Dubai is redefining desert travel with its ‘desert luxury’ trend, offering elite safaris, glamorous camping, fine dining, and stargazing experiences that captivate and attract repeat visitors seeking exclusive desert adventures.
Dubai’s ‘desert luxury’ boom: upscale safaris, glam camping, and stargazing draw returning travelers
Ultra luxurious experiences and sporting events are becoming increasingly popular among tourists coming to Dubai. Travel experts say that they are also periodically varying their offerings to cater to repeat customers.
According to Shahab Shayan from Dubai Corporation for Tourism and Commerce Marketing, visitors are now looking to explore the deserts of the emirate in a more intimate fashion and with VIP amenities.
“For instance, Platinum Heritage highlights the authentic desert experience,” he explained. “They emphasize traditional activities like falconry and camel rides. Guests relax in tents while savoring Emirati dishes. It offers a more immersive and cultural experience. Desert glamping is gaining huge popularity, allowing us to present the desert’s charm in a more refined and luxurious manner.”
He was speaking on the sidelines of the World Travel Market (WTM) that began in London on Tuesday. Dubai is participating with 71 partners.
His observations were echoed by service providers as well.
“We offer exclusive, small-scale desert safari camps designed for families and VIP guests,” said Chris Farrell, Director of Sales at Desert Adventures Tourism. “Dubai sees a lot of repeat visitors, many of whom seek unique experiences. Our approach is to provide the classic safari but with unexpected touches along the way.”
He added that stargazing has become a favorite addition, enhancing the desert adventure. “We sometimes bring in an astronomer to guide guests through the constellations. These little surprises are inexpensive yet add a fresh, memorable layer to an experience they may have already enjoyed.”
Chris highlighted that sports tourism is also expanding quickly in Dubai.
“Take golf tourism, for instance—it’s especially popular with visitors from the UK,” he explained. “Every November, we host the DP World Tour Championship, giving tourists the chance to watch top golfers in action. The following day, they can play on the same course themselves. We aim to offer experiences that set us apart.”
He added that his company has seen a 40% year-on-year rise in golf tourists since 2021. Last year, Desert Adventures Tourism welcomed over 9,000 visitors to Dubai for various sporting events, including F1 races, golf tournaments, marathons, and even chess competitions.
Adam El-Masri, Market Manager for the UK, Ireland, and Scandinavia at Arabian Adventures, stated that visitors to the UAE prioritize getting value for their spend.
“We’re noticing a diverse range of tourists,” he said. “Some seek ultra-luxury experiences, such as chartering a yacht, while others prefer more mainstream options. Regardless of their choice, all travelers are focused on ensuring they receive good value for their money.”
This is why Dubai’s Department of Economy and Tourism is highlighting hotels that provide excellent value. “A major focus for us is on three-star properties that deliver service on par with five-star standards,” he explained. “Take, for instance, a hotel like Rove La Mer, which offers beach access. Compared to typical three-star hotels worldwide, it’s extremely competitive in terms of pricing, room size, and the quality of hospitality provided.”
He mentioned that the UAE has 812 hotels offering more than 150,000 rooms. This year, the average occupancy rate stands at approximately 78%, marking a 2% rise compared to last year.
