Dubai, UAE – The Middle East and North Africa (MENA) tourism sector is preparing for a gradual recovery in Chinese visitor arrivals as outbound travel from China continues to show resilience despite recent geopolitical disruptions.

New research by Dragon Trail International, the official research partner of Arabian Travel Market (ATM), indicates that Chinese outbound tourism remains on a solid growth trajectory, creating renewed opportunities for destinations across the MENA region as traveller confidence gradually improves.

According to the research, 77% of surveyed Chinese travel agents reported stronger outbound travel demand during the first half of 2026 compared with the same period last year, while 70% said demand for outbound summer travel had increased year-on-year.

Official figures from China’s National Immigration Administration further underline the strength of the market, showing that border crossings by mainland Chinese citizens rose by 10.7% during the first half of 2026.

Traveller Confidence Key to MENA Recovery

Although geopolitical developments in the Middle East temporarily weakened Chinese demand for travel to the region, Chinese government travel advisories covering GCC countries have since been lifted.

Dragon Trail International expects the recovery to be gradual, however, as Chinese travellers remain particularly sensitive to safety concerns. The research suggests that market momentum could strengthen further into 2027, provided regional stability is maintained.

Danielle Curtis, Regional Portfolio Director – UAE at RX Global, said China remains one of the world’s most important outbound tourism markets and that the region’s long-term potential remains substantial despite recent challenges.

“As traveller confidence returns, destinations that understand changing consumer behaviour and adapt their marketing strategies will be best placed to capture renewed demand,” Curtis said. “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 Seen as Leading Recovery Segment

Research conducted specifically for ATM 2026 identifies luxury tourism as the segment with the strongest potential for an early recovery in the MENA region.

Around 42% of Chinese travel agents surveyed identified high-net-worth travellers as the segment most likely to drive the recovery. Other promising segments include fully independent travellers (FIT) at 40%, group travellers at 38%, and younger travellers at 38%.

The findings also point to significant changes in Chinese travellers’ booking patterns, including shorter booking windows and growing interest in single-destination itineraries.

Among MENA destinations, Chinese travel agents identified Türkiye as having particularly strong growth potential following the introduction of visa-free travel for Chinese visitors. Saudi Arabia and the UAE also continue to be regarded as attractive long-term markets, especially in the luxury tourism segment.

Destinations Urged to Adapt Marketing Strategies

Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said the resilience of Chinese outbound tourism presents a major opportunity for destinations that can successfully rebuild traveller confidence.

“Chinese outbound tourism continues to demonstrate remarkable resilience despite a number of external challenges,” Parulis-Cook said. “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.”

She added that the latest research was designed to help MENA tourism organisations understand changing Chinese travel preferences and adjust their marketing strategies accordingly.

Parulis-Cook will present exclusive research at ATM 2026, offering insights into the MENA destinations attracting the greatest interest among Chinese travellers, the communication channels influencing their travel decisions and the types of experiences they are seeking.

The session, “Welcoming Back the Chinese Tourism Market: Insights for the Middle East,” will take place on the Future Stage during ATM 2026. The session is expected to provide tourism authorities, destinations and travel businesses with practical strategies for attracting Chinese visitors as competition for this lucrative outbound market intensifies.

China’s Growing Presence at ATM 2026

ATM 2026 will also feature a strong Chinese presence, with exhibitors 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.

The 2026 edition is set to feature a significant expansion in exhibition space, reflecting strong international demand. Asia’s overall presence at the event is expected to grow by 14%.

Taking place from September 14–17 at Dubai World Trade Centre, ATM 2026 will be held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.”

The event will bring together destinations, tourism leaders and industry innovators to examine the trends and technologies shaping the future of global travel. Against this backdrop, the renewed focus on China’s outbound tourism market is expected to provide MENA destinations with valuable opportunities to rebuild demand, strengthen partnerships and position themselves for the next phase of tourism growth.