Big-ticket events set the stage for tourism growth in the Middle East

Arabian Travel Market (ATM)

• The event and exhibition market in the GCC is expected to be valued at US$827 million by 2029
• According to the ATM Travel Trends report, 50% of industry experts consider leisure events as a key opportunity for the region’s tourism growth
• Experts speaking at ATM 2025 discussed how global sports tournaments, cultural festivals and music events across the region are boosting tourism and economic growth

‘Big-ticket’ events are playing a pivotal role in driving international tourism and accelerating economic growth, according to experts speaking recently at Arabian Travel Market (ATM) 2025. In the GCC alone, the event and exhibition market is expected to reach US$827 million by 2029, growing at a CAGR of 3.94%.

Following the global success of mega-events such as the FIFA World Cup Qatar 2022 and Expo 2020 Dubai, momentum is building across the region as Saudi Arabia prepares to host the 2034 World Cup.

Discussing the evolution and impact of these events, panellists including H.E. Khalid Jassim Al Midfa, Chairman, Sharjah Commerce and Tourism Development Authority; Sebastien Doussin, Senior Vice President - Global Travel Services & Destination Management. Dnata and Noor Ahmad Hamid, CEO, Pacific Asia Travel Association (PATA), shared fascinating insights at ATM 2025, where the events industry was under the spotlight.

The panel addressed how big-ticket events – so-called for their high value, cost and impact – have demonstrated their ability to attract millions of international visitors, boost hotel occupancy, stimulate infrastructure growth and generate long-term brand positioning for host destinations.

Highlighting the importance of understanding the long-term strategic value of big-ticket events beyond immediate sales, H.E. Khalid Jassim Al Midfa commented: “Big-ticket events provide a destination with an opportunity to establish brand positioning and exposure in a competitive global environment. These events play a vital role in supporting broader government objectives, but it is essential to invest in the right product for your destination.”

Doussin reaffirmed the importance of large-scale events in destination positioning, referencing the growth of the Abu Dhabi Grand Prix, the surge of international golfing tournaments throughout the UAE and the launch of NBA events in the capital.

Arabian Travel Market (ATM)

Commenting on the impact of technology on events, Doussin said: “Technology has already changed big-ticket events, especially in terms of distribution and customer experience. All of the ticketing for the FIFA World Cup in Qatar was completely digital through the official event app, offering flexibility and ease of use. Ultimately, technology enables an event to become more seamless, easier and enjoyable.”

Meanwhile, Hamid urged the industry to broaden the definition of big-ticket events to include exhibitions, conferences and cultural performances. He referenced Bangkok’s weekly concerts, which are mainly K-pop driven, as examples of how live entertainment extends tourist stays.

Supporting the panel’s observations, the ATM Travel Trends report highlights the rising appeal of live entertainment and sports in influencing travel decisions. Leisure events were outlined as the top opportunity for tourism growth among 50% of industry experts, as consumer demand for in-person and cultural experiences has increased significantly in recent years.

The trend of combining traditional leisure and business travel, or ‘bleisure’, has also accelerated as increased remote working and flexible working visas have enabled more people to live and work overseas. Building on this, business travellers are often extending their stays in destinations, creating a new opportunity in this rapidly expanding sector.

The report also highlighted that business events (MICE) are emerging as a significant driver of tourism growth across the Middle East, complementing the region’s thriving leisure sector. Global business travel reached a record US$1.4 trillion in 2024 and is projected to rise to US$2 trillion by 2030. The Middle East is well-positioned to capture a growing share of this lucrative market, increasing from approximately 2.5% in 2024 to over 3% by the end of the decade, supported by world-class infrastructure, a strategic location, and an expanding schedule of high-profile events.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, concluded: “As big-ticket events continue to gain global prominence, their role in shaping the future of tourism, driving economic diversification and enhancing international reputation has never been more evident. The Middle East, with its strategic vision, world-class infrastructure and focus on innovation, is well-positioned to lead the next era of global event tourism.”

Building on the success of its inaugural edition, IBTM@ATM will return to ATM 2026, which takes place at the Dubai World Trade Centre from 4-7 May 2026, with a dedicated zone within Hall 3, highlighting the show’s strategic focus on the global business events sector.

Designed to facilitate high-value connections, the zone allows business event suppliers to showcase, promote their destinations and services, and engage with pre-qualified international event planners, Professional Conference Organisers (PCOs), and associations through an exclusive hosted buyer programme.

This specialised area will once again host the IBTM Stage, providing a comprehensive conference programme tailored to industry professionals, encouraging knowledge exchange and thought leadership. IBTM@ATM 2026 is set to be a vibrant hub for innovation, collaboration, and business growth in the global events industry.

ATM will return to the Dubai World Trade Centre from 4-7 May 2026.

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As 60% of UAE travellers rely on AI to plan trips, human connection remains vital

ATM 2025

• With the global meetings and events industry projected to exceed USD 2.3 trillion by 2032, demand for intelligent tech solutions is accelerating
• Experts from the technology, hospitality and events industries met at ATM 2025 to explore the growing impact of digital platforms and AI in travel
• Companies including Sabre, Expedia TAAP and Cvent highlighted the critical role of human insight in building smarter platforms

Travel technology is transforming the industry globally, changing the way travellers plan, book, and experience their journeys. According to a recent report by Tourism Economics on behalf of Arabian Travel Market (ATM), 60% of travellers in the UAE trust Artificial Intelligence (AI) to plan every aspect of their trips, compared to 48% of travellers in other countries, with this figure predicted to rise as technology becomes more embedded into consumer habits.

According to the report, AI is becoming a key tool for travellers planning trips to the Middle East. Nearly six in ten have used AI for travel planning, with 21% using it before their most recent trip. As AI adoption grows, it is expected to play an increasing role in delivering personalised recommendations and booking experiences for tech-savvy travellers. The research also confirmed that travel firms are harnessing AI to enhance customer service and drive economic impact.

In line with the digital transformation within travel and tourism, ATM 2025 provided a platform for experts across the technology, hospitality and events industries to discuss the implications for human connection as AI-powered tools, personalised service platforms, and data-led design become more prevalent.

Speaking during the event, Amy Read, VP Innovation at Sabre Hospitality, said: “It is important to recognise that human connection is at the core of hospitality. When we think about innovation within hospitality, we try to find ways that amplify those key moments, rather than replace them. We want to free up staff time so that they can engage in more meaningful interactions.”

ATM 2025

Read acknowledged that it is vital for the industry to recognise that technology has changed guests' expectations of hospitality providers as they now seek instant gratification and swift responses. This has led to the development of innovative solutions such as SynXis Concierge AI, which uses generative AI to transform customer service for hoteliers, providing immediate, detailed, and accurate responses to specific queries, reducing the reliance on individual staff knowledge and ensuring consistent, high-quality service around the clock.

