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International tourist arrivals in MENA destinations grew 10% in 2018.

The MENA region comprises a diverse group of 14 countries in the Middle East and 4 countries in North Africa, including established and emerging destinations in the Mediterranean and the Arabian Peninsula to high-spending outbound markets from the Gulf Cooperation Council (GCC).

MENA represents a market of 389 million consumers, or 5% of the world’s population. It has a combined GDP of USD 2.4 trillion (2017) accounting for 3% of the world’s economy.

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Am news | vol. 64 may 2024, africa news issue 23, un tourism news 82: sustainable development of tourism, am news | vol. 63 april 2024.

Skyscanner: improved connectivity drives Middle East & North Africa demand; travel remains priority

Improved air connectivity and seat capacity are helping make travel easier, both regionally and internationally, as airlines respond to traveller demand.

What's more, countries and airport hubs across the Middle East and North Africa (MENA) are playing a vital role in connecting East and West as travel continues to flourish.

Travel remains a top priority as people continue to ring-fence budgets and invest in leisure trips and, across the Middle East especially, many countries have ambitious tourism growth plans and will become important drivers of both inbound and outbound travel in the years to come.

Recovery from the COVID pandemic has allowed airlines to rebuild and expand their networks to explore new and different locations.

This willingness to venture into new routes and build new markets supported the rebuild of global capacity to pre-pandemic levels in 2023, and there are increased expectations that airlines will go beyond this in 2024, connecting the globe better than ever before.

• Travel remains a top priority as people continue to ring-fence budgets and invest in leisure trips.
• Recovery from the COVID-19 pandemic has allowed airlines to rebuild and expand their networks to explore new and different locations.
• With travel spend a key priority for consumers globally, destinations, along with their industry partners, must focus on value proposition more than ever.
• Saudi Arabia and UAE lead propensity to travel in MENA market.
• Across the MENA region, booking windows for the first quarter of 2024 are similar to 2023's.
• Europe, Southeast Asia and North America are the top searched regions among MENA travellers for summer 2024.
• Skyscanner reports that more than half (51%) of the travellers visiting its platform don't have a destination or dates in mind and are looking to be inspired.
• Oman and Lebanon are the two top trending destinations this summer for MENA travellers, with year-on-year growth of +462% and +347% respectively.

Destination choice increasingly influenced by personal identity

The year 2023 has been a seminal year in travel.

In all regions travellers are highly engaged in the booking and planning process, searching for destination inspiration from a variety of sources and planning long haul trips further in advance. Destination choice is increasingly influenced by not only cultural factors, but also by the particular 'vibe' that aligns with individual preferences and motivations.

The latest edition of Skyscanner Horizons, from the Scotland-based search aggregator and travel agency, shares the latest travel industry and traveller behaviour trends that the industry is experiencing on a global and regional level.

The report is a clear demonstration that travel is well and truly back, with propensity remaining high now and into the future.

With travel spend a key priority for consumers globally, destinations, along with their industry partners, must focus on value proposition more than ever, notes Skyscanner .

Homing in on what sits at the very core of the destination's brand values "is key to winning travellers' hearts", it says, yet, driving demand, with timely product proposition, will be "key to shaping decisions".

Saudi Arabia and UAE lead propensity to travel in MENA market

A new insight from Skyscanner into the Middle East and North African market notes that travellers from the United Arab Emirates ( UAE ) and Saudi Arabia are expected to take more than three trips in 2024, and spend more compared to the global average.

Elsewhere across the region, Skyscanner reports strong demand in 1Q2024, with search volume by travellers in Qatar and Oman up +50% year-on-year.

This travel Insight data is based on an Apr-2024 analysis of flight redirects and flight searches from Jan-2024 for travel departing in Jun-2024, Jul-2024 and Aug-2024, and then compared to the equivalent period in 2023.

User numbers are defined as the number of estimated unique users accessing Skyscanner 's platforms each month.

MENA booking windows follow 2023 pattern

Across the MENA region, Skyscanner notes that booking windows for the first quarter of 2024 are similar to 2023's.

The 7 day to 29 day window has increased marginally by +1%, to take a 35% share. The shortest window of less than a week is down -2%, for a 25% share, while the longest booking window of +90 days is down -1%, for a 13% share.

Over three quarters of booking windows in 1Q2024 were less than 60 days, as many travellers planned and booked travel for Eid al-Fitr in Apr-2024.

Middle East and North Africa : booking windows (1Q2024)

Source: Skyscanner Horizons report.

Europe is most popular continent from MENA this summer

Europe , Southeast Asia and North America are the top searched regions among MENA travellers for summer 2024 (June - August), with Europe and Southeast Asia taking nearly two thirds of the share, according to the Skyscanner research.

Compared to 2023, however, -2% fewer travellers are searching for Europe and -1% fewer travellers are choosing to explore the Middle East and North Africa . It's Southeast Asia that's seen the biggest gain of year-on-year searches at +4%.

