ATM 2026 draws global tourism and travel community to Dubai, with buyers representing more than 115 countries
The international travel and
tourism community turned out in force at Arabian Travel Market (ATM) 2026, with
decision-makers from the UAE, India, Saudi Arabia, Pakistan, United Kingdom,
Egypt, Kuwait, Oman, Jordan, Türkiye, Bahrain, South Africa, Qatar, United States
and China convening at Dubai World Trade Centre from 14–17 September.
Global Participation
- Held at Dubai World Trade Centre, 14–17 September.
- Delegates from 115+ countries, including UAE, India, Saudi Arabia, UK, US, China, Egypt, South Africa, and more.
- Featured 55+ destination stands and strong representation from tourism boards, airlines, hospitality brands, and tech companies.
Major Announcements
- Visit UAE: launch of the nation’s first unified tourism brand.
- UAE Grand Tour: online platform offering one continuous route through all seven emirates.
- Emirates: signed 11 MoUs with destinations and partners in tech, marketing, and passenger experience.
- Rotana: unveiled pipeline of 40 hotels (8,300+ keys), including 10 in Saudi Arabia.
- Etihad Airways + Etihad Rail: MoU to create seamless air-rail travel across the UAE.
- Mastercard + Trip.com: showcased TripGenie AI agent for booking and payments.
- New Saudi airline: consortium of Air Arabia Group, Nesma Group, and KUN Holding to launch flights from Dammam (Sept 20, 2026).
Innovation & Themes
- Theme: Travel 2040 – Driving New Frontiers Through Innovation and Technology.
- Focus areas: AI, digital transformation, smart mobility, evolving traveler expectations.
- 90+ sessions across Global Stage, Future Stage, Experience Hub.
- 28 live showcases at Tech & Innovation Hub – Demo Zone.
- Debut of ATM Travel Tech show, doubling tech floorspace.
Industry Sentiment
- Strong confidence and optimism noted by exhibitors and organizers.
- Event reinforced Dubai’s role as a safe, connected, accessible global destination.
- Preparations already underway for ATM 2027 (3–6 May, Dubai).
Strategic Takeaway
ATM 2026 wasn’t just a trade show—it was a platform for transformation, with airlines, hotels, and tech firms aligning around innovation, partnerships, and integrated travel experiences.
