Dubai is gearing up to showcase the strength of the Dubai tourism industry at the 33rd edition of Arabian Travel Market (ATM) 2026, running from September 14 to 17 at Dubai World Trade Centre.
The Dubai Department of Economy and Tourism (DET) will lead the emirate’s participation across the four-day event, which is expected to bring together tourism authorities, airlines, hotels, travel companies, technology firms, and other industry professionals from around the world.
For Dubai, ATM remains an important platform for meeting international travel partners, discussing shifting market trends, and exploring new business opportunities. This year’s event comes as the emirate keeps pushing on tourism growth, international confidence, and long-term investment.
More Than 115 Dubai Tourism Partners to Join
DET will be joined by more than 115 co-exhibitors representing different corners of Dubai’s tourism ecosystem, including hotels, tour operators, destination management companies, and other public and private sector organisations.
Several Dubai government entities will also be represented at the Dubai stand, including the Dubai Civil Aviation Authority, Dubai Culture & Arts Authority, Dubai Health Experience, Dubai Municipality, and the General Directorate of Identity and Foreigners Affairs – Dubai.
This kind of participation reflects Dubai’s public-private approach to tourism development. By bringing different organisations together under one roof, the emirate aims to present a more connected destination offering to international travel professionals.
ATM 2026 Focuses on Travel Technology and Innovation
ATM 2026 runs under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.” The programme will look at how technology, artificial intelligence, smart mobility, and shifting traveller expectations could shape the future of global tourism.
A new addition this year is ATM Travel Tech, a dedicated co-located exhibition focused specifically on travel technology. The Tech & Innovation Hub will also showcase developments in artificial intelligence, immersive technology, robotics, fintech, and smart mobility.
The conference programme features the Global Stage, Future Stage, and Experience Hub, with sessions covering aviation, hospitality, sustainability, luxury travel, accessibility, business events, investment, and destination resilience.
Dubai to Highlight Major Tourism and Infrastructure Projects
DET plans to use ATM 2026 to brief international travel professionals on several projects that could shape Dubai’s future tourism offering.
One of the major developments here is the new AED 128 billion passenger terminal planned for Dubai World Central – Al Maktoum International. DET will also discuss the Dubai 2040 Urban Master Plan and developments including Palm Jebel Ali, Hatta, and the Jebel Ali Beach Development Project.
These projects are expected to open up new opportunities for tourism businesses and international partners. DET plans to use meetings and dedicated sessions at ATM to explain how these developments can support new travel packages and experiences for visitors.
More Than 300 Travel Buyers to Experience Dubai
A key part of Dubai’s participation will be the Hosted Buyers Programme, with more than 300 travel trade professionals and over 40 travel trade media representatives from 40 countries expected to take part.
This programme gives participants a chance to experience Dubai beyond just the exhibition halls, helping international buyers understand the destination, meet local tourism partners, and build genuine business relationships.
DET says the programme combines strategic business objectives with immersive experiences, aiming to create connections that last well beyond the four-day event itself.
Dubai to Highlight Culture and Food at ATM
The Dubai stand will also showcase the emirate’s cultural and culinary identity. With support from Dubai Culture, works by Emirati artist Mariam Abbas will be displayed across the stand to highlight Dubai’s contemporary art scene.
Visitors will also get to experience Dubai’s food and beverage culture through a dedicated café, featuring local brands including Karam Coffee, Estekanah Chai, and Camelicious.
The stand will also showcase Salt & Sand, a newly published guidebook focused on Emirati cuisine. This initiative highlights Dubai’s growing appeal among travellers interested in local food, culture, and authentic experiences.
Dubai Builds Momentum Ahead of ATM 2026
DET has kept up its engagement with tourism stakeholders in the months leading up to the event. A City Briefing held in June brought together more than 1,700 leaders from Dubai’s tourism ecosystem, making it the largest gathering of its kind to date.
The emirate has also promoted tourism through initiatives like A Dubai Invite, which encouraged residents to invite family and friends to visit the city. DET has also run international roadshows to connect directly with travel trade partners in key markets.
Another initiative worth noting is the Beautiful Destinations Academy, Powered by Dubai. This professional development programme aims to support travel content creation and develop marketing talent as demand for digital tourism storytelling keeps growing.
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ATM to Strengthen Global Travel Partnerships
ATM 2026 will bring the global travel community together in Dubai at a moment when the industry is looking ahead to its next phase of growth. The event is expected to give businesses and destinations a platform to reconnect, share knowledge, and strengthen commercial relationships.
Strategic partners including Emirates, IHG Hotels & Resorts, and Al Rais Travel are also taking part in the event, with discussions focused on partnerships, technology, customer experience, and the changing needs of international travellers.
The wider conference will bring together policymakers, tourism leaders, researchers, and technology specialists. Research from official knowledge partners including Tourism Economics, Euromonitor International, and Dragon Trail International will also support discussions across the programme.
Where to Find Dubai at ATM 2026
Dubai’s tourism partners and stakeholders will be available at Stand ME1120/ME1150 in Sheikh Saeed Hall 1 at Dubai World Trade Centre during Arabian Travel Market 2026.
The event runs from September 14 to 17, 2026, with tourism businesses, destinations, and industry professionals expected to use the platform to explore partnerships and discuss the future of global travel.