dnata Travel has reported a significant increase in bookings for ski holidays and Arctic adventures among UAE residents for the winter season of 2026–27. The travel company highlighted that destinations such as Japan, Finland, France, Switzerland, and Georgia are experiencing notable growth in popularity. Japan has notably entered dnata Travel's top five most-booked international destinations, whilst Finland, France, Switzerland, and Georgia are climbing the ranks in the company's top 20 winter destinations.

This trend reflects a growing preference for experience-led travel, with UAE travellers seeking outdoor adventures and unique seasonal experiences. All-inclusive ski holidays are particularly appealing, offering packages that include accommodation, meals, lift passes, and lessons. Finnish Lapland is attracting visitors with its Northern Lights, husky and reindeer safaris, and Arctic Circle experiences. Japan's renowned powder snow and traditional hot springs continue to draw tourists, whilst France and Switzerland remain favourites for premium alpine escapes. Georgia is emerging as a value-driven ski destination.

Improved air connectivity, such as Emirates' new Dubai-Helsinki service, is further supporting this demand. Meerah Ketait, Head of Retail and Leisure UAE at dnata Travel, noted, "We're seeing a clear shift towards experience-led winter travel. More UAE travellers are choosing holidays that offer memorable outdoor experiences." She added that the demand for all-inclusive ski holidays is growing among families, couples, and groups, as they appreciate the simplicity of having key trip elements included in one package.

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