Dubai puts AI at the heart of tourism’s next phase

Dubai is leading the way in integrating artificial intelligence (AI) into the global tourism industry, setting the stage for a revolutionary shift in travel systems. According to Dr Marwan Al Zarouni, CEO of AI at Dubai's Department of Economy and Tourism, AI is no longer just about refining existing processes but reimagining entire travel systems from the ground up.

Speaking at the Future Stage of this year's Arabian Travel Market (ATM) 2026, Al Zarouni emphasized the need to design travel systems around desired outcomes, moving away from optimizing isolated touchpoints such as bookings and check-ins.

Al Zarouni highlighted AI's role in shifting travel systems from reactive operations to predictive decision-making, enabling destinations to forecast demand, optimize capacity, and personalize experiences in real-time. Dubai has already implemented AI-driven solutions like the "wise itinerary planner," which provides customized travel itineraries, and "seamless hotel check-in through your mobile," demonstrating the city's commitment to AI integration.

This year's ATM 2026, set to take place from September 14 to 17 at Dubai World Trade Centre, features the theme "Travel 2040: Driving New Frontiers Through Innovation and Technology." The three-day event, held under the theme "Travel 2040: Driving New Frontiers Through Innovation and Technology," is expected to attract over 210 speakers from government and private sector, spanning three stages – the Global Stage, Future Stage, and Experience Hub.

A new addition to the event is ATM Travel Tech, a dedicated co-located show showcasing over 180 exhibitors from 30 countries across two halls, focusing on AI, VR, AR, robotics, fintech, and green technology.

Al Zarouni stressed that the true power of AI in travel lies in connected, high-quality data and robust digital infrastructure that links aviation, hospitality, mobility, and attractions. Such integrated platforms allow AI to generate meaningful insights while disconnected systems limit its value. Dubai's AI strategy is embedded in its 10-year D33 Economic Agenda, which aims to move from strategy to implementation through collaboration among government, startups, academia, and technology companies.

Programs like the Dubai AI Campus and Dubai AI Lab are accelerating AI adoption across government services, and a National Program for Coders is advancing talent development. An AI ethics committee has been established to address bias and transparency in AI applications.