As summer approaches in the UAE, more families are steering away from action-packed itineraries and embracing a slower, more meaningful way to travel. Dubbed “soft summering,” this rising trend highlights a growing preference for vacations focused on relaxation, family bonding, and immersive experiences.
Recent industry insights reveal that 45% of UAE residents now prioritize restful family getaways. In fact, 81% are looking for pampering travel experiences, while 71% prefer relaxing near the water. The appeal lies not just in the destination, but in the pace—one that encourages reconnection and emotional recharge.
Younger parents are leading the charge. A striking 58% of Millennial and Gen Z parents plan to include extended family in their holiday plans for 2025, with nearly nine out of ten citing quality time as their top motivation for travel.
Jovial Travels, a luxury travel provider, has responded by crafting bespoke itineraries that lean into this softer rhythm—from serene private island stays in the Maldives to culturally rich explorations in Sri Lanka. “We’re witnessing a real appetite for travel that feels restorative, not rushed,” said Vinoli Obeysekara, Head of Sales at Jovial Travels. “Families want to extend the calm of Ramadan, trading jam-packed agendas for meaningful moments and gentle adventures.”
The trend also reflects a broader lifestyle movement across the region. Longer stays, off-the-beaten-path destinations, and wellness-focused experiences are becoming increasingly popular. Jovial Travels enhances these journeys with exclusive resort access and 24/7 personalized service to ensure a seamless escape from everyday pressures.