Other examples include Miral’s AI concierge, Majd Al, which is utilised at attractions such as Yas Bay Waterfront and Ferrari World Yas Island in Abu Dhabi. The service offers tailored suggestions based on individual preferences, helping visitors maximise their experience.

Fellow panellists agreed that human-centric innovation begins with understanding consumer behaviour, with organisations like Almosafer adopting a co-creation approach, developing tools based on customer pain points. Similarly, travel agent platform Expedia TAAP builds technology informed by insights from travel agents themselves, ensuring that its tools are aligned with customer needs and are usable.

Meanwhile, the rise of AI in the business events (MICE) sector is delivering significant gains in efficiency and insight. With the global meetings and events industry set to reach USD 945 billion in 2025 and projected to exceed USD 2.3 trillion by 2032, the need for scalable, intelligent tools has never been greater. Data-led personalisation is now critical to driving attendee engagement and loyalty, with AI helping to automate sourcing, translate content in real time, and generate tailored event experiences.

However, speakers were united in warning against over-reliance on technology at the expense of authenticity. As AI becomes central to personalising travel experiences and improving operational efficiency, it does not replace human roles but rather reshapes them, encouraging organisations to realign talent towards more meaningful, guest-focused interactions. Ultimately, as event planners and travel providers aim to create experiences that resonate, the consensus remains that human connection must stay central to every digital advancement.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, commented: “When it comes to travel and tourism innovations, the most effective technologies are those that amplify human interactions, improve efficiency and respond directly to customer needs. The industry has a shared commitment to responsible innovation by placing people at the centre of every technology solution.”

Reflecting the travel industry’s total convergence with technology and innovation, ATM Travel Tech was larger than ever at the 2025 edition, with an increase of over 26% in the number of products showcased. ATM 2026, which takes place from 4-7 May, will build further on this innovation focus, showcasing the latest technologies that are shaping the future of travel.

For more information, log on to wtm.com/atm/en-gb.html.

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ATM outlines why luxury hospitality leaders view personalisation as key to revenue growth

Travel Market (ATM) 2025

• During ATM 2025, senior executives from Minor Hotels, Fairmont and Marriott highlighted the rise of ‘hyper-personalisation’ in the luxury hospitality industry
• The ATM Travel Trends report states that 85% of hoteliers view personalisation as a crucial driver of commercial value
• Next-Gen travellers are driving demand for luxury experiences that focus on meaning over opulence

Personalisation is emerging as a growing trend in travel and tourism, particularly within the luxury segment, as travellers increasingly seek experiences tailored to their individual preferences and lifestyles.

At Arabian Travel Market (ATM) 2025, senior executives from leading hotel groups, including Minor Hotels, Fairmont and Marriott, examined the rising influence of ‘hyper-personalisation’, which moves away from one-size-fits-all services to offering bespoke guest experiences. Leveraging tools such as AI-driven customisation and chatbots, as well as personalised welcome amenities and bespoke dining options, these brands are redefining the customer journey in the luxury travel segment, which is witnessing a continued surge worldwide.

According to the ATM Travel Trends Report 2025, developed by ATM in partnership with Tourism Economics, 85% of hoteliers now consider personalisation as a key driver of commercial value, with tailored experiences shown to generate additional revenue of up to 5%. Furthermore, insights by market intelligence firm Future Market Insight Inc, has revealed the global customisation and personalisation in travel market is expected to reach US$620.71 million by 2032.

Speaking during the panel, experts defined hyper-personalisation as providing individualised experiences that anticipate both expressed and unspoken guest needs. While technology and Artificial Intelligence (AI) are instrumental in delivering customised

offerings at scale, the panellists agreed that human connection remains essential for a truly personalised hospitality experience.

Nicolas Hauvespre, VP of luxury brands at MEA Marriott, said: “When it comes to hyper-personalisation, for many brands, this goes far beyond traditional service. It's about creating something highly tailored and curated through leveraging technology and building on your culture, so you can develop that anticipatory service and meet both the explicit and unspoken needs of your guests.”

The panel, which also included Loay Nour, Vice President Fairmont Brand and Marketing Communications, and Amir Golbarg, Senior Vice President Minor Hotels, also discussed the importance of establishing an emotional connection, anticipating guest needs, and building this over time.

“Luxury is not one size fits all, it's no longer about recognising someone by the name or knowing their preferences in their profile, because you need to understand that those consumers are not only hotel consumers, they are exposed into the ultra level of personalisation from other brands and other industries that they work with, so they have a certain minimum of expectations,” said Nour.

In the Middle East and Africa, Marriott is embracing this shift while maintaining brand distinctiveness, expanding its luxury footprint with projects such as the Ritz-Carlton Reserve at Nujuma in Saudi Arabia’s Red Sea, which is rooted in immersive, cultural experiences. Upcoming openings elsewhere in the region include a portfolio of curated Ritz-Carlton safari lodges in eastern Africa, which will pioneer new destinations and provide guests with highly authentic experiences.

Travel Market (ATM) 2025

Meanwhile, owner-led hospitality companies, such as Minor Hotels, are using their lean structures to pilot new concepts in-house before rolling them out globally. This operational flexibility has enabled the company to invest in curated, experience-driven offerings that prioritise quality over quantity. A recent success story includes the 22-room Anantara Santorini Abu Dhabi in Ghantoot, which has outperformed expectations by focusing on hyper-personalised offerings in a unique setting.

Commenting on these insights, Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “As luxury travel evolves, so too does the definition of what it means to deliver highly personalised experiences. Today’s travellers are looking for more than exceptional service; they expect tailored journeys that reflect who they are and what they value. At ATM, we are witnessing how hospitality brands are rising to the challenge, providing guests with luxury experiences that are personalised, sustainable and connected to people and place.”

Luxury travel will be under the spotlight at Arabian Travel Market 2026, which will be held from 4 to 7 May at the Dubai World Trade Centre. In parallel, travel technology will remain a key focus as innovation continues to reshape the future of the industry and transform every stage of the traveller's journey.

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Verteil Technologies becomes launch NDC aggregator for Riyadh Air

Riyadh Air and Verteil Technologies

Riyadh Air and Verteil Technologies have announced a strategic partnership that will see Verteil become the launch NDC (New Distribution Capability) aggregator, marking a major milestone in Riyadh Air’s offer and order-based digital distribution journey. Through this collaboration, travel sellers across the globe will gain seamless access to Riyadh Air’s NDC content via Verteil’s industry-leading platform, Verteil Direct Connect (VDC), reinforcing a shared commitment to innovation and excellence in airline retailing.

With this partnership, Riyadh Air NDC content will be accessible to travel sellers globally as it rolls out a modern and efficient distribution strategy that prioritises transparency, personalisation, and direct connectivity. Verteil’s proven expertise in deploying scalable NDC solutions for leading airlines ensures that travel sellers can access a full suite of content and functionalities, including real-time availability, rich fare options, ancillary services, and instant ticketing across multiple points of sale.

