Arabian Travel Market 2025 is proving to be a game-changer for the global tourism industry, with a surge in innovation, record-breaking participation, and a new focus on business travel and sustainability. Hosted at the Dubai World Trade Centre from April 28 to May 1, the 32nd edition of the event has brought together 2,800 exhibitors from 166 countries, attracting more than 55,000 attendees from around the world.
Under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”, this year’s ATM shines a spotlight on how technology, strategic partnerships, and experiential travel are reshaping the tourism landscape. From the debut of IBTM@ATM and VR-powered Start-Up Zones to the latest data on business travel and sustainability, Arabian Travel Market 2025 is buzzing with trends that promise to redefine the future of travel.
Technology, Innovation, and the Rise of Start-Ups
ATM Travel Tech has expanded by over 26% in 2025, a clear indicator of the growing influence of innovation in tourism. One of the most eye-catching features is the all-new Start-Up and Innovation Zone, which showcases 21 trailblazing companies pushing the boundaries of what’s possible in the travel space. Visitors can step into immersive VR experiences that demonstrate futuristic travel applications—from virtual destination previews to AI-assisted booking journeys.
These developments are not just for show. Exhibitors are closing deals and forming partnerships aimed at real-world implementation. Danielle Curtis, Exhibition Director ME, highlighted the sector’s evolution: “This year’s edition of ATM highlights an industry that is more connected, innovative and resilient than ever before.”
Adding to the innovation momentum is the return of the ATM Start-Up Competition, offering a platform for emerging entrepreneurs to pitch bold ideas to investors and industry leaders. It’s more than a contest—it’s a forecast of where travel is headed next.
Business Travel in the Middle East: Resilient and Rapidly Changing
The launch of IBTM@ATM, a new co-located sector dedicated to business events and MICE (Meetings, Incentives, Conferences, and Exhibitions), reflects the mounting importance of business travel in the region. Held on the new Business Events Stage, the “State of the Nation” session by the Global Business Travel Association (GBTA) revealed compelling data.
Middle East business travel spending reached $18.1 billion in 2024 and is forecast to grow at a CAGR of 6.1% in 2025. That’s 19.4% above pre-pandemic levels—making the Middle East the top-performing region worldwide. These figures come as no surprise to regional operators struggling to keep up with demand. Flights between Dubai and Riyadh are packed, and hotel occupancy rates often exceed 80%.
According to GBTA, sustainability, flexible budgets, and AI-powered experiences are all reshaping how companies approach travel. Sessions throughout the week address these changes, with topics ranging from the future of event design to how AI is replacing and enhancing human interaction in business settings.
Events, Festivals, and the Power of Community
Beyond corporate travel, ATM 2025 is also diving deep into the role of festivals and events in destination development. A high-level panel discussion on day one—featuring representatives from the Dubai Economy and Tourism, the Abu Dhabi Convention and Exhibition Bureau, and the Ras Al Khaimah Tourism Development Authority—showed how events are integral to local and national growth.
For instance, Dubai’s calendar of retail and cultural festivals has played a defining role in branding the city as a global hub. The Dubai Shopping Festival, launched in 1996, continues to attract millions annually. In Ras Al Khaimah, MICE travel has emerged as a core growth engine, with events like the Arab Aviation Summit connecting the Emirate to 11 new cities via its international airport.
Meanwhile, experts from Booking.com, dnata Travel Group, and Airbnb unveiled new microtravel trends—including sleep tourism, dark tourism, and coffee-focused travel experiences—that are expected to shape consumer behavior over the next decade.
Germany Captures the Spotlight in GCC Travel
Germany made a significant impression at this year’s ATM with a larger stand, 27 co-exhibitors, and a wealth of new offerings targeted at GCC travelers. According to the German National Tourist Office GCC, overnight stays by GCC visitors surpassed 1.2 million in 2024, a 1.2% increase from the previous year and a 21% surge compared to 2022.
This growth is supported by improved connectivity. Starting October 2025, Lufthansa Group airlines will offer more than 120 weekly flights between Germany and GCC countries, including routes from Berlin, Cologne, Stuttgart, and Hanover, in addition to major hubs like Frankfurt and Munich.
Germany is also enticing travelers with themed campaigns like Cultureland Germany, Embrace German Nature, and Simply Feel Good. Travelers are invited to explore 16 UNESCO biosphere reserves, over 100 nature parks, and even the German Fairy Tale Route, which brings classic stories like Rapunzel and Sleeping Beauty to life. One of the more futuristic draws is #EmmaTravelsGermany, an AI-powered companion for modern travelers.
The German pavilion not only demonstrated innovation but aligned closely with ATM 2025’s themes of sustainability and digital transformation, showing how legacy destinations can still lead in modern travel.
Thailand Taps Middle East Market With Tailored Tourism Campaigns
Thailand is taking bold steps at Arabian Travel Market 2025 to attract more Muslim travelers from the Middle East and Africa. Under the Amazing Thailand Grand Tourism and Sports Year 2025 initiative, the Tourism Authority of Thailand (TAT) is highlighting the country’s appeal as a Muslim-friendly destination with inclusive offerings and new airline partnerships.
At the event, TAT announced new collaborations with GCC-based carriers including Emirates and Etihad Airways, aiming to boost connectivity and drive traffic through co-branded marketing campaigns. The goal is to exceed 1 million visitors from the MEA region by the end of 2025, up from the 956,000 recorded in 2024—a 25.6% year-on-year increase.
Ms Thapanee Kiatphaibool, TAT Governor, emphasized that Thailand is well-prepared to welcome Muslim tourists with amenities such as Halal-certified restaurants, prayer rooms in airports and malls, and luxury accommodations offering privacy and gender-segregated facilities.
Curated travel packages cater to families, wellness seekers, and honeymooners, focusing on cultural discovery, shopping, and relaxation. TAT is also promoting a new set of “5 Must-Do Experiences”: Must Taste, Must Try, Must Buy, Must Seek, and Must See, aimed at revealing the country’s lesser-known yet rich cultural dimensions.
Other highlights include the Thai Craft Destinations concept and promotion of Hidden Gem Cities—an effort to attract high-spending, experience-driven travelers. All of this is underpinned by Thailand’s sustainability agenda, grounded in the Bio-Circular-Green (BCG) model, which promotes low-impact travel, cultural preservation, and community engagement.
Following ATM, Thai tourism officials will continue outreach through roadshows in Riyadh, Dammam, Doha, Casablanca, and Amman from May 4–7, further cementing Thailand’s growing footprint in the region.
Thailand’s presence at ATM 2025 adds another dynamic layer to the event, reinforcing how targeted strategies and cross-regional collaboration can reshape destination appeal in the competitive global travel market.
For those in the industry, Arabian Travel Market 2025 is not just where deals are made, but where the very blueprint for travel’s next era is being drafted.
