Germany and Munich Airport Spotlight New Travel Opportunities at ATM 2026

Dubai World Trade Centre

The German National Tourist Office Gulf Countries (GNTO GCC) and Munich Airport will host an exclusive on-site press conference during Arabian Travel Market 2026, bringing together tourism and aviation leaders to share insights into Germany’s growing appeal for travellers from the Gulf region and beyond.

Taking place on Monday 14 September 2026 at Dubai World Trade Centre, the special media event will provide an opportunity for journalists and travel industry professionals to hear directly from senior representatives of the German National Tourist Office and Munich Airport.

An Exclusive ATM 2026 Media Event

The press conference will be held from 1pm to 2pm at Al Ain Suites B, located on the mezzanine floor above Hall 3 at Dubai World Trade Centre.

The event is designed to provide the media with valuable industry insights and an opportunity to learn more about developments shaping German tourism and international air connectivity.

For travel professionals attending Arabian Travel Market 2026, the press conference offers an informative opportunity to connect with key representatives responsible for promoting Germany as a destination and developing Munich Airport’s international passenger network.

Meet the Tourism and Aviation Leaders

Yamina Sofo

Addressing the press conference will be three senior industry representatives.

Yamina Sofo, Director of the German National Tourist Office Gulf Countries, will represent GNTO GCC and provide insights into Germany’s tourism offering and its engagement with Gulf markets.

Corinna Born, Director, International Media Relations, Corporate Communications and Politics at Munich Airport, will bring an international communications perspective from one of Europe’s major aviation gateways.

Florian Poetsch, Director, Route and Passenger Development Business Division Aviation at Munich Airport, will discuss aviation development and passenger connectivity, providing an important perspective on the role of air services in supporting international tourism.

Germany and Munich Airport: Connecting Travellers

Munich Airport 

Munich Airport plays an important role in connecting international travellers with Bavaria, Germany and destinations across Europe. For visitors, convenient air connectivity can be a significant factor when planning leisure holidays, business trips, cultural journeys and extended European itineraries.

Germany offers travellers an extensive range of experiences, from historic cities and cultural attractions to scenic landscapes, culinary traditions, Christmas markets and outdoor adventures.

Munich itself provides a gateway to Bavaria, where travellers can discover historic architecture, alpine scenery, traditional villages, lakes and distinctive regional cuisine.

A Valuable Opportunity for Travel Media

Arabian Travel Market is one of the region’s leading international travel and tourism events, bringing together destinations, airlines, airports, hotels, tourism organisations and travel professionals.

The GNTO GCC and Munich Airport press conference adds an important media opportunity to the ATM 2026 programme, particularly for journalists covering European tourism, aviation, destination marketing and Gulf travel trends.

Travel media attending ATM 2026 are invited to join the exclusive press conference and hear directly from the three senior representatives.

GNTO GCC and Munich Airport On-Site Press Conference at ATM 2026

Date: Monday 14 September 2026
Time: 1pm to 2pm
Location: Al Ain Suites B, mezzanine floor, above Hall 3, DWTC, Dubai, U.A.E
Speakers:

• Yamina Sofo, Director, German National Tourist Office Gulf Countries (GNTO GCC)
• Corinna Born, Director, International Media Relations, Corporate Communications and Politics, Munich Airport
• Florian Poetsch, Director, Route and Passenger Development Business Division Aviation, Munich Airport, German National Tourist Office Gulf Countries

Website: www.germany.travel
Email: info@germany.travel
Phone: +49 69 974 640
Address: Beethovenstrasse 69, 60325 Frankfurt am Main, Germany

Munich Airport

Website: www.munich-airport.com
Email: info@munich-airport.de
Phone: +49 89 975 00
Address: Nordallee 25, 85356 Munich Airport, Germany

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

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

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

MENA Tourism Eyes Chinese Traveller Recovery as Outbound Demand Shows Resilience Ahead of ATM 2026

Dubai

The Middle East and North Africa tourism industry is preparing for the gradual return of Chinese travellers, with new research revealing that China's outbound travel market remains remarkably resilient despite recent geopolitical disruption.

Research from Dragon Trail International, Official Research Partner of Arabian Travel Market, indicates that Chinese outbound travel demand strengthened during the first half of 2026, creating renewed opportunities for destinations across the MENA region.

With Arabian Travel Market 2026 taking place from 14 to 17 September at u.World Trade Centre, the Chinese market is expected to be an important topic of discussion as tourism organisations assess changing traveller behaviour and prepare for the next phase of international tourism growth.

Chinese Outbound Travel Continues to Strengthen

China remains one of the world's most important outbound tourism markets, and the latest research suggests that demand for international travel continues to build.

According to research conducted by Dragon Trail International for ATM 2026, 77 per cent of surveyed Chinese travel agents reported higher outbound travel demand during the first half of 2026 compared with the same period in 2025.

Summer travel demand has also strengthened, with 70 per cent of surveyed travel agents reporting an increase in outbound summer travel demand year-on-year.

Official figures from China's National Immigration Administration provide further evidence of the market's resilience. Border crossings by mainland Chinese citizens increased by 10.7 per cent during the first half of 2026.

For MENA tourism destinations, these figures indicate that the appetite for international travel remains strong and that the region has an opportunity to reconnect with Chinese visitors as confidence gradually improves.