Vincent Coste, Chief Commercial Officer, Riyadh Air, said: “Riyadh Air aims to set a new global standard for airline connectivity and innovation. Partnering with Verteil at this early stage allows us to ensure a strong foundation for modern distribution technology that is both future-ready and aligned with our digital-first strategy.”

Jerrin Jos, Founder and CEO of Verteil Technologies, said: “We are thrilled to partner with Riyadh Air as their launch NDC aggregator. This partnership reinforces our shared commitment to modernising airline distribution, facilitating true retailing and enabling global travel sellers with direct access to richer content and better customer experiences.”

Verteil’s robust integration and flexible deployment capabilities make it easier for travel sellers – whether OTAs, TMCs, or Consolidators – to adopt NDC without heavy technical or operational burdens. As Riyadh Air prepares to launch its inaugural flights, this partnership ensures that distribution is already live and ready, empowering sellers to start doing business in the offer order world without delay.

The announcement took place during the Arabian Travel Market 2025 in Dubai.

About Riyadh Air

Riyadh Air is the new national carrier of Saudi Arabia, launched with a bold vision to connect the Kingdom to over 100 destinations globally by 2030. Backed by the Public Investment Fund (PIF), Riyadh Air aims to set a new standard for global aviation through exceptional guest experiences, innovation-driven operations, and a strong commitment to sustainability. Headquartered in Riyadh, the airline is poised to play a key role in the Kingdom’s aviation and tourism ambitions, aligning with Saudi Arabia’s Vision 2030.

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ATM 2025 explores food waste reduction as a catalyst for a circular economy in tourism

Arabian Travel Market (ATM)

• Hospitality businesses urged to embrace circular practices to scale sustainability, while food waste and energy generation are positioned as critical levers for change
• Food services responsible for 28% of global food waste, 2024 UNEP report reveals 
• The Future Stage at Arabian Travel Market (ATM) 2025 features thought-provoking discussions pushing the boundaries of entrepreneurship and technological advancements in travel

As travel companies face a growing array of challenges, from operational inefficiencies to increasing demand for sustainability, food waste has surfaced as an unavoidable issue within the travel and tourism industry. During the “What a Waste! How to Better Manage Food Waste in Tourism” session on the Future Stage at Arabian Travel Market (ATM) 2025, experts highlighted how operational inefficiencies, shifting consumer expectations, and the growing demand for sustainable business practices reshape hospitality management.

Delegates learned that two critical areas, food waste and energy generation, offer immediate opportunities for companies to achieve significant environmental and economic benefits.

Highlighting the role of local engagement, Enas Sobhy Ali, Head of Corporate Social Responsibility, Tadweer, discussed how hotels can drive food waste initiatives: “I believe that one of the key challenges that facing in the hospitality industry is the disconnection between operation and impact. As the priority for the hospitality industry is customer satisfaction, this can lead to overproduction and significant food waste from hotels. One of the most effective and simplest ways to address this is to start introducing waste auditing and enhancing the system for recycling bins.”

Enas Sobhy Al

According to the UNEP Food Waste Index Report 2024, the world wasted an estimated 1.05 billion tonnes of food in the combined retail, food service and household sectors. Out of the total food waste in 2022, 60% happened at the household level, with food services responsible for 28% and retail for 12%, underscoring the urgent need for more efficient and sustainable food waste practices.

Speakers highlighted that reducing food waste can drive a circular economy in the hospitality sector. Additionally, new models for sustainable energy generation are assisting operators in lowering their carbon footprints. The session also offered practical solutions for hotel owners, operators, and investors eager to incorporate environmental stewardship into their main business strategies.

Dr. Amal Albedwawi, Senior Food Safety Specialist, UAE Food Bank, said: “As the UAE Food Bank, the main challenge we face when it comes to rescuing and recycling food from hotels and hospitality entities is the many different management approaches within the industry. Each hotel operates separately from one another, so we need to explain the merits of recycling food waste to each manager individually. We try to make them understand that we work closely with the Food Safety Department to ensure that the participating hotels will not undertake any risk by participating in our food bank programmes."

Reflecting the broader ATM 2025 theme of enhanced connectivity and innovation, the Future Stage continues to host transformative discussions on technology and entrepreneurship. Elsewhere on today’s agenda, Cassie Kozyrkov, CEO of Kozyr, delivered an address entitled “AI Adoption: From Buzzwords to Business Strategy”, exploring how travel businesses can successfully leverage artificial intelligence to drive growth and innovation.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, commented: "Sustainability challenges, such as food waste, require innovative thinking and collaboration within our industry. By facilitating practical discussions, ATM 2025 provides businesses with the knowledge and strategies they need to implement real change and safeguard their operations for the future."

The 32nd edition of Arabian Travel Market continues tomorrow (30 April) at Dubai World Trade Centre, welcoming more than 55,000 travel professionals from 166 countries. Held under the theme "Global Travel: Developing Tomorrow's Tourism Through Enhanced Connectivity", ATM 2025 provides a vital platform for knowledge sharing, networking, and unlocking new opportunities for a sustainable, inclusive travel industry.

Held in conjunction with DWTC, ATM’s strategic partners include Dubai’s Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline P

For more information, log on to wtm.com/atm/en-gb.html.

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Tourism leaders at ATM outline the investment strategies powering Middle East growth

Arabian Travel Market (ATM)

• The high-level panel discussion explored how diversified, inclusive and forward-thinking investments are shaping the future of tourism in the Middle East
• Representatives from Hilton and Therme Dubai shared valuable insights on the Global Stage on the opening day of Arabian Travel Market (ATM)

Tourism and investment leaders have gathered at Arabian Travel Market (ATM) to discuss the critical role of strategic investment in unlocking the Middle East’s full tourism potential. During a session held on the event’s Global Stage, a high-level panel explored how government policies, innovative development and strong public-private collaboration are accelerating sustainable tourism growth across the region.

According to the World Trade Organisation (WTO), a sustainable tourism framework takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities. As the Middle East continues to evolve into one of the world’s fastest-growing tourism hubs, the panellists agreed that the diversification of tourism offerings is essential for long-term sustainability.

During the discussion, the panel emphasised that in order to attract a wider range of a variety of experiences, with strategic diversification not merely a choice but a vital component for continued growth.

Irina Matei, CEO of Therme Dubai, which is set to be the world’s tallest wellbeing resort, said: “We have been fortunate to partner with Dubai Municipality to bring wellbeing to the forefront of the national agenda. Our vision is to democratise wellbeing, transforming it from a luxury to a necessity, which is accessible to all. Government strategies in the region are already ahead of the curve, prioritising inclusivity and long-term impact.”

From large-scale infrastructure investment to mega-events like the FIFA World Cup and Expo 2020 Dubai, tourism leaders underlined how hosting these events in the region is creating a ripple effect across the travel and tourism sector, boosting tourism numbers from international visitors, who are experiencing the Middle East for the first time.

