The Arabian Travel Market 2026 (ATM 2026) has once again proven why Dubai is the beating heart of the global travel industry. Held from 14 to 17 September 2026 at the Dubai World Trade Centre, the 33rd edition brought together decision makers from the UAE, India, Saudi Arabia, Pakistan, United Kingdom, Egypt, Kuwait, Oman, Jordan, Türkiye, Bahrain, South Africa, Qatar, United States and China.
This year's event welcomed more than 55,000 participants from across the global travel and tourism industry, along with travel buyers from over 115 countries.
In this blog, we cover everything you need to know about ATM 2026, including its theme, biggest announcements, technology trends, airline deals and what it all means for the future of travel.
What is Arabian Travel Market (ATM)?
Arabian Travel Market is the leading international travel and tourism event in the Middle East. It is held every year in Dubai and connects airlines, hotels, tour operators, tourism boards, technology companies and travel buyers from around the world.
ATM 2026 marked the 33rd edition of the show, cementing its role as one of the most influential travel exhibitions globally.
ATM 2026 Quick Facts
Here are the key details at a glance:
Event: Arabian Travel Market 2026 (ATM 2026)
Edition: 33rd
Dates: 14 to 17 September 2026
Venue: Dubai World Trade Centre (DWTC)
Theme: Travel 2040: Driving New Frontiers Through Innovation and Technology
Participants: More than 55,000 industry professionals
Buyer reach: Travel buyers from 115+ countries
Next edition: 3 to 6 May 2027 at Dubai World Trade Centre
The Theme: Travel 2040
The theme for ATM 2026 was "Travel 2040: Driving New Frontiers Through Innovation and Technology."
The idea was to look beyond short term recovery and imagine how the travel industry will look over the next 15 years. Discussions centred on how artificial intelligence, smart mobility, immersive technology and sustainability will reshape how people plan, book and experience travel.
Dubai's Record Tourism Numbers
Dubai entered ATM 2026 on a high note. Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai, highlighted that Dubai welcomed approximately 7m international overnight visitors in the first eight months of 2026 with around 21m hotel room nights booked.
This continued growth reinforced Dubai's position as a top global tourism hub and set an optimistic tone for the entire four day event.
Key Highlights from ATM 2026
1. Debut of ATM Travel Tech
One of the biggest firsts at ATM 2026 was the launch of a dedicated technology show. ATM Travel Tech made its debut in 2026, bringing more than 180 exhibitors from 30 countries into two dedicated halls.
At the centre of the tech experience was an 850m² Tech & Innovation Hub offering immersive demos in AI, VR and AR, robotics, fintech, and green technologies.
This confirmed that travel technology is no longer a side conversation. It is now a core pillar of the industry.
2. AI Takes Centre Stage
Artificial intelligence dominated the ATM 2026 agenda. Artificial intelligence, resilient travel demand and a wave of new airline and hospitality investments dominated the opening day of Arabian Travel Market (ATM) 2026 in Dubai.
Dubai's tourism authorities framed AI as core infrastructure rather than a simple booking tool. It is being used to predict demand, manage capacity and personalize every step of the traveller journey.
3. Emirates Signs 30+ New Agreements
Emirates was one of the biggest headline makers of the show. Emirates wrapped up its participation in the Arabian Travel Market 2026 having secured over 30 agreements that covered tourism boards in 16 nations along with entities representing emerging customer groups and communities.
The airline also revealed its inaugural electrically powered Premium Economy seat, unveiled to the public for the first time during the event.
4. Etihad Airways and Etihad Rail Sign MoU
Air and rail integration in the UAE moved a step closer. Etihad Airways and Etihad Rail signed an MoU at ATM 2026 to explore the creation of a seamless air-rail travel experience for the UAE, connecting visitors and residents to destinations across the country.
This is a major move towards multi modal travel in the region.
5. New Saudi Airline Announced
Saudi Arabia's aviation ambitions received another boost. A consortium comprising Air Arabia Group, Nesma Group and KUN Holding Company announced that a new airline would begin operating in Saudi Arabia on 20 September 2026, connecting the eastern city of Dammam with Riyadh, Madinah and Jeddah.
6. Rotana Reveals 40 Hotel Pipeline
Regional hospitality growth is booming. Rotana unveiled the next phase of its regional growth strategy at ATM 2026, with a pipeline of 40 hotels and more than 8,300 keys under development. Ten of these projects are located in Saudi Arabia, highlighting the strategic importance of the KSA market to the hospitality giant.