Geopolitical Events Have Temporarily Changed Travel Patterns

The Middle East tourism industry has not been immune to the effects of geopolitical uncertainty.

Recent developments temporarily affected Chinese demand for travel to parts of the region, highlighting the importance of safety and stability when Chinese consumers make international travel decisions.

Dragon Trail International expects the recovery of Chinese travel to the Middle East to take time, with market momentum potentially strengthening into 2027 if regional stability continues.

Chinese government travel advisories covering GCC countries have now been lifted, providing an important foundation for destinations seeking to rebuild traveller confidence.

For tourism organisations, the next stage will involve communicating clearly with potential visitors and demonstrating that destinations are ready to welcome Chinese travellers with appropriate services, experiences and support.

Luxury Travel Could Lead the Recovery

ATM 2026

Luxury tourism is emerging as one of the most promising opportunities for MENA destinations seeking to attract Chinese visitors.

The Dragon Trail International research identifies luxury travel as the segment most likely to recover first, with 42 per cent of Chinese travel agents identifying high-net-worth travellers as having the strongest recovery potential.

This is particularly relevant to the Middle East, where destinations such as the United Arab Emirates and Saudi Arabia have invested heavily in luxury hotels, resorts, retail, gastronomy, entertainment and bespoke travel experiences.

The region's established reputation for premium hospitality provides a strong foundation for attracting Chinese luxury travellers looking for high-quality international experiences.

Luxury tourism can also generate significant economic value through longer stays, premium accommodation, high-end shopping, private experiences and personalised travel services.

FIT Travellers Offer Another Major Opportunity

Fully independent travel, or FIT, is another important segment identified by the research.

Forty per cent of Chinese travel agents surveyed highlighted FIT travel as having strong recovery potential.

The growing importance of independent travellers reflects the changing Chinese outbound tourism market, where many experienced travellers are increasingly interested in designing their own itineraries and seeking more personalised experiences.

For MENA destinations, this creates opportunities to promote flexible itineraries that combine culture, food, shopping, luxury accommodation, adventure, wellness and entertainment.

Digital marketing and Chinese-language travel information will also be increasingly important as independent travellers research and book their journeys.

Younger Chinese Travellers Are Reshaping Demand

Younger travellers are another segment with significant potential.

The research identified younger travellers as one of the groups offering strong recovery opportunities, with 38 per cent of respondents highlighting this market.

Younger Chinese visitors can bring different expectations to international travel. They are often highly engaged with digital content and social media and may place greater emphasis on unique experiences, local culture, food, entertainment and shareable travel moments.

For MENA destinations, attracting younger travellers may therefore require marketing that goes beyond traditional destination imagery.

The region's contemporary architecture, desert experiences, cultural attractions, food scenes, adventure activities and luxury lifestyle offerings can all form part of a more diverse proposition.

Shorter Booking Windows Change the Marketing Strategy

ATM 2026

Another significant finding from the research is the changing way Chinese travellers are booking international trips.

Chinese travellers are increasingly making decisions within shorter booking windows, while demand for single-destination itineraries is also increasing.

This presents both challenges and opportunities for MENA tourism organisations.

Shorter booking periods mean destinations need to maintain an active and responsive presence in the Chinese market rather than relying solely on long-term promotional campaigns.

Tourism businesses must also ensure that accurate destination information, availability and booking options are easily accessible when consumers are ready to make a decision.

Single-destination travel can benefit destinations capable of offering enough experiences to encourage visitors to stay longer rather than combining several countries or cities into one trip.

Türkiye, Saudi Arabia and the UAE Stand Out

The research identifies several MENA destinations with strong potential in the Chinese market.

Chinese travel agents identified Türkiye as having the strongest growth potential following the introduction of visa-free travel for Chinese visitors.

Saudi Arabia and the United Arab Emirates also continue to be viewed as destinations with significant long-term opportunities, particularly in the luxury travel sector.

The UAE has already established itself as one of the region's leading international tourism destinations, with Dubai offering extensive air connectivity, luxury accommodation, shopping, entertainment, business events and leisure experiences.

Saudi Arabia is undergoing an ambitious transformation of its tourism sector and is developing new destinations, cultural experiences and luxury tourism products as part of its broader tourism development strategy.

Building Traveller Confidence Will Be Essential

While Chinese outbound demand remains strong, rebuilding confidence in travel to the Middle East will be an important priority.

Safety remains a major consideration for Chinese travellers, meaning tourism organisations need to communicate effectively and transparently about destination conditions.

The recovery will also depend on maintaining strong air connectivity and ensuring that travel businesses can provide the services Chinese visitors expect.

Destination marketing organisations and tourism companies will need to understand the changing preferences of Chinese travellers and adapt their strategies accordingly.

As competition for Chinese visitors increases, simply being visible in the market will not be enough. Destinations will need to demonstrate why their experiences are relevant to today's Chinese traveller.

ATM 2026 to Explore the Chinese Tourism Opportunity

ATM 2026

These issues will be explored in greater depth at Arabian Travel Market 2026 in Dubai.

Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, will present exclusive new research during ATM 2026 in a session titled "Welcoming Back the Chinese Tourism Market: Insights for the Middle East".

The session will take place on the Future Stage and will examine destinations attracting interest from Chinese consumers, the channels influencing travel decisions and the experiences Chinese travellers are seeking across the MENA region.

 For tourism organisations, the session will provide valuable insight into how consumer behaviour is evolving and how destinations can refine their strategies to capture renewed Chinese demand.