Guy Hutchinson

Guy Hutchinson, President MEA at Hilton, said: “The Middle East is one of the fastest-growing regions for Hilton in the world and is a blueprint for how to develop a sustainable tourism infrastructure. The UAE has gone from developing a tourism industry to exporting its strategy to the world. In the Middle East, there is strong demand across multiple segments, which generates growth for companies like Hilton. Across the region, we’re seeing tourism infrastructure supercharging growth, driven by strong policy frameworks and coordinated public-private partnerships.”

The session also examined the importance of integrated policy, private sector engagement, and a shared commitment to sustainable development. “Success comes when airlines, governments, and the tourism sector work together in a structured and strategic way,” Hutchinson added. “It’s this alignment that drives transformation on a national and regional level.”

The Global Stage hosted ATM’s first Influencer Networking session. Held in collaboration with NaviSavi the session was designed to foster meaningful connections and provide influencers with the opportunity to engage directly with leading brands and destinations, opening new avenues for collaboration.

Held in conjunction with Dubai World Trade Centre, ATM 2025’s strategic partners include Dubai’s Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner; and Al Rais Travel, Official DMC Partner.

For more information, log on to wtm.com/atm/en-gb.html.

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Oman unveils Dhofar Khareef 2025 highlights at Arabian Travel Market

The Oman Ministry of Heritage and Tourism

The Oman Ministry of Heritage and Tourism, in collaboration with Dhofar Municipality, officially announced the much-anticipated Dhofar Khareef 2025 season during a press conference held on the sidelines of Arabian Travel Market (ATM) in Dubai.

The announcement was led by His Excellency Dr Ahmed bin Mohsen Al Ghassani, Chairman of Dhofar Municipality, and His Excellency Azzan bin Qasim Al Busaidi, Undersecretary for Tourism at the Ministry of Heritage and Tourism, highlighting Oman’s commitment to promoting one of the Arabian Peninsula’s most unique tourism seasons to the world.

Held annually from 21 June to 20 September, the Dhofar Khareef season transforms the southern region of Oman into a lush, verdant paradise, offering visitors moderate temperatures, misty landscapes, and rich cultural experiences. In 2024, the Khareef season recorded a 9% year-on-year increase in tourist arrivals, reaching approximately 1.048 million visitors, reflecting Dhofar’s growing status as a premier regional and international tourism destination.

During the press conference, His Excellency Dr Al Ghassani outlined the new and expanded activities enriching the visitor experience during Dhofar Khareef 2025. He emphasised that the season’s main and accompanying events will be distributed across existing and newly developed sites, with diverse entertainment, cultural, and family-oriented attractions.

Building on the success of its new location last year, "Return of the Past" will have an expanded program showcasing the spirit of Oman’s traditional life. Visitors will experience authentic folk performances, bustling heritage markets, and exhibitions of traditional crafts. Significant site development has enhanced the historical ambience, creating an immersive experience that blends heritage with modern amenities.

Emerging as a key entertainment hub, Athens Square will host major international shows, cultural events, and shopping experiences. Upgraded facilities include an open-air theatre, integrated shopping avenues, modern gaming zones, and enhanced restaurant and café offerings. New lighting and laser shows will further elevate its appeal as a vibrant entertainment destination.

Redesigned as a dedicated family entertainment centre, Awqad Park will introduce a refreshed identity with various activities designed for families and young visitors. Meanwhile, the Uptown Site at Ittin Plain will offer a natural retreat featuring outdoor recreational activities in a scenic environment.

Set to become the epicentre for sports activities during Khareef, Salalah Public Park will host various tournaments and community sports events, with inclusive activities catering to all age groups and people of determination.

A new addition to Dhofar’s cultural scene, Al Murooj Theater will stage various cultural performances, including Omani, Gulf, and Arab theatrical productions, offering visitors a dynamic audiovisual cultural experience.

His Excellency also indicated plans to extend Khareef events to coastal governorates, celebrating the unique microclimates influenced by the autumn rains with additional cultural, sporting, and commercial activities.

Recognising the steady growth in visitor numbers, Dhofar Municipality has accelerated development projects across the Governorate to enhance the tourist experience. In collaboration with government and private sector partners, efforts include developing natural viewpoints, upgrading tourist sites, beautifying public spaces, and road infrastructure enhancements.

Today, Dhofar Governorate boasts 83 licensed hotels offering 6,537 rooms across various categories, with several new hospitality projects set to open in 2025. These expansions will significantly bolster the region’s capacity to accommodate the expected rise in domestic and international tourists.

His Excellency Azzan bin Qasim Al Busaidi outlined the Ministry of Heritage and Tourism’s multi-faceted promotional campaign designed to elevate Dhofar Khareef’s profile on the global stage.

The Oman Ministry of Heritage and Tourism

During the press conference, he highlighted key initiatives, such as participation at ATM 2025 to engage directly with international tourism stakeholders and media, alongside broad advertising campaigns across leading Arab media outlets and specialised travel platforms. The Ministry is also implementing targeted social media promotions, electronic advertising, and collaborations with influential content creators to raise awareness across key markets to enhance digital reach.

In addition, the Ministry is organising a series of familiarisation trips for international travel agencies and media representatives, providing firsthand experiences of Dhofar’s diverse offerings. Tailored tourism packages are also being developed in cooperation with local and international tour operators, ensuring seamless travel experiences that link Oman’s unique destinations with global source markets and reinforce the Sultanate’s appeal as a must-visit destination.

His Excellency Al Busaidi said: “Our objective is to position Dhofar as a world-class destination that offers a unique combination of nature, culture, and heritage. We aim to attract visitors seeking authentic, high-quality travel experiences through our targeted campaigns and expanded tourism offerings.”

While the Khareef season remains an integral part of Dhofar’s tourism calendar, the Governorate also offers a wealth of experiences year-round. The Sarab and Winter seasons have seen increasing popularity, attracting nearly half a million visitors annually thanks to Dhofar’s temperate climate and diverse natural landscapes.

Visitors can explore Dhofar’s breathtaking beaches, mountain ranges, desert expanses, and fertile agricultural valleys. In addition to natural attractions, the Governorate is home to several UNESCO World Heritage Sites, including the Al Baleed Archaeological Park, Samharam Archaeological Park, and the Museum of the Land of Frankincense, underscoring Oman’s rich cultural legacy.

In preparation for the 2025 season, public and private sector entities are working together to ensure that all facilities, services, and tourism offerings are fully equipped to meet the needs of visitors worldwide.

With consistent year-on-year growth and expanded tourism offerings, Dhofar is poised for another record-breaking season in 2025. Last year, the 9% increase in visitor numbers highlights the Governorate’s growing importance within Oman’s broader tourism strategy, contributing to economic diversification and enhancing Oman’s reputation as a leading destination in the Arabian Gulf.