Apart from this changing demand, the destination choice is broadly in line with those in 2023.

Middle East and North Africa : destination searches, by region (1Q2024)

Customers are seeking inspiration when booking

Skyscanner reports that more than half (51%) of the travellers visiting its platform don't have a destination or dates in mind - they are looking to be inspired.

APAC destinations make up seven of the top 10 global list for MENA travellers, with an average trip length of between eight and 19 days.

Middle East & North Africa : top northern summer search destinations, by city (1Q2024)

Milan is the only European destination, with an average trip length of eight days, while New York concludes the top 10 with a joint top average trip length of 19 days.

'Everywhere', though, ranks at number 2, remaining very popular with travellers coming to Skyscanner without a destination or specific dates in mind, looking to be inspired.

On a city basis, apart from Bangkok , average trip lengths are all down year-on-year.

Muscat and Beirut lead regional travel in MENA

Oman and Lebanon are the two top trending destinations this northern summer for MENA travellers, with year-on-year growth of +462% and +347% respectively, according to the Skyscanner data. Travellers are also going to each destination for longer compared to summer 2023 - up half a day each, for a period of 11 and 15 days respectively.

Three European destinations also feature: Krakow, Poland ; Lille , France ; and Istanbul, Türkiye - all featuring average trip lengths of between 10 and 12 days.

Middle East & North Africa : top trending northern summer destinations, by city (1Q2024)

Looking East: three Asia Pacific destinations - Hong Kong ; Thiruvananthapuram , the capital of India 's southern state of Kerala; and Kuala Lumpur , Malaysia - also registered around +200% year-on-year search volume increases. Although average trip length is down between one and three days on 2023, travellers are still planning trips lasting between 10 to 20 days.

George Town , the capital of the Cayman Islands , is trending at number nine, with an average trip length of 15 days (down 1.2 on 2023), while Kazakhstan 's largest city, Almaty , ends the top 10 with an average trip length of 10 days (down three on 2023).

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Top 10 destinations for Mena travellers: Egypt remains the most sought after

Saudi arabia and india complete the top three most coveted destinations and the uk leads for europe on wego’s 2023 leaderboard.

Tourists visit the Giza Pyramids and the Sphinx. Egypt remains the number one destination for travellers from the Mena region. EPA

Egypt has held on to its crown as the most sought after destination for travellers in the Middle East and North Africa for the ninth consecutive year.

Offering a mix of ancient history, fascinating culture and coastal escapes, Egypt came first in the latest travel trends study from online travel company Wego .

Saudi Arabia was second 0on the list, with the kingdom benefitting from its myriad events said Ross Veitch, chief executive and co-founder of Wego.

“From around the Gulf we’re seeing quite a bit of interest in Saudi Arabia with a lot of people going in for the Formula One , or Riyadh Season or going for a business trip, and then tacking on a few days to check out the place,” Veitch told The National on the sidelines of the Arabian Travel Market in Dubai.

Rounding off the top three most coveted destinations for Mena travellers was India , a major source market for foreign talent and labour for the Gulf region.

The UAE was in fourth place, followed by Kuwait which climbed into the top five.

Turkey drops out of the top five into sixth. Mamoun Hmedan, chief commercial officer and managing director of Wego for Mena and India, attributes this to the country’s stabilising currency, which means that less bargain holidays to Turkey are available.

The major earthquake and the prolonged news cycle that surrounded it could also have caused travellers to delay or cancel travel plans to Turkey.

Pakistan has moved up the leaderboard to seventh. The country is gaining ground with Mena travellers in recent months thanks to more flights being added.

Jordan, Thailand and Qatar complete the top 10.

UK, Germany and Italy lead for European destinations

When it comes to travel in Europe, the UK leads the way for Mena travellers, and is particularly favourable with people from the UAE.

“The Wego data we shared is from all the origins we cover across the Mena region, and to some extent those trends are true of the UAE, but its reflective of a broader marker," said Veitch. "The UAE can be a bit of an anomaly within the region, due to the sheer number of expats living there. Out of the UAE, we typically see European destinations over index, and the UK is number one on our list."

Germany was the second most coveted destination in Europe for travellers in the region, while Italy was third. Known for its beautiful coastlines, ancient cities and Mediterranean cuisine, Italy is currently finding particular favour with travellers from Saudi Arabia.

“Out of Saudi [Arabia], Italy is super popular at the moment. In the UAE, popular destinations are a bit more evergreen, it doesn’t change too much. But in Saudi Arabia things come in and out of fashion quite quickly, and Italy is in fashion at the moment,” Veitch told The National.

Other notable destinations finding favour with travellers in the region include Oman, which has climbed four places to 12th, and China , which has seen the biggest quarter-on-quarter rise in the top 50, climbing six spots to 26th. This movement comes after the country reopened at the start of the year, but China’s popularity rate remains well below pre-Covid rankings.

