Dubai, Egypt, Jordan, Israel and Abu Dhabi are the most popular destinations in the Middle East for British travellers, according to a Travelzoo survey.
The pattern was mirrored across Germany, France and Spain, with Dubai topping the wishlist for those yet to visit the Gulf region.
A total of 43% of the 3,440 European respondents to the poll say the emirate is the destination in the region they would be most interested in visiting.
The figure is higher in the UK with more than 60% of respondents saying they would like to holiday in Dubai.
But more than three quarters (76%) of respondents said their travel agent had never suggested the region to them as an option for a leisure break despite nearly 60% of consumers saying they would prefer to book via them.
This number is even higher in the UK, where 83% of people said their agent had never suggested a holiday in this area.
Sixty three per cent of respondents across Europe said they would look at online travel websites such as Travelzoo, Expedia and Trivago for ideas about travel to the region.
A combination of sun, sea and sand, as well as cultural experiences, are what British travellers seek most from a holiday in the Middle East, according to the research.
One in four respondents stated they would look for a twin-centre break as part of a trip to the Middle East, while more than a quarter of people would seek a city-break experience.
Shopping or desert safari came in joint fourth with 19% of those polled seeking these experiences.
Those who have visited have had an “overwhelmingly positive” experience, with more than 70% of UK respondents saying they would like to return to the region for another holiday in the next 12-18 months.
The same percentage of British people said they would definitely recommend the Middle East to friends and family.
Travelzoo European managing director Richard Singer said: “Across Europe, the Canary Islands still hold the crown as the top winter sun destination within the short to medium-haul space, but there is huge potential for the Middle East nations to zone in on the appetite for winter sun and attract many more visitors from the UK, Germany, France and Spain.
“Travel agents and operators across Europe also have a lot to gain by tapping in to the very real interest in travel to the Middle East.”
He added: “The Middle East offers the European visitor a fantastic range of holiday experiences and guaranteed sunshine when much of Europe is still struggling to reach temperatures in double-digits.
“Once visited, the Middle East is a region people clearly fall in love with. Tourism boards in the region would be wise to harness the influence of these returning holidaymakers and tap into their eagerness to return and share their positive experiences with fellow and potential future travellers.
“It’s great that the Middle East – Dubai, Egypt and Jordan in particular – has proven to be of great interest to our subscribers across Europe. However, there is still work to be done to explain to consumers what the region has to offer.”