Dubai, 17 September 2026:
The international travel and tourism community turned out in force at Arabian Travel Market (ATM) 2026, with decision-makers from the UAE, India, Saudi Arabia, Pakistan, United Kingdom, Egypt, Kuwait, Oman, Jordan, Türkiye, Bahrain, South Africa, Qatar, United States and China convening at Dubai World Trade Centre from 14–17 September.
The 33rd edition of ATM drew regional and international markets to Dubai, with more than 55 destination stands and a strong cross-section of the travel and tourism industry, including tourism authorities, airlines and transport providers, hospitality brands, and technology companies throughout the four-day event.
Representation from C-suite executives and procurement professionals ensured the far-reaching makeup of this year’s show reflected the high levels of industry confidence but also the event’s role as a convening force for the global travel and tourism community.
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (DET), said: “Arabian Travel Market (ATM) 2026 once again provided an invaluable platform for the global travel and tourism industry to come together in Dubai, with strong participation from both local and international stakeholders reinforcing our city’s position as a safe, connected and accessible global destination. The event delivered opportunities to strengthen partnerships, share insights and identify new areas for collaboration across the sector, and the level of engagement reflected continued confidence in Dubai’s tourism proposition. We are proud to have been part of another successful edition of ATM and look forward to building on these relationships to support the sector’s long-term growth.”
ATM 2026 provided the backdrop for an array of major announcements, spanning aviation, rail, hospitality, technology and more. The event saw the launch of Visit UAE, the host country’s first unified national tourism brand, which has been designed to position the nation as a single, integrated destination. The UAE Grand Tour – an online platform offering visitors the opportunity to embark on one continuous route through the seven emirates – was also unveiled at this year’s show.
Emirates signed 11 memoranda of understanding (MoUs) during ATM 2026, strengthening connections with seven regional and global destinations, and bolstering partnerships across the fields of technology, marketing, products and packages, passenger experiences and more.
Rotana unveiled the next phase of its regional growth strategy at ATM 2026, with a pipeline of 40 hotels and more than 8,300 keys under development. Ten of these projects are located in Saudi Arabia, highlighting the strategic importance of the KSA market to the hospitality giant.
Etihad Airways and Etihad Rail signed an MoU at ATM 2026 to explore the creation of a seamless air-rail travel experience for the UAE, connecting visitors and residents to destinations across the country. As part of the agreement, the organisations will collaborate to simplify travel and cement Abu Dhabi’s position as a gateway to the wider UAE.
Mastercard and Trip.com used ATM 2026 to showcase booking experiences powered by AI agent TripGenie. Developed in conjunction with Network International, the agentic platform has been designed to transform how consumers search, plan and pay for travel.
In other news, a consortium comprising Air Arabia Group, Nesma Group and KUN Holding Company announced that a new airline would begin operating in Saudi Arabia on 20 September 2026, connecting the eastern city of Dammam with Riyadh, Madinah and Jeddah.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “ATM 2026 saw a typically robust showing from the Middle East’s travel and tourism community, and we were delighted to see such strong representation from international markets. The event played host to a string of important announcements from leaders in both the public and private sectors, and floorspace dedicated to technology doubled with the debut of the co-located ATM Travel Tech show.”
Curtis added: “There was a tangible sense of confidence and optimism throughout this year’s edition, as exhibitors capitalised on opportunities to fill their Q4 sales pipelines. Preparations for ATM 2027 are already underway, and we cannot wait to explore fresh opportunities, partnerships and innovations with delegates when we welcome them back to Dubai in May.”
Held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, ATM 2026 examined how artificial intelligence, digital transformation, smart mobility and evolving traveller expectations are influencing the future of tourism. More than 90 sessions took place across Global Stage, Future Stage and Experience Hub during the course of the four-day event, in addition to 28 live showcases at the Tech & Innovation Hub – Demo Zone.
This year also marked the introduction of ATM’s refreshed brand identity, which was visible across the event. The evolution reflects the show’s continued growth beyond the traditional exhibition floor into a year-round platform connecting communities, ideas and commercial opportunities across the global travel and tourism ecosystem.
Now in its 33rd edition, Arabian Travel Market remains the leading international travel and tourism event in the Middle East, bringing together the global travel community to develop partnerships, share knowledge and explore new business opportunities across the sector.