“With further easing of travel largely expected, we project that China will be among the fastest risers in Q2 of this year as well and that it will likely break the top 20,” said Veitch.

The top 10 global destinations for MENA travellers

2. Saudi Arabia

7. Pakistan

9. Thailand

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Hospitality Hotspots: The Latest Middle East & North Africa Tourism Statistics [2022-2023]

The latest Middle East & North Africa (MENA) tourism statistics from top-performing countries based on the latest third-party and TrustYou data [2022-2023]

Latest update: January 2024

#5 Tunisia Tourism Statistics

MENA is a dynamic and diverse region with much to offer for leisure and business travelers: luxurious hotels and restaurants, rich culture and traditions, breathtaking scenery, and historical landmarks. 

The Global Tourism Leader

The Middle East and North Africa (MENA) travel industry benefited from one of the strongest recoveries, especially the Middle East. While the global recovery was estimated at 63% in 2022, arrivals in the Middle East reached 83% of pre-pandemic numbers. Hosting FIFA World Cup was a major contributor to the success and increase of tourism there.

The latest data from UNWTO shows that 2023 brought even more tourists to the region. Between January to September 2023, the Middle East registered 20% more arrivals compared to the same period in 2019, establishing its worldwide leadership position in terms of tourism performance.  

We looked at some key MENA players: Qatar, United Arab Emirates, Saudi Arabia, Egypt and Tunisia . In order to give you a complete overview of the tourism & hospitality sector, we compiled the latest third-party and TrustYou statistics.  

MENA Countries Hospitality Performance

Based on an Exclusive Analysis of More than 7.1 million Guest Reviews from:

Tunisia, Egypt, Saudi Arabia, Qatar, United Arab Emirates

Guest reviews can be a great tool to understand how the hospitality industry performs, what drives guest satisfaction, and what can bring more bookings or visits. Discover how TrustYou can help your hotel and destination make the most out of collected guest reviews. 

Key Middle East & North Africa Tourism Players

#1 qatar tourism statistics 2022-2023, best performing destination worldwide.

Qatar is one of the leading tourism performers across MENA. Recently, UNWTO revealed the top-performing destinations worldwide for the first nine months of 2023, with Qatar ranking first, at +91% international tourist arrivals compared to 2019. 

Since hosting the FIFA World Cup, Qatar’s tourism has registered an unprecedented boost. In November and December 2022, international arrivals more than tripled compared to the previous months. 

2023 also started strong, with 2.34 million international arrivals until July 2023, almost double compared to 2019.

#2 United Arab Emirates Tourism Statistics 

When thinking about the Emirates, one place is at the top of the mind of almost every tourist: Dubai. In 2022, the iconic destination welcomed nearly 14.4 million overnight visitors, a 97% increase from 2021 and 86% of the 2019 volume  - above the global averages for recovery indicators. The occupancy rate also increased - from 67% in 2021 to 73% in 2022. 

The beginning of 2023 is more than encouraging. The first numbers for January and February show a 42% increase in tourism visitors compared to last year. 

In 2023, a new decade starts for Dubai’s economy and tourism with the Dubai Economic Agenda D33 . The strategy aims to double the size of Dubai’s economy by 2033 and place it among the top three global cities for tourism and business.  

Setting New Records in 2023

Dubai is among the few destinations that exceeded the 2019 numbers. In the first half of 2023, the luxurious city received  2% more tourists than in 2019.  The first quarter was particularly successful, setting an all-time performance record.  

According to the Tourism Performance Report launched by Dubai Tourism, the top three source markets were Western Europe (19%), South Asia (18%) and the Gulf Cooperation Countries (16%).  

#3 Saudi Arabia Tourism Statistics

Tourism reaching new heights.

Another successful tourism story comes from the same region. Saudi Arabia has set a new record for foreign visitor spending between Q1 and Q3 2023. During the first three quarters of 2023, the total spending surpassed $26.6 billion (SAR100 billion) - 72% more than in the same period in 2022.   It also ranked second in UNWTO’s top for best-performing destinations worldwide for the first nine months of 2023, with a 50% increase in international tourist arrivals, compared to 2019.

🌍The latest UNWTO Tourism Barometer reveals top-performing destinations: 🇶🇦Qatar leads globally, 🇦🇱Albania top in Europe, 🇸🇻El Salvador shines in the Americas, 🇪🇹Ethiopia takes the lead in Africa 🔗 https://t.co/x6AtVWLYKQ pic.twitter.com/p4zgydSxsm — UN Tourism (@UNWTO) December 6, 2023

#4 Egypt Tourism Statistics 

An ambitious strategy.

