Held from September 14 to 17, the four-day event featured over 55 destination stands and representatives from tourism authorities, airlines, transport companies, hospitality groups and technology firms. The exhibition highlighted how artificial intelligence, digital transformation and smart mobility are reshaping global tourism.

A key development was the launch of Visit UAE, the country’s first unified national tourism brand, alongside the UAE Grand Tour, an online platform connecting the seven emirates through a single travel route.

The event also witnessed several major business agreements. Emirates signed 11 memoranda of understanding covering areas including technology, marketing and passenger experiences. Etihad Airways and Etihad Rail agreed to explore integrated air-rail travel across the UAE.

Hospitality group Rotana announced plans for 40 new hotels, adding more than 8,300 rooms to its development pipeline, including 10 projects in Saudi Arabia.

Technology remained central to ATM 2026, with AI-powered travel planning showcased through TripGenie. More than 90 conference sessions and 28 technology demonstrations explored the future of tourism under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.”

Asia-GCC corridor emerges as tourism growth engine

The Asia-GCC (Gulf Cooperation Council)  travel corridor is rapidly becoming one of the Middle East’s most significant tourism opportunities, with industry leaders pointing to visa-free access, smoother travel and stronger digital connectivity.

The scale is already substantial. Nearly 164.8 million overnight visitors travelled from Asia-Pacific to GCC countries in 2025, representing a 161% increase over 2019, according to Oxford Economics. China, India, South Korea, Malaysia and Australia are emerging as particularly important sources of middle-class travellers.

For Dubai, removing practical barriers has been central to attracting visitors. Shahab Abdollah Shayan of Dubai’s Department of Economy and Tourism highlighted the UAE’s decision to remove visa requirements in 2016 for Chinese visitors and its efforts to enable payment platforms such as Alipay and WeChat Pay.

The reverse flow is also gaining momentum. WTCF’s Waad Melliti said Chinese arrivals from the six foundations built over the past five decades.

States surpassed 150,000 in 2025, doubling from 2024.

Hospitality operators, meanwhile, are adapting products to increasingly experience-driven travellers.

ATM’s panel made the message clear: accessibility may determine how far this corridor can grow.

Preparedness and international cooperation took centre stage at the opening of Arabian Travel Market 2026, on September 14, as policymakers examined the resilience and future of Gulf tourism amid geopolitical challenges.

UAE Minister of Economy and Tourism Abdulla bin Touq Al Marri said the foundations built over the past five decades helped the country navigate recent disruptions. UN Tourism Secretary-General Shaikha Al Nuwais stressed that effective crisis response depends on preparation, early cooperation, information-sharing and trust.

The ministerial discussion brought together officials from the UAE, Bahrain, European Commission and Uzbekistan. European Commissioner Apostolos Tzitzikostas reaffirmed the European Union’s partnership with Gulf countries, while Bahrain Tourism Minister Fatima Jaafar Al Sairafi highlighted tourism’s growing economic significance.

The next ATM will be held in Dubai from May 3 to 6, 2027.

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