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Like any major observance, the holy month of Ramadan significantly influences the hospitality and tourism industries, particularly in the Middle East.
However, the outside world often has a fixed perception of Ramadan in the region, misinterpreting what this period actually means for visitors and businesses.
Some expect the entire region to slow down dramatically, but the reality is far more nuanced.
In Dubai, for example, outdoor terraces and restaurants remain as lively as ever this year, while just a short drive away in Fujairah, finding an open mini-market during daylight hours can be challenging.
Navigating the highs, lows and last-minute surges
This year, Ramadan, which started on March 1, landed in the middle of a traditionally strong month for business and travel, intensifying competition and pushing hospitality operators to fine-tune their offerings and pricing strategies to stay ahead.
Ramadan often brings a noticeable industry dip, affecting both occupancy and average daily rates. Business hubs, in particular, feel the slowdown, especially at the start of the month, as corporate travel and projects take a pause.
Hotels catering primarily to business travellers are hardest hit, with even their restaurants struggling to fill seats.
On the leisure side, Gulf traveller demand also softens as many prefer to spend the early days of the holy month at home.
But not all sectors feel the pinch. Religious tourism surges, with Saudi Arabian cities like Mecca and Madinah seeing a significant uptick as pilgrims flock to perform Umrah.
As Eid approaches (Eid al-Fitr marks the end of Ramadan with several days of celebrations), the market shifts dramatically. Gulf leisure travellers return in full force, and demand for luxury staycations skyrockets.
One thing that doesn’t take a back seat during Ramadan is food. Iftar (the meal after sunset) and Suhoor (the pre-dawn meal) become the show stars, resplendent with lavish spreads and indulgent dining experiences.
In Dubai the approach to F&B is evolving. The relaxation of restrictions, particularly this year, has resulted in more balanced revenue streams for restaurants, rather than the usual reliance on an intense evening rush.
In fact, Iftars are fast becoming “the new brunch”, a social occasion with extravagant buffets and immersive entertainment.
In neighbouring Saudi Arabia, the rhythm of F&B operations takes on a different beat. Daytime business is virtually non-existent, followed by a frantic rush at Iftar and another peak at Suhoor.
A quick look at Google’s opening hours for restaurants in Saudi’s Riyadh or Jeddah during Ramadan tells the visitation story: most places open just before sunset and stay busy until 3am or 4am.
Creativity meets tradition
Hospitality operators across the region have fine-tuned their strategies to navigate Ramadan, and creativity is in full swing.
From Michelin-star-level Iftar and Suhoor experiences, like the chef’s table concept at Fairmont Riyadh, to personalised services for time-sensitive requests at JW Marriott Marquis Dubai, brands are going the extra mile.
And it’s not just F&B that’s adapting. The rooms division is getting more agile, too, with later check-in and check-out times becoming the norm to accommodate shifted schedules.
This flexibility extends beyond guests – it affects hotel teams, too.
Most industry leaders agree that scheduling adjustments are essential, with non-fasting employees covering key service periods when the fast is broken.
Beyond logistics, Ramadan’s sense of unity is also reflected internally, with many hotels prioritising team-building activities, team Iftars included.
Interestingly, Ramadan also presents a rare internal development window, which often gets sidelined during peak business months.
Industry insiders suggest that this period is perfect for housekeeping projects, from staff training and facility upgrades to menu development and operational fine-tuning.
When the usual day-to-day rush slows down, hotels finally get the chance to refine their offerings behind the scenes.
Annual stress test
Ramadan is a masterclass in adaptability. It’s a month that pushes hospitality teams to fine-tune their agility, cultural awareness and operational flexibility.
We’ve already seen how demand slows down early in the month, making strategic pricing, sharp competitive positioning, and creative marketing essential.
But beyond the numbers, operations teams must embrace an unusually fluid work environment. Last-minute bookings surge in the final days of Ramadan, requiring nimble staffing and airtight logistics, while time-sensitive guest requests leave no room for delay.
In many ways, Ramadan acts as an annual stress test for the industry. Any inefficiencies, weak links or operational blind spots quickly surface, making it the perfect time for an internal audit.
The hotels that treat this month as a learning opportunity rather than just a seasonal challenge will come out stronger on the other side.
Carla Falcon is managing consultant at PKF Hospitality, Dubai. With thanks also to the following experts for their insights for this piece:
Danelle Palang, Dusit Thani Dubai and Oman
Patrick Antaki, Valor Hospitality
Lynn Mhanna, Fairmont Riyadh
Gerrit Graef, JW Marriott Marquis, Dubai
Fahed Srour, Saudi Arabia Keane Hospitality
