UAE Travellers Turn to Cruises as Dubai Charts a Dynamic New Holiday Trend

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Cruise Master Middle East is preparing for a stronger 2027 as more travellers in the region choose cruise holidays over traditional resort stays. The company, which represents more than 50 cruise lines, says growing awareness and a wider choice of voyages are changing how Middle East travellers plan holidays.
Speaking at Arabian Travel Market 2026 in Dubai, Dominic Morano, Regional Manager for Sales and Marketing at Cruise Master Middle East, said the travel trade had shown strong interest in future cruise opportunities. He said 2026 remained a good year despite major challenges, while discussions at the event gave the company confidence about 2027.
Cruise travel is no longer viewed as a small or unfamiliar holiday choice in the Middle East. More guests now understand that a cruise can combine transport, accommodation, food, entertainment and visits to several places in one trip. This is helping the sector reach families, couples, groups and luxury travellers.

Arabian Travel Market Creates a Key Trade Meeting Point

Arabian Travel Market, known as ATM, remains one of the biggest meeting points for travel companies in the Middle East. For Cruise Master Middle East, the event is not only about promoting cruises. It is also about meeting travel agents, listening to their concerns and finding ways to grow business together.
Morano described ATM as a legacy travel trade event that continues to bring the industry together. He said the company was able to meet its existing partners during the show and discuss the difficult market conditions faced during the year.
These conversations matter because Cruise Master Middle East works through travel agencies. Its agency partners connect cruise brands with travellers across the region. The company therefore needs a close understanding of customer demand, travel budgets and the destinations that interest local guests.
Morano said ATM 2026 gave the business an important chance to look ahead. The focus was on overcoming current challenges and preparing better holiday choices for 2027.

Middle East Travellers Are Moving Beyond Resort Holidays

The cruise market in the Middle East is changing. In the past, many travellers mainly chose resort hotels and beach stays. These holidays remain popular. But more people are now looking at cruises as another way to explore the world.
A cruise lets guests wake up near a new destination without packing and unpacking every day. It can give travellers access to cities, islands, coastal areas and remote landscapes during one holiday. Different cruise types also make the experience suitable for different travellers.
Some guests may choose a contemporary cruise for a simple family break. Others may choose premium or luxury ships for more personal service. River cruises offer a slower way to see inland cities and historic places. Expedition cruises can take guests towards nature-rich regions and remote destinations. Coastal sailings can offer smaller-scale journeys close to shore.
Morano said guests in the Middle East are becoming more aware of these choices. This increased awareness is supporting the wider development of the cruise sector.

More Than 50 Cruise Lines Under One Portfolio

Cruise Master Middle East will celebrate 20 years in the travel trade next year. Its journey shows how much the cruise business has expanded.
When the company began 19 years ago, it worked with three cruise brands. Today, it has more than 50 cruise lines in its portfolio.
The portfolio covers the full spectrum of cruising. It includes contemporary, premium, luxury and ultra-luxury products. It also covers river cruises, expedition voyages and coastal sailings.
This broad mix gives travel agents a single point of contact for many types of cruise holidays. They can work with Cruise Master Middle East to find products that match a client’s age, interests, budget and holiday expectations.
However, Morano said the strategy is not simply to add as many cruise lines as possible. The company focuses on products that fit the needs of travellers in the Middle East.
This is important because not every cruise product suits every market. A successful cruise offer must connect with the right people. It must reflect how they travel, what they value and the kind of holiday they want.

New Ships and Itineraries Could Build Fresh Demand

Cruise line partners are also looking ahead to new ship launches and new itineraries for 2027. These developments can help travel agents offer fresh choices to clients who have already taken cruises or want to try something different.
New itineraries can bring attention to new ports and regions. They can also create opportunities for niche travel. A traveller may want a river journey, an expedition holiday, a coastal sailing or a high-end voyage. Agencies can use these choices to build more tailored trips.
Morano said Cruise Master Middle East wants to work with agencies to identify these opportunities. The aim is not only to represent cruise lines and sell a booking. It is to understand customer needs and work together on the right travel product.
This partnership approach can be especially valuable in a changing travel market. Travel agents often know their clients well. Cruise specialists can then help agencies choose the best brands, ships and voyages for those clients.

A Resilient Industry Looks Ahead

Morano said the travel industry has faced major challenges in recent years. The sector is still working through the effects of disruption after the COVID-19 period, alongside more recent pressures.
Yet he said travel remains resilient. Travel companies and agencies continue to adapt to what customers want. Cruise operators are also responding with new ships, new routes and more varied experiences.
For Cruise Master Middle East, the message from ATM 2026 was clear. The market has challenges, but it also has momentum. Travellers are showing more interest in cruises. Travel agencies are looking for products that fit changing customer needs. Cruise lines are preparing new experiences for the coming year.
With a portfolio of more than 50 cruise lines and nearly two decades in the regional trade, Cruise Master Middle East is positioning itself for the next stage of cruise growth. Its focus remains on helping travel agents turn rising curiosity about cruising into holidays that feel right for Middle East travellers.