Discover why soft summering is the dreamy new way GCC families are travelling and reconnecting this season
As spring’s serene rhythms fade into the golden stretch of summer, families across the GCC are easing into the season with a refreshing new mindset. Welcome to “soft summering,” a growing travel trend that embraces slower days, quiet luxury, and soul-soothing experiences. It’s not just about ticking destinations off a list anymore. Instead, it’s about lingering a little longer, soaking up sunshine, and savouring every moment with the people who matter most.
Soft Summering in the GCC
Across the region, more families are pressing pause on the usual hustle of summer vacations. In fact, recent surveys show that 45% of UAE residents now prioritize trips centered around quality time and relaxation. The numbers tell a story: 81% are looking for a little pampering, while 71% are dreaming of lazy, sun-drenched days by the water. After the reflective calm of Ramadan, there’s a clear craving for holidays that feel restorative, not rushed.
One travel company responding to this demand is Jovial Travels. Known for its curated, high-end escapes, the agency has leaned into the soft summering trend with packages that center around slower, soul-soothing journeys. Their itineraries are designed around “quiet luxury”, think private island escapes in the Maldives, culturally immersive stays in Sri Lanka, and wellness retreats tucked away in nature. “We’re seeing a strong appetite for trips that feel restorative, not rushed,” says Vinoli Obeysekara, Head of Sales at Jovial Travels. “Families want to extend the calm of Ramadan. They’re choosing destinations and experiences that allow them to recharge and be together, without all the pressure of an itinerary.”
And it’s not just about where you go, but how you go. More families are choosing longer, more immersive stays. There’s growing interest in wellness-focused travel—think spa days, forest walks, and yoga with a sea view. Destinations that embrace sustainability and serenity are rising in popularity, as travelers seek places that align with their values and offer space to truly disconnect.
The soft summering trend is also ushering in a rise in multi-generational travel. In 2025, 58% of Millennial and Gen Z parents plan to bring extended family along, highlighting a growing desire to reconnect across generations. Whether it’s bonding over local cuisine, sharing stories by the beach, or simply enjoying uninterrupted time together, these trips are all about deepening family ties.
Interestingly, soft summering isn’t just about how we travel, it’s also influencing how we dress, decorate, and daydream. This year’s travel aesthetic mirrors the trend: soft pastels, flowy silhouettes, and aquatic tones dominate both fashion and interiors. It’s about understated elegance and embracing comfort without sacrificing style. Just like the vacations themselves, the look is relaxed, airy, and effortlessly chic.
For families across the GCC, this movement marks a new way of welcoming summer. It’s about choosing slow mornings over alarm clocks, conversations over checklists, and memories over milestones. Whether it’s lounging on a secluded beach, discovering a hidden cultural gem, or enjoying a long meal with loved ones under the stars, soft summering is all about intentional joy.
It’s not just a trend, it’s a mindset shift. Soft summering reflects a growing awareness of how rest, beauty, and presence can elevate everyday experiences. It’s a reminder that luxury doesn’t have to be loud; sometimes, it’s simply having the space to breathe. And as this softer, more soulful approach takes hold, it’s clear that the most luxurious thing we can give ourselves, and each other, is time.
Lead Image Credits: Instagram/@lifels.beautiful