The 33rd edition of ATM brought regional and international markets to Dubai, with more than 55 destination stands and representation from tourism authorities, airlines and transport providers, hospitality brands and technology companies throughout the four-day event. Travel buyers attending the event represented more than 115 countries.
Representation from C-suite executives and procurement professionals formed part of the event’s international industry participation.
His Excellency 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.”
ATM 2026 provided the backdrop for announcements across aviation, rail, hospitality and technology. The event saw the launch of Visit UAE, the UAE’s first unified national tourism brand, designed to position the country as a single, integrated destination.
The UAE Grand Tour, an online platform offering visitors the opportunity to travel along one continuous route through the seven emirates, was also unveiled at the event.
Emirates signed 11 memoranda of understanding (MoUs) during ATM 2026, strengthening connections with seven regional and global destinations and expanding partnerships across technology, marketing, products and packages, passenger experiences and other areas.
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 the projects are located in Saudi Arabia.
Etihad Airways and Etihad Rail signed an MoU at ATM 2026 to explore the development of an integrated air-rail travel experience in the UAE, connecting visitors and residents with destinations across the country. The organisations will collaborate on simplifying travel and connecting Abu Dhabi with destinations across 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 support consumers in searching, planning and paying 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 on 20 September 2026. The carrier will connect 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 Artificial Intelligence, digital transformation, smart mobility and evolving traveller expectations and their role in the future of tourism.
More than 90 sessions took place across the Global Stage, Future Stage and Experience Hub during the four-day event, alongside 28 live showcases at the Tech & Innovation Hub – Demo Zone.
The 2026 edition also introduced ATM’s refreshed brand identity across the event. The new identity reflects the show’s development beyond the traditional exhibition floor into a year-round platform connecting communities, ideas and commercial opportunities across the global travel and tourism ecosystem.
Now in its 33rd edition, Arabian Travel Market brings together the international travel community in the Middle East for partnerships, knowledge sharing and business opportunities across the sector.
The next edition of Arabian Travel Market will take place at Dubai World Trade Centre from 3–6 May 2027.
Tags: Danielle Curtis, RX Global Issam Kazim, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) Arabian Travel Market (ATM)
