The travel industry’s next phase of growth will be shaped not simply by technology, but by how effectively companies combine artificial intelligence, skilled people and a deep understanding of the customer, industry leaders said at Arabian Travel Market (ATM) 2026 in Dubai on September 15.

This was the crux of the executive roundtable, From Rebound to Readiness: Shaping What’s Next Across the Travel Ecosystem, organised by FUTURE& at the ATM Experience Hub. Senior representatives from Google, Visa, Miral Destinations, Alibaba Fliggy and Khamas Hospitality discussed how the sector is moving beyond post-pandemic recovery towards longer-term preparedness and competitiveness.

A central theme was the rapidly changing traveller. Consumers increasingly expect travel to be seamless from the initial planning stage through the experience itself and even after returning home. Personalisation and integration are becoming less of a luxury and more of an expectation.

Anthony Nakache, Managing Director MENA at Google, said technology is already available to help businesses respond to these demands, with AI potentially playing a major role in improving the traveller journey.

Yet the discussion also highlighted a counterbalance to the technology race: people remain central to hospitality and travel.

“Travel is a very human and personal experience,” said Maha Nizam, Head of GCC Marketing at Visa. She said technology should enhance employees’ capabilities rather than replace the human element that defines the travel experience.

For Miral Destinations, customer priorities remain the starting point for commercial and operational decisions. CEO Liam Findlay said questions about what customers want and how they will respond underpin discussions ranging from revenue to product development.

The broader takeaway from the session was that future readiness is becoming a strategic issue rather than a distant ambition. Businesses are being pushed to make decisions today on technology, talent, partnerships and customer experience that could determine their ability to compete in the years ahead.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said future readiness meant converting change into competitive advantage.

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 evolving traveller expectations on tourism.

The ongoing 33rd edition of ATM at Dubai World Trade Centre will run through September 17.

Ayurveda and Health Tourism is a media partner for the event.