The Dubai chocolate trend has emerged as a significant driver of tourism in the UAE, becoming a global sensation and one of the biggest food trends of 2025. The distinctive sound of its ‘snap’ can be heard across numerous TikTok feeds, highlighting its immense popularity.

These unique chocolate bars, which feature a combination of pistachio spread and knafeh, a fried pastry, are selling for prices starting at £25. Initially available exclusively through Deliveroo, the trend has expanded dramatically, prompting major brands to launch their own versions of this popular treat.

According to luxury holiday provider Destination2, there has been a remarkable 38 percent increase in bookings for Dubai compared to the same time last year, with many attributing this surge to taste tourism. Travel expert Betty Bouchier-Hobin noted that holidaymakers are increasingly choosing their destinations based on food experiences, reflecting a shift in travel motivations.

Bouchier-Hobin explained that travelers are eager to be influencers in their own right, seeking out authentic culinary experiences by visiting places where popular foods originate. She pointed out that as travelers face a wider array of destination choices, unique food trends like Dubai chocolate are becoming a decisive factor in their travel decisions.

With such compelling reasons to visit, spending a week in Dubai is now an enticing opportunity for chocolate lovers and tourists alike.