The UAE saw a 6 per cent year-on-year increase in visitors during Ramadan 2025, according to travel analysis conducted by Visa.
The global payments company also identified a shift in traveller profiles and spending behaviour.
Visa’s Travel Pulse Q1-2025 report reveals emerging markets delivered unexpected spending, with a 111 per cent increase in spend among visitors from Azerbaijan, followed by Tajikistan (81 per cent), and Kyrgyzstan (62 per cent).
UAE Ramadan travel report by Visa
The report also showed that mid-market travellers were the primary segment of travellers during Ramadan, accounting for 45 per cent of total international visitor spend, up from 41 per cent in non-Ramadan periods.
The average stay dropped to four days, down from six during the rest of the year, reflecting a growing trend of intention-led short trips
The visitor mix is also evolving, with a surge in inbound tourism from Central and Eastern Europe, led by the Czech Republic (86 per cent increase compared to rest of the year), Romania (67 per cent), Poland (63 per cent), and Germany (44 per cent).
Meanwhile, GCC-based travel, particularly from Saudi Arabia, declined, as many chose to observe Ramadan at home
These changes point to a reshaped visitor profile that’s more diverse, time-conscious, and culturally motivated and for whom access to authentic, seasonal experiences matters more than luxury or length of stay.
Salima Gutieva, Visa’s VP and Country Manager for UAE, said: “Ramadan used to be considered as a quiet time for travel. But the patterns we’re seeing now tell a different story.
“Our data shows the UAE is increasingly attracting new visitors that bring new spending behaviours and preferences. We’re seeing travellers adapt to changing economic conditions, which is reflected in the duration of their stay and how they spend.
“But, more importantly, they’re still prioritising travel and seeking enriching, meaningful experiences.”
Visa data reveals a distinct Ramadan spending rhythm:
- Spikes observed for eCommerce during Ramadan, with food orders peaking before Iftar and online shopping peaking at midnight
- Retail (32 per cent) and dining (25 per cent) drove visitor spend in-store
- Face-to-face and in-store spending surged in the final days of Ramadan, driven by extended mall hours and seasonal shopping experiences while online transactions dominated earlier in the month
These trends indicate that travellers are spending purposefully but physically at local venues, presenting new in-store engagement opportunities for retailers.
Visa’s data reflects a shift in both visitor origin and spending patterns, expanding the UAE’s reach beyond traditional tourist corridors.
These sharp spikes reveal an opportunity for businesses to expand digital channels and identify new source markets with tailored offers, especially around cultural experiences and accessible price points.
Gutieva said: “For businesses, our Travel Pulse shows that Ramadan isn’t a pause in activity, but rather a moment of opportunity.
“Behaviours during Ramadan are different and the key is understanding these to offer experiences that feel culturally relevant, easy to access, and meaningful to them.”
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