As Oman showcases Dhofar’s exceptional potential to global audiences at ATM 2025, the Sultanate reaffirms its commitment to delivering sustainable, authentic, and world-class tourism experiences for visitors from the GCC and beyond.

For full details on the Dhofar Khareef 2025 program and travel planning resources, visit:
https://www.experienceoman.om

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Tourism Malaysia highlights Visit Malaysia 2026 campaign at Arabian Travel Market 2025

Ministry of Tourism, Arts and Culture Malaysia

The Ministry of Tourism, Arts and Culture Malaysia, through its agency Tourism Malaysia is once again participating in Arabian Travel Market (ATM) to target more tourists from West Asia. Tourism Malaysia also launched VM2026 latest video which highlights surreal experiences in Malaysia. The travel exhibition runs from 28th April to 1st May.

The Malaysian delegation is led by The Honourable Dato Sri Tiong King Sing, the Minister of Tourism, Arts and Culture Malaysia, who is accompanied by Datuk Manoharan Periasamy, Director General of Tourism Malaysia. The delegation consists of 82 different organizations, which include five (5) state tourism boards, 34 tour operators, 35 hotels and resorts, five Tourism Products, two tourism associations alongside one airline.

The Honourable Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, said: "Our multipronged VM2026 strategy provides a comprehensive framework to boost Malaysia's visibility, enhance destination accessibility and elevate our tourism offerings.”

The VM2026 logo, a symbol of Malaysia’s vibrant culture, natural beauty, and global appeal, serves as a visual representation of the country’s readiness to welcome tourists from around the world.

Adopted as the campaign’s official icon, the Malayan Sun Bear, a proud and endangered species, reflects Malaysia’s deep commitment to wildlife conservation. Designed in a lovable, animated style, the mascot is intended to resonate with audiences of all ages, evoking a sense of warmth and joy while enhancing Malaysia’s image as a welcoming and family-friendly destination.

Official VM2026 theme song, titled “Surreal Experiences” captures the essence of Malaysia’s unique offerings. This song will be a key component of the campaign to attract global attention and engage visitors with the enchanting experiences Malaysia has to offer.

Malaysia is eager to welcome 45 million international visitors and to achieve RM270 billion (USD60.8 billion) in tourism receipts by 2025. But more importantly, VM2026 will serve as a platform for innovation, sustainability, and community engagement within Malaysia’s tourism industry.

Malaysia welcomed 194,440 tourists from Middle East region in 2024.

About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

Ministry of Tourism,
Arts and Culture Malaysia

Visit Malaysia 2026 focuses on the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination.

For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter, YouTube, and TikTok.

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DET receives Sustainable Stand Award at Arabian Travel Market

ATM 2025

• Independent panel of judges congratulate the Dubai Department of Economy and Tourism – 84% of exhibition stand created out of reused materials, 100% of materials locally sourced, carbon emissions reduced by approximately 10%
• Airlines, destinations and hotel groups all recognised across 7 categories in ATM 2025 stand awards

Dubai Department of Economy and Tourism (DET) was presented with the Sustainable Stand Award at this year’s Arabian Travel Market (ATM) at the Dubai World Trade Centre (DWTC).

DET was recognised by an independent panel of judges due to the fact that 84% of their exhibition stand was built from reused materials, 100% of the materials used were locally sourced and sustainable and DET achieved a targeted reduction in carbon emissions of approximately 10% exemplifying a high-impact, data-driven approach to sustainable exhibiting. The food and beverage menu prioritised plant-based, seasonal, and locally sourced ingredients, using sustainable packaging and portion control to reduce food waste. DET also used digital brochures and QR codes instead of printed materials and gave away a limited amount of eco-friendly gifts and used digital data caption to eliminate paper waste.

In addition to the DET, the judges also highly commended the Abu Dhabi and Qatar destination stands for their sustainable efforts.

In the Best Stand Design Award (over 150sqm) category, the Oman Ministry of Heritage & Tourism was selected by the judges primarily for its unique and authentic look and feel, with traditional Omani handicrafts, a even a local food station.

The Best Stand Design Award (between 50sqm - 150sqm) went to HeyTrip International whose showcase stood out due to its excellent use of space and the vivid and vibrant colour scheme.

The Best Stand Design Award (under 50sqm) was given to FlyAkeed for its use of LED lighting which contributed towards its futuristic look.

Kerzner International Management was presented with the Best Stand for Doing Business Award, thanks to its spacious, comfortable seating arrangement, which combined with its impressive layout, created a slick business-like environment. General and one-on-one meetings were designed to be accommodated on the ground floor, while more private high-level meetings were easily convened on the upper floor.

The Award for Best Use of Technology was given to A.A. Al Moosa thanks to its functional yet eye-catching interactive screen with detailed information on each of its portfolio of hotel properties which were linked to a number of impressive 3D displays.

ATM 2025

The Malaysian Tourism Promotion Board secured the Best Stand Feature Award, with judges remarking that the prominent stage set the perfect scene for their immersive cultural music and dance performances, conveying the vibrant destination effectively and memorably.

The judges for the ATM 2025 Best Stand Awards included Nehme Shebab, Operations Director for RX Middle East; Philip Woolner, Area Director MEA at STR; Sarah Duigan, Director of Client Relationships at STR; Dominique Exmann, Regional Tourism Commercial Director, MENA, Oxford Economics and Otag Fida, Senior Project Manager, DXB Live - Events Service Management

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “The judges were extremely impressed with the quality and attention to detail of this year’s stands, which demonstrated a range of innovative approaches to sustainability, functionality, hospitality and of course esthetics. Many congratulations to all of this year’s award winners.”

The 32nd edition of Arabian Travel Market, held under the theme ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity’, will welcomed more than 55,000 travel professionals from 166 countries at the Dubai World Trade Centre (DWTC), reinforcing Dubai’s pivotal role as a centre for global tourism and business collaboration.

Held in conjunction with DWTC, ATM’s strategic partners include Dubai’s Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner; and Al Rais Travel, Official DMC Partner.

For more information, log on to wtm.com/atm/en-gb.html

For more travel inspiration read the daily online "The Holiday and Travel Magazine"
https://theholidayandtravelmagazine.blogspot.com/

Research unveiled at Arabian Travel Market outlines leading travel trends and market opportunities in the Middle East

Arabian Travel Market

• Research unveiled at Arabian Travel Market outlines leading travel trends and market opportunities in the Middle East
• Tourism Economics, an Oxford Economics Company, revealed the latest trends in the leisure, luxury and MICE industries at ATM this week
• Meanwhile, VIDEC shared findings from its ‘Travel Market Sizing and OTA Benchmarking’ study, which outlines opportunities for online travel agencies (OTA’s) in key markets

Dubai, United Arab Emirates, 30 April 2025: Exclusive research unveiled at Arabian Travel Market (ATM) this week has highlighted key travel trends across the Middle East region. On the second day of ATM yesterday, Tourism Economics, an Oxford Economics company, revealed insights from the ‘ATM Trends Report: Leisure, Luxury and MICE – Leading Trends for the Middle East’.

