DUBAI, September 15, 2026 — Dubai has once again become the centre of the global travel industry as the 33rd Arabian Travel Market (ATM) 2026 gets underway at Dubai World Trade Centre, bringing together tourism authorities, airlines, hotels, travel companies, technology businesses and investors from around the world.

The four-day exhibition is running from September 14 to 17 under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.” Artificial intelligence, digital transformation, smart mobility, sustainability and changing traveller behaviour are among the major issues dominating this year's event.

Dubai's tourism recovery takes centre stage

The timing of ATM 2026 is significant for Dubai's tourism industry.

Dubai recorded approximately 869,000 international overnight visitors in August 2026, the highest monthly figure since February. Total international visitors for the first eight months of the year reached approximately 6.97 million.

Hotel occupancy also recovered strongly, reaching 66% in August, compared with only 36% in March. The August figure represented about 89% of the occupancy level recorded in August 2025.

The figures suggest that Dubai's visitor economy is rebuilding momentum after a difficult period for regional travel.

AI moves from discussion to the centre of tourism

One of the strongest themes at ATM this year is the growing role of artificial intelligence.

The exhibition is showcasing AI applications, digital travel services, smart mobility systems and technology designed to improve the visitor experience. Dubai officials are also highlighting biometric travel, facial recognition and digital immigration services as part of the city's next-generation travel infrastructure.

The change is significant.

Travel companies are increasingly moving beyond traditional online booking systems towards AI-powered travel planning, where technology can potentially understand a traveller's budget, preferences, destination choices and activities and then construct a complete trip.

More than 115 Dubai tourism organisations involved

Dubai's Department of Economy and Tourism is leading the emirate's participation at ATM 2026, alongside more than 115 co-exhibitors from the hospitality, aviation, attractions and destination-management sectors.

Dubai is also hosting more than 300 travel-trade professionals from over 40 countries, providing an important platform for business partnerships and international tourism deals.

Among the organisations represented at the exhibition are major airlines, hotel groups, tourism authorities and international hospitality brands.

Sheikh Mohammed visits ATM

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, visited ATM on September 14.

During his tour, he visited stands representing organisations and destinations including Kuwait Airways, Bahrain, Qatar Airways, Qatar, Dubai's Department of Economy and Tourism, the UAE Ministry of Economy and Tourism, Abu Dhabi, Etihad Airways and Spain.

He also visited hospitality groups including Minor Hotels, STORY Hospitality, Marriott Bonvoy and IHG Hotels & Resorts.

His visit underlined the importance Dubai places on maintaining its position as a global tourism and business hub.

What ATM 2026 means for the future

ATM is no longer simply a traditional tourism exhibition.

The industry is entering a period where AI, automated travel planning, digital payments, smart airports, personalised hotel pricing, biometric immigration and sustainable tourism are expected to increasingly shape how people travel.

For Dubai, the opportunity is particularly significant.

The emirate has already built one of the world's strongest tourism ecosystems, combining airlines, airports, hotels, attractions, real estate and international connectivity. The next stage is likely to be about making that ecosystem increasingly digital, intelligent and personalised.

With nearly 7 million international visitors already recorded during the first eight months of 2026, Dubai enters ATM with a clear message: tourism remains central to the city's economic strategy, while technology is becoming one of its most important tools for future growth.