China's Presence at ATM 2026

China will have a strong presence at Arabian Travel Market 2026, with exhibitors including the Macao Government Tourism Office, China Cultural Center in the UAE, DerbySoft Inc., The Garden Hotel Company Ltd., Guangzhou, China Highlights International Travel Service Co., Ltd. and HeyTrip International Limited.

The presence of Chinese tourism organisations and travel businesses will provide further opportunities for networking, partnership development and market intelligence.

ATM 2026 is also expanding its overall exhibition footprint in response to strong international demand, with Asia's presence projected to increase by 14 per cent.

A New Chapter for MENA and Chinese Tourism

The gradual return of Chinese visitors could become an important growth opportunity for the MENA tourism industry.

China's outbound travel market remains resilient, while changing consumer preferences are creating new opportunities across luxury travel, FIT tourism and younger visitor segments.

For destinations across the Middle East and North Africa, the challenge will be to rebuild confidence, understand the evolving Chinese traveller and develop targeted marketing strategies that communicate the region's strongest experiences.

The opportunity is significant.

As Chinese outbound tourism continues to expand, destinations that prepare early, build strong partnerships and deliver relevant experiences will be better positioned to benefit from the next phase of international travel growth.

Arabian Travel Market 2026 will provide an important forum for this conversation, bringing together destinations, airlines, hotels, travel companies, tourism organisations and industry experts to examine the forces shaping the future of global tourism.

Arabian Travel Market 2026

Arabian Travel Market 2026 will be held from 14 to 17 September 2026 at Dubai World Trade Centre in Dubai, United Arab Emirates.

The 2026 event is centred on the theme "Travel 2040: Driving New Frontiers Through Innovation and Technology", examining the innovation, technology and emerging trends expected to shape the future of international tourism.

The event will provide an important meeting point for MENA tourism organisations and international travel businesses seeking to understand changing source markets, strengthen partnerships and identify new opportunities.

Arabian Travel Market

Website: https://www.wtm.com/atm/en-gb.html
Email: info@arabiantravelmarket.com
Phone: +971 4 389 4545
Address: Dubai World Trade Centre, Sheikh Zayed Road, Dubai, United Arab Emirates

Arabian Travel Market is a leading international travel and tourism trade event for the Middle East, bringing together tourism destinations, airlines, hotels, travel companies, technology businesses, buyers and industry professionals from around the world.

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

Arabian Travel Market 2026 Moves To September As Dubai Prepares For The Future Of Global Tourism

Arabian Travel Market 2026

The countdown is underway for one of the world’s most influential travel trade events, with Arabian Travel Market 2026 confirming revised dates that promise to unlock even greater global participation, networking opportunities and industry collaboration.

Now scheduled to take place from 14–17 September 2026 at Dubai World Trade Centre, Arabian Travel Market, widely known as ATM, is once again positioning Dubai at the forefront of international tourism innovation, business development and travel technology.

Following consultation with exhibitors, buyers and key stakeholders across the global tourism sector, organisers have shifted the event to September to maximise attendance, engagement and commercial opportunities for participants worldwide.

As the travel industry accelerates toward a technology-driven future, ATM 2026 is shaping up to be one of the most important tourism events on the global calendar.

Dubai Strengthens Its Position As A Global Travel Industry Hub

Entering its 33rd edition, Arabian Travel Market continues to serve as a major international meeting point for destinations, airlines, hospitality brands, tourism boards, travel technology innovators and business event professionals.

The revised September timing reflects the organisers’ commitment to collaboration and responsiveness to industry needs.

According to organisers RX Global, the decision followed extensive consultation designed to ensure exhibitors, visitors and buyers can fully capitalise on the event’s business potential.

Hosted at Dubai World Trade Centre, ATM 2026 is expected to attract thousands of travel professionals from around the world, reinforcing Dubai’s reputation as a powerhouse destination for tourism dialogue, strategic partnerships and innovation.

Supported by strategic partners including Dubai World Trade Centre, Dubai Department of Economy and Tourism, IHG and Al Rais Travel, the event aims to deliver another dynamic platform for the evolving global travel landscape.

Travel Two Thousand Forty Takes Centre Stage

The official theme for Arabian Travel Market 2026, “Travel 2040: Driving New Frontiers Through Innovation and Technology”, reflects the profound transformation currently shaping tourism, hospitality and mobility worldwide.

This future-focused theme will explore the emerging technologies, economic trends and behavioural shifts expected to redefine travel experiences over the coming decades.

Artificial intelligence, immersive travel experiences, smart mobility, robotics, fintech and sustainable tourism innovation will feature prominently throughout the program.

One of the event’s major attractions will be ATM Travel Tech, the specialised co-located showcase dedicated to the rapidly expanding travel technology sector.

Complementing this will be the immersive Tech & Innovation Zone, where attendees can explore cutting-edge developments designed to influence the future of travel planning, destination management, airline operations and customer experience.

For tourism businesses seeking insight into tomorrow’s marketplace, ATM 2026 offers a unique opportunity to engage directly with the technologies reshaping the industry.

Global Experts And Industry Leaders Deliver Future Travel Insights

Arabian Travel Market 2026 will feature an extensive conference program designed to examine the biggest opportunities and challenges facing international tourism.

The event’s Global Stage, Future Stage and Experience Hub will bring together tourism executives, economists, technology experts, strategists and thought leaders to share research-driven insights and practical industry perspectives.

