This rapid increase in tourists is exactly why sustainable tourism needs attention now. As post-pandemic holidaying gets a boom, many are trying to travel that is enjoyable, environmentally, and socially ethical. In the UAE alone, 61% of residents say they are willing to pay a premium for more responsible, eco-friendly, and sustainable tourism experiences. 

According to a statement by the annual trade show Arabian Travel Market (ATM), the direction towards a sustainable and luxurious travel experience has been popular amongst Middle East consumers.  

In fact, in the post-COVID-19 era, one in 10 consumers have stayed in luxury yet green accommodation over the past three years, says YouGov’s Global Travel & Tourism Whitepaper 2023.

At the same time, among high-income travelers’ sustainable luxury hotel stays witnessed a 50% increase. UAE leads the global rankings, with 58% of the respondents living in the country saying that traveling has become more important to them since the pandemic. In relation to luxury priorities, 25% of people in the Emirates are pursuing entertainment options, while 19% are keen on premium-class accommodation options. 

Authenticity plays a significant rising factor in the sustainable luxury travel segment. Over 51% of tourists have sought more meaningful travel experiences since the pandemic, and more than 27% are willing to pay a premium for secluded villas and chalets. 

“The Middle East has developed an unparalleled international reputation for luxury tourism, with consumers across the region placing a high value on bespoke, memorable, and environmentally responsible experiences,” said Danielle Curtis, Exhibition Director ME, Arabian Travel Market, in a release. 

With its theme, Working Towards Net Zero, ATM 2023, which runs from May 1-May 4, aims to highlight distinct approaches to luxury, sustainable travel experiences across the region.