As summer temperatures rise and the school year ends, the UAE normally enters its quiet season. Families travel abroad, streets get quieter, and it’s assumed that everyone who can leave, does. But this year, things are changing.
According to a recent survey by Platinumlist, which polled some of the UAE’s most active entertainment consumers, a notable 25 per cent of respondents plan to spend significantly more time in the country this summer compared to 2024. Potentially, this signals a change in mindset and lifestyle.
Data first: why more people stay
The reasons for this change are both practical and personal. Among those who have chosen to stay in the UAE, 28 per cent cited work commitments as the primary reason. Another 19 per cent said their decision was driven by a desire to stay close to family and friends, while 15.6 per cent noted that staying put simply made more financial sense. In short, it is a deliberate choice, rather than a worst-case scenario.
This shift is changing how summer looks and feels across the Emirates. Instead of viewing the hottest season as something to be avoided, many residents are beginning to see it as a time to explore and experience the country in a different way. This new approach is reflected in leisure activities that people increasingly prefer.
Cinemas and theatres are in high demand, as are indoor dining and late evening brunches. Malls remain a staple, for shopping and entertainment alike. Indoor amusement parks have become popular among families seeking entertainment in a cooler environment. Finally, spa and wellness centres are becoming a hit, especially for those looking for a relaxing afternoon.
Spending shifts, but demand is there
Residents adjust their routines to suit the climate in a way that would still allow just enough entertainment. People’s buying patterns also reflect that change. According to the majority of respondents, their summertime entertainment budgets either stay the same or only slightly increase. People choose to have fewer, more upscale experiences that are worthwhile rather than going out too often.
There is also a sense of what might be missing and what could become a hit if done well. Many respondents said they miss intimate concerts, international theatre tours, stand-up comedy nights, and large outdoor music festivals. These events are often skipped during the hottest months, either because organisers assume demand would decline or because they don’t translate well indoors. However, the data shows that demand hasn’t vanished – almost half (43 per cent) of the respondents feel that concerts and stand-up shows are missing in the UAE in the summer.
Interestingly, even those who do travel keep the UAE on their radar. While destinations like Spain, Italy, Greece, Thailand, and Bali remain popular among outbound travellers, many respondents return before the season ends and actively look for activities before they return. This behaviour is starting to shape how and where events are being planned. Events are beginning to be arranged differently as a result of this behaviour. By bringing Arab-focused festivals and concerts to locations like Marbella and Istanbul, organisers are taking advantage of the seasonal movement of Gulf residents and adjusting event calendars to coincide with the summertime attendance of their target audiences.
A season for family and calm
For a significant number of Emiratis, summer is no longer a time to endure. In fact, 32 per cent described it as an opportunity for family bonding and cool relaxation. Families are taking advantage of the slower pace of life and the absence of school to reconnect with one another, engage in indoor cultural activities, and revisit well-known locations in a more contemplative and serene setting.
Interest in immersive and educational experiences that appeal to both adults and children is also being fuelled by this slow-summer mentality. Platinumlist reported thousands of reservations for indoor events in June alone, ranging from interactive exhibitions in Abu Dhabi and Dubai to family-friendly edutainment zones in Sharjah. Instead of completely avoiding entertainment, people are reframing what constitutes a “summer experience.”
What this means for brands
These insights are essential for venue operators, event planners, and brands. Summer in the UAE offers just as many opportunities as the busiest season for those who recognise the change and adapt with clever, climate-friendly programming. The need for well-chosen, strategically placed, and timely entertainment is growing along with the temperature.
As Platinumlist’s data shows, people are increasingly open to different formats of entertainment, as long as they cater to climate needs and provide convenience, flexible timing, and air conditioning.
In the end, summer in the United Arab Emirates now encompasses more than just warmer temperatures. It’s about establishing new routines, altering expectations, and breaking old habits. Here at home, residents are searching out moments of comfort, joy, and connection, staying longer, and spending more wisely.
By Cosmin Ivan, CEO at Platinumlist