Among the confirmed contributors is Tourism Economics, an Oxford Economics company, presenting its highly anticipated session examining Middle East tourism momentum and emerging market shifts.

Global market intelligence leader Euromonitor will also take the stage, with Stephen Dutton leading a session exploring inflation pressures, polycrisis impacts and the changing realities shaping traveller behaviour worldwide.

Inside the Future Stage, hosted by BBC travel and technology broadcaster Nick Kwek, attendees can expect deep dives into topics including the revival of the Chinese outbound tourism market, investment trends, mergers and acquisitions, and technology-driven growth strategies.

Research partners Dragon Trail and Videc will contribute expert analysis designed to help tourism businesses navigate rapidly evolving global conditions.

Innovation, Leadership And The Future Workforce

Beyond technology and market intelligence, ATM 2026 will also focus on leadership, workforce transformation and collaborative growth across the tourism sector.

The Experience Hub will welcome corporate strategist and podcast host Rana Nawas, who will lead a workshop exploring modern leadership and the future workforce.

The conference program will additionally feature buyer-focused discussions, peer networking sessions and strategic roundtables, including a high-level business events forum led by ICCA examining the Middle East’s collaborative vision for the future of global business events.

By combining technology, leadership development, destination strategy and commercial opportunity, Arabian Travel Market 2026 is delivering a comprehensive roadmap for the future of tourism.

As registration opens and anticipation builds, industry professionals worldwide are preparing to gather in Dubai for four influential days dedicated to innovation, connectivity and the next chapter of global travel.

Arabian Travel Market

Website: https://www.wtm.com/atm/en-gb.html
Dubai World Trade Centre Website: https://www.dwtc.com
Dubai Department of Economy and Tourism Website: https://www.visitdubai.com

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

Dubai Welcomes the World as Arabian Travel Market 2026 Unites Global Tourism Leaders

Arabian Travel Market

Arabian Travel Market 2026 Set to Shape the Future of Global Tourism

The global travel and tourism industry will once again gather in Dubai for one of the world’s most influential tourism events when Arabian Travel Market 2026 takes place from 17 to 20 August at the iconic Dubai World Trade Centre.

Recognised as a leading international travel and tourism exhibition, Arabian Travel Market, widely known as ATM, continues to serve as a vital platform where global tourism professionals connect, collaborate, and create new business opportunities.

As international travel demand continues to grow, ATM 2026 promises to bring together the world’s leading destinations, airlines, hotels, tourism boards, travel technology companies, and MICE professionals under one roof in one of the world’s most dynamic travel hubs.

Dubai Strengthens Its Position as a Global Tourism Capital

Hosting Arabian Travel Market further reinforces Dubai’s status as one of the world’s premier tourism and business destinations.

With its luxury hotels, futuristic architecture, world-class shopping, cultural attractions, and exceptional aviation connectivity, Dubai continues to attract millions of visitors from around the globe each year.

The Dubai World Trade Centre provides the ideal setting for a major international tourism exhibition, offering cutting-edge facilities in the heart of the city’s thriving business district.

Visitors attending ATM 2026 can also experience Dubai’s famous attractions including the Burj Khalifa, Palm Jumeirah, Dubai Marina, traditional souks, desert adventures, and award-winning dining experiences.

Travel Industry Leaders Gather to Build New Partnerships

Arabian Travel Market 

Arabian Travel Market has long been recognised as a powerful networking and business development platform for the global tourism industry.

ATM 2026 will bring together key sectors including hospitality, aviation, travel technology, destinations, tour operators, and MICE specialists, creating opportunities for collaboration and innovation across every corner of the travel industry.

As the tourism sector continues to demonstrate resilience and adaptability, events like ATM provide businesses with valuable opportunities to strengthen partnerships, identify emerging trends, and unlock future growth opportunities.

Tourism professionals attending the exhibition will gain access to international buyers, industry insights, and networking opportunities that help shape the future of global travel.

The Growing Importance of Business Events and MICE Tourism

Meetings, incentives, conferences, and exhibitions, commonly known as MICE tourism, remain one of the fastest-growing sectors in international travel.

Arabian Travel Market continues to play a key role in supporting the growth of business tourism by connecting event organisers, destinations, venues, airlines, and accommodation providers from around the world.

Dubai’s strategic location between Europe, Asia, and Africa makes it an ideal destination for international business events and large-scale exhibitions.

The city’s advanced infrastructure, luxury accommodation options, and world-class conference facilities continue to attract major global events and corporate travellers year-round.

Why Dubai Remains a Must-Visit Destination for Travellers

Beyond its role as a global business hub, Dubai offers travellers an extraordinary blend of luxury, culture, entertainment, and adventure.

Visitors attending Arabian Travel Market can explore pristine beaches, luxury resorts, desert safaris, historic neighbourhoods, and modern attractions that have helped position Dubai among the world’s most visited cities.

The city’s year-round sunshine, outstanding hospitality, and multicultural atmosphere make it a favourite destination for leisure travellers, business visitors, and international event delegates alike.

From luxury shopping malls to traditional Arabian experiences, Dubai delivers unforgettable travel experiences for visitors from every corner of the globe.

Arabian Travel Market Continues to Drive Global Tourism Forward

As international tourism continues evolving, Arabian Travel Market remains one of the industry’s most important gatherings for driving innovation, strengthening resilience, and building meaningful global connections.

