The opening of the Arab Travel Market (ATM) 2026 in Dubai, attended by officials and industry stakeholders, examined new trends and technological innovations in this field. This event will take place from September 14 to 17 at the Dubai World Trade Centre and marks its 33rd edition under the theme "Travel 2040: Advancing New Frontiers through Innovation and Technology."
Focus on Artificial Intelligence in the Tourism Industry
Artificial intelligence was introduced as one of the main themes on the first day of this event. Dubai tourism officials presented this technology not only as an independent tool but as an infrastructure for connecting various sectors of visitor travel. From demand forecasting and capacity management to creating personalized experiences, artificial intelligence is changing traditional methods in the tourism industry.
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Dr. Marwan Al Zarouni, CEO of Artificial Intelligence in Dubai, emphasized the importance of moving from reactive systems to proactive travel. This technology aids in demand forecasting, capacity optimization, and real-time personalization of experiences. Dubai is currently implementing this approach through the "Smart Travel Planner" and mobile hotel check-in services.
New Trends in Travel Demand
Travel demand in the region has been unexpectedly resilient. Published data shows that hotel bookings in the region increased by 17 percent between March and August, although the average booking value decreased by 18 percent. This indicates a shift in travel patterns, with a preference for destinations closer to home rather than avoiding travel altogether.
The hotel industry in Dubai is also showing similar signs of improvement. The hotel occupancy rate in August reached 66 percent, the highest level in the past six months. By the end of August, hotel inventory approached nearly 149,000 rooms.
Moreover, major hospitality companies are leveraging the improved outlook to expand their operations beyond Dubai. For example, the Emaar hospitality group opened the Vida Aljada hotel in Sharjah, and new Address Hotels + Resorts projects are underway in Diriyah, Saudi Arabia, and Al Marjan Island in Ras Al Khaimah.
Additionally, airlines continue to expand air connectivity. Royal Jordanian Airlines has launched two weekly direct flights between Abu Dhabi and Aqaba, providing direct access to tourist destinations such as Petra and the Red Sea beaches.
As this event continues, more announcements regarding airlines, hospitality, and technology are expected. The first day of this exhibition clearly conveyed the main message: the next phase of tourism in the Middle East is not just about restoring visitor numbers but focuses on utilizing artificial intelligence, data, and digital infrastructure to enhance forecasting, connectivity, and personalization throughout the entire journey.
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