A tangible sense of confidence and optimism ran through Arabian Travel Market 2026, which concluded in Dubai on Thursday with major announcements and deals.
Bringing together representatives from 115 destinations at Dubai World Trade Centre from September 14–17, the 33rd edition of ATM reflected an industry looking beyond immediate recovery and towards new opportunities, with artificial intelligence, digital transformation, smart mobility and changing traveller expectations emerging as key forces shaping tourism's future.
That confidence was also evident in the breadth of business activity at the event, with major announcements and partnerships spanning aviation, rail, hospitality and technology. Among them was the launch of Visit UAE, the country's first unified national tourism brand, alongside new aviation partnerships, hospitality expansion and technology initiatives.
More than 55 destination stands were represented at the 33rd edition of ATM, held at Dubai World Trade Centre from September 14–17, drawing tourism authorities, airlines, transport providers, hotel groups and technology companies from across the world's major travel markets.
The breadth of participation and the issues dominating the agenda underscored the changing nature of tourism, where the ability to connect destinations, technologies, transport networks and traveller experiences is becoming as important as the destinations themselves.
The international travel and tourism community turned out in force at the ATM with decision-makers from the UAE, India, Saudi Arabia, Pakistan, United Kingdom, Egypt, Kuwait, Oman, Jordan, TĂĽrkiye, Bahrain, South Africa, Qatar, United States and China convening at the event.
Representation from C-suite executives and procurement professionals ensured the far-reaching makeup of this year’s show reflected the high levels of industry confidence but also the event’s role as a convening force for the global travel and tourism community.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (DET), said: "Arabian Travel Market (ATM) 2026 once again provided an invaluable platform for the global travel and tourism industry to come together in Dubai, with strong participation from both local and international stakeholders reinforcing our city's position as a safe, connected and accessible global destination. The event delivered opportunities to strengthen partnerships, share insights and identify new areas for collaboration across the sector, and the level of engagement reflected continued confidence in Dubai's tourism proposition. We are proud to have been part of another successful edition of ATM and look forward to building on these relationships to support the sector's long-term growth."
Other major announcements at the event included:
• The UAE Grand Tour – an online platform offering visitors the opportunity to embark on one continuous route through the seven emirates – was also unveiled at this year’s show.
• Emirates signed a series of agreements during ATM 2026, strengthening connections with regional and global destinations, and bolstering partnerships across the fields of technology, marketing, products and packages, passenger experiences and more.
• Rotana unveiled the next phase of its regional growth strategy at ATM 2026, with a pipeline of 40 hotels and more than 8,300 keys under development. Ten of these projects are located in Saudi Arabia, highlighting the strategic importance of the KSA market to the hospitality giant.
• Etihad Airways and Etihad Rail signed an MoU at ATM 2026 to explore the creation of a seamless air-rail travel experience for the UAE, connecting visitors and residents to destinations across the country. As part of the agreement, the organisations will collaborate to simplify travel and cement Abu Dhabi’s position as a gateway to the wider UAE.
• Mastercard and Trip.com used ATM 2026 to showcase booking experiences powered by AI agent TripGenie. Developed in conjunction with Network International, the agentic platform has been designed to transform how consumers search, plan and pay for travel.
• A consortium comprising Air Arabia Group, Nesma Group and KUN Holding Company announced that a new airline would begin operating in Saudi Arabia from September 20, connecting the eastern city of Dammam with Riyadh, Madinah and Jeddah.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “ATM 2026 saw a typically robust showing from the Middle East’s travel and tourism community, and we were delighted to see such strong representation from international markets. The event played host to a string of important announcements from leaders in both the public and private sectors, and floorspace dedicated to technology doubled with the debut of the co-located ATM Travel Tech show.”
Curtis added: “There was a tangible sense of confidence and optimism throughout this year’s edition, as exhibitors capitalised on opportunities to fill their Q4 sales pipelines. Preparations for ATM 2027 are already underway, and we cannot wait to explore fresh opportunities, partnerships and innovations with delegates when we welcome them back to Dubai in May.”
Held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, ATM 2026 examined how artificial intelligence, digital transformation, smart mobility and evolving traveller expectations are influencing the future of tourism. More than 90 sessions took place across Global Stage, Future Stage and Experience Hub during the course of the four-day event, in addition to 28 live showcases at the Tech & Innovation Hub – Demo Zone.
This year also marked the introduction of ATM’s refreshed brand identity, which was visible across the event. The evolution reflects the show’s continued growth beyond the traditional exhibition floor into a year-round platform connecting communities, ideas and commercial opportunities across the global travel and tourism ecosystem.
Next year’s edition of Arabian Travel Market will take place at Dubai World Trade Centre from May 3 to 6, 2027. – TradeArabia News Service
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