Technology, talent and customer focus will be central to maintaining competitiveness as the global travel industry enters its next phase of growth, according to senior executives at Arabian Travel Market (ATM) 2026.

The discussion took place during “From Rebound to Readiness: Shaping What’s Next Across the Travel Ecosystem”, an executive roundtable presented by FUTURE& at the ATM Experience Hub.

The session brought together leaders from destinations, hospitality, technology, digital travel and payments to examine how businesses can prepare for evolving traveller expectations and accelerating technological change.

Anthony Nakache, Managing Director MENA, Google, said: “Travellers want frictionless planning, more personalised experiences and greater integration. The distinctions between destination experiences are increasingly blurring, and consumers now expect everything at the same time. The good news is that the technology is there to support stakeholders across the ecosystem in responding to these expectations, from planning and delivery through to post-holiday engagement. AI can help the industry fulfil many of these higher expectations.”

Participants highlighted growing demand for seamless planning, personalised services and connected experiences throughout the customer journey.

While artificial intelligence and emerging technologies are expected to transform operations and engagement, speakers stressed that technology must complement rather than replace the human element of travel.

Maha Nizam, Head of GCC Marketing, Visa, said: “Travel is a very human and personal experience. Technology can help us become more personalised, but ultimately it should elevate what people can do within an organisation. AI and technology will continue to attract investment, but our people, employees and consumers are what reflect the journey, what a company stands for and how we can serve travellers better.”

Customer-centricity was also identified as a key priority as companies balance commercial objectives, operational requirements and changing consumer behaviour.

Liam Findlay, Chief Executive Officer, Miral Destinations, said: “Every conversation we have, whether it is about revenue or product development, always comes back to the customer first. What does the customer want and how will they react? Priorities will always differ in our industry, but for us it is simple: the customer is always number one. Whatever we do as an organisation at Miral, that priority is driven from the top all the way down.”

As the sector moves beyond post-pandemic recovery, executives said future readiness is becoming a competitive differentiator. Businesses are increasingly focused on investing in technology, developing talent, strengthening partnerships and improving customer experiences to support sustainable, long-term growth.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “Future readiness is about turning change into competitive advantage. The decisions businesses make today around technology, talent and customer experience will determine how effectively they can respond to the opportunities ahead.”

Held under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, ATM 2026 is examining the impact of AI, digital transformation, smart mobility and changing traveller expectations on tourism.

The Experience Hub’s roundtable programme complements the wider conference agenda by providing industry leaders with a platform to discuss practical challenges, commercial priorities and opportunities shaping the future of travel. -TradeArabia News Service