The summer holiday edition of Visa’s “Travel Pulse” report for the UAE highlighted the growing role of family travel in shaping outbound tourism from the UAE, with children increasingly influencing families’ choices regarding destinations and activities during vacations.

According to Visa, spending on leisure travel from June 15 to August 15, 2025, grew by 48% compared to the rest of the year (the nine months from September 2024 to May 2025), as UAE residents took advantage of school holidays to combine family visits abroad with leisure trips outside the country.

The study also showed that 40% of leisure travelers took more than one trip during the summer, with an average trip duration of 14 days. Premium cardholders accounted for 88% of spending, with a 17% increase in spending within this card category.

Visa’s report noted a significant rise in family trips during summer 2025, which accounted for 20% of outbound trips, nearly double the 12% average for the rest of the year. Ticket spending increased by 48% compared to the rest of the year, with families of two to five members spending an average of $2,195 (about AED 8,062) on tickets alone.

London retained its position as a top travel destination, representing 7% of total travelers, followed by Muscat with 7%, Riyadh with 6%, Istanbul with 5%, and Bangkok with 5%. Brasília, approximately 12,000 kilometers away, was the farthest destination visited by UAE travelers in summer 2025.

The Visa study also highlighted the growing influence of children in planning family travel itineraries, with spending on entertainment cities rising by 150% using UAE-issued cards. The average spending by UAE travelers was $145 (about AED 532) per card on entertainment and $925 (about AED 3,397) on accommodation, while global spending on toy stores increased by 70%.

Salima Goteifa, Vice President and General Manager of Visa UAE, said, “Summer travel has always been associated with family activities, but it is remarkable to see the growing influence of children in determining family destinations and how they spend during holidays.”

She added, “These insights help us, along with our partners from banks, government entities, and merchants, to design more distinctive, valuable, and family-oriented travel experiences. By designing these benefits based on data and exclusive partnerships, we enable our cardholders to maximize value and enjoy unforgettable trips.”

Visa noted that the report was prepared using anonymized transaction data, including Visa card usage worldwide, covering the period from June 15 to August 15, 2025, and taking into account spending at point-of-sale and cash withdrawals.