Arabian Travel Market 2026: Dubai to Explore the Future of Hospitality, Innovation and Experience-Led Travel

Arabian Travel Market (ATM)

The global travel industry will turn its attention to Dubai from 14 to 17 September 2026 when Arabian Travel Market (ATM) 2026 returns to Dubai World Trade Centre.

Held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” ATM 2026 will bring together tourism leaders, hospitality executives, destinations, technology innovators and travel professionals to examine the forces reshaping tourism across the Middle East and beyond.

Middle East Hospitality Looks to the Future

The Middle East continues to attract major tourism investment, supporting confidence across the region's hospitality industry.

Haitham Mattar, Managing Director, India, Middle East and Africa, IHG Hotels & Resorts, says continued investment in tourism across markets including the United Arab Emirates, Saudi Arabia and Egypt is strengthening the industry's long-term outlook.

For hotels and resorts, this investment is creating opportunities to develop new destinations, accommodation concepts and experiences while responding to increasingly sophisticated travellers.

ATM 2026 will examine how hospitality businesses can remain resilient while adapting to rapidly changing consumer expectations.

From Hotel Rooms to Meaningful Experiences

One of the strongest themes emerging across global tourism is the shift from accommodation towards experiences.

Today's travellers are increasingly seeking memorable activities connected with gastronomy, wellness, culture, heritage and outdoor adventure. Hotels are therefore evolving beyond traditional accommodation to become gateways to local experiences.

This experience-led approach will be explored throughout the ATM 2026 conference programme, providing industry professionals with insights into how hospitality brands can create personalised and meaningful stays.

Can Hospitality Be Reinvented?

Arabian Travel Market (ATM)

The ATM Global Stage will host the session “Does the Hospitality Industry Need Reinventing?”, examining the commercial strategies being used by hotel operators to strengthen resilience and long-term value.

Topics will include asset repositioning, wellness, branded residences, mixed-use developments and experience-led programming.

Amir Golbarg, Chief Operating Officer of Minor Hotels, will contribute to the discussion, which will also examine changing investment priorities and the strategies influencing the future of hospitality.

What Do Today's Travellers Really Want?

On the Future Stage, “Decoding Hospitality Growth – What Do Today's Travellers Want?” will explore the increasingly diverse motivations influencing travel decisions.

The session will feature Hala Matar Choufany of HVS, Justin Reid of Tripadvisor, Jad Shamseddin of Aleph Hospitality and Sarah Duignan of STR.

Discussion will focus on how hotels can respond to travellers seeking combinations of wellness, culture, connection, personalisation and value.

For tourism businesses, understanding these changing expectations will be essential as competition for international visitors intensifies.

Technology Takes Centre Stage

Arabian Travel Market (ATM)

Technology will be another major focus at ATM 2026 through ATM Travel Tech, a dedicated event examining innovations transforming the guest journey.

Artificial intelligence, predictive services, robotics, immersive technology and smart hospitality solutions are among the technologies changing how hotels interact with guests.

The objective is not simply to introduce new technology, but to use innovation to create smoother, more personalised experiences while improving operational efficiency.

Global Hospitality Leaders Head to Dubai

Leading hospitality brands expected at ATM 2026 include IHG Hotels & Resorts, Accor, Minor Hotels, Rotana, Hilton, Jumeirah, Mandarin Oriental, Four Seasons Hotels & Resorts, Rixos Hotels and Sofitel.

Their participation reflects the importance of the Middle East as both a tourism destination and a major centre for hospitality investment.

For travel professionals, ATM provides opportunities to discover new destinations, examine emerging travel trends, develop business relationships and understand where the industry is heading.

Arabian Travel Market 2026 

Website: https://www.wtm.com/atm/en-gb.html
Event dates: 14–17 September 2026
Venue: Dubai World Trade Centre, Dubai, United Arab Emirates
Email: enquiries@arabiantravelmarket.com
Phone: +971 4 438 0355
Address: Dubai World Trade Centre, Sheikh Zayed Road, Dubai, United Arab Emirates

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