According to the recently adopted tourism strategy, the government aims to attract 30 million tourists by 2030 . This will be possible if the yearly growth reaches 25%-30%.  The ambitious plan includes increasing hotel rooms number and seat flights by more than 30% yearly . The historical value was a unique selling point the destination has been focusing on in their marketing campaigns, as well as by renovating or reopening museums .  

With its rich cultural heritage, captivating landscapes, and warm hospitality, Tunisia has emerged as a favored destination for travelers across the globe. The country's strategic location at the crossroads of Europe, Africa, and the Middle East adds to its allure, offering visitors a unique blend of diverse cultures and experiences. Notably, the tourism sector in Tunisia plays a pivotal role in its economic development, serving as a key pillar for job creation and foreign exchange earnings.

Tourism is a key pillar for the development of Tunisian economy. Its contribution to GDP amounts to 7%.

By the beginning of December 2023 , Tunisia recorded 8.8 million visitors, almost 50% more than in 2022, and slightly exceeding 2019 numbers. At the end of 2023, the revenue generated through tourism grew by 28% , compared to 2022.

How Destinations, Hotels & Restaurants Can Stay Competitive and Attract More Travelers with TrustYou

TrustYou is a renowned software company specializing in data analysis, offering comprehensive insights into customer feedback for hotels, restaurants, and attractions worldwide. Our advanced technology, backed by proprietary semantic processing and AI, provides a wide range of analytics, key performance indicators (KPIs), and data points with endless applications in the travel industry and beyond.

Specifically, our Guest Experience (GX) Platform has become an indispensable tool for hoteliers, restaurants, and destinations. It simplifies the process of listening to customer feedback, empowering businesses to take prompt and effective action. By managing guest feedback effectively, hospitality providers can proactively address concerns, improve their online reputation, and ultimately increase revenue. The GX Platform facilitates seamless communication, enables businesses to understand reviews across various online platforms comprehensively, and leverages positive feedback to influence booking decisions.

Leading hotels and destination management organizations across Europe, the UAE, the Americas, and beyond trust our analytical expertise and rely on the extensive information we provide to assess and monitor the quality of offerings in their regions. TrustYou's content is a benchmark for hotel standards, powers business intelligence and algorithms to measure traveler satisfaction, and guides strategic marketing decisions, including budget allocation.

Contact us today to find out how to keep your visitors happy every step of the way.

** due to the dynamic nature of the database, the numbers may vary if data was requested at an earlier / later stage.

Catalina Brinza

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MENA region leads global growth in luxury travel: Mastercard

According to a Mastercard report, Kuwaiti tourists spend an average of $3,390 per card in Paris, five times as much as their American counterparts

According to a new report, the Middle East and North Africa (MENA) region is driving growth in affluent travel, characterised by high spends and a growing affinity for sustainable eco-luxury and cultural immersion.

Mastercard’s latest report, Affluent Travel: A Middle East Perspective , unveiled at the Arabian Travel Market 2024, sheds light on the key trends shaping the luxury travel landscape.

Overall, the report revealed a growing appetite for new experiences in unexplored destinations, micro-trips and ‘bleisure’.

These trends will likely enable the rise of the global luxury travel market, which is expected to grow by 7.9 per cent (CAGR) between 2024 and 2030 (based on stats from Grand View Research).

The report alludes to Jones Lang LaSalle’s study, which underscores the significant contribution of affluent travellers, who account for approximately 36 per cent of the global spend on travel.

Key trends: Luxury travellers

The report highlighted YouGov research that showed that over a third of luxury travellers seek to explore different cultures, while bleisure trips, combining business and leisure, were rising. Research also indicates a growing trend towards solo travel, reflecting a shift in consumer behaviour.

The report shared that affluent consumers exhibit a penchant for eco-luxury experiences, emphasising authenticity and sustainability. These travellers are willing to pay a premium for sustainable travel features, reflecting a conscious effort to minimise carbon footprints and support local communities. Globally, one in 10 consumers have stayed in luxury eco-friendly accommodation in the last three years, compared to five of 10 among 18–34-year-old affluents.

According to Euromonitor, 38 per cent of luxury seekers are willing to pay between 30 per cent and 50 per cent more for sustainable travel features such as energy-efficient services. A quarter would pay even more to find less carbon-intensive transport.

The report also showcased Marriott Bonvoy research that revealed a preference for secluded accommodations, private island stays, and unique gourmet experiences, underscoring the demand for exclusivity and pampering.

GCC travellers have also emerged as high spenders (based on the average spend per card by origin market) in global luxury markets, leveraging loyalty schemes and membership perks.

According to a 2023 Mastercard Economics Institute report, Kuwaiti tourists, for instance, spend an average of $3,390 per card in Paris, five times as much as their American counterparts.

Exclusive airport lounges and priority services are among the most utilised benefits, highlighting the value placed on personalised service and convenience.

MENA region’s resilience has led to growth

As wealth transitions to younger generations, Millennials and Gen Z have emerged as key segments in luxury travel.

