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

Dubai's travel and tourism officials remain cautiously optimistic about the industry's recovery, despite ongoing geopolitical tensions. The city is betting on a rapid recovery by Emirates airline, a packed events calendar, the allure of Dubai's winter season, and strong collaboration between public and private sectors. The Arabian Travel Market (ATM) 2026, happening from September 14 to 17, will showcase Dubai's recovery strategy, with Dubai World Trade Centre hosting the event.

Emirates reported a resurgence in passenger demand during the summer, carrying 8.7 million passengers in July and August, a figure on par with the summer before the conflict. The airline has restored 93% of its pre-conflict capacity and 98% of its route network, offering flights to 140 destinations globally. Dubai's popularity during the winter season, coupled with a busy events calendar featuring over 100 exhibitions in the last four months of 2025, is bolstering the city's recovery efforts.

Despite some travel disruptions and advisories, Dubai is working diligently to reopen flights swiftly and invite international visitors, assisted by its expatriate community through a tourism incentive program. Tourism experts believe Dubai's focus on long-term growth, rather than short-term volatility, will be instrumental in bouncing back stronger from recent challenges.