By Muna Al Sumaiti, Consulting Editor- Lifestyle, Travel, Fashion & Beauty, EmiratesReporter.com
Dubai, UAE- Dubai once again became a meeting point for the global tourism industry as Arabian Travel Market 2026 opened its doors at Dubai World Trade Centre, bringing destinations, airlines, tourism authorities, hospitality groups and travel professionals together to discuss where the industry is heading next.
Now in its 33rd edition, the four-day event, running from 14 to 17 September, is being held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.” The focus reflects an industry increasingly shaped by artificial intelligence, digitalisation and changing traveller expectations, while human connection and cross-border partnerships remain at the heart of tourism.
For Dubai, ATM is more than an annual industry exhibition. It reinforces the emirate’s position as an international meeting place where established tourism markets and emerging destinations can connect directly with travellers and businesses from the UAE and wider GCC.
The scale of that international exchange could be seen across the exhibition floor, where destinations from Asia, the Indian Ocean and beyond presented their tourism stories to the Middle East market. The event brings together travel leaders and innovators from 156 countries, according to ATM.
Karnataka looks towards the GCC
Among the destinations strengthening their presence this year is the Indian state of Karnataka, which is positioning itself as a year-round destination for GCC travellers.
The Karnataka delegation is led by K. J. George, Minister for Energy and Tourism, Government of Karnataka, with the state highlighting its heritage, wildlife, coastline, wellness experiences and potential for meetings and business events.
Speaking at ATM 2026, George highlighted the importance of presenting Karnataka’s diversity to international visitors and strengthening its relationship with travellers from the Gulf.
His message reflects a broader change in the way destinations are approaching GCC travellers. Rather than promoting a single attraction or city, tourism authorities are increasingly presenting experiences that combine culture, nature, wellness, food and heritage within one journey.
Karnataka’s participation at ATM is also aimed at building stronger relationships with tour operators, travel agencies and corporate travel buyers from the UAE and wider Gulf, while increasing the state’s presence in international travel itineraries.
A UAE travel industry embracing technology
On the UAE side, Al Rais Travel represents another important part of the ATM story: how established travel companies are adapting to a new generation of travellers.
Mohamed Al Rais, Executive Director of Al Rais Travel, said the direction of ATM 2026 reflects the direction in which the wider travel industry is moving.
The Dubai-based company is using this year’s ATM to introduce a new digital travel platform incorporating Voice AI and Chat AI, designed to make travel planning faster and more personalised. It is also expanding its focus on medical tourism by connecting travellers with healthcare providers internationally.
“Since 1977, Al Rais Travel has grown alongside Dubai, building a legacy based on trust, strong partnerships and personal service.” — Mohamed Al Rais, Executive Director, Al Rais Travel.
That combination of technology and personal service captures one of the central conversations taking place at ATM this year. Travellers may increasingly discover destinations, compare options and organise journeys through AI-powered platforms, but trust, local knowledge and human experience remain important factors in the decision-making process.
Dubai as the connector
Walking through ATM 2026, the diversity of destinations tells its own story. Karnataka’s cultural experiences sit alongside the Maldives’ island tourism, Sri Lanka’s heritage offering and destinations from across Asia, Africa, Europe and the Middle East.
Dubai sits at the centre of those conversations.
More than 115 public and private-sector partners are participating alongside Dubai’s Department of Economy and Tourism this year, demonstrating how tourism has developed into an ecosystem extending far beyond hotels and airlines.
The future being discussed at ATM may be increasingly digital, automated and AI-driven. But on the exhibition floor, another reality remains clear: travel continues to be built around people, places and the desire to experience something beyond what we already know.
And perhaps that is why, even as ATM looks ahead to Travel 2040, Dubai’s role remains remarkably human — bringing the world to one place, and creating the connections that encourage people to explore the rest of it.
ABOUT MUNA AL SUMAITI: With more than 14 years of experience in the UAE media industry, Our Consulting Editor, Muna Al Sumaiti, has worked closely with some of the country’s most recognized media brands, including Dubai TV, Sama Dubai, Dubai One, Al Bayan, Emarat Al Youm, Dubai Radio, Noor Dubai, Emirates 24/7, and Dubai Post. Her extensive background in media, marketing, partnerships, audience engagement, and brand development has made her a respected name in the industry. She is also the Founder of RSV Communications, a UAE-based consultancy specializing in strategic communications, reputation management, and brand growth.
