Dubai is turning to one of the region’s biggest travel-industry gatherings to help rebuild tourism momentum, with the 33rd Arabian Travel Market (ATM) 2026 scheduled to take place from September 14 to 17 at Dubai World Trade Centre.
The four-day event comes after a challenging period for regional aviation and travel, when flight disruptions and travel advisories affected visitor flows. Dubai tourism officials are nevertheless maintaining a long-term growth strategy, while airlines and travel companies work to restore international connectivity.
Dubai entered 2026 from a strong tourism base. The emirate recorded 19.59 million international overnight visitors in 2025, up 5 per cent from 18.72 million in 2024, according to Dubai’s Department of Economy and Tourism (DET). December was particularly strong, with more than 2 million visitors recorded during the month for the first time.
The challenge now is to translate that long-term demand into renewed visitor flows as international air services and traveller confidence recover.
ATM becomes a platform for tourism recovery
ATM 2026 is expected to provide Dubai and international tourism businesses with an opportunity to rebuild commercial relationships and assess demand across major markets.
According to Dubai tourism officials, more than 80 destination participants have committed to the event, while more than 300 hosted buyers are expected to come to Dubai for meetings and destination experiences.
The event’s organiser, RX, says the 2026 programme will feature more than 210 speakers across more than 80 sessions. Discussions will cover tourism resilience, international cooperation, aviation connectivity, hospitality, traveller behaviour, investment, sustainability and business events.
For Dubai, that mix is important because tourism recovery is closely linked to aviation and business travel. Business events can also introduce new visitors to the city, potentially creating future leisure demand.
Connectivity remains central to Dubai’s recovery
Air connectivity is one of the biggest factors shaping Dubai’s tourism outlook.
A recent Dubai hospitality market report from Cavendish Maxwell, using STR and Data & Statistics Establishment data, identified the restoration of international air connectivity as a principal driver of the hospitality sector’s expected recovery in the second half of 2026.
The report expects the winter travel season to provide another boost, although it also cautioned that the pace of recovery will depend on traveller confidence and regional stability.
Dubai’s aviation infrastructure gives the emirate an important advantage as demand returns. The city has continued to invest in airport capacity and wider transport infrastructure as part of its longer-term tourism and economic plans.
Dubai is betting beyond the next travel season
Dubai tourism officials have stressed that the emirate’s strategy is not based only on short-term visitor numbers.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said ahead of ATM that Dubai’s planning horizon extends well beyond individual quarters or temporary market disruptions. The focus includes infrastructure, airport capacity, road networks, metro expansion and the development of Dubai World Central.
That approach is designed to leave Dubai prepared to scale up quickly when international travel conditions improve.
The emirate is also using its large international resident population as part of its destination-marketing strategy. Dubai has worked with residents from different nationalities to encourage them to act as advocates for the city and invite friends and relatives to visit.
AI and technology take centre stage
ATM 2026 will also look beyond immediate recovery and examine how technology could reshape tourism over the next decade and beyond.
The event’s theme focuses on “Travel 2040”, with artificial intelligence, smart mobility, immersive technology, fintech, automation and other emerging technologies featuring prominently in the programme.
RX says the co-located ATM Travel Tech event will include more than 180 exhibitors from 30 countries, with technology demonstrations covering areas including AI, virtual and augmented reality, robotics, fintech and green technologies.
For travel companies, these technologies are increasingly connected to practical business questions — from how customers search and book holidays to how hotels manage operations and how destinations personalise visitor experiences.
A stronger winter season could be crucial
Dubai’s tourism industry is now looking towards the final months of 2026, traditionally an important period for international visitors.
The Cavendish Maxwell outlook expects hotel performance to improve as international flight capacity returns and the winter season approaches. However, the report also expects the full-year numbers to remain affected by the weaker first half of the year.
That makes the coming months important for Dubai’s hotels, airlines, attractions and travel companies.
The broader tourism base remains diversified. In 2025, Western Europe was Dubai’s largest source market with 4.1 million visitors, while South Asia accounted for 2.89 million and the CIS and Eastern Europe region also contributed 2.89 million.
This diversity gives Dubai several markets from which to rebuild demand rather than relying on a single source region.
ATM 2026 therefore arrives at a pivotal point for Dubai’s travel industry: the emirate is dealing with short-term disruption while continuing to invest in the infrastructure, connectivity and technology it expects to support tourism growth over the longer term.
With international travel companies, buyers and government representatives gathering in Dubai from September 14, the event will offer the industry a closely watched opportunity to assess confidence, rebuild partnerships and prepare for the next phase of global travel growth.
What is ATM 2026?
ATM 2026 is the 33rd edition of Arabian Travel Market, an international travel and tourism trade event. It will take place at Dubai World Trade Centre from September 14–17, 2026.
When is Arabian Travel Market 2026?
ATM 2026 is scheduled for September 14 to 17, 2026, at Dubai World Trade Centre in Dubai.
Why is ATM 2026 important for Dubai tourism?
The event gives Dubai a major platform to reconnect with international travel companies, buyers, destinations and tourism organisations while the industry works to restore travel confidence and connectivity.
How many visitors did Dubai receive in 2025?
Dubai recorded 19.59 million international overnight visitors in 2025, a 5 per cent increase over 2024.
What will ATM 2026 focus on?
Key themes include tourism resilience, aviation connectivity, hospitality, traveller behaviour, investment, sustainability, business events and emerging technologies such as AI.
What is ATM Travel Tech?
ATM Travel Tech is the technology-focused section of Arabian Travel Market. In 2026 it will feature technologies including AI, VR, AR, robotics, fintech and green technologies.
Is Dubai tourism expected to recover in 2026?
Industry forecasts point to improving tourism and hospitality performance in the second half of 2026, particularly as international connectivity returns and the winter travel season approaches.
