ATM 2026 Closes in Dubai with Tourism Leaders from 115+ Countries and Major Travel Deals

The 33rd Arabian Travel Market (ATM) 2026 has concluded in Dubai after bringing together travel buyers and industry leaders from more than 115 countries, reinforcing the emirate’s position as one of the world’s leading hubs for tourism, aviation and travel technology.

Held at the Dubai World Trade Centre from 14–17 September, the four-day exhibition attracted decision-makers from the UAE, Saudi Arabia, India, the United Kingdom, Egypt, China, South Africa, the United States and dozens of other international markets. More than 55 destination pavilions showcased tourism offerings alongside airlines, hotels, transport operators and technology companies.

Beyond networking, ATM 2026 became the launchpad for several significant regional initiatives. The United Arab Emirates unveiled Visit UAE, its first unified national tourism brand, alongside the UAE Grand Tour, a digital platform that enables visitors to explore all seven emirates through a single continuous travel route.

The aviation sector also recorded major developments. Emirates signed 11 memoranda of understanding (MoUs) with regional and international partners, strengthening cooperation across tourism marketing, passenger experience, travel products and technology.

In another landmark agreement, Etihad Airways and Etihad Rail announced plans to develop a seamless air-and-rail travel experience, aimed at connecting Abu Dhabi with destinations across the UAE and making multimodal travel easier for residents and visitors.

This year’s edition was held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” with artificial intelligence emerging as one of the event’s defining topics. More than 90 conference sessions and 28 live demonstrations explored how AI, digital transformation, smart mobility and changing traveller expectations are reshaping global tourism.

Among the standout technology showcases was TripGenie, an AI-powered travel booking platform developed through a collaboration between Mastercard, Trip.com and Network International. The platform is designed to personalise how travellers search, plan and pay for their journeys.

The hospitality industry also used ATM to unveil ambitious expansion plans. Rotana announced a development pipeline of 40 new hotels comprising more than 8,300 rooms, with ten projects located in Saudi Arabia, underscoring the Kingdom’s growing importance in the regional tourism landscape.

Meanwhile, a consortium comprising Air Arabia Group, Nesma Group and KUN Holding Company confirmed that a new Saudi airline will begin operations on 20 September 2026, connecting Dammam with Riyadh, Madinah and Jeddah.

His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said the strong international participation reflected continued confidence in Dubai as a safe, connected and accessible global destination, adding that the event created valuable opportunities for partnerships and long-term collaboration across the industry.

Danielle Curtis, Regional Portfolio Director for RX Global in the UAE, said exhibitors demonstrated strong optimism throughout the exhibition, with technology-focused exhibition space doubling this year following the introduction of the co-located ATM Travel Tech show.

Now in its 33rd edition, Arabian Travel Market continues to evolve beyond a traditional trade exhibition into a year-round platform connecting destinations, businesses and innovators across the global tourism ecosystem. Organizers have already confirmed that ATM 2027 will return to the Dubai World Trade Centre from 3–6 May 2027, as the industry looks ahead to the next chapter of travel innovation.