The 33rd edition of Arabian Travel Market (ATM) will open tomorrow at Dubai World Trade Centre (DWTC), bringing the global travel and tourism community together for four days of business, networking, knowledge exchange and collaboration.

Taking place from 14–17 September, ATM 2026 arrives at a pivotal time for the global tourism industry following a period of disruption across the sector.

The event is expected to bring together destinations, tourism authorities, airlines, hospitality brands, technology companies, buyers and industry professionals to rebuild commercial relationships, exchange expertise and explore opportunities for the next phase of tourism growth.

Held under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, this year’s ATM will examine the major forces reshaping tourism, including artificial intelligence, digital transformation, changing traveller expectations, destination resilience, smart mobility and sustainable long-term growth.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “I’m delighted to be opening the doors to Arabian Travel Market 2026 tomorrow and welcoming the global travel and tourism industry back to Dubai.

“This year is particularly significant as we see continued evolution across both the industry and ATM itself. From the debut of ATM Travel Tech and an expanded focus on innovation to a conference programme exploring the trends and opportunities shaping global tourism, there is a great deal to look forward to over the next four days.

“The industry has also faced its share of challenges in recent months, reinforcing the value of bringing our 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.”

Technology will be a central focus at ATM 2026 with the debut of ATM Travel Tech, a dedicated co-located event featuring more than 180 exhibitors from 30 countries across two halls.

The platform will bring together technology companies, innovators and industry leaders to examine the solutions transforming the travel ecosystem.

A key attraction will be the 850sqm Tech & Innovation Hub, showcasing developments in artificial intelligence, virtual and augmented reality, robotics, fintech and green technologies.

Its Future Stage will feature technology leaders, entrepreneurs, researchers and innovators discussing artificial intelligence and automation, digital transformation, fintech, immersive technology, robotics and next-generation travel platforms.

The programme will open with Dr Marwan Alzarouni, CEO, AI at the Dubai Department of Economy and Tourism (DET), examining the role of AI in reshaping travel.

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

Knowledge exchange will remain central to the event, with the Global Stage and Experience Hub hosting tourism leaders, policymakers, researchers and technology specialists throughout the four days.

The Global Stage will begin with the Ministerial Debate: Building A Resilient Industry Through Collaboration, bringing together senior tourism figures to consider how the GCC can rebuild traveller confidence, strengthen its international position and develop a more resilient tourism sector.

Speakers include UAE Minister of Economy and Tourism Abdulla Al Marri, UN Tourism Secretary General Shaikha Al Nuwais, Bahrain’s Minister of Tourism Fatima Jaafar Al Sairafi, and EC Commissioner Apostolos Tzitzikostas.

Research organisations including Tourism Economics, an Oxford Economics company, Euromonitor International, STR and Dragon Trail International will provide insights into changing market conditions and emerging growth opportunities.

Curtis added: “The opportunity ahead for travel and tourism remains significant. Research from our partners continues to demonstrate the underlying resilience of travel demand, while innovation is creating new ways for destinations and businesses to respond to changing traveller expectations.”

ATM 2026 will also introduce a refreshed brand identity, reflecting the event’s evolution from a traditional exhibition into a year-round platform connecting communities, ideas and commercial opportunities across the global travel and tourism ecosystem.

Now in its 33rd edition, Arabian Travel Market remains a major international travel and tourism event in the Middle East, providing a platform for the global industry to build partnerships, share knowledge and identify new business opportunities. -TradeArabia News Service