The UAE Vice President toured international pavilions and leading hospitality stands at Dubai World Trade Centre, highlighting Dubai’s growing role in the future of global travel.
The 33rd edition of Arabian Travel Market got a high-profile visit on Monday, September 14, when His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, toured the exhibition at Dubai World Trade Centre. His Highness was accompanied by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai, along with a number of senior officials.
Related Stories
ATM 2026 has brought together tourism authorities, airlines, hotels, travel organisations and technology companies from the UAE and around the world. The event runs until September 17, giving industry professionals several days to meet, exchange ideas and discuss where the global travel sector is heading next.
From airline stands to global hotel brands
During his visit, Sheikh Mohammed toured a number of national and international pavilions and met representatives from different parts of the travel industry. His Excellency Helal Saeed Almarri, Director General of the Dubai Department of Economy and Tourism and Director General of the Dubai World Trade Centre Authority, briefed His Highness on this year’s exhibition, its key developments and the role ATM plays in connecting businesses and decision-makers from different markets.
The tour included stands representing Kuwait Airways, Bahrain, Qatar Airways, Qatar, the Dubai Department of Economy and Tourism, the Ministry of Economy and Tourism, Abu Dhabi, Etihad Airways and Spain. The hospitality sector was also part of the tour, with Sheikh Mohammed visiting the stands of international groups including Minor Hotels, STORY Hospitality, Marriott Bonvoy and IHG Hotels and Resorts.
The displays gave a glimpse into how quickly the industry is changing. Artificial intelligence, digital services, smart mobility and more sustainable tourism are no longer ideas for the distant future. They are already influencing how destinations operate and how travellers plan and experience their journeys.
A message about where Dubai wants to go
For Dubai, the visit also underlined the importance of maintaining its position as a major international centre for tourism and travel. Welcoming participants at this year’s ATM, Sheikh Mohammed said the UAE’s tourism ambitions remain closely linked to innovation, international cooperation and the quality of the visitor experience.
“The UAE continues to strengthen its position as a global hub for travel and tourism, while Dubai continues to reinforce its standing as a leading destination shaping the future of the sector, guided by a clear vision centred on innovation, openness, strong partnerships and exceptional visitor experiences.” He also pointed to the role of Arabian Travel Market in bringing together people who influence the direction of the industry — from investors and business leaders to technology innovators and tourism decision-makers.
“Arabian Travel Market reflects the leading position that the UAE and Dubai have established as a global platform bringing together industry leaders, decision-makers, investors and innovators to explore new growth opportunities and enhance the competitiveness of the travel and tourism sector.”
The strong international turnout at ATM 2026 was another point highlighted during the visit. The presence of companies, destinations and professionals from different markets reflects the continued international interest in Dubai and its role in developing new ideas for the travel sector.
Looking towards Travel 2040
This year’s Arabian Travel Market is centred on the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.”
The theme puts the focus firmly on the years ahead, with discussions around artificial intelligence, digital transformation, changing traveller behaviour, destination resilience, smart mobility and sustainable growth. The event, taking place at Dubai World Trade Centre from September 14 to 17, gives tourism authorities, airlines, hotels, technology companies and other industry players a place to discuss both immediate opportunities and longer-term changes.
And with Sheikh Mohammed’s visit coming at the opening of the four-day exhibition, the message from Dubai was straightforward: the city does not simply want to keep pace with changes in global tourism. It wants to remain one of the places helping shape what comes next.