The event reflects the growing confidence and momentum within the global tourism sector while providing a platform for destinations and travel businesses to showcase new products, services, and experiences.

For tourism professionals, travel brands, and international visitors, ATM 2026 represents an exciting opportunity to connect with the future of global travel in one of the world’s most exciting cities.

Arabian Travel Market

Dubai World Trade Centre
Dubai, United Arab Emirates
Website: https://www.wtm.com/atm/en-gb.html

Dubai World Trade Centre Website: https://www.dwtc.com/
Visit DubaiWebsite: https://www.visitdubai.com/

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

Arabian Travel Market 2026 Rescheduled: Dubai Set for a Major Tourism Gathering This August

ATM 2026 Moves to August for a Stronger Global Turnout

The globally renowned Arabian Travel Market 2026 has officially been rescheduled, with new dates set for 17–20 August 2026 at the iconic Dubai World Trade Centre. Originally planned for May, the event’s organiser, RX, confirmed the change to ensure the safety, flexibility, and confidence of international attendees.

This strategic move reinforces Dubai’s position as a leading global hub for business events and tourism innovation, while allowing more industry professionals from around the world to participate.

A Premier Global Travel Industry Event

Now in its 33rd edition, the Arabian Travel Market remains one of the most influential gatherings in the global tourism calendar. The event brings together destinations, airlines, hospitality brands, travel technology providers, and industry leaders under one roof.

Held annually in Dubai, ATM is known for driving business opportunities, fostering partnerships, and showcasing the latest trends shaping the future of travel.

Why the Date Change Matters for Travellers and Industry Professionals

Danielle Curtis, the Exhibition Director

The decision to shift ATM 2026 to August reflects a commitment to creating a safe and accessible environment for all participants. By providing greater flexibility, organisers aim to maximise international attendance and ensure a successful, high-impact event.

For travel professionals, this means more opportunities to network, discover emerging destinations, and gain valuable insights into global tourism trends. For destinations and brands, it offers a powerful platform to connect with key decision-makers and expand their global reach.

Dubai: A World-Class Destination for Business and Leisure

Hosting ATM at the Dubai World Trade Centre highlights the city’s world-class infrastructure and reputation as a leading destination for international events. Visitors attending the exhibition can also explore Dubai’s iconic attractions, luxury hotels, and vibrant cultural scene.

From modern architecture to traditional souks, Dubai offers a unique blend of experiences that make it an ideal location for combining business with leisure travel.

Looking Ahead to August 2026

With preparations already underway, the organisers at RX are working closely with exhibitors and partners to ensure a seamless transition to the new dates. The August schedule is expected to deliver an even more dynamic and inclusive event, welcoming a diverse global audience.

As the travel industry continues to evolve, Arabian Travel Market 2026 will play a crucial role in shaping its future, making it an essential event for anyone involved in tourism and hospitality.

Event Details and Information

Event: Arabian Travel Market 2026
Dates: 17–20 August 2026
Venue: Dubai World Trade Centre
Location: Dubai, United Arab Emirates

Website: www.wtm.com/atm/en-gb.html
Organiser: www.rxglobal.com

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

ATM to spotlight sports tourism opportunities, as research shows fans spend twice as much as regular travellers

Arabian Travel Market

Arabian Travel Market (ATM) 2026, which takes place at the Dubai World Trade Centre on 4-7 May, will showcase the importance of sports tourism, as new research reveals that sports event-driven travellers – defined as people who travel overnight to attend live sporting event – spend significantly more per trip, with frequent sports tourists spending up to twice as much per trip as the average traveller.

According to Sports Tourists: Travelling with Passion, a white paper by GSIQ, a global sports and tourism insights agency and research partner of ATM 2026, frequent sports event travellers not only outspend traditional tourists but are also increasingly seeking premium, high-quality experiences.

Highlighting the scale of the opportunity, the research also projects the sports tourism sector to representing a potential 63% increase in the number of people who intend to take a sports-related trip in the coming years in the coming years, delivering a substantial uplift for Middle East sports tourism, which PwC values at approximately US$600 billion, while globally, the market is expected to reach over US$2 trillion by 2030, redefining the shape of the global travel and tourism industry.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “By understanding the mechanics of sports tourism, destinations and tour operators can develop strategies to drive repeat visits, and attract new audiences. Ultimately, knowing what motivates sports fans to travel will determine how stakeholders meet evolving consumer expectations, to ensure sustained engagement and growth in this potentially lucrative market.”

Sports tourists are primarily motivated by their passion for sport, but their travel decisions are strongly influenced by accessibility, affordability, quality and overall value. The white paper highlights that value remains a decisive factor, with 63% of respondents prioritising fair ticket and package pricing, particularly among newer sports travellers. Notably, while only 36% say a destination must already appeal to them, 41% are open to extending a sports-led trip into a longer leisure holiday.

As a result, major sporting events act as a catalyst for destination growth, encouraging deeper exploration, longer stays and stronger word-of-mouth advocacy for host locations. Indeed, around 80% of sports event attendees either return as leisure tourists to destinations they first visited for sport or recommend them to others, while also reporting a more positive perception of those destinations.

Addressing the positive impact on the leisure tourism market, experts from GSIQ will present an exclusive white paper on the Global Stage during ATM 2026, in a session titled “The Power of Sport Tourism: New Audiences & New Revenue,” exploring how destinations and travel companies can convert this growing potential into significant and sustainable tourism revenue.