Gen X, particularly in the GCC, is poised to drive travel growth, contributing to MENA region’s resilience in surpassing pre-pandemic arrival figures.

While much of the world is still catching up to pre-pandemic travel levels, the MENA region is also the only region to show airport arrivals at 22 per cent above 2019 numbers.

The report shared that according to the World Tourism Barometer, specific destinations such as Qatar (over 90 per cent) and Saudi Arabia (over 56 per cent) have contributed to this surge.

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Mena region leads global growth in luxury travel, reveals mastercard affluent travel report.

Report highlights the role of high-net-worth travelers in boosting the travel and hospitality industry

Over a third (38%) of luxury seekers are willing to pay 30-50% more for sustainable travel features 1

Affluent travelers in the MENA region are power users of loyalty and membership card programs

GCC tourists are some of the highest spenders, whether vacationing within the region or further afield

DUBAI, United Arab Emirates, May 07, 2024 --( BUSINESS WIRE )--The Middle East and North Africa (MENA) region has emerged as one of the main regions driving growth in affluent travel, recording high spends, while also displaying an appetite for sustainable eco-luxury and meaningful cultural experiences. Mastercard’s latest report, ‘Affluent Travel: A Middle East Perspective’, released during the Arabian Travel Market 2024, unpacks some of the key trends.

The appetite for new experiences in unexplored destinations, micro-trips and ‘bleisure’ will likely drive the growth of the global luxury travel market, which is expected to grow by 7.9% (CAGR) between 2024 and 2030, according to Grand View Research 2 . While the world awaits the emergence of the first trillionaires, high-net-worth travelers contribute approximately 36% of the global spend on travel as stated in a Jones Lang LaSalle study 3 .

"At Mastercard, we are committed to connecting people to their passion for travel. This report gives a great snapshot of how high-net-worth individuals choose to travel, and it’s wonderful to see sustainability, cultural immersion and purpose as key considerations, along with quality accommodation, seamless technology and loyalty benefits. We will continue to harness the power of partnerships with leading industry players to come up with innovative solutions that unlock access to a whole new world of unparalleled travel experiences," said Amnah Ajmal, Executive Vice President, Market Development EEMEA, Mastercard.

As per YouGov research, over a third (36%) of luxury travelers say they want to experience different cultures 4 . The combination of business and leisure, or ‘bleisure’, is also resulting in more remote-work trips as digital nomads change the face of travel. Affluent travelers are almost twice as likely as the global average to have taken a vacation as an extension to a business trip 4 . Furthermore, Marriott Bonvoy research also showed that solo travel is being embraced, with 70% of respondents in the UAE and 69% in Saudi Arabia saying they’ve travelled solo 5 .

Seeking out sustainable credentials and authentic eco-luxury

Affluent consumers are keen adopters of the conscious travel trend and place a premium on the authenticity of eco-luxury experiences. These include associating with travel brands that support local communities. Globally, one in 10 consumers have stayed in luxury eco-friendly accommodation in the last three years, compared to five of 10 among 18–34-year-old affluents. According to Euromonitor, a sizeable 38% of luxury seekers are willing to pay between 30% and 50% more for sustainable travel features such as energy-efficient services. A quarter would pay even higher to find less carbon-intensive transport 1 .

Meaningful experiences over material things

The YouGov report notes that this discerning segment places more emphasis on experiences than on physical goods. More than half of affluent travelers, compared to 43% of the global total, prioritize meaningful travel experiences over shopping and souvenirs 4 . Close to a quarter say that they are willing to pay more for a remote destination experience, customized tours to connect with local culture, and eco-friendly resorts 4 .

Personalization, privacy and pampering

Luxury travelers are prioritizing unique personalized experiences over location. However, they also want their money’s worth in the form of exemplary customer service and pampering. Quality luxury accommodation is a high priority, with 27% saying they would pay more for villas and chalets in secluded and private locations and 21% happy to splurge on luxury stays on a private island 4 . Younger affluent travelers are more likely to pay more for Michelin-starred or unique gourmet experiences. According to Marriott Bonvoy research, light, air, temperature, and sound in future hospitality spaces guided through digital concierges will recognize and respond to guests in real-time, based on mood, schedules, and health requirements.

High-spending loyalty supporters

Based on average spend per card by origin market, GCC travelers are among the highest spenders. According to a 2023 Mastercard Economics Institute report, Kuwaiti tourists, for instance, spend on average of $3,390 per card in Paris, five times as much as their American counterparts. High-net-worth individuals are also power users of loyalty schemes and membership cards – 34% versus the overall average of 24% 6 . Exclusive airport lounges, as well as priority check-in and boarding, are among the most used perks of loyalty membership, highlights the Euromonitor report 1 .

