Dubai’s tourism industry is set to put its next phase of growth in the spotlight at Arabian Travel Market (ATM) 2026, with more than 115 tourism partners joining the Dubai Department of Economy and Tourism (DET) at Dubai World Trade Centre from September 14 to 17.
The four-day event will bring hotels, tour operators, destination management companies and government entities together with international travel buyers and media.
For travellers and residents, the discussions will offer a look at how Dubai’s tourism offering is expected to evolve, including major airport and urban-development projects that could shape the destination in the years ahead.
Dubai tourism at ATM 2026
DET will lead Dubai’s participation at the 33rd edition of ATM, with more than 115 co-exhibitors representing the emirate’s public and private tourism ecosystem.
Government entities represented on the Dubai stand include the Dubai Civil Aviation Authority, Dubai Culture & Arts Authority, Dubai Health Experience, Dubai Municipality and the General Directorate of Identity and Foreigners Affairs – Dubai.
The focus is not simply on promoting existing attractions. DET will also use the event to discuss upcoming developments and opportunities for international travel companies to build new Dubai itineraries and visitor experiences.
What new Dubai developments will be discussed?
One of the major projects highlighted at ATM will be the new passenger terminal at Dubai World Central – Al Maktoum International (DWC), with a stated investment of Dhs 128 billion.
DET will also brief travel-industry representatives on developments linked to the Dubai 2040 Urban Master Plan. These include the Palm Jebel Ali master plan, Hatta Development Plan and Jebel Ali Beach Development Project.
For visitors, the significance of these projects will become clearer as they progress. The announcement does not, however, provide specific completion dates or details on how individual projects will affect visitor services.
DET teams from Dubai College of Tourism and Dubai Sustainable Tourism will also take part in discussions around tourism skills and sustainability.
More than 300 travel buyers to experience Dubai
A key part of Dubai’s ATM programme will be the Hosted Buyers Programme.
DET said more than 300 travel trade professionals and over 40 travel trade media representatives from 40 countries will be welcomed to Dubai as part of the programme. Participants will be able to experience the destination outside the exhibition itself while meeting tourism partners.
The initiative is designed to turn trade meetings into longer-term relationships between Dubai’s tourism industry and international markets.
Dubai’s food and culture take centre stage
ATM visitors will also get a more consumer-facing introduction to Dubai through the emirate’s cultural and culinary offering.
Emirati artist Mariam Abbas will have works displayed across the Dubai stand with support from Dubai Culture. A dedicated café will feature three local brands: Karam Coffee, Estekanah Chai and Camelicious.
The stand will also showcase Salt & Sand, a newly published guidebook focused on Emirati cuisine.
That gives the Dubai presence at ATM a broader focus than hotels and travel packages, highlighting food and contemporary culture as part of the destination’s visitor proposition.
What has Dubai tourism been doing ahead of ATM?
The ATM programme follows several initiatives by DET to engage tourism stakeholders and international markets.
In June, a DET “City Briefing” brought together more than 1,700 leaders from Dubai’s tourism ecosystem to discuss progress and priorities. DET has also been running international roadshows and the “A Dubai Invite” initiative, which encouraged Dubai residents to invite family and friends to visit the city.
DET is also continuing its work with Beautiful Destinations, including the Beautiful Destinations Academy, Powered by Dubai, which focuses on professional development in travel content creation.
What does ATM 2026 mean for Dubai visitors?
For travellers, ATM 2026 is less about an immediate change to tourism rules or visitor services and more about what is being developed for Dubai’s longer-term tourism proposition.
The most significant developments highlighted by DET are the planned Dhs 128 billion passenger terminal at DWC and projects under the Dubai 2040 Urban Master Plan. The event will also bring international travel companies into direct contact with Dubai’s hotels, attractions, tour operators and other tourism businesses.
DET CEO of Dubai Corporation for Tourism and Commerce Marketing, His Excellency Issam Kazim, said: “Arabian Travel Market (ATM) is a moment each year when the global travel community gathers in Dubai, and it is one we value deeply. It is also a testament to visionary leadership that has over decades built a destination which is agile and confident through every cycle. We are also grateful to our public and private sector partners, who have been working in close alignment to enable business, shape new opportunities for growth, and maintain focus on our long-term strategic goals. As we navigate through a new phase of growth, investment and collaboration, platforms such as ATM are vital to strengthening international partnerships and accelerating innovation across the visitor economy.
“We are proud to once again welcome the global travel community to Dubai for ATM, and we look forward to working together with our domestic and global partners to define a more connected and future-ready industry.”
With ATM 2026 running from September 14 to 17 at Dubai World Trade Centre, the event will provide an early look at the projects, partnerships and tourism initiatives DET expects to shape Dubai’s next stage of development as an international destination.
tanvir@dubainewsweek.com