Eva Stewart, Global Managing Partner at GSIQ, added: “Sports tourism is no longer a niche segment; it is one of the fastest-growing drivers of global travel demand. Our research shows that sports travellers spend more, stay longer and return more often, making them one of the most valuable audiences for destinations worldwide. With the Middle East rapidly expanding its world-class sporting infrastructure, the region is exceptionally well-positioned to capture this growth, a trend we look forward to exploring further at ATM.”

According to the 2025 ATM Trends Report, developed in partnership with Tourism Economics, an Oxford Economics Company, destinations across the Middle East are capitalising on surging demand for live events, from global sporting tournaments to concerts and festivals. Following the successful delivery of mega-events such as Expo 2020 Dubai and the Qatar 2022 World Cup, momentum is accelerating further as Saudi Arabia prepares to host the 2034 FIFA World Cup.

Arabian Travel Market

“ATM plays a vital role in identifying the trends shaping global tourism, and few are as important today as sports, events and MICE tourism. From mega sporting tournament to world-class cultural events, these experiences are helping destinations reach new audiences, extend length of stay and accelerate progress towards long-term tourism growth targets. The return of the expanded IBTM @ ATM in 2026, a dedicated hub for the business events, corporate travel and experiential design sectors, and also featuring the Experience Stage with high-profile speakers – further elevates ATM’s commitment to advancing the global events ecosystem. This strengthened platform reflects the region’s growing influence and underscores the Middle East’s emergence as one of the world’s most dynamic and fast-developing meetings and events markets,” added Curtis.

Other sessions taking place during ATM 2026 include The new experience economy: What will make events irresistible in 2030? Taking place on the Experience Stage, the panel discussion will outline the future of events in the region. With a focus on events, creativity and immersive technology. On the Global Stage, a panel discussion on Decoding Growth: How hospitality is adapting to new traveller needs, will address the multi-motivated needs of travellers.

Website: 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/

Middle East outbound travel spend projected to pass US$60bn by 2030, as international participants drive 10% year-on-year growth at ATM 2026

ATM

With overseas travel spend by Middle East residents expected to grow by 6% per year until the end of the decade, where it will top US$60 billion according to the latest ATM Travel Trends Report, exhibition space is in high demand among international participants at Arabian Travel Market (ATM) 2026, which will take place at the Dubai World Trade Centre from 4-7 May.

Under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, the 33rd edition of ATM will enable visitors from around the world to chart the evolution of global tourism by exploring market trends such as travel-tech innovation and adoption, sustainable offerings and ultra-luxury experiences.

ATM 2026 is generating significant interest among international exhibitors, with projected year-on-year growth in exhibition space of 10% and increased demand across all core markets. During the period 2024 to 2026, the event has recorded pronounced compound annual growth rate (CAGR) upticks from participants in Africa (31.99%), Asia (13.95%), Europe (8.75%), the Americas (8.25%) and the Middle East (8.04%).

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “International participation at ATM continues to grow in step with the remarkable shifts taking place across the worldwide tourism landscape. From Africa's wide-ranging investment in infrastructure and sustainable luxury to Asia’s rapid expansion in air connectivity and travel technology, we are seeing unprecedented engagement with the Middle East market in ways that would have been unimaginable even a decade ago.”

ATM

Egypt’s appeal among regional travellers is clear, with the volume of outbound leisure nights from the Middle East to the North African country set to increase by 21% by 2030. Home to the Grand Egyptian Museum in Giza as well as a multibillion-dollar pipeline of mega-tourism projects from New Alamein City and Ras al-Hekma to the Great Transfiguration Project and Marassi Red Sea resort, Egypt is investing heavily in its visitor economy. Exhibitors, including the Egyptian Tourism Authority, Rixos Premium Seagate Hotel, Sunrise Resorts and Cruises, Classic for Touristic Resorts & Hotel Management, among others, will be eager to showcase what this exciting destination has to offer at ATM 2026.

Morocco has launched equally ambitious plans for rail expansion and improvement as it prepares to co-host the 2030 FIFA World Cup alongside Portugal and Spain. In addition to rail expansion, the country opened 120 new air routes in 2024 and 80 in 2025, including Atlanta-Marrakech, linking the country to 125 American cities through the world’s largest hub.

ATM will welcome a range of exhibitors from the country, alongside Visit Morocco, as well as a myriad of investors and project partners who can help Morocco achieve its goals of adding 150,000 hotel beds and hosting 26 million annual visitors by 2030.

The 2026 edition will also see a strong showing from Türkiye – a key destination for travellers across the Gulf and wider region, accounting for 8% of outbound nights in 2025. Represented at ATM 2026 by high-profile exhibitors, which include, amongst others, Mercan DMC, Regnum Hotels, Atas Group Hotels, Ajet Airlines, Bursa Culture & Tourism Promotion Union, Türkiye Tourism Promotion and Development Agency (TGA), the country is expected to grow by 96% as a source market for international leisure tourism nights in the Middle East by 2030.

ATM

Focusing on Asia Pacific, China will once again have a presence at ATM in 2026, building on a boom in low-friction, outbound travel to Middle East nations such as the UAE and Saudi Arabia. The country has also outlined its intentions to increase inbound travel, with the China Cultural Center in UAE keen to increase interest from the Middle East. To achieve this, the country has rapidly expanded its visa-free arrangements for visitors, with 76 countries, including those within the GCC, utilising unilateral or mutual visa-free entry, while also implementing measures to streamline entry, enhance consumption experiences and simplify tax refund policies.