As wealth migrates to younger generations, Millennials (aged 30 to 44 years) now comprise the highest percentage of luxury seekers, followed by Gen Z (aged 15 to 29) 1 . Within the GCC, however, Gen X (aged 43 to 58 years) is expected to make the highest contribution to travel growth, according to Arabian Travel Market 7 . While much of the world is still catching up to pre-pandemic travel levels, MENA is the only region to show airport arrivals at 22% above 2019 numbers. According to the World Tourism Barometer, specific destinations such as Qatar (+90%) and Saudi Arabia (+56%) have contributed to this surge 8 .

To read more about the report, please visit here .

Notes to the editor

Mastercard’s ‘Affluent Travel: A Middle East Perspective’ report was written by White Paper Media Consulting. Sources and data include Mastercard Economics Institute, Marriott Bonvoy, YouGov, Adara, Euromonitor.

Bremner, Caroline; Roberts, Fflur. Meet the New Luxury Travel Seeker: Discerning, Digitally Savvy and Diverse . Euromonitor. February 14, 2024.

Grand View Research. Luxury Travel Market Size, Share, and Trends Analysis Report .

Demuth, Zach et al. The evolution of global luxury hospitality . Jones Lang LaSalle (JLL). May 15, 2023.

Stewart, Eva. The future of affluent travel will balance luxury, well-being, and exclusivity . YouGov. August 14, 2023.

Marriott Bonvoy. Marriott Bonvoy 2024 Future Travel Trends . January 2024.

Mastercard Economics Institute. Tourism fuels economic diversification in the Gulf states .

Press Statement. Gen X driving GCC outbound travel according to research, says ATM . Arabian Travel Market. February 6, 2024.

UNWTO World Tourism Barometer. International Tourism to Reach Pre-Pandemic Levels in 2024 . January 19, 2024.

*Source: AETOSWire

View source version on businesswire.com: https://www.businesswire.com/news/home/20240507531225/en/

Mastercard Communications Amelia Naidoo - [email protected]

TikTok MENA shares insights for Gen Z travellers

Wednesday, May 8, 2024 Favorite

Generation Z is set to be a formidable force in shaping the future of travel. With their preference for digital technology, sustainable and ethical practices, and immersive experiences, they are pushing the travel industry towards innovation and responsible tourism. As this generation’s influence grows, their preferences will likely continue to shape the industry in ways that are both exciting and essential for the future sustainability of global tourism.

During a revealing session at a major travel and tourism conference, insights were shared by Marc-Antoine Simon, an expert in the travel industry from the MENA region at a popular social media platform, on how brief, engaging content can deeply influence travel decisions. His insights opened a discussion on the emerging trends in community-led marketing and its significance in shaping the travel preferences of Generation Z.

The Reality of Travel Expectations

Research conducted by a prominent travel agency in 2023 revealed a discrepancy between travelers’ expectations and their actual vacation experiences, with less than half feeling that their vacations matched or exceeded their expectations. On average, travelers are found to browse through multiple travel sites to finalize their travel plans, with a significant portion abandoning their bookings due to the overwhelming and stressful nature of the process.

Transforming Search and Booking Experiences

Simon elaborated on how modern travelers are transforming their approach to searching for travel options. By shifting from using generic search keywords to engaging with real-time, community-driven content, travelers are making their planning stages more immersive and enjoyable. This shift is not just about finding information but about experiencing it through a communal lens, thus entering a new era of search dynamics driven by community interaction.

Community-Led Platforms: A Game Changer

The transformation in the search and booking process was attributed to the rise of platforms that prioritize fast, visually appealing, and community-focused content. By leveraging these platforms, major barriers that previously complicated the booking journey have been dismantled, allowing for destinations to gain popularity overnight through viral content.

The Albania Case Study

An exemplary case of the power of user-generated content impacting travel trends is seen in Albania’s sudden surge in popularity. Previously underestimated as a travel destination, Albania witnessed a remarkable increase in interest, particularly from the UK and the US, following a series of viral videos that highlighted the country’s tourism appeal. This surge was quantified by a notable increase in flight searches, as reported by a major travel search engine.

Panel Insights on Social Media’s Role

The expert panel discussion, which included prominent figures such as Joshua Roche and Keith Herman, along with His Excellency Harris Whitbeck, focused on how social media is a pivotal tool in influencing the travel decisions of Gen Z. They discussed strategies for converting online interest into actual tourist visits, highlighting the role of digital platforms in modern travel marketing.

Guatemala’s Targeted Approach to Gen Z

During the discussion, H.E. Whitbeck detailed Guatemala’s targeted strategies to attract Gen Z tourists, emphasizing sustainability and eco-friendly initiatives that resonate with the values of this demographic. With a significant number of Gen Z users on social media platforms in Latin America, Guatemala views digital marketing as a vital tool. However, the emphasis remains on attracting tourists who are mindful of their environmental impact, suggesting the use of advanced data analytics to tailor marketing efforts effectively.

