Rachel Travers, President, UK Hub at RX Global
Dr Marwan Alzarouni, CEO, AI, Dubai Department of Economy and Tourism (DET)
The 33rd edition of Arabian Travel Market (ATM) has opened at Dubai World Trade Centre, bringing destinations, tourism authorities, airlines, hospitality companies, technology providers, buyers and travel professionals together for four days of business, networking and industry debate.
Running from 14–17 September 2026, ATM 2026 is taking place against a backdrop of rapid technological change and evolving traveller expectations. The programme is centred on the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology”, with discussions examining artificial intelligence, digital transformation, aviation and connectivity, changing consumer behaviour, destination resilience and sustainable long-term tourism growth.
Technology moves to the centre of ATM
One of the key developments this year is the full debut of ATM Travel Tech, a dedicated co-located technology event designed to explore how innovation could reshape the travel sector through 2040.
ATM Travel Tech features more than 180 exhibitors from 30 countries across two dedicated halls. At its centre is the 850-square-metre Tech & Innovation Hub, showcasing developments in artificial intelligence, virtual and augmented reality, robotics, fintech and green technologies.
The accompanying Future Stage brings together technology leaders, entrepreneurs and innovators to examine the commercial and operational impact of emerging technologies on travel. Topics include AI and automation, data and digital transformation, immersive technology, fintech, robotics and next-generation travel platforms.
The technology programme also features senior representatives from companies including Sabre, Trip.com, Tripadvisor, Wego, MakeMyTrip, RateGain and Visa, with sessions examining agentic AI, online travel agencies, digital discovery, investment and the changing travel supply chain.
Global tourism leaders address resilience
Alongside the technology programme, ATM’s Global Stage is bringing together ministers, policymakers, tourism executives and researchers to discuss the forces shaping the next phase of international travel.
The opening programme includes the Ministerial Debate: Building A Resilient Industry Through Collaboration, focusing on traveller confidence, international competitiveness and the role of cooperation between governments, destinations, airlines and the wider tourism industry.
Participants include H.E. Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism; H.E. Shaikha Al Nuwais, Secretary General of UN Tourism; H.E. Fatima bint Jafar Al Sairafi, Bahrain Minister of Tourism; and Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism.
The wider conference programme features more than 210 speakers across more than 80 sessions, addressing subjects ranging from tourism resilience and aviation to hospitality, investment, sustainability, business events and changing traveller behaviour.
Research and market intelligence in focus
Market intelligence is another major component of ATM 2026, with organisations including Tourism Economics, an Oxford Economics company, and Euromonitor International contributing research and analysis on changing travel patterns and market conditions.
Tourism Economics is presenting its annual ATM Travel Trends Report, while Euromonitor International is examining the effects of inflation, geopolitical uncertainty and shifting consumer priorities on the global travel environment.
The programme reflects a tourism sector that continues to demonstrate resilience while facing a more complex operating environment. For destinations and travel businesses, the focus is increasingly shifting towards how technology, data, connectivity and collaboration can be used to respond to changing demand.
ATM evolves beyond the exhibition floor
ATM 2026 also marks the introduction of a refreshed brand identity, reflecting the event’s development from a traditional trade exhibition into a broader platform connecting travel communities, ideas and commercial opportunities.
The event continues to provide a meeting point for the Middle East and international travel markets, with destinations, suppliers, technology companies and industry leaders using the four-day programme to develop partnerships and explore new opportunities.
Now in its 33rd edition, Arabian Travel Market remains one of the region’s major gatherings for the global travel and tourism industry, with the 2026 programme placing particular emphasis on technology, resilience and the long-term transformation of travel.
