Why UAE, Qatar, Saudi travellers are now skipping shops, malls when in GCC

By Justin Varghese

Dubai: Think Gulf tourism is still all about shopping sprees and beachfront escapes? Not anymore. A new wave of travellers across the UAE, Saudi Arabia, and Qatar is reshaping the narrative — seeking experiences with emotional and cultural depth, not just luxury and leisure.That’s the focus of a new tourism report by PwC Middle East in partnership with global travel intelligence firm Mabrian Technologies. Titled “Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences,” the report urges tourism leaders to rethink how cities are planned and promoted.“Visitors now want destinations that offer connection, flexibility, and a sense of purpose,” said Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East. “Stay Play Shop is more than a slogan — it’s a framework that aligns traveller behaviour with the realities of place-making.”From sightseeing to soul-seekingAccording to the study, arts and culture now top the list of travel motivators, beating out traditional lures like retail and beaches.In Qatar, 28.5% of visitors rank cultural experiences as their top reason for visiting.The UAE follows closely at 26.6%, and Saudi Arabia at 24.5%.This shift is paving the way for four new types of travellers, identified in the research:Culture seeker – drawn to museums, heritage sites, and local storiesRegional family explorer – looking for multi-gen travel with flexibilityWellness-minded weekender – craving calm, care, and natureBlended-purpose voyager – mixing business, leisure, personal growthHow they travel, where they stayAccommodation trends reflect this behavioural shift too. In Saudi Arabia, alternative lodging — like short-term rentals — is booming, with family bookings up 90% and group stays rising 60%. In Qatar, hotel apartments are leading occupancy at 74.6%, highlighting demand for flexible, longer stays.“Travel today is fluid — people mix work, leisure, and lifestyle in one journey,” said Philippe Najjar, Destinations Consulting Partner at PwC. “Leaders must think not just about where people go, but how deeply they connect with those places.”How Gulf destinations can adaptTo meet these new expectations, the report argues that destination development needs to evolve — moving beyond static models like anchor malls, zones, or isolated resorts, toward integrated visitor journeys that weave together stays, culture, events, retail and experiences.And success depends on more than infrastructure.“Strong public-private partnerships are key,” added Sonia Huerta, Vice President Advisory at Mabrian Technologies. “DMOs, hoteliers, tour operators, and retailers must collaborate to monitor traveller sentiment and satisfaction. In this region, the opportunity to enhance both is massive — and the returns could be even bigger.”

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