As summer approaches, a new global survey reveals what young travellers are really dreaming about and – spoiler alert – it’s not just ice cream and cartoons. From friendship quests to superhero adventures, today’s young adventurers have spoken, and they’re bringing big imagination to their travel wish lists.
Based on a global survey of over 7,000 children aged 5 to 12 (and their parents) by Abu Dhabi’s Department of Culture and Tourism, the data reveals something both unexpected and universal: 90% of children worldwide want holiday activities that help them make new friends.
In an age of screens and streaming, what kids are genuinely craving is real connection, concudes the survey. Whether it’s exploring the children’s library, splashing at a waterpark, or a day out at the aquarium, these shared adventures can easily help children form new bonds that stretch across the globe. Additionally, peer influence also plays a powerful role: 95% of kids want to try activities they can tell their friends about, while 91% are inspired by what their friends have done.
While connection is key, imagination still plays a huge role, with 89% of children saying their ideal holiday lets them experience their favourite video game or movie in real life. These young travellers aren’t just watching, scrolling or gaming, they’re trying to imagine themselves inside those worlds.
The research also finds that family time remains sacred, even in today’s day and age, with 97% of kids saying that enjoying fun moments with their families is one of their must-haves on their dream holiday.
As children from around the world revealed what makes a holiday unforgettable, each country had its own standout passion:
- In the UAE, 98% of kids said big, exciting adventures are a must
- More than 3 in 4 kids surveyed in India want to visit a museum on holiday
- In the UK, 94% prioritize activities they can talk about with friends
- German children showed a strong interest in cultural food experiences, with 84% wanting to visit a food market
- 89% of kids from China want time to relax, play and hang out
- Italian kids stood out for their curiosity, with 95% wanting to try activities they’ve never done before
- French kids gravitated towards water activities, with 97% wanting to spend a day at a waterpark or enjoying water sports
- Children in Saudi Arabia showed a love for variety with 82% wanting to try lots of different cool activities on holiday
- In the US, 85% of children are keen to take part in make-believe activities like being a race car driver or zookeeper for the day
“As both a parent and a marketer, I know firsthand how important it is to really listen to kids, to understand what lights them up, what sparks their imagination, and what makes a holiday unforgettable,” says H.E. Nouf Mohamed Al-Bushlaibi, Executive Director of Strategic Marketing & Communications at DCT Abu Dhabi.
“We commissioned this research to hear what truly matters to children when they look at holidays, and what they told us was inspiring: they want connection, adventure, and the freedom to play out the stories they love.”
In a not-unexpected parting plug for his destination in the United Arab Emirates, he added, “Abu Dhabi brings all of that to life as a place where kids can dream big, try new things, and feel right at home doing it with their loved ones.”
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