The Arabian Travel Market (ATM) is entering its 33rd edition this month, reflecting how dramatically Dubai and the wider Middle East have changed the global tourism landscape over the past three decades
The 2026 event will take place at the Dubai World Trade Centre from September 14 to 17, bringing together tourism boards, airlines, hotels, travel companies and technology providers from around the world. The event is being held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.”
From Trade Show to Global Tourism Hub
ATM has grown far beyond its original role as a regional travel trade gathering. Today, it provides a platform where destinations, airlines, hotels and travel businesses meet to discuss investment, connectivity and changing traveller expectations.
The 2025 edition attracted more than 55,000 travel professionals from 166 countries, highlighting the scale of the event and Dubai's role as a meeting point between tourism markets across Europe, Asia, Africa and the Americas.
The 2026 edition is expected to continue that international expansion, with strong participation growth from several regions. Between 2024 and 2026, participation from Africa grew at a compound annual rate of nearly 32%, while Asia recorded growth of almost 14%.
Dubai’s Transformation Changed the Travel Map
ATM's growth has closely followed Dubai's transformation into one of the world's most recognisable tourism destinations.
The city's strategy has combined large-scale infrastructure with attractions ranging from luxury hotels and shopping districts to theme parks, beaches, cultural destinations and major entertainment events.
Dubai's latest tourism figures show the scale of that development. The emirate recorded 32 million hotel guests in 2025, along with approximately 110 million guest nights and hotel revenues of AED49.2 billion. Hotel occupancy stood at around 79.3%.
Projects such as Palm Jebel Ali, Hatta's tourism development and Jebel Ali Beach are part of the next stage of Dubai's expansion, with infrastructure and destination development continuing to reshape the city's tourism offering.
Technology Is Changing How People Travel
Technology has become one of the most important themes at ATM as travellers increasingly expect faster, more personalised and more convenient experiences.
The 2026 edition introduces ATM Travel Tech as a fully co-located show, reflecting how closely tourism is now connected with artificial intelligence, digital platforms, data and automation.
Artificial intelligence is also changing the way hotels, airlines and destinations interact with customers. Industry leaders are increasingly discussing AI as a tool for improving efficiency and personalisation rather than simply replacing human service.
That shift is creating a new expectation across the sector: technology should make travel easier while still preserving the human side of hospitality.
Luxury Travel Is Becoming More Personal
The definition of luxury tourism is changing as well.
Travellers are increasingly looking beyond expensive hotels and traditional VIP experiences. Wellness, sustainability, privacy, authenticity and highly personalised itineraries are becoming more important factors in premium travel.
ATM's Ultra Luxury Lounge is designed to reflect that change, bringing together companies focused on high-end experiences and the growing demand for more meaningful forms of luxury travel.
The trend is particularly relevant to the Middle East, where destinations are investing heavily in luxury resorts, cultural attractions, wellness experiences and large-scale entertainment projects.
Leisure Travel Drives the Next Growth Wave
Global tourism is also entering a period in which leisure spending is expected to become increasingly important.
ATM research cited by organisers estimates that global leisure travel spending could rise to around $15 trillion by 2040, compared with roughly $5 trillion in 2024. The Middle East is expected to record around 7% annual growth in leisure spending between 2025 and 2030, making the region one of the world's fastest-growing tourism markets.
Beach holidays, city breaks and nature-based travel remain popular across the region, while sports tourism, cultural experiences and wellness trips are gaining momentum.
Connectivity Remains at the Heart of Tourism
Better air connectivity has been one of the biggest forces behind the growth of destinations such as Dubai.
The emirate's location and international aviation network allow travellers from multiple continents to connect through the city, giving hotels, attractions and tour operators access to a huge international customer base.
ATM is now reflecting that broader connectivity, with growing participation from Asian and African markets and an increasing focus on emerging travel corridors.
That matters because future tourism growth is unlikely to come from a single region. Instead, it will depend on stronger links between destinations, airlines, travel companies and consumers across continents.
A New Chapter for Dubai and Global Tourism
After 33 editions, ATM has become something of a mirror for the tourism industry itself.
The event has evolved alongside Dubai's rise from a regional commercial centre into a global destination, while reflecting wider changes in how people travel, what they value and how technology influences their journeys.
This year's focus on Travel 2040 shows where the industry believes the next phase is heading: greater connectivity, smarter technology, more sustainable development and increasingly personalised experiences.
As the 33rd Arabian Travel Market opens in Dubai, the event is therefore about more than hotels, destinations and tourism deals. It offers a snapshot of how the global travel industry has changed and how Dubai is continuing to position itself at the centre of that transformation.
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