Gulf nations should highlight their individual tourism and business events offerings while presenting a more coordinated regional proposition to international visitors, regional industry leaders said at Arabian Travel Market (ATM) 2026 in Dubai.

The discussion, held on the second day of the 33rd edition of ATM at Dubai World Trade Centre, brought together business events leaders from Bahrain, Oman, Qatar and Ras Al Khaimah to examine how GCC destinations can collaborate while maintaining their competitive identities.

The panel featured Maryam Toorani, Director of Marketing and Promotions at Bahrain Tourism and Exhibitions Authority; Dr Debbie Kristiansen, SVP Venue Development & Operations MEAA at OVG Middle East; Ahmed Al Binali, Director of Festivals & Events at Visit Qatar; Iyad Rasbey, Vice President Destination Tourism Development at Ras Al Khaimah Tourism Development Authority; and Khalid Waleed Ramadhan Al Zadjali, Director of Oman Convention Bureau. The session was moderated by Anju Gomes, CICD, Senior Regional Director, ICCA ME.

Dr Kristiansen said the region needs to move away from being viewed as a single destination and instead promote the distinct characteristics of each country.

“Unfortunately, when people think about the Middle East, [they think of it as] collective. But when you look at Europe, you don’t see it as collective; you look at the individual countries within Europe. It’s exactly the same in the Middle East. Every country and destination has something unique to offer.”

Toorani said greater regional connectivity could help attract more international visitors while allowing destinations to retain their individual identities.

“I do genuinely believe that our growth is connected as a region, and there is an opportunity to position ourselves as one connected region without each of us losing the identity of our diverse countries. Having more people coming to our destinations allows us to move away from that global perception.”

Rasbey said business events should be integrated into wider destination development rather than developed separately.

“Destinations shouldn’t look at developing [meetings, incentives, conferences and exhibitions] in isolation. In Ras Al Khaimah, it’s part of the development of the destination. While we are investing in our infrastructure – the venues, the hotels – the [business events] development goes in parallel. And this is what we have been doing for the last decade.”

Al Zadjali stressed that destinations should design events around their existing characteristics rather than adapting themselves to meet organisers’ expectations.

“We should not change ourselves [to fit with the events]. We should design the events to match our destination. Because event organisers have been to many parts of the world. They have experienced the best beaches, the big historical areas, they have been to the ‘wow’ hotels – everywhere. What they’re looking for is the experience, and that should be our focus.”

Al Binali highlighted the potential for major events to create benefits beyond individual host destinations, pointing to the legacy of FIFA World Cup Qatar 2022.

“The GCC needs to share the legacy of the delivery of any major events, because it’s got that visibility – not only for the destination itself, but also for the region.”

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said the Gulf’s business events sector is continuing to expand, with regional growth exceeding the global average.

“The Gulf’s business events market continues to move from strength to strength, with the latest ICCA figures showing regional growth more than double that of the global average. It is exciting to see industry leaders capitalising on their nations’ unique offerings and cultural heritage, while working closely together to present seamlessly connected experiences to international visitors.”

ATM 2026 is being held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, examining the impact of artificial intelligence, digital transformation, smart mobility and changing traveller expectations on tourism.

The event has also introduced a refreshed brand identity, reflecting its expansion beyond the exhibition floor into a year-round platform connecting travel and tourism communities. The Experience Hub hosted seven sessions on the second day, covering subjects including hotel revenue management and transportation connectivity.

Now in its 33rd edition, ATM continues to bring together international travel and tourism stakeholders to develop partnerships, exchange industry knowledge and explore commercial opportunities across the sector. -TradeArabia News Service