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Written By Arabiers Digital & Reviewed by Robeena Brown
30 March 2026 | 12 min read
For long the typical Dubai weekend revolved around one activity which is the Friday Brunch. Some lavish buffets and hours of enjoying a routine social life for the young people in the city. However, over time something has changed. You can witness this by visiting random brunch spot and you will quickly notice there is change in demographic and there once 20 years olds who used to queue for hours at the spots are nowhere to be found. They are no longer lining up for the lavish brunch but instead are opting for adventurous activities such as ziplines.
This is a quick but rapid change in the way the young professional in Dubai is spending their leisure time. They now prefer using their free time to experience some adventures in and around Dubai. Some take the sunrise hikes in the mountains, dune bashing in the deserts and this is a major cultural shift from the usual handout to some thrilling activities.
The statistics do not lie since the desert adventure rides alone now account for more than 35 percent of the experience adventure bookings in Dubai majorly consisting of quadbike and dune buggy experiences. Also, the camping sector is projected to triple from approximately $ 18 million to about $50 million between 2024 to 2033. These are no longer rich activities but they have become the new normal.
So, what is driving this significant shift? What does this imply in terms of the future of the work, life and leisure in Dubai?
One thing is clear the Culture of Dubai brunch is not dead what has happened is a shift on preference and it is no longer the ideal weekend activity. The brunch spots such as the Lavash which opened about a year ago are still thriving and expanding attracting huge crowds.
However, the demographic composition of the people still opting for these spots tells an interesting story. The joints such as Lavash no longer enjoy the mass crowds cutting across all the demographics but a specific cult like. This is made of mainly the older and established with different priorities compared to the young twenties fresh in their careers.
In the recent days there has been emergence of more innovative hybrid branches such as the art themed which offers a more refreshing escape from the normal brunch. These hybrid brunches allow the guests to enjoy both laving food while also exploring the artistic flair. These developments acts as a bridge between the old and the new brunch format while incorporating the experiences that align with the cravings of the young professionals.
Dubai has been embracing the experience economy over the years but this has significantly increased past the pandemic period. Dubai known for luxury and expensive things but this does not come close to the uniqueness of beautiful moments which is more valuable than the price tag. When a city is known and fully of glamour and luxury everywhere it ceases to be special. What in turn becomes cherished and special is the memories one can create in such an environment and that is a feeling that can not be replicated with expensive buying.
Bleisure which essentially means blending business and the business trips and this has significantly led to the shift. According the research conducted recently approximately 80 percent of travelers to Dubai usually incorporate their leisure activities within their business trips. They do so by extending their trips or sparing some time in between the business schedules to take part in the leisure activities. These business people are opting to enjoy some adventures experiences within and out of Dubai by extending their stay.
Research shows that more than 70 percent of the employees’ area willing to travel for work as long as they will get some opportunity to incorporate leisure. For Dubai young professionals the experience of enjoy some adventure rather than sitting in a spot enjoying some brunch has become one of the most preferred ways of spending weekends.
The hunger for authenticity is another factor that has greatly contributed to the shift. This is mainly because for long Dubai has had a reputation of artificiality and lacking authenticity which has led the government to work hard to change the narrative. The government has gone an extra mile to feature some of the young celebrities to showcase the other side of Dubai such as its cultural depth, breathtaking landscapes and other natural attractions and adventure activities away from the normal skyscrapers and luxurious hotels in the city.
This shift is proof of realization of the fact that they young generation is experience driven and they value authenticity over luxury. They just want to understand the culture not just consume it and want to connect with places not just enjoy some photos. For residents this explains why they do not want to be trapped in just the city hotels and skyscrapers but they want to explore beyond the city such in the deserts, cultural sites, mountains and other adventure places.
The covid 19 pandemic permanently changed the view of most people regarding health and wellbeing. People found themselves locked down for months especially the professionals and this awakened their desire to engage in the outdoor activities. The hours spent enjoying the leisure activities outdoor with families and friends were some refreshing and they helped people remains calm when everyone was anxious and not sure what the future holds.
For young professionals who found solace in such activities got more interested in engaging in other thrilling and interesting outdoor activities during their free time even after the resumption of normalcy. This is because it was revealed to them that mental health and general wellness can greatly improve through such outdoor activities.
If you randomly ask any Dubai resident about weekend adventure the desert adventures will be on the top of list for the obvious reasons. The UAE has a vast landscape with some of the most scenic and breathtaking views and a wide range of activities. The number of people opting for desert adventures are increasing by day and they contribute to over 35 percent of the experiential tourism with activities such as dune baggy experience and quad biking leading.
For the young professionals the experience is multi-layer since there are the thrilling experiences such as enjoying speeding bikes on the dunes and the beautiful memories of spending some quality experience with friends and colleagues. The desert alone is an experience from the beautiful sunrise; the endless vastness and the golden sunsets make the whole experience admirable to the young people.
While the desert dunes dominate there are other options that are attracting the young professionals to prefer some outdoor experiences.
Some events such as the Liwa international festival which is held annually is a popular event that transforms the desert into something else that resembles the mad max. In 2024 the event had over 600000 attendees and it has become a must attend event for the motorhead and adventure seekers. The goal of this event is to conquer the More dune which is 300 meters tall ad it is naturally terrifying.
The authenticity of this event has made it popular among the young professionals in the UAE. It brings the locals together and it is a perfect opportunity for the attendees to meet new people and connect.
Camping and glamping are another thing that the young people are engaging in and it has grown popular year after year. The sector is rapidly growing and this implies that the people are enjoying more the experience of sleeping under the stars away from the city compared to sleeping in their luxurious apartments. According to the young professionals camping is a way of relieving the pressure and detox from the internet, the TVs and the world and enjoy some peaceful nights under the starts as they chat by the campfire.
The young people have had a great shift in the way they celebrate their special occasions. Dubai experience gifts have become a great option for the young professionals compared to the material gifts. This is because current the young people have grown a preference for experiences and memories than just getting material gifts. People are valuing time than the possessions and this has pushed the young professionals to opt for the adventures during their important occasions such as birthdays honeymoons, anniversaries among others.
This has given rise to the complex market for experience vouchers. There are options such as skydiving over the private dinner at Palm Jumeirah and other experiences such as desert diners. This presents the gift era an opportunity to show the understanding they have for their partners interest and the receivers geta chance to create memories rather than accumulating objects.
If you are looking into endearing into the experience something beyond brunch in Dubai it can be challenging on how to start.
If you are an adrenaline junk looking for a thrilling experience then you have a number of options in Dubai. These activities will leave your heart rate at the maximum but the experience will be worth it.
Not all the experiences need speed and thrill, some need calm and opportunity to connect with nature calmly. The UAE has got everything for everyone and these are the activities you can enjoy as a nature lover in Dubai.
Sometimes the adventure does not necessarily have to be solitary. If you are looking from a shared experienced where you will enjoy the experience while at the same enjoying the company of others you can enjoy the following activities.
Adventures feels better when shared. It is advisable to looks for the Dubai based Facebook groups and join so as to connects with people who share common interests. You will be able to learn and get updated information regarding the places you may want to experience. You can bring your friends along or join and meet new friends during the adventures.
The shift from the brunches to experiences in Dubai is not about people ditching one form of socializing for the other but a recognition of the limitless options that the city offers. The young people in Dubai are opting for experiences rather than brunches because they offer growth, mental wellness and an opportunity to conquer fear and explore the other side of Dubai beyond the luxury and merry of the city. It reflect their deeper truth as not just career builders but people willing to build their identities.