…Dubai event to explore AI, travel technology and emerging tourism business opportunities
…Global tourism spending projected to reach $10 trillion by 2030
Arabian Travel Market (ATM) has unveiled “Travel Without Boundaries: Shaping Global Travel Through Experience” as the theme for its 2027 edition, reflecting a shift in traveller preferences towards distinctive experiences, cultural discovery and personalised journeys.
The 34th edition of the international travel and tourism exhibition will hold from May 3 to 6, 2027, at the Dubai World Trade Centre in the United Arab Emirates, bringing together destinations, tourism businesses and technology providers to examine emerging market opportunities.
According to the ATM Travel Trends Report 2026, produced in association with Tourism Economics, an Oxford Economics company, 56 per cent of consumers are more interested in exploring new destinations than they were two years ago. The figure rises to 68 per cent among prospective visitors to the Middle East, North Africa and South Asia (MENASA) region.
The report also found that half of consumers have developed a greater interest in sampling local food and drinks, while 40 per cent are more interested in meeting local people.
The findings point to growing demand for tourism products that offer more than conventional sightseeing, with culture, gastronomy, adventure, wellness, music and sports increasingly influencing travellers’ destination choices.
For tourism operators, the shift presents opportunities to develop experience-based packages, establish partnerships with local businesses and generate additional revenue from services tailored to visitors’ interests.
ATM said the 2027 theme would examine how destinations and businesses could respond to changing traveller expectations by creating experiences that attract visitors, encourage spending and generate lasting value for local communities.
Danielle Curtis, Regional Portfolio Director for the UAE at RX Global, said travellers were increasingly evaluating destinations based on the experiences they could offer, including cultural discovery, personal interests and memorable activities shared with others.
She said the theme would explore opportunities for businesses to collaborate across traditional industry categories, combining activities such as business and leisure, wellness and adventure, as well as premium experiences and everyday value.
The exhibition will organise its discussions around four pillars: Experience Without Boundaries, Opportunity Without Boundaries, Innovation Without Boundaries and Possibility Without Boundaries.
These pillars will examine how changing traveller preferences are influencing tourism products, creating new markets, encouraging cross-sector partnerships and increasing the role of technology in the travel experience.
AI, Travel Technology to Feature Prominently
Technology is expected to remain a major component of ATM 2027, particularly as artificial intelligence increasingly influences travel planning and the delivery of personalised services.
The event will feature the return of ATM Travel Tech, a dedicated platform showcasing technologies and innovations shaping the future of the travel industry.
According to the organisers, ATM Travel Tech will feature more than 180 exhibitors from 30 countries across two dedicated halls. Its 850-square-metre Tech & Innovation Hub will showcase applications involving artificial intelligence, virtual reality, augmented reality, robotics, financial technology and green technologies.
The Future Stage will also host discussions involving technology leaders, entrepreneurs and futurists on artificial intelligence, immersive commerce, cybersecurity and sustainability.
The focus reflects the growing role of digital solutions in helping travel businesses improve customer experiences, streamline operations and develop new commercial models.
However, the report also highlights the continued importance of human expertise, including the contributions of local guides, hosts and communities, suggesting that technology is expected to complement rather than replace the personal elements of travel.
For technology companies, the exhibition offers a platform to explore partnerships with travel operators and develop solutions addressing the industry’s evolving needs.
Tourism Growth Outlook Remains Positive
ATM’s research also points to a positive longer-term outlook for international tourism.
The report forecasts international arrivals to grow by eight per cent worldwide and 17 per cent across the MENASA region in 2027, as travel recovers from disruptions experienced in 2026.
Worldwide visitor nights, covering domestic and international travel, are projected to exceed 29 billion by 2030, while spending within destinations is expected to reach $10 trillion.
These projections underscore the potential commercial opportunities for hotels, airlines, tour operators, destination-management companies, restaurants and technology providers seeking to benefit from expanding travel demand.
ATM 2027 will use its Global Stage and Future Stage to host discussions on emerging trends, while the Experience Hub will provide opportunities for industry roundtables, specialised discussions and networking.
The event is expected to bring together tourism stakeholders from established and emerging markets to examine how changing traveller expectations are reshaping tourism products, investment priorities and business partnerships.
For destinations and businesses, the growing emphasis on experiences presents an opportunity to differentiate their offerings in an increasingly competitive market, while technology providers stand to benefit from rising demand for solutions that make travel more convenient, personalised and engaging.
The event will take place from May 3 to 6, 2027, at the Dubai World Trade Centre.
