https://gulfbusiness.com/: Arabian Travel Market 2026 (ATM 2026) opens in Dubai today, bringing the global travel and tourism industry together as artificial intelligence, resilience, aviation, hospitality and changing traveller expectations move to the centre of discussions about the sector’s future.

The 33rd edition of ATM will run from September 14 to 17 at Dubai World Trade Centre (DWTC).

The exhibition will bring together destinations, tourism authorities, airlines, hotels, travel technology companies, tourism suppliers, and industry professionals from around the world, with confidence, resilience, and collaboration as key areas of focus.

The event is being held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology”, examining how artificial intelligence, digital transformation, smart mobility and evolving traveller expectations are influencing tourism.

The conference programme will span the Global Stage, Future Stage and Experience Hub, with sessions covering artificial intelligence, destination resilience, hospitality, aviation, business events, luxury travel, accessibility, sustainability and investment.

ATM’s official knowledge partners will provide research, including Tourism Economics, Euromonitor International and Dragon Trail International.

ATM’s separate official conference programme says more than 200 speakers and contributors will participate, with discussions also covering traveller behaviour, international cooperation and the changing economics of global travel.

Dubai tourism recovery in focus at ATM
The event comes as Dubai’s tourism industry continues to recover following disruption earlier in the year.

Dubai welcomed approximately 869,000 international overnight visitors in August, its strongest monthly volume since February, taking total international visitation to 6.97 million during the first eight months of 2026.

Hotels recorded 21.61 million occupied room nights during the period, while hotel room inventory approached 149,000 rooms by the end of August, DET shared in a statement.

DET is participating in ATM alongside more than 115 co-exhibitors from Dubai’s tourism ecosystem and is hosting more than 300 international travel trade professionals from over 40 countries through its ATM Hosted Buyers Programme.

Resilience and confidence
The industry’s response to recent disruption will be a major part of the conversation at ATM 2026, the organisers said.

RX Global, organisers of Arabian Travel Market (ATM), recently hosted the official press conference for ATM 2026 alongside the event’s strategic partners and key partners, the Dubai Department of Economy and Tourism (DET), Emirates, IHG Hotels & Resorts and Al Rais Travel.

In a report published by state news agency WAM, Danielle Curtis, regional portfolio director – UAE, RX Global, said: “The past few months have required our industry to adapt, and we are extremely grateful for the trust, understanding and flexibility our customers and partners have shown throughout this period. In turn, we have listened closely to their needs, adapted where necessary and worked alongside them to provide the support and flexibility needed to navigate changing circumstances.

“ATM has always been about bringing the global travel community together, and this year that role feels particularly important. As we reconnect in Dubai, our focus is on strengthening partnerships and addressing the immediate priorities facing the industry, while also looking ahead to the innovation and opportunities that will shape the future of travel.”

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, part of DET, said hosting ATM at this important moment for the global travel industry reflects Dubai’s role as a trusted meeting point for the world, where government and private sector partners work in close alignment to sustain confidence, enable business and shape new growth opportunities.

“It is also a testament to visionary leadership that has, over decades, built a destination which is agile and confident through every cycle.”

Technology takes a bigger role
Technology will have an expanded presence at ATM with the launch of ATM Travel Tech as a dedicated co-located exhibition.

Sabre has joined as the official ATM Travel Tech Strategic Partner, while the Tech & Innovation Hub will showcase developments in artificial intelligence, immersive technologies, robotics, fintech and smart mobility.

Official ATM programme material says sessions will examine subjects including agentic AI, the future of online travel agencies, investment and consolidation, digital discovery and changes across the travel supply chain.

Ramzi Al-Qassab, MD for the META, EE, CIS, PK, Sabre, ATM Travel Tech Strategic Partner, said: “A lot has changed since we last gathered in Dubai, and our industry is having to navigate current economic and geopolitical uncertainty alongside real technological opportunity. That’s the fog our customers are flying through right now, and Arabian Travel Market is where we come together to help chart a way through it.

“Sabre’s role is to give airlines, agencies and hoteliers the intelligence and technology to navigate the now with confidence while building for what’s next. As we look to the future, that’s exactly the balance we’re helping the industry strike.”

Emirates looks to deepen tourism partnerships
Emirates will use ATM to deepen partnerships, develop business opportunities and showcase its latest products.

Adnan Kazim, deputy president and CCO at Emirates, said: “Arabian Travel Market has long been a key industry fixture in our calendar and is an important platform for Emirates to deepen relationships with partners, create new business opportunities, and give visitors a first-hand experience of our latest products.

“This year, we are furthering joint tourism initiatives and tie-ups with organisations serving specialised traveller segments, along with steadily strengthening our long-standing partnerships. Growing a destination or tapping into new customer segments is not a solo effort and we look forward to a productive ATM, and to what these partnerships will deliver for the wider industry.”

The Emirates stand will also offer travel industry visitors a chance to experience the airline’s other signature products including its A380 Shower Spa, A380 Onboard Lounge, Boeing 777 Game Changer First Class Suite, A350 Business Class seat, and A350 Economy Class Seats.

The new A350 fully electric Premium Economy seat features a full-height privacy divider, an industry first. Alongside the newly introduced features, the seat offers preset lounge and meal seating positions, the airline’s industry-first U-Dream leather headrest, wireless charging, USB-C power charging, a 13.3-inch 4K HDR screen, and numerous other touches.

Hospitality turns to sustainable demand
The outlook for hospitality will also be in focus as operators consider how the region’s growing hotel supply can translate into sustainable demand.

Haitham Mattar, MD, India, Middle East & Africa at IHG Hotels & Resorts, said: “The Middle East continues to demonstrate strong long-term fundamentals for travel and hospitality, supported by sustained investment in tourism, infrastructure, destination development and international connectivity.

“As hotel supply grows, the next phase will be about converting that investment into sustainable, long-term demand – using technology and data to understand travellers better, remove friction from the guest journey and deliver more relevant experiences. ATM’s focus on innovation and technology is therefore timely, bringing the industry together to strengthen partnerships and explore how these capabilities can support responsible growth through 2040 and beyond.”

Al Rais Travel bets on AI
Al Rais Travel will use ATM to launch its new AlRaisTravel.com platform, featuring Voice AI and Chat AI, while also expanding its presence in medical tourism.

Mohamed Al Rais, ED of Al Rais Travel, said: “This year’s theme, ‘Travel 2040: Driving New Frontiers Through Innovation and Technology,’ reflects the direction in which our industry is moving. Since 1977, Al Rais Travel has grown alongside Dubai, building a legacy based on trust, strong partnerships and personal service.

“At ATM 2026, we are proud to begin our next chapter with the launch of the new AlRaisTravel.com platform, featuring Voice AI and Chat AI to make travel planning faster, easier and more personal. We are also strengthening our presence in medical tourism by connecting travellers with trusted healthcare providers worldwide. As a strategic partner of ATM, we remain committed to combining nearly five decades of experience with technology to help shape the future of travel from Dubai.”

ATM organisers said preparations for the 2026 edition have involved ongoing engagement with exhibitors, buyers, partners and other stakeholders as the

industry adapted to changing circumstances.

For Dubai, ATM also comes as connectivity continues to recover. DET said Emirates has restored 97 per cent of its global network, while load factors at Dubai International Airport are strengthening and approaching 2025 levels.

Over four days, the event will provide a platform for the industry to assess how rapidly technology is changing travel, how destinations and companies are responding to uncertainty, and where the next opportunities for tourism growth are likely to emerge.