Innovation, technology and international collaboration take centre stage as the 33rd edition of Arabian Travel Market opens at Dubai World Trade Centre
Dubai once again becomes a meeting point for the global travel industry as Arabian Travel Market 2026 opens its doors at Dubai World Trade Centre from 14–17 September 2026.
Now in its 33rd edition, ATM arrives at a moment when tourism is not simply returning to familiar models, but actively redefining what global travel may look like in the decades ahead. This year’s theme, “Travel 2040: Driving New Frontiers Through Innovation and Technology,” places the emphasis firmly on transformation — from artificial intelligence and digitalisation to smart mobility, sustainability and rapidly changing traveller expectations.
The event brings together destinations, tourism authorities, airlines, hospitality groups, technology companies, investors, buyers and industry leaders from across the world, creating a platform for both commercial development and a broader conversation about the future direction of international tourism.
Travel 2040: beyond recovery
The tourism sector has experienced significant disruption in recent years, making resilience, confidence and international cooperation increasingly important themes.
ATM 2026 responds to this reality by looking beyond short-term recovery and focusing on long-term growth.
The programme is designed around the idea that the future of tourism will depend not only on where people travel, but on how technology changes the entire travel experience — from planning and booking to mobility, hospitality, payments and destination management.
Artificial intelligence, automation, immersive technology, data, robotics and fintech are therefore no longer presented as peripheral innovations. They are becoming part of the infrastructure of modern tourism.
Danielle Curtis, Regional Portfolio Director – UAE at RX Global, highlighted the significance of bringing the global travel community together again, pointing to the importance of renewed partnerships and the opportunities emerging through innovation.
ATM Travel Tech makes its debut
One of the most significant developments at this year’s edition is the launch of ATM Travel Tech, a dedicated co-located event focused entirely on technologies reshaping global travel.
More than 180 exhibitors from 30 countries are expected across two dedicated halls, underlining the scale at which technology is now becoming integrated with tourism.
At its centre is the 850-square-metre Tech & Innovation Hub, conceived as an immersive environment presenting developments in artificial intelligence, virtual and augmented reality, robotics, fintech and green technologies.
The accompanying Future Stage will bring together technology leaders, entrepreneurs, researchers and innovators to discuss developments including AI and automation, digital transformation, immersive commerce and next-generation travel platforms.
The programme begins with Dr Marwan Alzarouni, CEO, AI at the Dubai Department of Economy and Tourism, exploring the role of artificial intelligence in reshaping travel.
Industry representatives from companies including Sabre, Trip.com, Tripadvisor, Wego, MakeMyTrip, RateGain and Visa are also expected to examine the changing structure of digital tourism — from agentic AI and online travel agencies to investment, consolidation and the evolving travel supply chain.
Collaboration as a foundation for resilience
Technology may dominate many of the conversations at ATM 2026, but another central theme is equally important: collaboration.
The Global Stage will open with the Ministerial Debate: Building A Resilient Industry Through Collaboration, bringing together senior tourism leaders to discuss traveller confidence, the international position of the GCC and strategies for creating a stronger and more resilient tourism economy.
Participants announced in the programme include H.E. Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism; H.E. Shaikha Al Nuwais, Secretary General of UN Tourism; Fatima Jaafar Al Sairafi, Minister of Tourism; and Apostolos Tzitzikostas.
The discussion reflects one of the most important realities facing contemporary tourism: destinations are increasingly interconnected. Aviation, hospitality, technology, culture, investment and national tourism strategies can no longer develop in isolation.
Building the future of travel requires cooperation across sectors and borders.
Research, data and the changing traveller
ATM 2026 will also bring a strong analytical dimension to the debate.
Research organisations including Tourism Economics, an Oxford Economics company, Euromonitor International, STR and Dragon Trail International are set to present research and market insights aimed at helping tourism businesses understand changing economic conditions and identify future opportunities.
The value of this research lies in recognising that the traveller of 2040 may expect something profoundly different from the traveller of today.
Personalisation, digital convenience, sustainability, seamless mobility and meaningful experiences are increasingly becoming part of the same conversation.
Destinations will therefore need to think not simply about attracting visitors, but about developing ecosystems capable of responding to new expectations without losing authenticity, cultural identity or long-term sustainability.
Dubai as a global meeting point
The choice of Dubai as the home of Arabian Travel Market is itself significant.
With its connectivity, expanding tourism infrastructure and growing position within the global creative and technology economy, the city has developed into one of the most influential meeting points between Europe, Asia, Africa and the Middle East.
ATM reflects this international character.
According to the organisers, the event has grown by 16% year-on-year, attracting more than 55,000 travel professionals from 166 countries.
This scale demonstrates that Arabian Travel Market has evolved far beyond the traditional concept of an exhibition. It is increasingly positioned as a year-round global platform connecting businesses, destinations, knowledge, ideas and investment.
Its refreshed brand identity for 2026 reinforces precisely this direction — presenting ATM not simply as a four-day event, but as part of a wider international travel ecosystem.
Where tourism meets technology, culture and experience
What makes the conversation surrounding ATM 2026 particularly relevant is the increasing disappearance of traditional boundaries.
Travel is connected to technology, but also to architecture, culture, design, gastronomy, entertainment, sustainability and creative industries.
The destinations that succeed in the coming years may therefore be those able to create not simply infrastructure, but identity and experience.
Technology can make journeys faster, smarter and more personalised. Yet the emotional value of travel continues to come from encounters with people, cultures, landscapes and stories.
Perhaps this is one of the most interesting tensions behind the vision of Travel 2040.
The future may be powered by artificial intelligence, robotics and data, but people will continue to travel because they want to discover something beyond themselves.
As Arabian Travel Market 2026 opens in Dubai, the industry is therefore not only asking how people will travel in the future.
It is asking a much broader question:
What should the future of travel feel like?
And in Dubai this September, thousands of professionals from around the world will begin shaping some of the answers.
2026.09.13 Stockholm
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