The report explored the key forces shaping the travel sector in the Middle East and Arabian Gulf, providing an in-depth analysis of emerging travel trends, evolving travel preferences and economic impacts in the region. Examining growth in visits, nights and spend across inbound and outbound travel, the ATM Trends report highlights key source markets and future opportunities.

Introducing the report, Dave Goodger, Managing Director EMEA, Tourism Economics (An Oxford Economics Company) said: “Global travel will hit new record levels this year, converging back on the pre-pandemic trend, with international and domestic demand rebounding across all regions of the world.

“We are seeing people prioritising travel over many other aspects of spending, with the Middle East being a popular destination. In the GCC, growth is outpacing the global average and travel in the region is largely being driven by international demand, with over 85% of the expected growth in Middle East accommodation demand coming from international travel.”

Leading global travel services provider Trip.com Group shared insights into the remarkable potential of the region at the session titled “Partnering for Progress: Unlocking Tourism Growth Through Innovative Collaborations.” In particular, new trends in entertainment travel, educational travel, and elderly travel are bringing fresh opportunities to the region.

Jane Sun, CEO of Trip.com Group, said: “The Middle East presents tremendous growth opportunities and serves as a crucial node connecting Europe, Africa, and Asia. Convenient entry policies, increased direct flights, and robust investments in tourism have contributed to its rapid recovery. With our insights into new consumer trends and our dedication to business and technological innovation, we look forward to strengthening our collaboration with regional partners to attract global travellers and bring forth a more connected and prosperous future.”

Arabian Travel Market

At ATM, research and travel M&A consultancy, VIDEC shared insights from its latest research examining market opportunities in the air and hotel sectors across the UAE, Saudi Arabia, and India for online travel agencies (OTA). Titled ‘VIDEC’s Travel Market Sizing and OTA Benchmarking’, the study covers the period from 2019 to 2028 and provides in-depth insights into the fastest-growing travel market segments, future market projections, and key distribution trends shaping each market.

Introducing the research on ATM’s Future Stage, Virendra Jain, Founder and CEO, VIDEC Consultants said: “UAE, Saudi Arabia and India have a majority young and digitally connected population with purchasing power that’s conducive for the rapid growth of online travel. The UAE is an ultimate global village, and its cosmopolitan nature as well as its recognition as a major shopping centre, makes it a favoured destination for both Saudis and Indians. All three markets enjoy cultural and religious affinity, and enviable air connectivity. Religious, luxury, VFR and wellness are some of the primary tenets that would continue to perpetuate high-growth for this travel and tourism corridor.”

VIDEC estimates the UAE’s Total Air Market (TAM) will reach USD5.4 billion by 2028, growing at a CAGR of 6.9%. from USD4.2 billion in 2024, reflecting a 32% increase from 2019. TAM measures the market opportunity using a demand-side methodology, taking in-to account only the bookings made from the local point of sale (POS). It excludes transit/transfers and bookings made from other POS, to pertinently arrive at the true potential of the UAE’s travel demand.

In terms of bookings, the total value of air tickets booked online through OTA’s in the Emirates was estimated to be USD679 million in 2024, up 20 per cent from the previous year. Meanwhile, the total value of bookings through airline websites or apps comprised 56% of the online air GBV in 2024 and one-fifth of the UAE’s TAM, representing a market size of USD851 million.

According to VIDEC, this growth is driven by airlines' robust booking interfaces and compelling loyalty programmes. Major airlines such as Emirates and Etihad are increasingly prioritising online direct channels, enhancing customer engagement through personalised travel experiences, while flydubai has enriched its customer experience by integrating with Emirates Skywards.

The report states that the UAE presents a dynamic landscape for OTA’s due to diverse airline choices and a large expatriate population. VIDEC suggests that although this poses challenges in terms of retaining a loyal customer base, this has created one of the most competitive and lucrative OTA markets in the world.

With digital adoption steadily rising, online channels are becoming the preferred medium for travel bookings in the UAE. OTA’s have emerged as key enablers, according to VIDEC, leveraging advanced technology, consumer-centric features and fintech solutions to deliver seamless travel experiences.

Virendra Jain covered UAE, Saudi Arabia and India travel and OTA markets as part of his presentation. The reports are made available below for the Arabian Travel Market 2025 attendees for a deeper dive:

1. VIDEC’s UAE Travel Market Opportunity, 2019-2028 2. VIDEC’s Saudi Arabia Travel Market Opportunity, 2019-2028 3. VIDEC’s India Travel Market Opportunity, FY22-FY27

ATM 2025 concludes at the Dubai World Trade Centre. Welcoming over 55,000 attendees this week from 166 countries, the event has showcased more than 2,800 exhibitors. The 32nd edition of the show has centred on “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”, exploring how the future of tourism will be shaped by connectivity across borders, industries and communities.

For more information, log on to wtm.com/atm/en-gb.html.

Middle East tourism destinations respond to climate, perception and evolving consumer demands

ATM 2025 

• Industry experts at ATM 2025 highlight regional innovation in traveller safety, cultural preservation, and cross-border collaboration as essential pillar of sustainable tourism growth
• Cruise, hospitality, insurance, and development sectors align on advancing traveller trust, safety, and experience
• According to UN Tourism, the Middle East recorded tourist arrivals 32% above 2019 levels in 2024 — the fastest recovery of any region globally

The global travel landscape is increasingly complex, influenced by climate change, environmental concerns, and changing traveller expectations. In the Middle East, destinations are proactively adapting their tourism strategies to tackle these challenges by focusing on resilience, innovation, and long-term value. The region is addressing issues such as extreme weather, shifting consumer behaviours, and geopolitical pressures with agility and ambition.

According to UN Tourism, international tourist arrivals reached 1.4 billion in 2024, marking a 99% recovery to pre-pandemic levels and an 11% increase compared to 2023. The Middle East led this rebound, recording arrivals that were 32% higher than in 2019, making it the fastest-recovering region worldwide. At Arabian Travel Market (ATM) 2025, panellists at the session on “Redefining Tourism Products in Uncertain Times”, held in partnership with the Global Travel & Tourism Resilience Council, discussed how the Middle East is innovating to ensure traveller safety, preserve cultural and environmental assets, and enhance its appeal as a trusted, forward-thinking destination.

Hon. Ghada Shalaby, Executive Director, Egyptian Hotel Association, said: "Over the past decade, Egypt has faced several challenges, and we wanted to tailor make our approach to the tour operators and to the end consumer as well... especially during the COVID-19 pandemic when we communicated our health and safety procedures. By the end of 2023, we had reached our big figures for tourist arrivals, which continued into 2024."

