The outlook for both the UAE and global travel over the next 12 to 24 months is very positive. As consumer confidence continues to strengthen, travellers are becoming more intentional about how they spend both their time and money, seeking authentic, experience-led holidays that deliver genuine value rather than simply choosing a destination on price.
The UAE is exceptionally well placed to benefit from this trend. Its world-class hospitality, outstanding global connectivity and year-round appeal allow visitors to enjoy a variety of experiences within a single trip, from beachfront relaxation and wellness to mountain adventures, sport and cultural discovery. Continued investment in tourism infrastructure and attractions ensures the destination remains one of the most competitive in the world.
At JA Resorts & Hotels, we are seeing growing demand for holidays that combine these experiences. Guests increasingly choose to pair a stay at JA The Resort on Jebel Ali's beaches with mountains around JA Hatta Fort Hotel, enjoying two completely different sides of the UAE within one holiday. This variety not only enhances the guest experience but also encourages longer stays and repeat visits.
Booking behaviour is also evolving. While flexibility remains important, travellers are making decisions with greater confidence once they identify a destination that offers quality, value and memorable experiences. Today, value is defined by far more than price. Guests are looking for personalised service, exceptional dining and a wide choice of activities, whether that's wellness, family experiences, outdoor adventure or sport.
Throughout the recent period of uncertainty, our priority was to support our travel trade partners and their clients. We remained fully committed to the UK market, maintaining a flexible approach wherever possible to give guests confidence when changing travel plans, whether that meant amending dates or rebooking their stay. At the same time, we continued to invest in our trade relationships through training programmes, sales missions, familiarisation trips and roadshows. We believe the strongest partnerships are built through consistent support, particularly during challenging periods.
Destinations that encourage guests to stay longer by offering diverse experiences will continue to outperform. The UAE's ability to combine luxury, adventure, culture and relaxation within one destination gives it a significant competitive advantage.
We also expect continued growth across specialist sectors, particularly wellness, sports tourism and multigenerational family travel. At JA Resorts & Hotels, the addition of the JA Sports & Shooting Club further strengthens our offering, complementing our golf, equestrian, beachfront and outdoor experiences while creating new reasons for guests to visit throughout the year.
The UAE has consistently demonstrated its ability to evolve alongside changing traveller expectations, and I believe that will continue over the coming years. Our ambition at JA Resorts & Hotels is simple: to create exceptional experiences that inspire guests to stay longer, explore more and return to the UAE time and time again.
* Phil Dickinson is Group Vice President – Sales, JA Resorts & Hotels