Multi-generational holidays have been on the rise in 2023, with 89% of holidaymakers now considering booking a getaway with at least three generations of their family, according to new research from Visit Dubai.

Dubai is home to a number of exciting attractions, offering the best in hospitality, dining, and leisure, as well as glorious beaches and experiences that will create family memories that lasts a lifetime.  With family life the backbone of society in Dubai it really is the perfect destination for the whole family this summer with something for everyone across budgets.


According to the research, families are seeking more and more opportunities to spend quality time together, with 70% of those surveyed expressing a desire to creating lasting memories together whilst on holiday. More than half (52%) of those surveyed look forward to experiencing and discovering shared interests with their family, and over a quarter (26%) are wanting to make up for lost time post the pandemic.

Two fifths (43%) admit to experiencing their most memorable moments of ‘quality time’ with the whole family whilst on holiday which may be due to the environment away from home (42%) which allows everyone to be more relaxed (44%), allowing them to strengthen their relationships.

Actor and Dubai enthusiast Warwick Davis and his daughter actress Annabelle Davis have teamed up with Visit Dubai to discuss why Dubai is the ideal destination for families this summer. Warwick said: “As a family, we’ve always loved to travel. We used to take our holidays close to home, touring around the UK in our camper van, more recently we love to explore as much as we can, travelling farther afield. We all have different interests and love to try new experiences, Dubai offers everything we could dream of – from riding on a camel out into the desert in the morning to hitting the ski slopes in the afternoon”.

“My philosophy to making the best of any holiday is not to make firm plans and to go with the flow.“

Dubai has recently been named Tripadvisor’s most popular destination in the world for the second year running in the Travellers’ Choice Awards, and with swimming (67%), sightseeing (66%), and sunbathing (43%) listed as the activities Brits are most interested in when going on holiday, Dubai really has everything to offer the whole family, with glorious beaches and stunning attractions available in abundance.

Issam Kazim, CEO, Dubai Corporation for Tourism & Commerce Marketing (Visit Dubai), said: “Dubai’s position as the most popular destination in the world speaks volumes about our year-round appeal for visitors across multiple generations. We pride ourselves on our vision to create exciting, engaging and innovative experiences for visitors of all ages, personal passions, backgrounds and travel aspirations. From family-friendly entertainment and visionary gastronomy, to authentic culture and world-leading hospitality, Dubai offers unforgettable experiences tailored to every individual and travelling party. As we enter the summer months, we look forward to another strong season with our guests from the UK.”

With multiple generations enjoying the same trip, it is of paramount importance that the holiday ticks all the right boxes for all those involved. According to the survey, parents prioritise good value (61%) and good weather (60%), kids are looking for plenty of activities for children (68%) and entertainment (65%), and grandparents want nice weather (52%) and a stress-free and relaxing experience (49%).



  1. Good value (61%)
  2. Good weather (60%)
  3. Plenty of activities for everyone (54%)
  4. A stress-free and relaxing experience (52%)
  5. Entertainment (50%)


  1. Lots of kid’s activities (68%)
  2. Entertainment (65%)
  3. Good weather (46%)
  4. Plenty of activities for everyone (37%)
  5. Safety (25%)


  1. Good weather (52%)
  2. A stress-free and relaxing experience (49%)
  3. Good value (47%)
  4. Safety (37%)
  5. Entertainment (32%)
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Publisher of Hospitality and Leisure News, 365 Retail, Retail Source and organiser of the Creative Retail Awards.