Middle East travel rebounds with resilience at ATM 2025 as industry leaders, global tourism boards, and research consultancies gather in Dubai to shape the future of travel across the region and beyond.
The 32nd edition of Arabian Travel Market (ATM), held at Dubai World Trade Centre from April 28 to May 1, has become a showcase of innovation, recovery, and collaboration amid a rapidly changing global landscape.
Resilience, Safety, and Innovation Drive Regional Growth
With international tourist arrivals in the Middle East reaching 32% above 2019 levels in 2024, according to UN Tourism, the region has achieved the fastest recovery worldwide. This remarkable rebound was a central theme at ATM 2025, where stakeholders discussed how resilience, perception management, and traveler trust are now fundamental pillars of the regional tourism strategy.
During a key panel session titled “Redefining Tourism Products in Uncertain Times,” hosted in collaboration with the Global Travel & Tourism Resilience Council, speakers emphasized the importance of cultural preservation, green infrastructure, and cross-sector cooperation. The cruise industry, for instance, highlighted its strides in sustainability and compliance with strict environmental regulations, particularly in sensitive areas like the Red Sea.
One pressing topic was the influence of media perception on travel demand. Ibrahim Osta, Global Tourism Lead at Chemonics International, pointed out how coverage by general media can misrepresent on-the-ground realities, complicating the work of tourism authorities. Delegates agreed that storytelling and improved communications strategies are key to countering outdated travel advisories and fostering traveler confidence.
Visit Malaysia 2026 Campaign Gains Global Attention
Tourism Malaysia used ATM 2025 as a launchpad to promote its highly anticipated Visit Malaysia Year 2026 (VM2026) campaign. Led by Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, the Malaysian delegation included 82 organizations: five state tourism boards, 34 tour operators, 35 hotels and resorts, five tourism product companies, two associations, and one airline.
The campaign centers around a vibrant new visual identity featuring the Malayan Sun Bear—a symbol of conservation and family-friendly tourism—and a theme song titled “Surreal Experiences” that captures the diversity of Malaysia’s natural and cultural offerings.
“Our multipronged VM2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility and elevate our tourism offerings,” said Dato Sri Tiong King Sing. With goals to welcome 45 million international visitors and generate RM270 billion (USD 60.8 billion) in receipts by 2025, VM2026 positions Malaysia as both a sustainable and innovative destination.
The Middle East remains a vital source market for Malaysia, with 194,440 tourists visiting from the region in 2024. At ATM, Tourism Malaysia actively promoted its support for the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) initiative, aligning its strategy with the UN Sustainable Development Goals (UNSDG).
VIDEC and Tourism Economics Reveal Travel Trends and Opportunities
Fresh research from Tourism Economics and VIDEC unveiled during ATM 2025 provides critical insights into the region’s travel future. The “ATM Trends Report: Leisure, Luxury and MICE – Leading Trends for the Middle East” detailed how international demand is driving accommodation growth, particularly in the Gulf Cooperation Council (GCC), where over 85% of expected growth will come from inbound travel.
Tourism Economics’ Dave Goodger noted that global travel is now surpassing pre-pandemic trends, with travelers prioritizing experiences over other spending categories. With growing air connectivity, favorable visa policies, and rising disposable income, the Middle East is attracting new segments like educational travel, elderly tourism, and entertainment-based trips.
VIDEC’s latest study, “Travel Market Sizing and OTA Benchmarking,” examined the online travel agency (OTA) landscape across the UAE, Saudi Arabia, and India. The UAE’s Total Air Market (TAM) is projected to hit USD 5.4 billion by 2028, up from USD 4.2 billion in 2024—a 32% increase since 2019. In 2024 alone, OTA-booked flights accounted for USD 679 million, while airline websites and apps contributed another USD 851 million, highlighting the digital transformation of booking habits.
Connecting Across Sectors and Borders
Arabian Travel Market 2025 brought together over 55,000 travel professionals from 166 countries, with more than 2,800 exhibitors spanning sectors from hospitality to fintech. Its theme—“Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”—set the tone for cross-industry cooperation and digital advancement.
Events were held across three dedicated stages: the Global Stage, Future Stage, and the newly introduced Business Events Stage. Discussions spanned topics from sustainable cruising and insurance in uncertain markets to technological innovation and wellness tourism. The conference also included sessions from leading brands such as Trip.com Group, whose CEO Jane Sun described the Middle East as “a crucial node connecting Europe, Africa, and Asia.”
ATM 2025’s impact extended beyond the venue through Arabian Travel Week—a festival of side events including start-up competitions, influencer gatherings, and travel tech showcases, all emphasizing the need for resilience, innovation, and strategic planning in shaping the future of travel.
As the global travel community prepares for challenges ahead, the collaborative energy and forward-thinking insights from ATM 2025 offer a strong signal that the Middle East will not only recover—but thrive.
