Booking trends from dnata Travel indicate a marked shift among UAE residents towards experience‑led winter holidays for the 2026/27 season, with snow sports and Arctic escapes rising in popularity.
Where people are heading
Japan has entered dnata Travel’s list of the top five most‑booked international destinations for winter 2026/27, while Finland, France, Switzerland and Georgia show strong year‑on‑year booking growth and are moving up the company’s top 20 winter destinations. The appeal ranges from alpine luxury to more budget‑friendly ski options and nature‑focused adventures.
- Japan — attractive for powder snow, extensive ski terrain, culinary experiences and traditional hot springs.
- Finland (Lapland) — growing interest in Northern Lights, husky and reindeer safaris.
- France and Switzerland — continue to draw premium travellers seeking classic alpine resorts.
- Georgia — noted as an increasingly popular more affordable ski destination.
Packages, connectivity and motivations
All‑inclusive ski packages — combining accommodation, meals, lift passes and lessons — are proving especially popular, appealing to families, couples and groups who value convenience and certainty. Improved flight connections are supporting the trend: for example, Emirates is due to launch a new Dubai–Helsinki service next month, which will make Finland and other parts of Northern Europe more accessible.
“We're seeing a clear shift towards experience‑led winter travel. More UAE travellers are choosing holidays that offer memorable outdoor experiences… These trips offer a complete contrast to the region's warmer climate, which is a major part of their appeal,” said Meerah Ketait, Head of Retail and Leisure UAE at dnata Travel.
The motivations behind the bookings appear to be less about status and more about meaningful experiences — skiing, snowboarding and Arctic activities such as dog sledding and Northern Lights viewing are listed as primary draws. In addition, the growing popularity of all‑inclusive offers suggests travellers appreciate the simplicity of packaged logistics, especially for multi‑generation or group travel.
| Destination | Main appeal |
|---|---|
| Japan | Powder snow, extensive terrain, food and hot springs |
| Finland (Lapland) | Northern Lights, husky and reindeer safaris |
| France | Premium alpine resorts |
| Switzerland | Premium alpine resorts |
| Georgia | Affordable skiing |
What South African travellers can take from this
Although the data reflects bookings from UAE residents, the changing priorities offer useful signals for South African holidaymakers and travel businesses alike. Demand for curated, experience‑rich packages — particularly those that bundle key elements such as lessons and lift passes — suggests value can be found in simplicity and planning support when booking winter escapes. Improved air links can also trigger new options; keeping an eye on seasonal route launches may uncover direct or single‑stop itineraries that reduce travel time.
For budget‑conscious travellers, the rise of destinations such as Georgia points to alternatives that deliver snow experiences without the higher price tags of Western Europe. For those seeking premium alpine stays, traditional favourites in France and Switzerland remain strong choices.
Overall, dnata Travel’s booking patterns underline a broader industry shift: winter travel is increasingly about distinctive outdoor experiences rather than merely visiting a colder climate. That trend is likely to shape how travel companies package and promote trips in the coming seasons.
