ATM 2026 opens tomorrow in Dubai: What to look out for at Arabian Travel Market

Dubai: The 33rd Arabian Travel Market (ATM) commences tomorrow, marking a return to the bustling hub of international travel and tourism after nearly seven months of disruption due to the US-Iran war. The four-day event, set to take place at Dubai World Trade Centre from September 14 to 17, brings together a diverse array of industry professionals - airlines, tourism authorities, hotels, destinations, technology companies, travel buyers and more - to explore how the sector will evolve post-pandemic.

With geopolitical tensions still high, the focus has shifted from whether travelers still desire to journey, to assessing what recovery will look like, how quickly confidence will return, and how the industry can adapt to new market conditions. Danielle Curtis, RX Global's Regional Portfolio Director for the UAE, emphasized the importance of in-person connections in rebuilding trust and forging new partnerships.

"It is great to be back, and I'm looking forward to seeing the conversations, partnerships and opportunities that emerge over the course of the show," she stated.

AI is expected to be a focal point at ATM 2026, with the debut of the ATM Travel Tech show, a dedicated co-location featuring over 180 exhibitors from 30 countries. This space will showcase the latest in artificial intelligence, virtual and augmented reality, robotics, fintech, and green technologies. The Future Stage will delve into topics such as AI and automation, data and digital transformation, fintech, immersive technology, robotics, and next-generation travel platforms.

The Global Stage will kick off with a Ministerial Debate titled 'Building A Resilient Industry Through Collaboration', where senior tourism leaders will discuss strategies to restore traveler confidence, reinforce the Gulf Cooperation Council's (GCC) global position, and build a more resilient tourism industry. Dubai's tourism prospects will also be a key topic, as the industry evaluates how destinations can maintain appeal amidst ongoing geopolitical uncertainties.

Organizers of ATM stress the event's theme, 'Travel 2040: Driving New Frontiers Through Innovation and Technology', with research partners including Tourism Economics, an Oxford Economics company, Euromonitor International, STR, and Dragon Trail International set to share insights on shifting travel demand and emerging growth opportunities.

Curtis remains optimistic about the industry's prospects, highlighting the "underlying resilience of travel demand" and the innovative approaches emerging to cater to evolving traveler expectations.