'Dubai will come back': ATM 2026 focuses on tourism recovery backed by events and repeat visitors

Dubai's travel and tourism officials were optimistic about a recovery in the industry, despite the ongoing Iran war. The city is set to host the Arabian Travel Market (ATM) from September 14 to 17, where the recovery strategy will be assessed. Emirates airline, which has restored 93 percent of its capacity and 98 percent of its route network, is aiding the recovery.

The airline carried 8.7 million passengers in July and August, on par with the number of passengers carried during the previous summer. Dubai's winter season, a busy events calendar with over 100 exhibitions, and repeat visitors, including visiting friends and relatives (VFR), are also contributing factors to the recovery. The 33rd ATM will focus on assessing the conflict's impact, rebuilding traveller confidence, and discussing the sector's future.

Dubai is working with various stakeholders to quickly restore flights and ensure travel continues despite some international flight suspensions. The city is also leveraging its expatriate population to attract more international visitors through a tourism incentive.