ATM 2026 concludes in Dubai: focus on connecting the UAE, AI and new tourism products
Arabian Travel Market 2026 concluded on 17th September following four days of exhibitions at the Dubai World Trade Centre. Buyers from over 115 countries and more than 55 destination exhibitors participated in this year's edition, which placed a strong emphasis on technology, transport connectivity and the development of new tourism products.
The UAE wants to market itself as a single destination
One of the most interesting developments for travel agencies and tour operators is the UAE Grand Tour. The new platform connects all seven emirates into itineraries that can last up to 14 days, with the option to search for and book programmes through travel industry partners.
The project monitors the launch of Visit UAE, the first joint tourism identity of the Emirates at the federal level. Through this, the UAE aims to position itself more strongly as a single multi-destination offering, rather than having Dubai, Abu Dhabi and the other emirates viewed largely separately on the international market.
Air-rail and AI among main business topics
Etihad Airways and Etihad Rail have signed a memorandum to explore the development of integrated air-rail travel. The plan includes better connectivity of Zayed International Airport with the rail network and the possibility of integrated booking for air and rail services.
At the same time, Mastercard and Trip.com presented a booking experience at ATM linked to the AI agent TripGenie. The system should allow the user to not only research a trip via AI, but also select services and complete the purchase. Commercial rollout is planned from the beginning of 2027.
For agencies, OTAs and travel-tech companies, precisely that part of ATM is perhaps even more important than the visitor numbers. AI agents are gradually moving from the inspiration phase towards booking and payment, while the UAE is simultaneously working on integrating transport and destination offerings into a single product that will be easier to book.
The next Arabian Travel Market will take place in Dubai from 3rd to 6th May 2027.
