers.” All about the money But why such a strong focus on China? Two words: spending power. In 2019, China was the world’s largest source of outbound tourism, with travelers making 155 million trips and spending a staggering $255 billion on international tourism. While these figures have not yet recovered, the outlook is bright, with outbound trips expected to hit 200 million by 2028. According to the latest insights from China Trading Desk, 49% of Chinese outbound tourists plan to spend at least 25,000 RMB ($3,482) per trip, with 24% budgeting over 50,000 RMB ($6,965). This signals a growing demand for premium travel experiences, including luxury accommodations, personalized itineraries, and exclusive experiences. “Luxury brands, duty-free stores, and global travel retailers must adapt to the digital-first, high-spending Chinese traveler,” Subramania Bhatt, CEO and founder of China Trading Desk, stated in the report. “The businesses that invest in omnichannel experiences, short-form content marketing, and seamless payment integration will be the biggest winners in 2025’s travel retail boom.” Luxury, on their terms But winning over this high-spending demographic requires more than just Chinese language services and payment options. According to Knight, exclusivity and personalization are the real keys to success. “Whether that’s VIP shopping experiences, bespoke desert safaris, or private museum tours. Chinese travelers expect a high level of customization and a seamless, intuitive luxury experience that makes them feel valued, but crucially delivered on their own terms,” he tells Jing Daily. With affluent Chinese tourists preferring unique, meaningful experiences over traditional luxury tropes, Middle Eastern destinations that can provide discreet, high-touch service alongside cultural and experiential depth will be the ones to stand out in 2025, he adds.

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Chinese travelers chase thrills and culture in the Middle East