Arabian Travel Market (ATM) 2026 opens today, 14 September, at Dubai World Trade Centre, running through to 17 September. The annual event is the Middle East’s largest travel trade show, and this year’s edition is expected to draw more than 40,000 travel industry professionals from across the globe.
What ATM Is
Arabian Travel Market is a B2B trade event - it is not open to the general public. The four-day show brings together hoteliers, tour operators, destination marketing organisations, airlines, technology providers, and travel agents from over 150 countries. It is one of the defining moments in the global travel trade calendar and a reliable indicator of where tourism investment and visitor flows are heading across the Middle East and North Africa.
For independent travellers, ATM matters because announcements made during the show often translate into new routes, packages, and hotel openings within the following twelve to eighteen months.
Key Themes for 2026
Responsible Travel and Sustainability. ATM 2026 has placed responsible tourism at the centre of its agenda, following the UAE government’s push for COP-aligned tourism policy. Expect announcements on carbon-offset programmes from regional carriers and sustainability certifications from hotel groups.
AI and Personalised Travel. Technology exhibitors are showcasing AI-driven booking tools and dynamic pricing systems. Several major OTAs are presenting next-generation trip-planning assistants using large language models.
Saudi and Gulf Tourism Growth. Saudi Arabia’s Vision 2030 tourism targets remain a dominant theme, with significant exhibition space dedicated to NEOM, the Red Sea Project, and AlUla. Bahrain, Oman and Qatar are also presenting expanded tourism products.
UAE New Destinations. The UAE itself is launching several new tourism experiences. Dubai is unveiling expanded desert adventure routes and new entertainment districts, while Abu Dhabi continues to promote its cultural quarter around the Louvre.
Notable Announcements
Details are still emerging as the show floor opens, but pre-event briefings flagged:
- New direct air routes connecting secondary European cities to UAE airports
- An expanded Gulf Tourism Pass programme for multi-destination itineraries
- Ras Al Khaimah’s formal positioning as a mountain and adventure destination
We will update this article as major announcements emerge during the event.
Planning Your Dubai Visit
ATM itself is trade-only, but the show is held at Dubai World Trade Centre - next to the financial district and a short metro ride from Dubai’s top tours and activities. Browse tours in Dubai on GetYourGuide if you want to book experiences while in town during ATM week. Hotels in the Business Bay and DIFC areas tend to run at higher occupancy during ATM week, so if you are arriving in Dubai between 14–17 September, book accommodation in advance and expect some additional congestion around the DWTC metro station.
The September timing also coincides with improving weather conditions - temperatures are still high (around 37–40°C) but humidity is easing compared to July and August.