Tiny Tourists, Big Adventures: UAE & KSA Families on the Move
Children are shaping summer adventures in the UAE and KSA, from amusement parks to toy stores, by influencing family choices and spending patterns.
Family travel took center stage this summer, and children increasingly called the shots when it came to how families from the UAE and KSA spent their holidays. Visa’s latest Travel Pulse: UAE and KSA — Summer Holidays Edition highlights just how powerful this shift has become.
The findings show that families are prioritizing fun and shared experiences when traveling abroad. Average spending on amusement parks jumped 143% based on the combined data of UAE and KSA cardholders. Entertainment is also becoming a bigger part of the travel budget, with travelers from these two markets spending an average of $140 per card. Globally, spending at toy merchants also surged 105%, pointing to a broader trend of families seeking joy-filled, kid-focused experiences during their trips.
This shift signals a new era of experiential travel, where children’s preferences are shaping not only itineraries but also spending patterns. For banks, tourism boards, and travel partners, the opportunity is clear: create rewards and offers that families truly value. From exclusive deals with international and local merchants to early booking incentives designed around the school holiday season, there is huge potential to make family travel more rewarding, seamless, and memorable.
As families continue to place shared experiences at the heart of their summer plans, the businesses that respond with personalized, family-friendly solutions will be the ones shaping the future of travel.
Additional information and methodology
This report has been prepared using anonymized transaction data related to the use of Visa cards globally. The analysis covers the period from June 15 to August 15, 2025 and takes into consideration both PoS & Cash Spends.
1. The “rest of the year” (RoY) refers to the nine months from September 2024 to May 2025.
2. Figures derived from Airlines related spends done by Visa Cards.