As such, ATM’s 33rd edition will welcome Chinese tourism enterprises and cultural bodies, with companies confirmed so far including the China Cultural Centre in UAE, The Garden Hotel Company LTD Guangzhou, and China Highlights International Travel Services Co LTD.

In addition to increased international interest in the Middle East’s travel sector, ATM 2026 will highlight a broad array of industry trends, innovations and opportunities. With a focus on the Middle East, North Africa, and South Asia (MENASA), as well as Eastern European countries, for both inbound and outbound travel, the upcoming edition will reinforce Dubai’s position as a global gateway, connecting to more than 274 destinations across six continents.

Through features such as the ATM Ultra Luxury Lounge, IBTM @ ATM and the co-located event, ATM Travel Tech, which will have two dedicated halls, the event will showcase

how the industry is evolving to meet the needs of new traveller segments, while strengthening connections between destinations, buyers and brands that are shaping the next chapter of global travel.

Enquire to exhibit:it: Exhibitor Enquiry for Arabian Travel Market.

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Middle East's growing influence in global meetings reinforced with the return of IBTM @ ATM at ATM 2026

Arabian Travel Market

• The UAE’s MICE Market will expand 8.96% annually to 2030, while Saudi Arabia’s will grow 10.93%, reinforcing the Middle East’s rise as a global business events hub
• IBTM @ ATM 2026 will bring together global and regional business events professionals to connect, collaborate and capture opportunities in this high-growth market
• The dedicated business events hub returns to ATM 2026, taking place from 4-7 May at Dubai World Trade Centre, with a dedicated zone in Hall 3

Building on the success of its inaugural edition, IBTM @ ATM will return to Arabian Travel Market (ATM) in 2026, which takes place at the Dubai World Trade Centre from 4–7 May, with a dedicated business events hub in Hall 3. This expanded space emphasises the show's strategic focus on the global business events sector and highlights the Middle East's position as one of the fastest-growing regions for meetings and events worldwide.

According to Mordor Intelligence, the region's meetings, incentives, conference and exhibitions (MICE) industry continues to expand at pace as investment in large-scale venues, infrastructure, and international partnerships accelerates. The UAE’s MICE market is forecast to grow to US$9.26 billion by 2030, with a CAGR of 8.96%. The Saudi Arabian market is projected to reach US$5.33 billion by 2030, representing a compound annual growth rate (CAGR) of 10.93%.

Together, these markets are expected to drive the Gulf’s emergence as one of the world’s most dynamic business event regions, supported by major tourism development programmes, strong air connectivity and the growing appeal of the Middle East as a platform for global trade and innovation.

The ATM Travel Trends Report 2025, produced in partnership with Tourism Economics, also indicates a continued rise in business travel across the Middle East, with the region's share of global corporate travel spending forecast to increase from 2.5% in 2024 to more than 3% by 2030. This is being supported by the steady recovery of international demand, improved air connectivity and the continued development of business tourism infrastructure.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: "The expansion of IBTM @ ATM reflects the strength and ambition of the Middle East's business events sector. By establishing a platform for global buyers and regional and international suppliers to exchange ideas and form meaningful partnerships, we are contributing to the future of meetings and events, aligning with our 2040 vision. This year's edition will offer the knowledge and connections necessary for our industry to adapt, innovate and grow."

Arabian Travel Market

According to the Dubai World Trade Centre's 2024 Economic Impact Assessment and broader industry data, inbound participation remains a key driver of growth, with strong travel flows between the GCC and wider Middle East and North Africa (MENA) markets supported by short-haul connectivity and regional trade integration. Delegates from Europe, South Asia, and the Asia Pacific continue to represent key source markets, while North America and Africa are contributing an increasing number of high-value exhibitors and corporate travellers.

Beyond attracting international events, the Middle East is also becoming a significant outbound generator of MICE business. According to research from 6Wresearch, organisations across the UAE, Saudi Arabia, and Qatar are increasingly investing in overseas conferences, exhibitions, and incentive programmes, reflecting an expanding corporate footprint and international partnerships.

As part of Arabian Travel Market, the IBTM @ ATM hub will bring together the global business events community with the region's vibrant meetings, incentives, conferences, and exhibitions sector. ATM attracts over 55,000 industry professionals from 166 countries and will showcase more than 2,800 exhibiting companies from every segment of the travel and tourism industry.

IBTM @ ATM will connect association planners, professional conference organisers, corporate buyers, and incentive agencies with destinations, venues, destination management companies (DMCs), and suppliers specialising in world-class business events. This connection will be supported by a comprehensive hosted buyer programme, targeted networking opportunities, and pre-scheduled business appointments.

In alignment with the theme of ATM 2026, ‘Travel 2040: Driving New Frontiers Through Innovation and Technology,’ the Business Events Stage at IBTM @ ATM will feature

themed tracks and expert-led sessions exploring the evolution of events, the transformation of incentive travel, and the integration of technology into meetings and events. Additionally, roundtable discussions will focus on inclusive event design and sustainability. Destination showcases will further highlight opportunities across global markets.

