Interest in exploring new destinations is rising among travellers considering the Middle East, North Africa and South Asia, with 68% showing greater interest than two years ago, according to a report cited by Arabian Travel Market (ATM).
ATM 2027 to focus on changing travel trends
ATM has announced “Travel without boundaries: Shaping global travel through experience” as the theme for its 2027 edition, which will take place from 3–6 May at Dubai World Trade Centre.
The event will examine how demand for food, culture, wellness, adventure, music and sporting experiences is influencing travel choices and creating opportunities for destinations and tourism businesses.
According to the ATM Travel Trends Report 2026, produced with Tourism Economics, 56% of consumers are more interested in exploring new destinations than they were two years ago. Interest in trying local food and drink has increased for 50% of consumers, while 40% are more interested in meeting local people.
The report also found that 30% of consumers are more interested in event-related travel than two years ago.
Tourism businesses look beyond traditional holidays
The findings point to opportunities for tourism businesses to develop packages around specific interests, from culinary experiences and sporting events to wellness retreats and cultural activities.
Hotels, restaurants and local tour operators could benefit by working together to offer experiences that encourage visitors to explore destinations and spend more during their stays.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “Travellers are looking more closely at what a journey allows them to experience, whether that is discovering a culture, pursuing a passion or sharing something memorable with the people around them. For destinations and businesses, the opportunity is to understand those motivations and build an offering that gives people a compelling reason to visit.
“‘Travel without boundaries’ reflects how these opportunities extend across the industry. The same journey can combine business and leisure, wellness and adventure, or premium experiences and everyday value. Through ATM 2027, we want to explore what businesses can create together when they look beyond traditional categories and consider the experience as a whole.”
AI and technology to feature at ATM 2027
Technology will remain a key focus, with discussions on how artificial intelligence can support travel planning and deliver more personalised experiences.
The report also highlights the continuing role of human expertise, including local guides, hosts and communities, in shaping visitors’ experiences.
ATM Travel Tech will return as part of the exhibition, showcasing technology providers and innovations across the travel industry.
The event will feature discussions on its Global Stage and Future Stage, alongside the Experience Hub, which will host industry roundtables, specialist discussions and networking opportunities.
Global tourism growth forecast for 2027
The research forecasts international arrivals to increase by 8% worldwide and 17% across the Middle East, North Africa and South Asia in 2027, following disruptions in 2026.
Worldwide visitor nights, covering domestic and international travel, are projected to exceed 29 billion by 2030, while spending within destinations is forecast to reach US$10 trillion.
ATM 2027 will bring destinations and tourism businesses together to examine how changing traveller preferences could influence tourism products, investment and new commercial opportunities.
