Arabian Travel Market 2027 Unveils Theme as Demand for Travel Experiences Grows

The Arabian Travel Market (ATM) has announced “Travel Without Boundaries: Shaping Global Travel Through Experience” as the theme for its 2027 edition, highlighting how travellers’ changing interests are influencing destination choices and creating new business opportunities across the tourism industry.

The 34th edition of the travel and tourism exhibition will take place from May 3 to 6, 2027, at the Dubai World Trade Centre in the United Arab Emirates. Organisers say the event will examine how destinations, hospitality businesses and tourism operators can respond to travellers seeking experiences built around culture, food, adventure, wellness, music and sport.

According to the ATM Travel Trends Report 2026, produced in association with Tourism Economics, 56 per cent of consumers are more interested in exploring new destinations than they were two years ago. That 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 become more interested in sampling local food and drink, while 40 per cent are increasingly interested in meeting local people. Meanwhile, 30 per cent said they were more interested in event-related travel than two years earlier.

The findings point to a shift towards trips organised around particular interests, with experiences increasingly influencing destination decisions rather than being treated as activities added after travel plans have been made. For tourism businesses, the trend could create opportunities to develop specialist packages, work with local service providers and attract visitors through distinctive cultural, culinary and recreational offerings.

Danielle Curtis, regional portfolio director for the UAE at RX Global, the exhibition organiser, said travellers were paying closer attention to what a journey allows them to experience, including opportunities to discover cultures, pursue personal interests and create memorable experiences with others.

She said the “Travel Without Boundaries” theme would explore how businesses could collaborate across traditional tourism categories, including combinations of business and leisure travel, wellness and adventure, and premium experiences alongside more affordable options.

The 2027 programme will be organised around four pillars: Experience Without Boundaries, Opportunity Without Boundaries, Innovation Without Boundaries and Possibility Without Boundaries. According to the organisers, the themes will address changing traveller motivations, emerging markets, commercial opportunities, technology and collaboration across the tourism sector.

Technology is also expected to feature prominently, particularly tools that support more personalised travel planning and services. The report identifies artificial intelligence as an increasingly influential element of travel planning, while also highlighting the continuing role of local guides, hosts and communities in shaping visitors’ experiences. ATM Travel Tech, the event’s co-located technology exhibition, will return as part of the programme.

The organisers also cited a positive longer-term outlook for tourism. The report forecasts international arrivals to grow by 8 per cent worldwide and 17 per cent across the MENASA region in 2027, following disruptions in 2026. By 2030, worldwide visitor nights across domestic and international travel are projected to exceed 29 billion, while spending within destinations is forecast to reach US$10 trillion.

ATM 2027 will also feature discussions on its Global Stage and Future Stage, alongside the return of the Experience Hub, which is designed to support industry roundtables, specialised discussions and networking among tourism professionals.

The event’s focus reflects the growing importance of matching tourism products to visitors’ interests as destinations compete for international spending. For businesses across hotels, restaurants, transport, attractions and travel technology, the challenge is not simply to attract visitors but to build experiences that encourage them to explore more, engage with local communities and spend across a wider range of services. The event will bring tourism stakeholders together in Dubai to discuss how those changing expectations are influencing investment and business opportunities across established and emerging markets.