As the Arabian Travel Market nears its conclusion, it’s clear that the insights shared by industry leaders are poised to transform global tourism strategies. With over 2,300 exhibitors and tens of thousands of attendees from across the globe, the travel industry is keen on integrating these new approaches to cater to the dynamic preferences of younger travelers.

Strategic Partnerships and Future Outlook

In partnership with notable entities including local tourism boards and major airlines, the event highlighted the collaborative efforts in reshaping travel experiences to meet modern demands. As digital platforms continue to influence travel trends, the industry is set to adapt by adopting more personalized, efficient, and sustainable practices to appeal to a digitally adept and environmentally conscious generation.

Tags: Community Led , digital marketing , GenZ , Social media impact , travel trends , User Generated Content

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From Colorado to the Bahamas to Greece to Hungary to California -- Mena Travel is our go-to travel agency when it comes to traveling for my family and I. Every year, our agent Eddie Mena plans several WOW trips for us and he never disappoints. The highlights include Napa Valley, Treasure Cay, Santorini and Vail. Eddie always makes sure every adventure goes off without a hitch and makes certain our accommodations are up to my chi chi von fancy standards. So if you are looking for a travel agent, Mena Travel is IT!

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The X-Men ‘97 Finale Teases a Major Time-Travel Mess

A new character will play a huge role in Season 2.

First, a recap. The first season followed the titular superhero family as they dealt with the aftermath of Charles Xavier's disappearance. Magneto, the X-Men's longtime rival, took over the team, and the world then had to grapple with one of its major villains turning a new leaf.

But by the second half of the season, things have seriously ramped up. Magneto intends to bring the mutant nation Genosha into the United Nations, and along with Rogue, plans to lead it. But sentinels attack on the night of the announcement. There are some major, major deaths, including Gambit, Rogue's boyfriend.

Magneto is also presumed dead, but is revealed to be captured by Mr. Sinister, and Bastion, a villain hellbent on ridding the world of mutants due to his personal grudge against them. What follows is an all-out war.

The X-Men manage to defeat Bastion and Sinister, and Magneto returns to help save the day. But... the X-Men were all trapped on an asteroid that blew up. And when it did, it scattered them across time.

One half of the team is in the past—3000 B.C., where one of the first mutants, Apocalypse , is—and the other is in the future, 3960 AD.

When Jean and Scott meet the locals, they have a surprising realization. Nathan (aka Cable) is there waiting for them, along with a woman who goes by the name Mother Askani.

While the show has yet to reveal her backstory and X-Men connection, it's a huge reveal that'll likely open up a whole new can of worms in terms of multiverses and time travel. Here's what you need to know.

Who is Mother Askani?

While in the show she appears as a mysterious old woman, comic book fans are probably more familiar with a younger version of her. First introduced in The Uncanny X-Men #141 (1981)—aka the famous "Days of Future Past" story—Askani's birth name is one that'll ring some alarm bells: Rachel Summers.

Both diehard comic fans and MCU fans know that Marvel loves to play with alternate storylines. Rachel comes from an alternate timeline where Jean and Scott have a daughter.

Similar to Cable, Rachel takes many of her powers from her mother, with telepathic and telekinetic abilities, along with some connection to the Phoenix. She also possesses some time manipulation abilities as well.

Since her introduction, Rachel has joined the X-Men, and even taken on the mantle of Marvel Girl in place of Jean at times.

What does Askani mean for the X-Men?

Rachel/Askani's reveal suggests what we already know based on Bishop's arrival in the finale: the second season will feature a lot of time travel and potentially some multiverse travel too. And as Nathan is with Rachel, we could also see the birth of Nathan's rival/clone Stryfe, who is kidnapped by Apocalypse after Rachel creates him while she works for a cure to Nathan's techno-organic virus.

If nothing else, we'll get a heartwarming reunion between Jean, Scott, and Nathan. But we'll have to wait for Season 2 to return for all of that.

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How to jump a Sports Car and travel 70 meters before landing in Fortnite

You wouldn’t expect a game about survival of the fittest to ask you to drive your Sports Car into the sunset, but that’s exactly what Fortnite is doing.

One of Fortnite ‘s Joyride Quests requires you to leap a Sports Car and cover 70 meters in the air before landing. While Fortnite ‘s gameplay isn’t rocket science, tackling quests with peculiar instructions like this can be a real head-scratcher. It’s not about lacking skill, but more about decoding what the game actually wants from you.

Let’s be real, if you weren’t racing against the clock to finish all quests and level up enough for the battle pass before season two wraps, you’d likely throw in the towel. But, alas, you’re in need of that EXP. In this guide, I’ll show you how to jump a Sports Car and travel 70 meters before landing in Fortnite .

To complete this quest from Fortnite ‘s Dummy Joyride , grab a Sports Car and jump off a high cliff. Here’s a step-by-step breakdown of how you can find a sports car and some high cliff suggestions from the current map.

