As we look ahead to 2026, it is clear that global travel is entering a highly transformative period in its history. The Middle East, in particular, is at the forefront of this change – economically, technologically and culturally. Our latest ATM Travel Trends Report shows that travel expenditure in the region is projected to reach nearly $350 billion by 2030, a full 50 per cent higher than 2024 levels, highlighting the remarkable momentum shaping our industry today.
But momentum alone does not define the next era of travel. Travellers themselves are evolving, and rapidly. Their expectations are sharper, their priorities more purposeful, and their behaviours more digitally integrated than ever before. As an industry, we need to both understand and anticipate them.
One of the most striking developments is the speed at which travellers are embracing advanced technology. According to our Trend Report, in the UAE, 60 per cent of travellers now trust AI to plan every aspect of their trip, far higher than the global average, and this is echoed by research from Amadeus. We are also seeing the likes of Expedia and Booking.com launching AI in app-travel experiences and agentic AI innovations to support holiday planning.
This is not a niche behaviour; it signals a fundamental redefinition of what trip planning now means. AI-driven personalisation, predictive analytics, contactless systems and immersive digital tools are shaping both the anticipation and execution of travel. And yet, even as these platforms scale, human connection remains indispensable. Technology cannot replace hospitality; it can only enhance it. As we heard repeatedly at ATM 2025, the industry’s challenge is to use technology to amplify meaningful interactions, not diminish them.
This is why ATM 2026 will expand its technology footprint with ATM Travel Tech, now a fully co-located event featuring more than 180 exhibitors across AI, robotics, AR/VR, green tech and next-gen mobility solutions. These innovations are no longer the future; they are the infrastructure of traveller expectations today.
Luxury travel is undergoing a transformation of its own. Travellers across the Middle East, who already spend 50 per cent more per trip than the global average, are shifting from traditional definitions of indulgence to experiences that feel purposeful, sustainable, and deeply personalised.
Our research shows that 85 per cent of hoteliers now view personalisation as a key commercial driver, with tailored experiences generating up to 5 per cent in additional revenue. This growing demand for “ultra-personalisation” is driven particularly by next-generation travellers who value meaning over material excess.
In response, ATM 2026 will launch the ATM Ultra Luxury Lounge, an exclusive environment for brands serving high-net-worth and ultra-high-net-worth travellers. Here, the intersection of technology, sustainability and authenticity will take centre stage, mirroring the sector's own evolution.
Despite expectations that virtual meetings would curb demand, business travel in the Middle East is accelerating, projected to grow 1.5 times the global average through 2030. This surge is driven by renewed corporate activity and the popularity of bleisure, as travellers extend work trips for leisure.
With world-class connectivity and rapidly expanding event infrastructure, the region is becoming a global hub for meetings and incentives. Reflecting this momentum, IBTM @ ATM will return in 2026 with an expanded footprint, reinforcing the Middle East’s strong growth in business events, with the UAE and Saudi Arabia’s markets forecast to grow by nearly 9 per cent and 11 per cent annually.
What makes global tourism’s growth so compelling is that it mirrors the expectations of today’s travellers. Around the world, innovation is being matched with strategic investment, sustainability is becoming central to long-term planning and technology is enabling deeper cultural connections rather than replacing them.
As destinations and travel brands refine their offerings, we are seeing a shift toward experiences that are more seamless, more meaningful, and more aligned with travellers’ values. This convergence of ambition, innovation, and purpose is defining the next era of global travel.
As we move toward 2026 and beyond, our focus at Arabian Travel Market is to help the global industry navigate this evolution with clarity and confidence. By bringing together the leaders, technologies, and ideas shaping tomorrow’s traveller, we aim to ensure that the world continues to raise the bar for what exceptional travel can be.
* Curtis is Exhibition Director ME, Arabian Travel Market