How Brands Can Prepare for Eid al-Adha Travel Peaks in MENA

Holiday periods often reshape how people spend their time, money, and attention, and Eid al-Adha is one of the most important travel moments across the Middle East and North Africa. During this public holiday, many consumers take time off work, visit family, or plan short leisure trips, leading to noticeable increases in MENA holiday travel activity.

Using Global Travel Insights 2025 - MENA region focus from TGM Research, we can explore how leisure behavior and activity preferences influence Eid al-Adha travel demand. Understanding these patterns can help brands anticipate where people go, what they do during their trips, and how businesses can prepare for one of the region’s busiest travel periods.

Travel during Eid al-Adha is strongly connected to leisure and social activities. As people take advantage of the extended holiday break, many prioritize short trips, local getaways, or family visits.

According to TGM Research’s MENA travel insights, a significant share of respondents say they typically travel during major holidays such as Eid, with 51% reporting that they plan relaxation trips during public holiday periods. This reinforces the role of festive occasions in driving Eid travel behavior across the region.

In the Middle East market, relaxation leads as the primary travel motivation, followed by growing interest in health-focused getaways and sports adventures. Meanwhile, culinary experience trips appeal to a more niche segment of travelers.

Looking beyond travel itself, leisure activity preferences offer a clearer view of how people spend their time during holiday trips.

TGM Research data shows that travelers in the region often prioritize shopping or beach and leisure activities, with the same 56% of respondents indicating these activities as common parts of their holiday plans.

Other popular activities include photography, adventuring nature, or cultural and gastronomic activities - combining relaxation with social experiences. These patterns provide useful signals for businesses looking to benefit from Eid al-Adha travel demand, especially in sectors such as hospitality, retail, dining, and entertainment.

The data also suggests that travelers often cluster their activities around nature's spots or tourist hubs, where multiple leisure options are easily accessible. For brands operating in these spaces, understanding where people spend their time during holidays can be just as important as understanding where they travel.

With Eid al-Adha travel driving increased mobility across the region, brands have an opportunity to align their strategies with shifting consumer behavior.

First, timing matters. Many consumers begin planning trips shortly before holiday periods, meaning brands should launch travel-related campaigns weeks before Eid to capture early demand.

Second, experience-led marketing performs well during holiday travel periods. Promotions tied to dining, entertainment, and leisure activities can resonate strongly with travelers looking to make the most of their time off.

Finally, brands should pay attention to local travel patterns within the region. While some consumers travel internationally, a large share of MENA holiday travel consists of short domestic trips or regional travel, especially during public holidays. This makes localized partnerships, such as with hotels, attractions, or mobility services, particularly valuable.

Want a broader perspective? See MENA Travel Trends: Intentional, Digitally-Led, and Self-Designed