ATM 2025 

During the high-level session on the ATM 2025 Global Stage, cruise industry experts emphasised the sector's advancements in sustainability. They noted that modern ships now operate under some of the strictest environmental regulations in tourism, especially in sensitive areas like the Red Sea. The discussion also addressed how perceptions, more generally, influenced by media coverage and travel advisories, can misrepresent conditions on the ground and impact travel decisions.

Ibrahim Osta, Global Tourism Lead, Chemonics International, commented: “So we have travel media, but you also have the general media. What the media reports has an implication on the interest in that market and the willingness for [tourists] to come [and visit]; this makes the job of the tourism authorities much more difficult.”

During the session, delegates heard how perceptions of instability, which are often amplified by social media and outdated advisories, can impact demand for insurance. They emphasised the importance of collaborative storytelling, investing in green infrastructure, and engaging new source markets by offering diverse experiences and cross-border itineraries.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “ATM serves as an essential platform for cross-sector dialogue, particularly on issues that affect the future of travel in complex environments. By bringing together representatives from insurance, hospitality, development, and the cruise industry, we are contributing to creating a more connected and resilient tourism ecosystem in the Middle East and beyond."

ATM 2025, themed “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”, continues at Dubai World Trade Centre until 1 May, welcoming over 55,000 travel professionals from 166 countries. The show features more than 2,800 exhibitors and content sessions across three dedicated stages — the Global Stage, Future Stage, and the new Business Events Stage.

Held in conjunction with DWTC, ATM’s strategic partners include Dubai’s Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner; and Al Rais Travel, Official DMC Partner. The latest ATM news stories are available at https://hub.wtm.com/category/press/atm-press-releases/.

For more information, log on to wtm.com/atm/en-gb.html.

For more travel inspiration read the daily online "The Holiday and Travel Magazine"
https://theholidayandtravelmagazine.blogspot.com/

Makarem Launches Its New Identity at the Arabian Travel Market 2025 Forum

Taiba Investments

Taiba Investmentss has launched the new identity of its home-grown hospitality brand, Makarem, at Arabian Travel Market (ATM) 2025, during its participation in the forum taking place at the Dubai World Trade Centre from April 28 to May 1.

Taiba Investments, the leading Saudi company in the hospitality sector, aims to showcase the evolution of Makarem Hotels, one of the Kingdom’s most prominent hospitality brands. The brand's renewed vision blends heritage and innovation.

Sultan bin Badr Al Otaibi, CEO of Taiba Investment, said: "The new identity goes beyond the visual aspect to encompass a comprehensive operational philosophy that includes developing the culture of hospitality, innovative services, and raising quality standards, in addition to utilising the latest hospitality technologies such as AI to uplift our guests’ experience".

Launching the new identity marks a new phase in Makarem's journey, centred around the message of "Journey to the Origins", which reflects authentic Saudi values while adapting to modern trends in the hospitality market, both locally and globally.

Leveraging its deep-rooted legacy in hospitality operations since 1983, Makarem has played a pivotal role in delivering a uniquely Saudi hospitality experience.

It unveils its new identity under the theme “Journey to the Origins”, with a forward-looking vision that aligns with the evolving expectations of pilgrims and visitors to Makkah and Madinah.

Makarem's new identity reflects its commitment to providing an integrated hospitality experience that enhances the spiritual journey of pilgrims and Umrah performers, with a focus on authenticity, innovation, and human touch, in alignment with the objectives of Saudi Vision 2030, which aims to diversify the economy, promote religious and cultural tourism, and build a vibrant society.

Makarem has defined a comprehensive strategic framework for launching its new identity, including strengthening its presence, expanding investment partnerships, and participating in major events inside and outside the Kingdom. The Makarem service experience will be highlighted by emphasising its quality service, attention to detail, and close connection to Islamic values and local heritage.

The Kingdom aims to accommodate more than 150 million tourists annually by 2030, making the launch of Makarem's new identity at this time a strategic step that opens up broad horizons for growth and expansion.

The launch of Makarem's new identity is part of Taiba Investment's growth and expansion strategy, which aims to contribute to achieving the goals of the National Tourism Strategy, which targets welcoming more than 150 million tourists annually by 2030.

“We will strengthen Makarem's position as the leading Saudi brand in Makkah and Madinah, ensuring it remains the first choice for pilgrims and Umrah performers, by offering a spiritual hospitality experience inspired by authenticity and embracing the future,” Al Otaibi added.

Taiba Investments

The launch of the new identity will include a series of events and activities in Makkah and Madinah, followed by regional and international events, to consolidate the brand's new image as the leader in spiritual hospitality and expand its customer base locally and internationally.

With its new identity, Makarem affirms its commitment to leading the Kingdom's spiritual hospitality landscape and offering a Saudi hotel experience that combines authenticity and innovation. It is more than just a brand; it is a comprehensive vision aimed at providing comfort and reassurance to pilgrims and visitors from the moment of arrival until departure.

For more about Taiba Investments and Makarem Hotels, visit:
https://taiba.com.sa
https://makarem.sa

For more travel inspiration read the daily online "The Holiday and Travel Magazine"
https://theholidayandtravelmagazine.blogspot.com/

A Grand Opening: Arabian Travel Market 2025 Kicks Off in Dubai

The Arabian Travel Market (ATM) 2025 

His Highness Sheikh Ahmed bin Saeed Sets the Tone for a Landmark Year in Travel

The Arabian Travel Market (ATM) 2025 officially opened its doors in Dubai with a prestigious inauguration led by His Highness Sheikh Ahmed bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority and Chairman of Emirates Group. The annual event, now in its 32nd edition, continues to cement its status as the Middle East’s premier travel and tourism trade exhibition, attracting industry leaders, global exhibitors, and key decision-makers from across the world.

Innovation and Sustainability in the Spotlight

This year’s ATM places a strong focus on innovation and sustainable tourism, reflecting global shifts in travel priorities. Exhibitors from over 150 countries are showcasing the latest in travel tech, hospitality trends, and sustainable tourism practices. From AI-powered booking platforms to eco-resorts and carbon-neutral travel services, the event highlights how the industry is evolving to meet the needs of a more conscious traveller.

Global Networking in the Heart of the UAE

Dubai’s World Trade Centre once again transforms into an international meeting ground, bringing together travel professionals from every corner of the globe. Delegates can participate in high-level conferences, destination briefings, and strategic networking sessions. For many, ATM is not just a trade show—it’s a gateway to forming lasting partnerships and discovering new opportunities in emerging markets.

The Gateway to the Future of Travel

Sheikh Ahmed’s presence at the opening underlines the UAE’s continued commitment to positioning itself at the forefront of global tourism. With record-breaking attendance expected and an agenda packed with forward-thinking discussions, ATM 2025 is set to define the next chapter of travel in the region and beyond.

