ATM 2026 Opens in Dubai as Airlines and Tourism Giants Bet on a Travel Rebound
By Thasmiya
Arabian Travel Market 2026 has opened in Dubai, bringing the global travel industry together at a crucial moment for tourism and aviation in the region.
The **33rd edition of Arabian Travel Market (ATM)** runs from **September 14 to 17, 2026**, at Dubai World Trade Centre, with airlines, tourism authorities, hotel groups, technology companies, travel buyers and destinations gathering to discuss how the industry can rebuild momentum after months of regional disruption.
This year’s event is particularly significant for Dubai, with airlines reporting improving passenger demand and tourism leaders betting on the emirate’s winter season, global connectivity and major events calendar to drive a stronger travel rebound.
## **What is Arabian Travel Market 2026?**
Arabian Travel Market is one of the Middle East’s biggest international travel and tourism trade events.
It connects tourism boards, airlines, hotels, tour operators, travel agencies, technology companies, investors and buyers from markets around the world.
ATM 2026 is being held under the theme **“Travel 2040: Driving New Frontiers Through Innovation and Technology.”**
The four-day programme focuses on subjects including artificial intelligence, travel technology, smart mobility, automation, changing traveller expectations, destination resilience and rebuilding confidence in international travel.
## **Why ATM 2026 matters more this year**
The event arrives after a challenging period for Middle East aviation and tourism.
Regional conflict led to flight cancellations, route suspensions, travel advisories and weaker passenger traffic earlier in 2026. Dubai International Airport recorded **31.5 million passengers during the first half of 2026**, down 31.3% year-on-year as disruption affected Gulf aviation.
However, recent numbers indicate that demand is recovering.
Emirates carried more than **8.6 million passengers during July and August** and operated at around **93% of its pre-disruption capacity**, while demand strengthened across several international markets.
That recovery makes ATM a closely watched test of confidence across the global travel industry.
## **Emirates sees passengers returning**
Dubai-based Emirates is one of the major players betting on the recovery.
The airline has reported stronger-than-expected summer demand and increasing winter bookings across selected routes.
South Africa, Brazil, India, Egypt and Nepal are among the markets showing stronger demand, while Emirates is also preparing to launch flights to Helsinki in October and increase capacity on selected routes.
Emirates Deputy President Adnan Kazim said ahead of ATM that the airline had restored **98% of its route network**compared with pre-conflict levels and was flying to 140 destinations across 72 countries.
## **Dubai tourism is also betting on a comeback**
Dubai entered 2026 following a record year for tourism.
The emirate welcomed approximately **19.6 million international visitors in 2025**, while December alone attracted around two million visitors.
Dubai tourism officials acknowledge that flight disruptions and international travel advisories have affected visitor flows during 2026.
However, the city is focusing on long-term growth rather than short-term fluctuations.
Dubai Corporation for Tourism and Commerce Marketing CEO Issam Kazim said the emirate continues to work with airlines, government bodies and tourism partners to restore connectivity and attract international visitors.
## **More than 115 Dubai tourism partners join ATM**
Dubai’s Department of Economy and Tourism is participating at ATM alongside more than **115 co-exhibitors** from the emirate’s public and private sectors.
These include hotels, tour operators, destination management companies and tourism partners.
Dubai government entities participating include Dubai Civil Aviation Authority, Dubai Culture and Arts Authority, Dubai Health Experience, Dubai Municipality and the General Directorate of Identity and Foreigners Affairs – Dubai.
The large presence reflects Dubai’s effort to present the city as a complete tourism destination rather than focusing only on aviation or hotels.
## **Airlines and tourism giants focus on traveller confidence**
One of the major themes at ATM 2026 is rebuilding traveller confidence.
The opening Global Stage programme includes a ministerial debate focused on creating a more resilient tourism industry through collaboration.
Tourism leaders are expected to discuss how destinations can respond to geopolitical uncertainty, maintain connectivity and reassure travellers when disruptions occur.
Hotel groups are also looking beyond short-term volatility.
IHG Hotels & Resorts has highlighted continued investor confidence in markets including the UAE, Saudi Arabia and Egypt, while arguing that future hospitality growth will increasingly focus on the quality of experiences rather than simply increasing hotel-room supply.
## **AI and travel technology take centre stage**
Technology is another major focus of ATM 2026.
A dedicated **ATM Travel Tech** programme is exploring artificial intelligence, robotics, immersive technology, fintech, automation and smart mobility.
The goal is to examine how these technologies could change everything from booking and airport operations to hotels, personalised travel experiences and destination management over the next decade.
Research organisations including Tourism Economics, Euromonitor International, STR and Dragon Trail International are also expected to share insights on changing travel demand and future opportunities.
## **Global travel demand remains resilient**
Despite the difficult start to 2026, research presented around ATM suggests people have not lost their appetite for travel.
Research from STR and Euromonitor International indicates that underlying consumer travel demand remains resilient despite geopolitical disruption.
Travel spending across the Middle East and Africa is forecast to grow by almost **48% by 2030**, potentially adding more than **US$50 billion** to the regional tourism economy.
This longer-term outlook is one reason airlines, hotels and tourism authorities continue investing despite the recent uncertainty.
## **Dubai Airports expects passenger recovery to continue**
Dubai Airports is also expecting passenger numbers to strengthen.
Dubai Airports CEO Paul Griffiths said Dubai International is now expected to handle approximately **70 million passengers in 2026**, with further recovery anticipated as international connectivity improves.
Although that figure is below expectations set before this year’s disruptions, recovering airline capacity and stronger passenger demand provide signs that the aviation sector is moving in the right direction.
## **Dubai’s winter season could be key**
The coming winter period will be particularly important.
Dubai traditionally attracts strong international demand during its cooler months, supported by beaches, outdoor attractions, major exhibitions, sporting events, concerts and festivals.
More than 100 exhibitions are expected during the final four months of 2026, while Dubai is also targeting repeat visitors and people travelling to visit friends and relatives.
The combination of returning airline capacity and a busy events calendar could help accelerate the tourism recovery.
## **Why this matters**
ATM 2026 is taking place at a defining moment for Dubai’s tourism industry.
Earlier disruptions showed how quickly regional events can affect flights and visitor numbers. But recovering airline capacity, stronger summer passenger demand and continued investment suggest the industry is already rebuilding momentum.
For Dubai, ATM is more than a travel exhibition this year. It is an opportunity to demonstrate that the city remains connected, open for tourism and focused on long-term growth.
And with airlines, hotel groups, destinations and travel technology companies gathering under one roof, the four-day event could provide an early indication of how quickly the region’s tourism rebound is taking shape.
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