Current analysis is mostly focussed on the emergence of this trend in the West, with consumers showing growing interest in adventure, active and cultural family holidays.

GlobalData’s report, Tourism Source Market Insights: Gulf Cooperation Council, states that though the GCC countries make up only 12.6 percent of the total population of the Middle East, they comprise 64.2 percent of the total international departures from the region, a fact that highlights the importance and potential of the countries of the Arabian Peninsula as a global tourism source market.

The report also reveals Saudi travellers typically stay within the Middle East. Meanwhile, Bahrain, the UAE and Jordan are the three most visited destinations. Jordan, realising the potential that lies in family travel has effectively tapped into this trend by diversifying its tourism offering to match the needs of these visitors, GlobalData’s report suggests.

Yet, as a number of Saudis are willing to explore new destinations, there are still extensive opportunities for businesses outside the Middle East, the report notes.