The International Congress and Convention Association (ICCA) will once again return to support IBTM @ ATM as the Official Business Events Partner, curating content for the Business Events Stage and facilitating the participation of leading association buyers.

Claudia Hall, the Exhibition Director of IBTM World, added: “As the global business events landscape evolves, the Middle East stands out as a powerful hub for growth and innovation. Through IBTM @ ATM, we’re bringing together international and regional leaders to collaborate, exchange insights, and unlock new opportunities that will define the next decade of meetings and events.”

The 33rd edition of ATM will bring together global leaders from the leisure, business events, luxury, and travel technology sectors and beyond. In addition to IBTM @ ATM, the event will feature dedicated verticals, including ATM Travel Tech and the Ultra Luxury Lounge, providing a comprehensive platform for innovation, networking, and growth within the global tourism landscape.

Register your interest to attend: wtm.com/atm/en-gb.html

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

Arabian Travel Market 2026 theme to focus on the future of global travel

Arabian Travel Market (ATM)

• According to the World Economic Forum, the travel and tourism sector will see 30 billion tourist visits by 2034, underscoring the importance of the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’
• New features include the ATM Travel Tech co-located show and the ATM Ultra Luxury Lounge, as well as larger IBTM @ ATM, which will bring together the global business events (MICE) community
• ATM will take place from 4 – 7 May 2026 at the Dubai World Trade Centre

Arabian Travel Market (ATM) has officially announced the theme for the 2026 edition of the leading international travel and tourism event in the Middle East, where the crossroads of East meets West: “Travel 2040: Driving New Frontiers Through Innovation and Technology.”

Taking place from 4–7 May 2026 at Dubai World Trade Centre (DWTC), ATM 2026 will explore the forces reshaping the global tourism landscape and highlight how innovation is transforming every stage of the traveller’s journey.

The period leading up to 2040 is expected to be one of the most transformative eras in the history of global tourism, with research from the World Economic Forum highlighting that the travel and tourism sector is projected to serve 30 billion tourist visits and contribute $16 trillion to global GDP by 2034. In parallel, technological advancements, including AI-driven personalisation and immersive digital experiences, alongside green aviation and smart mobility, are set to redefine how, where, and why people travel.

Against this backdrop, ATM 2026 will provide a vital platform for the global travel community to explore new opportunities, accelerate technological adoption, and build a more resilient, sustainable, and inclusive industry for the future.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “The next ten years and beyond are going to be crucial for the travel and tourism industry. We are at a significant turning point where factors such as climate change, digital advancements, and evolving consumer expectations are all coming together to create both challenges and opportunities. By showcasing how innovation can enhance the travel experience, improve operational efficiency, and promote sustainability, ATM 2026 will provide an important platform for the global industry to prepare for what lies ahead, while ensuring the Middle East remains at the forefront of this evolution.”

Arabian Travel Market (ATM)

ATM’s emphasis on innovation is also underpinned by market momentum. According to the ATM Travel Trends Report 2025, travel spend in the Middle East is expected to surpass US$350 billion by 2030, with inbound travel projected to grow at nearly double the global average. Demand for business events (MICE), luxury experiences, and transformative journeys is surging across the region, positioning the Middle East as a dynamic hub for the future of global tourism.

Building on this growth, ATM 2026 will feature several dedicated show verticals, each designed to deepen engagement within key sectors driving the future of travel.

ATM Travel Tech will make its debut as a fully co-located show at ATM 2026. Evolving from its previous role as a fast-growing sector on the show floor, it will now take place within dedicated halls directly linked to ATM during the same dates, reflecting the accelerating convergence of technology and tourism. The show will highlight how breakthrough innovations, from AI-powered trip planning and immersive experiences to smart payments, fintech, mobility, big data, and cybersecurity, are transforming the travel ecosystem.

The Tech & Innovation Zone will form the core of ATM Travel Tech, featuring an 850 sqm immersive space showcasing robotics, AR/VR, next-generation payments, and green technology solutions, anchored by the Future Stage, a 250-seat theatre hosting futurists, entrepreneurs, and global tech leaders.

IBTM @ ATM, which returns in 2026 following a successful launch during last year’s event, will connect the global business events (MICE) community with the Middle East’s rapidly expanding meetings and mega-events sector, bringing association planners, conference organisers, and corporate buyers together with leading destination convention bureaus, venues and business event suppliers.

Meanwhile, the ATM Ultra Luxury Lounge will create an exclusive environment for high-net-worth and ultra-high-net-worth individuals to connect with world-class luxury brands, spanning hospitality, private aviation, yachting, and bespoke travel experiences.

“Our show verticals have become vital in showcasing the changing structure of the global travel and tourism industry. By focusing alongside its core leisure travel focus, ATM 2026 ensures that we highlight areas where innovation and investment have the greatest influence. Each vertical offers a carefully curated environment where stakeholders can engage more deeply, form meaningful partnerships, and collectively shape the industry’s future to 2040,” added Curtis.

Arabian Travel Market (ATM)

As global tourism evolves towards innovation, sustainability, and purposeful growth, ATM 2026 will convene industry leaders, policymakers, and innovators to showcase pioneering solutions and share insights that will drive the sector forward. With over 55,000 industry professionals from 166 countries having attended the 2025 edition, ATM continues to expand its role as a catalyst for global collaboration and a launchpad for the ideas and technologies transforming travel.

For more information, visit www.wtm.com/atm. To register your interest in attending, please click here.

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