ATM 2026 opens in Dubai: AI, resilience and the future of travel take centre stage

The 33rd edition of Arabian Travel Market (ATM) opens today at Dubai World Trade Centre, bringing together the global travel and tourism industry for four days of business, networking and discussions on the sector’s next phase following months of disruption linked to the US-Iran conflict.

Running from September 14 to 17, ATM 2026 will bring together airlines, tourism authorities, hotels, destinations, technology companies, travel buyers and industry professionals from around the world.

Why ATM matters this year

The timing of this year’s event is particularly significant. Months of geopolitical uncertainty have reshaped travel patterns across the region, shortened international booking windows and put additional pressure on hotels to balance occupancy, room rates and profitability.

The central question at ATM will therefore be less about whether people still want to travel and more about what recovery will look like, how quickly confidence can return and how the industry can adapt to a changing market.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said the industry had faced “its share of challenges in recent months”, reinforcing the importance of bringing the global travel community together in person.

“It is great to be back, and I’m looking forward to seeing the conversations, partnerships and opportunities that emerge over the course of the show,” she said.

AI takes centre stage

Against this backdrop, technology is set to be one of the defining themes of ATM 2026.

The event will see the debut of ATM Travel Tech, a dedicated co-located show featuring more than 180 exhibitors from 30 countries across two halls. An 850-square-metre Tech & Innovation Hub will explore artificial intelligence, virtual and augmented reality, robotics, fintech and green technologies.

The Future Stage will focus on AI and automation, data and digital transformation, fintech, immersive technologies, robotics and next-generation travel platforms.

Dr Marwan Alzarouni, CEO of AI at Dubai’s Department of Economy and Tourism, will open the stage with a session examining the role of artificial intelligence in reshaping the travel industry.

Senior representatives from Sabre, Trip.com, Tripadvisor, Wego, MakeMyTrip, RateGain and Visa will also discuss topics including agentic AI, online travel agencies, digital discovery and the evolving travel supply chain.

Gulf resilience

The Global Stage will open with the Ministerial Debate, Building a Resilient Industry Through Collaboration, bringing together senior tourism leaders to discuss rebuilding traveller confidence, strengthening the GCC’s position on the global tourism map and creating a more resilient industry.

The UAE’s broader tourism proposition is also expected to feature prominently as destinations assess how they can remain attractive and competitive amid geopolitical uncertainty elsewhere in the region.

Under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” ATM 2026 will focus on strengthening partnerships, restoring confidence and identifying new opportunities for long-term growth.

Research organisations including Tourism Economics, an Oxford Economics company, Euromonitor International, STR and Dragon Trail International will share insights into changing travel demand and emerging opportunities across the sector.

Curtis said the outlook for travel and tourism remained significant.

“The opportunity ahead for travel and tourism remains significant,” she said.

Research from ATM’s partners continues to point to the “underlying resilience of travel demand”, she added, while innovation is creating new ways for destinations and businesses to respond to changing traveller expectations.