The next phase of the Arabian Travel Market (ATM) 2026 was officially opened today in Dubai, with industry leaders examining the role of artificial intelligence (AI) in transforming the infrastructure of the global travel industry. This event is part of the Technology and Innovation Center at the new ATM Travel Tech exhibition, which explores impactful ideas and innovations in this field.
Transformation in Travel Search and Discovery
Rachel Travers, Head of the UK Branch at RX Global, officially opened the next phase and welcomed attendees. Dr. Marwan Alzarooni, CEO of Artificial Intelligence at the Dubai Economy and Tourism Department, delivered the first keynote speech titled "The Real Role of Artificial Intelligence in Redefining the Travel Landscape." He discussed how AI impacts travel discovery and the systems and collaborations supporting this industry.
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With the increasing desire of travelers to use AI platforms for inspiration, research, and recommendations, Dr. Alzarooni emphasized the importance of ensuring that tourism information is accessible and interpretable through these platforms. He stated, "Traditional search rankings are no longer sufficient. As travelers turn to AI for answers, we must ensure that Dubai is not only visible but represented with up-to-date, accurate, and credible information throughout our tourism ecosystem."
Integration in the Travel Ecosystem
He also pointed to the need to move from separate AI applications to greater integration across the travel ecosystem. As this technology increasingly becomes embedded in planning, operations, and distribution, collaboration among destinations, airlines, hotels, government, and technology partners will be crucial to harnessing its broader potential.
Dr. Alzarooni added, "You cannot use AI in silos. The real value comes when you integrate AI across all your partners and systems so that destinations, airlines, hotels, and government all move in harmony. This is how you can turn AI aspirations into practical solutions that transform travel."
This message reflects a broader shift in industry discussions about AI, from individual applications like personalization and customer service to how this technology can enhance connectivity, efficiency, and decision-making in the travel ecosystem.
Daniel Kurts, Regional Portfolio Director at Emirates, noted the rapid growth of discussions about AI in travel, stating, "We have moved beyond asking how individual businesses can use AI to improve specific parts of the traveler journey. The bigger question now is what happens when AI is embedded in the infrastructures and ecosystems that support travel."
Management, connectivity, data, and collaboration, along with the technology itself, necessitate new thinking for destinations, airlines, hospitality businesses, technology providers, and policymakers.
In other programs on the opening day, "Discovering Hospitality Growth – What Do Today's Travelers Want?" examined how hotels are responding to the multiple demands of travelers, while Siana Paroulis-Cook, Marketing and Communications Manager at Dragon Trail International, presented new research on the return of Chinese tourists.
AI will remain a focal point throughout the day. "Winning in the Discovery Layer" explored how AI agents shape and book travel, conversational search, and automated trip planning, while "AI vs. Human: What Does It Really Mean for Professionalism in the Age of Intelligence?" examined how to redefine professional expertise and the value of human judgment, creativity, and decision-making.
The Technology and Innovation Center is also part of the new ATM Travel Tech exhibition, which has launched this year as a concurrent and dedicated exhibition, showcasing over 180 exhibitors from 30 countries in two dedicated halls. This 850-square-meter center showcases advancements in artificial intelligence, virtual reality, augmented reality, robotics, fintech, and green technologies.
This program supports the broader ATM 2026 theme titled "Travel 2040: Pushing New Boundaries Through Innovation and Technology" and examines how technological advancements shape changing traveler expectations and foster greater collaboration in the industry towards a new era of global tourism.
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