Part Two

The return of 2026... when the future becomes the title

ATM 2026 comes at a different moment, as tourism enters an era driven by technology, artificial intelligence, data and robotics. It carries the slogan: “Travel 2040: Opening new horizons through innovation and technology,” placing artificial intelligence, smart hospitality and integrated experiences at the heart of the discussion. The question is no longer where will a person travel? But how will he live the travel experience?

Artificial intelligence...the new guest

Over the next decade, artificial intelligence will reshape travel and hospitality. The traveler will be able to build their journey through an intelligent assistant that understands their interests, budget and preferences. In hotels, its applications will expand into demand forecasting, price management, and personalizing the guest experience. Robots will also become increasingly important, not to replace humans, but to reduce routine work and focus workers on hospitality and human communication.

From traditional tourism to “experiential tourism”

The future is for someone who sells an unforgettable experience, not just a hotel room. The visitor wants to live the place, not just see it. This opens up enormous opportunities for Arab countries thanks to their diverse history, culture and nature.
A new opportunity for Arab tourism

ATM represents a strategic opportunity for Arab destinations to move from promotion to creating a global image, and to reach networks of buyers, investors, media and technology platforms, while introducing new products: cultural, desert, therapeutic, marine and environmental tourism, adventure tourism and conferences.

Sustainability...from a slogan to a necessity

Sustainability has moved from a marketing topic to a key element in tourism decisions. The future requires more energy and water efficient destinations, more environmentally responsible hotels, sustainable transportation, and experiences that preserve the environment, heritage and local communities.

Why would ATM be any different?

Because its appeal does not lie in the number of exhibitors, but in bringing the world together in one place. Dubai next September will be a meeting point between markets, ideas, investments and technology, and a message of confidence in the future of global tourism and its ability to adapt and create new markets.
When the exhibition returns to Dubai from September 14 to 17, 2026, the world will be waiting for an answer to a bigger question: What will human journey look like in 2040? Perhaps the most important feature of ATM 2026 is that Dubai will not only present the future, but will invite the world to create it.