Agents have told TTG that while the updated advice, which no longer advises against all but essential travel to a number of Middle East destinations, has transformed the outlook for many pre-existing forward bookings, the region had challenges to overcome before it could be properly considered fully back on the UK tourism map.

Sandra Mutter, owner of Dorridge-based Andara Travel, said: "It's a game-changer. We were struggling with our forward bookings and what to do with them – there were a lot of Maldives bookings for Christmas coming into 'balance due' time."

Mutter added agents had found themselves "in limbo" alongside airlines, operators and customers. "We were just starting to cancel people's holidays when the FCDO advice lifted – it removed all the uncertainty and angst for us," she said.

However, agents stressed that while the revised advice provides welcome reassurance for existing bookings, many are not yet ready to proactively promote the Middle East.

Bakewell Travel owner Jacqueline Cole said: "I won’t be actively selling that area for a considerable time. I'd want it to be several months before I felt confident enough that things had settled down so I don't subject my clients to more change, disruption and potential extra expense."

Middle East hotspots could now be 'ghost towns'

Paul Rice, owner of Hertfordshire-based Off Broadway Travel, agreed confidence would take time to come back. "Even though it's all opened up again, people are still going to be wary," he said. "It's going to take time for people to get the confidence to go back."

Rice also questioned how quickly destinations themselves would recover following months of disruption, which saw seasonal staff return home en masse.

"If there's half the people there than normal, it's going to be a very different atmosphere," he said. "Will all the restaurants be open? Will all the facilities be operating? Is it going to feel like a ghost town?"

He added agencies would continue to sell the region, but only after careful conversations with clients. "I’d ask lots of questions before booking anything," he said. "People need to understand it may not be the same experience as before."

Cole added: "It’s great news, but the industry needs to be cautious. Let’s see if the eased advice has staying power."

'It's not our fault, but everything is our fault'

Mutter said agents felt they were carrying responsibility for problems outside their control. "It's not our fault, but everything is our fault," she said. "If the airline loses their bags, it's our fault. If the flight's cancelled, it's our fault."

She said this was contributing to agents' reluctance to actively promote the Middle East. "I don’t feel comfortable selling it to my clients right now – the risk is too great," Mutter explained.

She added that, if further disruption did occur, it appeared customer concerns had shifted away from safety. "I don’t think people are scared of being hit by a bomb," said Mutter. "I think what they’re more scared of is being stuck."

'You can see the confidence coming back'

While challenges arising from the Iran war dominated the first half of the year, agents agreed trading conditions were beginning to improve.

Cole celebrated "steady business" following difficulties in March, including a surge of "unexpected" late bookings into 2027 and 2028. "I’ve had a couple of high-value, long-haul bookings made within six weeks or two months of departure, which is unusual," Cole said.

Cara Evans of C The World in Blackheath also said enquiry levels had recently improved. "The last two or three weeks has picked up," she said. "People have started to go, 'Right, okay, nothing's changing, let's just book something'."

Evans also reported a strong lates market for long-haul, with Japan and Australia proving popular alternatives.

Rice said business had now returned to expected levels. "Everyone’s confidence is back," he said. "People are booking again and we've been really, really busy." He added: "It feels like things have returned to normal, which is great."

Mutter agreed consumers were becoming "more adventurous" about booking. "You can see the confidence coming back to travel," she said. "I think the industry’s feeling really encouraged."