7. Mastercard and Trip.com Showcase AI Booking
Payment and booking innovation was on full display. Mastercard and Trip.com showcased AI-powered booking experiences using TripGenie, developed with Network International to help transform how travellers search, plan and pay for trips.
8. Jazeera Airways Adds Prague Winter Route
Network expansion continued too. Jazeera Airways launches first-ever winter flights from Kuwait to Prague at ATM Dubai 2026, connecting Kuwait travellers directly to one of Europe's most loved winter cities.
9. Launch of Visit UAE
ATM 2026 provided the backdrop for a host of major announcements, from the launch of Visit UAE to MoUs spanning aviation, rail, hospitality and tech.
Visit UAE is set to unify the country's tourism promotion under one banner and strengthen the UAE's global positioning.
10. Smart Border and Digital Visa Innovations
The visitor experience keeps getting more seamless. Dubai's GDRFA is showcasing its Red Carpet biometric border-control system and Click and Travel mobile passport-control service at ATM, alongside the UAE's five-year multiple-entry tourist visa.
Top Trends from ATM 2026
AI Driven Personalisation
From chatbots to smart itineraries, AI is now central to how travellers discover and book trips. Al Rais Travel, for example, launched a new platform incorporating Voice AI and Chat AI.
Rise of Medical and Wellness Tourism
Emirates expanded its involvement in medical tourism, reflecting how the Middle East is positioning itself as a global healthcare and wellness destination.
Multi Modal Travel
Air and rail links, especially the Etihad Airways and Etihad Rail partnership, signal a future where travellers move seamlessly between transport modes.
Saudi Arabia as the New Powerhouse
Saudi Arabia continues to attract massive tourism investment, from airline launches to hotel pipelines and destination development at Diriyah, NEOM and the Red Sea.
Sustainability and Green Tech
Green technology, electric aircraft components and sustainable hospitality solutions were showcased across the innovation hub.
Regional Resilience and Long Term Growth
Saudi Arabia, the UAE, Oman and Qatar generated a combined $272 billion in travel and tourism GDP in 2025, with continued growth expected in the coming years.
Key Takeaways for the Travel Industry
Here is what ATM 2026 clearly signalled for the future:
Technology is no longer optional. AI, biometrics and smart platforms are now central to travel operations.
The Middle East is not just a destination. It is a global connector between Asia, Europe and Africa.
Saudi Arabia is emerging as one of the fastest growing tourism markets in the world.
Airlines are doubling down on partnerships and network expansion.
Multi modal travel (air, rail and road) is the next frontier.
Personalized, seamless and sustainable experiences will define the next decade of travel.
What ATM 2026 Means for Travellers
For everyday travellers, the impact of ATM 2026 will be felt in several ways:
Smarter travel planning powered by AI tools.
Faster and more digital border crossings.
More direct flight routes across the Middle East.
More luxury and mid range hotel options across the GCC.
A wider variety of experiences, from medical tourism to adventure and wellness.
What ATM 2026 Means for Travel Businesses
For travel agencies, tour operators and OTAs like AirIQ360, ATM 2026 reinforced a clear message. The future belongs to businesses that combine strong human service with smart technology.
Adopting AI tools, building strong airline and hotel partnerships and focusing on customer experience will be critical to staying ahead.
When is the Next Arabian Travel Market?
The next edition of Arabian Travel Market is scheduled for 3 to 6 May 2027 at Dubai World Trade Centre. It is expected to be even bigger, with more focus on AI, sustainability and next generation travel experiences.
Frequently Asked Questions
When was Arabian Travel Market 2026 held?
ATM 2026 took place from 14 to 17 September 2026 at the Dubai World Trade Centre.
What was the theme of ATM 2026?
The theme was "Travel 2040: Driving New Frontiers Through Innovation and Technology."
How many people attended ATM 2026?
More than 55,000 travel and tourism professionals attended, with buyers from over 115 countries.
What was new at ATM 2026?
The biggest debut was ATM Travel Tech, a dedicated technology exhibition with more than 180 exhibitors from 30 countries.
What were the top announcements at ATM 2026?
Major highlights included Emirates signing 30+ agreements, an Etihad Airways and Etihad Rail MoU, a new Saudi airline announcement, Rotana's 40 hotel pipeline and the launch of Visit UAE.
When is Arabian Travel Market 2027?
ATM 2027 will be held from 3 to 6 May 2027 at Dubai World Trade Centre.
Final Thoughts
Arabian Travel Market 2026 showed that the global travel industry is not just recovering. It is transforming. With AI, sustainability, multi modal travel and Middle East growth leading the conversation, the industry is entering a bold new era.
