As travel trends evolve, UAE residents are increasingly gravitating toward experiential journeys rather than traditional sightseeing vacations.
This shift is driven by a desire to dive deep into the heart of a destination, often inspired by the books, movies, and television shows that have captured their imaginations.
For many expats in the UAE, travel is no longer about ticking off landmarks from a list but about creating personal and transformative experiences.
Pooja Ganatra, an acoustic expert, is one such traveller who found inspiration in her love for culinary arts. Her dream trip to Rome wasn’t just about admiring the city’s ancient ruins but immersing herself in its culinary heritage.
“In Rome, I didn’t just visit—I immersed. Kneading pasta dough, layering tiramisu, and savouring every bite, I felt the city’s soul in its flavours,” Ganatra said, reflecting on her transformative experience. Her journey was shaped by her passion for cooking, and she described travel as a multi-sensory experience: “Travel isn’t just about seeing; it’s about tasting, touching, and becoming part of the story.”
This desire to experience the essence of a place is echoed by Anuja Butaney, a sports therapist who was inspired by the movie Eat Pray Love. Captivated by the soul-searching adventure of Elizabeth Gilbert, Butaney’s trip to Bali became her own transformative journey.
“Riding a horse through Bali wasn’t just travel; it was an experiment in letting go, in breathing deeper, and in finding a piece of myself,” she shared.
For Butaney, the trip was undeniably experiential, influenced by Gilbert’s words: “If you’re brave enough to leave behind everything familiar and comforting and set out on a truth-seeking journey, the truth will not be withheld from you.”
For Aya Hassan, a PR manager based in Dubai, the magic of snow, often portrayed in winter-themed movies, became a reality during a trip to Maryland, USA. “Snow always felt like a fairytale from afar—soft, silent, and pure. Standing amidst the snowfall was surreal,” Hassan said.
Her experience of feeling the cold flakes and building a snowman was reminiscent of the scenes she had longed to step into, shaped by her cinematic fantasies.
Experts have noted a surge in such experiential travel, with books and films shaping the choices of UAE residents. “Films and books have the power to shape the perceptions of a place in the minds of their audiences,” said Rikant Pittie, co-founder of EaseMyTrip.
He cited the example of Switzerland, often depicted in Bollywood films like those from Yash Raj Films, which has become a popular destination for romantic travellers.
Similarly, the Lord of the Rings series boosted tourism to New Zealand, where the films showcased the stunning landscapes.
The impact of books like Eat, Pray, Love is also undeniable. Countries such as Italy, India, and Bali have seen a rise in travellers seeking spiritual and cultural experiences, inspired by Gilbert’s memoir and the movie adaptation. “The book had a huge influence on putting Bali on the maps of Western tourists,” Pittie added.
Travel research suggests that Western travellers are particularly drawn to Eastern destinations like Indonesia and India for cultural and spiritual experiences, while Italy and Greece remain symbols of indulgence and exotic cultural encounters.
As more UAE residents seek to immerse themselves in destinations with personal significance, the rise of experiential travel reflects a broader trend of deeper engagement with the world beyond traditional tourism.
Whether it’s for culinary exploration, spiritual awakening, or cinematic inspiration, the modern traveller’s journey is one of connection—beyond the surface, into the heart of a place.