Plan Your Visit or Follow the Action

Whether you're attending in person or keeping up from afar, Arabian Travel Market 2025 is an unmissable event for anyone passionate about the future of travel. For live updates, exhibitor information, and event registration, visit: https://www.wtm.com/atm/en-gb.html

For more travel inspiration read the daily online "The Holiday and Travel Magazine"
https://theholidayandtravelmagazine.blogspot.com/

Ahmed bin Saeed opens Arabian Travel Market 2025

The 32nd edition of the event at the Dubai World Trade Centre features a record 2,800 exhibitors from 166 countries

His Highness: Guided by the vision of our leadership, Dubai continues to consolidate its position as a leading global destination for tourism and a key meeting point for industry stakeholders

“The longstanding success of ATM highlights Dubai’s pivotal role in fostering strategic partnerships that drive the growth and advancement of the global tourism industry”

• ATM 2025 is organised under the theme ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity’
• Held from 28 April to 1 May, this year’s event sees significant growth in participation across global markets
• ATM Travel Tech has expanded by more than 26% this year, reflecting the sector’s increasing integration with technology and innovation

His Highness Sheikh Ahmed bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman of Dubai Airports, and Chairman and Chief Executive of Emirates Airline and Group, has opened the 32nd edition of Arabian Travel Market (ATM), a leading global event for the travel and tourism industry, being held from 28 April to 1 May at the Dubai World Trade Centre.

Bringing together professionals and leaders from across the global travel sector, including leisure, business events (MICE), luxury, and corporate travel, this year’s event features a record 2,800 exhibitors from 166 countries and is expected to welcome 55,000 attendees.

During the opening, His Highness Sheikh Ahmed bin Saeed said that the strong turnout at this year’s Arabian Travel Market reflects Dubai’s position as a leading global hub for tourism, travel and hospitality, and underscores the emirate’s growing role in shaping the future of the global tourism sector.

His Highness said: “Guided by the vision of our leadership, Dubai continues to consolidate its position as a leading global destination for tourism and a key meeting point for industry stakeholders, bringing together investors, decision-makers, experts and leading travel agencies from around the world. The longstanding success of Arabian Travel Market highlights Dubai’s pivotal role in fostering strategic partnerships that drive the growth and advancement of the global tourism industry.”

His Highness added: “The events and exhibitions sector remain a vital driver of Dubai’s economic growth. The success of Arabian Travel Market, along with other major events hosted by the city throughout the year, reflects our steady progress towards achieving a key objective of the Dubai Economic Agenda D33, which is to position Dubai among the world’s top three cities for business and specialised tourism by 2033.”

Following the official inauguration, His Highness toured the exhibition halls, accompanied by His Excellency Helal Saeed Almarri, Director General of the Dubai Department of Economy and Tourism; Her Excellency Hessa bint Essa Buhumaid, Director General of the Community Development Authority; and His Excellency Lieutenant General Mohammed Ahmed Al Marri, Director General of the General Directorate for Identity and Foreigners Affairs in Dubai.

Key Highlights

His Highness was briefed on key highlights of the 32nd edition of Arabian Travel Market, which has recorded a significant increase in international exhibitor participation, with a 20% rise from Asia, a 15% increase from the Middle East, more than 12% growth from Europe, and continued growth from Africa and the Americas.

ATM 2025 is being held under the theme ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity’, underlining the vital role of cross-border collaboration, industry partnerships, and community engagement in reshaping the future of tourism and advancing sustainable practices.

Several new features are debuting at ATM 2025. Responding to growing demand for a dedicated platform for business events, IBTM@ATM has been launched this year. The new sector provides a specialist zone for business events suppliers to connect with buyers through pre-scheduled appointments and business exchanges. IBTM@ATM will also host a dedicated conference exploring key industry trends, staged on the new Business Events Stage.

ATM Travel Tech has expanded by more than 26% this year, reflecting the sector’s increasing integration with technology and innovation. A new Start-Up and Innovation Zone has been introduced, showcasing 21 pioneering companies reshaping the future of travel. The zone also offers an immersive VR experience, allowing visitors to explore new possibilities and transformative solutions within the travel ecosystem.

Commenting on the opening of ATM 2025, Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “From next-generation technologies and the rise of travel start-ups to the introduction of IBTM@ATM, this year’s edition of ATM highlights an industry that is more connected, innovative and resilient than ever before. We are proud to offer a platform that fosters global collaboration, drives impactful business opportunities, and helps shape the future of travel.”

ATM Conference

His Highness Sheikh Ahmed bin Saeed Al Maktoum was also briefed on the renowned ATM Conference, which returns this year with more than 200 speakers leading over 70 sessions across the Global Stage, Future Stage, and the newly launched Business Events Stage. The conference programme will explore emerging trends, share global best practices, and discuss strategies to unlock new opportunities while addressing key industry challenges.

This year’s programme covers a diverse range of topics, including the future of aviation, emerging trends in hospitality, climate action initiatives, and the adoption of Artificial Intelligence (AI) across the sector.

On the first day, Cassie Kozyrkov, CEO of Kozyr, a leading international expert in AI and Google’s first Chief Decision Scientist, hosted the opening session on the Future Stage on how the travel industry can lead in AI adoption.

The second day of the ATM Conference will feature the annual Ministerial Session, which will explore how tourism growth can be unlocked through enhanced connectivity. The session will bring together the Ministers of Tourism from Bahrain and Lebanon, alongside the CEO of Trip.com, to discuss how infrastructure, innovation and inclusion can build robust tourism frameworks that empower communities and enhance cross-border accessibility.

On day three, Paul Griffiths, CEO of Dubai Airports, will address the Global Stage to examine the future of aviation in an era of transformation and global disruption. Meanwhile, key findings from the IBTM World Trends Report will be shared on the Business Events Stage.

The final day will feature in-depth market insight sessions on Asia Pacific, as well as a dedicated spotlight on India’s burgeoning tourism sector. A major highlight on closing day will be the ATM Start-Up Competition, offering a platform for emerging entrepreneurs and innovators to pitch their ideas and redefine the future of travel.

ATM 2025 forms part of Arabian Travel Week, a ten-day festival of travel and tourism events held annually in Dubai. Over its three-decade history, ATM has played a pivotal role in facilitating over USD2.5 billion in industry deals and advancing the Middle East’s tourism landscape.

Organised in collaboration with Dubai World Trade Centre, ATM 2025’s strategic partners include the Dubai Department of Economy and Tourism (DET) as Destination Partner; Emirates as Official Airline Partner; IHG Hotels & Resorts as Official Hotel Partner; and Al Rais Travel as Official DMC Partner.

Plan Your Visit or Follow the Action
Whether you're attending in person or keeping up from afar, Arabian Travel Market 2025 is an unmissable event for anyone passionate about the future of travel. For live updates, exhibitor information, and event registration, visit:
https://www.wtm.com/atm/en-gb.html

For more travel inspiration read the daily online "The Holiday and Travel Magazine"
https://theholidayandtravelmagazine.blogspot.com/