dnata Travel has reported a notable uptick in winter holiday bookings from UAE residents, with ski resorts and Arctic expeditions leading the charge for the 2026–27 season. The travel company's latest data shows Japan breaking into its top five most-booked international destinations, while Finland, France, Switzerland, and Georgia are all gaining ground in the top 20.
Experience-led travel takes center stage
The trend underscores a broader shift toward experience-led travel among UAE travellers, who are increasingly seeking outdoor adventures and unique seasonal offerings. All-inclusive ski holidays are proving particularly popular, bundling accommodation, meals, lift passes, and lessons into a single package that appeals to families, couples, and groups alike.
Finnish Lapland is drawing visitors with its Northern Lights displays, husky and reindeer safaris, and Arctic Circle experiences. Japan's renowned powder snow and traditional hot springs continue to attract repeat visitors, while France and Switzerland remain top choices for premium alpine getaways. Georgia is emerging as a value-driven alternative, offering competitive pricing without compromising on the ski experience.
Improved air connectivity is supporting this demand. Emirates' new Dubai–Helsinki route, for instance, provides a direct link to Finnish Lapland, making Arctic adventures more accessible than ever. This aligns with the carrier's broader winter strategy, as outlined in Emirates' winter demand outlook.
Meerah Ketait, Head of Retail and Leisure UAE at dnata Travel, commented: "We're seeing a clear shift towards experience-led winter travel. More UAE travellers are choosing holidays that offer memorable outdoor experiences." She added that the demand for all-inclusive ski holidays is growing, as travellers appreciate the simplicity of having key trip elements included in one package.
The rise in winter adventure bookings is part of a wider pattern of UAE residents seeking out colder climates and seasonal activities. This mirrors trends seen in other Gulf markets, where winter tourism to European and Asian destinations has been expanding steadily. For travel agents and tour operators, the data suggests a growing opportunity to package ski and Arctic itineraries with all-inclusive options.
dnata Travel's figures also highlight the importance of destination diversification. While traditional favourites like France and Switzerland remain strong, the emergence of Japan and Georgia indicates that travellers are open to exploring new options. This is a positive signal for destinations looking to attract Gulf tourists during the winter months.
The company's insights come at a time when the global travel industry is seeing robust demand for experiential travel. As travel technology reshapes booking patterns, agents and operators are adapting to meet evolving consumer preferences. For dnata Travel, the focus on all-inclusive packages and unique experiences appears to be paying off.
Looking ahead, the winter 2026–27 season is expected to see continued growth in bookings from the UAE, driven by improved connectivity, competitive pricing, and a growing appetite for adventure. Travel professionals should monitor these trends to align their offerings with the demands of Gulf travellers.
