Premiumisation, industry recovery and AI: What’s trending in travel at ATM Dubai 2026?
At Arabian Travel Market in Dubai, much of the conversation on the sidelines was about the major disruptions so far this year, but there was also a big focus on recovery as new trends and products shape the industry’s future.
At the Arabian Travel Market (ATM) in Dubai 2026, industry experts discussed various trends shaping the travel sector. Despite the challenging year for tourism due to regional conflicts and geopolitical instability, the Middle East, North Africa, and South Asia (MENASA) region is expected to see a 17% increase in international travel in 2027, with associated spending rising by 57% between 2025 and 2030, according to the ATM Travel Trends Report 2026.
Dave Goodger, Managing Director EMEA of Tourism Economics, expressed optimism about the recovery, stating that travel is expanding on a structural basis rather than just through a cyclical rebound. Despite the uncertain economic and geopolitical backdrop, consumers view travel as essential.
A key trend observed is the "premiumisation" of travel, where travellers are willing to spend more on luxury experiences, such as upgraded airline cabins and memorable activities. Approximately 35% of travellers expressed a greater interest in premium experiences compared to two years ago. However, value-conscious travel remains prevalent alongside premiumisation, with travellers opting to downgrade on accommodations while still seeking valuable experiences.
Lesser-known destinations have also gained popularity, with 56% of surveyed travellers expressing a stronger interest in exploring new places, rising to 68% among prospective visitors to MENASA. Experience-first travel is another emerging trend, with travellers prioritising cultural experiences, authentic activities, food, and sports.
Overtourism and travel timing are also factors driving decision-making, with three in ten travellers actively avoiding destinations due to overcrowding concerns. Consequently, there's a trend towards travelling outside peak seasons to avoid crowds and support less visited regions.
The influence of event tourism is growing, with three in ten travellers being more interested in event-related travel than two years ago. Sports, cultural, and religious events are becoming increasingly important drivers of travel, especially in the Middle East. Business events are also significant, with association meeting attendance nearly doubling over the past decade.
Moreover, the use of AI for trip discovery is expected to play a critical role in shaping future travel decisions. Travellers in the Middle East are particularly tech-forward, with AI chatbots already being widely adopted.
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