Where to get a Sports Car

You can find Sports Cars on the side of most roads or Gas Stations in Fortnite . The fastest way to get a Sports Car is to land at a named location with a road, like Pleasant Piazza, Restored Reels, or Classy Courts, and look for a Sports Car parked on the street. If you feel confident in your knowledge of all the Gas Station locations , each one is bound to have at least one Sports Car.

How to travel 70 meters before landing

This second part can be a bit confusing. The word landing is usually tied to the bus landing at the beginning of the game, which might lead you to think you need to grab a Sports Car mid-air. This is not the case.

What you actually need to do is drive your Sports Car into a cliff and travel for 70 meters before the car lands. The best place to do this is by the snowy mountains east of the map, especially south of Grand Glacier. Alternatively, you could try driving off of the huge cliff southeast of the map, where Mount Olympus is. Everywhere else on the map is pretty flat, but I wouldn’t rule out the possibility of completing this quest in any other location, as long as you’re fast enough.

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Osteria, Enoteca, Trattoria: What Do Those Labels On Restaurants In Italy Really Mean?

I f you've been to Italy, you may have noticed so many different kinds of eating and drinking establishments it made your head spin. Some have quite obvious meanings: a "pizzeria" clearly serves pizza, while a "gelateria" doles out cups and cones of the sweet frozen yumminess known as gelato. 

But what about the "bars" that people frequent in the morning, for shots not of grappa but of espresso? And why are sit-down restaurants called so many different things when they appear so similar? We certainly don't want you to be stressed out by the prospect of eating and drinking in Italy because —mama mia — you might lose your appetite, and that would be sacrilegious. So here are some tips to help you navigate confusing terminology when traveling through this beautiful country, or bel paese, as locals would say. 

First, let's talk about the difference between the most common types of sit-down restaurants: the ristorante, trattoria, and osteria. The ristorante tends to be the most formal of the three, the equivalent of Italian fine dining. These often have sommeliers on staff, full table service, multi-course meals, and prices to match. A trattoria, on the other hand, is less formal and less expensive than a ristorante and usually serves high-quality local dishes. The hearty dishes and warm and welcoming ambiance might make you feel like you're sitting in your nonna's (grandmother's) kitchen. 

Read more: The Best Budget-Friendly Tourist Destinations To Visit In The Mediterranean

Italian Restaurant Typologies, Continued

Meanwhile, an osteria is the least formal and expensive of the three kinds of sit-down restaurants, making them a great eatery option for those traveling Italy on a budget . For eons, Italians have come together at traditional osterie to eat and drink with their friends, like they have at the Osteria del Sole in Bologna, a ramshackle, cheerful hole in the wall that's been continuously operating since 1465. But now that you're clear on these typologies, be prepared to toss them out the window, as you'll encounter exceptions everywhere you go. For example, Osteria Francescana in Modena is an exquisite three-Michelin-star restaurant where a single meal can set you back $300. While both Osteria del Sole and Osteria Francescana are osterie (and in neighboring cities to boot), in terms of price and dining experience, they couldn't be farther apart. 

Other kinds of Italian food establishments are a bit easier to recognize. A rosticceria sells roasted meat and other hot (and some cold) takeaway dishes, while a paninoteca sells panini, Italian sandwiches. In addition, a mercato is an indoor or outdoor market that sells a huge variety of foods, from fruit and veggies to eggs, bread, sweets, and just about anything else you can think of. Within a mercato, you can also find smaller markets selling specific products, like a pesceria, which sells fish (common if you're in a coastal area). 

Italian Drinking Establishments

Now, onto the drinking establishment lexicon. If you've dipped even your small toe into Italy, you probably already know this. But just for the record, a bar in Italy is not the same as a bar in the U.S. or elsewhere. While some Italian bars do serve alcohol, they mainly sell caffè (coffee), pastries, and snacks, which you normally purchase and drink or eat while standing at the counter. Drinking coffee like a local at the neighborhood bar is not only affordable but also a fun way to immerse yourself in the local culture. Some bars stay open into the evening and host aperitivo, or happy hour, during which they'll serve appetizers, drinks, and the famous Aperol spritz. Note that aperitivo is the proper time/place for spritz if you want to avoid getting side-eyed by the locals .

So where, then, do Italians go to drink their wine and other spirits? Other than eating establishments, which we've already covered, wine lovers will head straight to the enoteca, which may also serve food but specializes in local wine, which, of course, varies from region to region. An enoteca in the enchanting, hilly destination of Conegliano Valdobbiadene may feature prosecco, whereas a Tuscan enoteca serves Chianti or wines from Montepulciano. If it's other spirits that they're after, Italians go to a birreria, a pub or brewery, for a cold Peroni, craft beer (yes, Italy has a craft beer scene), or cocktail.

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