Arabian Travel Market 2026 concluded in Dubai with travel buyers representing more than 115 countries, as the four-day gathering produced a string of commercial announcements across aviation, hospitality, rail and travel technology.
Held at the Dubai World Trade Centre from September 14 to 17, the 33rd edition attracted senior executives and procurement professionals from major tourism markets including the UAE, India, Saudi Arabia, Pakistan, the United Kingdom, Egypt, Türkiye, South Africa, the United States and China.
More than 55 destination stands participated in the exhibition, bringing together tourism authorities, airlines, transport companies, hospitality brands and technology providers.
The event was organised under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” with discussions focusing on artificial intelligence, digital transformation, smart mobility and changing traveller expectations.
More than 90 sessions were held across the Global Stage, Future Stage and Experience Hub, alongside 28 live showcases at the Tech & Innovation Hub’s Demo Zone.
Visit UAE Brand Unveiled
One of the major announcements at ATM 2026 was the launch of Visit UAE, described by organisers as the country’s first unified national tourism brand.
The initiative is intended to market the seven emirates as an integrated destination rather than presenting each exclusively as an individual tourism market.
The UAE Grand Tour, an online platform enabling travellers to plan a continuous journey through all seven emirates, was also unveiled during the event.
The initiatives reflect growing competition among global destinations to make travel planning easier while encouraging visitors to stay longer and spread spending across multiple destinations.
For the UAE, stronger integration could allow tourists arriving through major gateways such as Dubai and Abu Dhabi to more easily explore other emirates during the same trip.
Emirates Signs 11 Agreements
Aviation was another major component of the event.
Emirates signed 11 memoranda of understanding, covering seven regional and international destinations.
The agreements involve areas including technology, marketing, travel products and packages, connectivity and passenger experiences.
Meanwhile, Etihad Airways and Etihad Rail signed an MoU to explore an integrated air-and-rail travel experience within the UAE.
Under the proposed arrangement, the companies will examine opportunities to simplify connections between aviation and rail services, potentially making it easier for passengers arriving in Abu Dhabi to travel onwards to other destinations across the country.
Such integration is becoming increasingly important as destinations seek to make transport networks part of the overall visitor experience rather than treating airports, airlines and ground transportation as separate systems.
Rotana Plans 40 New Hotels
The hospitality industry also used ATM to announce expansion plans.
Rotana unveiled the next stage of its regional growth strategy, with 40 hotels comprising more than 8,300 rooms under development.
Ten of those projects are in Saudi Arabia, highlighting the kingdom’s growing importance to international and regional hotel operators.
Saudi Arabia has been investing heavily in tourism infrastructure as part of its broader economic diversification strategy, creating opportunities for airlines, hotel groups, travel companies and technology providers.
AI Moves Deeper Into Travel Industry
Technology occupied significantly more space at this year’s event.
According to ATM organisers, exhibition floorspace dedicated to technology doubled with the introduction of the co-located ATM Travel Tech show.
ATM Travel Tech featured more than 180 exhibitors from 30 countries, while its 850-square-metre Tech & Innovation Hub showcased technologies including artificial intelligence, virtual and augmented reality, robotics, fintech and green technologies.
Mastercard and Trip.com were among companies demonstrating how artificial intelligence could change the booking process.
The companies showcased booking experiences powered by TripGenie, an AI agent developed with Network International and designed to assist consumers as they search, plan and pay for travel.
The technology illustrates the travel industry’s growing interest in agentic AI — systems capable of completing several connected tasks rather than simply responding to individual questions.
New Saudi Airline Takes Shape
ATM 2026 also provided the platform for another development in Middle Eastern aviation.
A consortium comprising Air Arabia Group, Nesma Group and KUN Holding Company announced that a new airline would begin operations in Saudi Arabia on September 20, connecting Dammam with Riyadh, Madinah and Jeddah.
The announcement adds to growing aviation investment across the Gulf as governments expand airport capacity and international connectivity alongside tourism development.
Tourism Industry Looks Beyond 2026
Issam Kazim, Chief Executive of the Dubai Corporation for Tourism and Commerce Marketing, said the event provided an opportunity for local and international stakeholders to strengthen partnerships and identify areas for collaboration.
He also pointed to participation at the event as evidence of continued confidence in Dubai’s tourism proposition.
ATM said the broader event has grown 16 per cent year-on-year and attracts more than 55,000 travel professionals from 166 countries.
Attention is already shifting to the next edition.
Arabian Travel Market 2027 is scheduled for May 3 to 6 at the Dubai World Trade Centre, as organisers seek to build on the partnerships and commercial opportunities generated during this year’s event.
