Arabian Travel Market 2026 opens September 14 at Dubai World Trade Center with a sharper focus on artificial intelligence, digital transformation, and the technologies now driving global tourism. The four-day event arrives as the industry works through economic uncertainty, shifting traveler expectations, and rapid technological change.
The 33rd edition runs under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology. Organizer RX Global said the program will emphasize confidence, resilience, and collaboration, while examining how AI, smart mobility, and immersive platforms could influence the next phase of travel.
A dedicated technology exhibition
The most visible addition is ATM Travel Tech, a co-located exhibition focused entirely on technology. More than 180 exhibitors from 30 countries will occupy two halls, with the Tech & Innovation Hub covering AI, virtual and augmented reality, robotics, fintech, and green technologies.
The wider conference program spans the Global Stage, Future Stage, and Experience Hub. Sessions will cover artificial intelligence, aviation, hospitality, destination resilience, luxury travel, accessibility, sustainability, and investment.
Danielle Curtis, Regional Portfolio Director - UAE at RX Global, said the event returns at a moment when the travel industry is adapting quickly. "ATM has always been about bringing the global travel community together, and this year that role feels particularly important," she said.
Industry players bring technology to the floor
Several exhibitors are using the event to launch or expand digital offerings. Al Rais Travel plans to introduce a new digital platform with Voice AI and Chat AI tools for trip planning. Emirates said it will use ATM to deepen tourism partnerships and explore specialized traveler segments.
Sabre joins as a strategic partner for ATM Travel Tech. The company said travel firms need to balance geopolitical and economic pressures with emerging technological opportunities. Haitham Mattar, Managing Director for India, Middle East & Africa at IHG Hotels & Resorts, said the region's next step is converting heavy tourism investment into sustainable, long-term demand - a shift that depends on using technology and data to reduce friction across the guest journey.
For hospitality and events professionals tracking how AI Agents & Automation are entering guest-facing operations, the exhibitor list offers a practical snapshot of what vendors are selling in 2026. The event has grown 16% year-on-year and now draws more than 55,000 travel professionals from 166 countries.
Why this matters for hospitality and events professionals
ATM 2026 signals where travel technology investment is heading: voice AI, chat tools, and data-driven personalization are moving from pilot programs into commercial products. For professionals planning events, managing venues, or running guest operations, the specific tools on display - rather than the broad theme - are the useful signal. Watch which platforms gain traction with hotel groups and tourism authorities, because those are the ones likely to appear in procurement conversations over the next 12 to 18 months. For structured learning on these tools, see AI for Hospitality & Events.
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