How Arabian Travel Market 2027 Will Examine on Experience-Led Global Tourism

Arabian Travel Market 2027 in Dubai to Explore New Opportunities in Global Tourism as the international exhibition unveils its new theme, focusing on experience-led travel, innovation and industry partnerships. Scheduled for 3–6 May, the event will bring tourism leaders together to examine changing traveller expectations and emerging business opportunities worldwide.

Dubai Prepares to Host Arabian Travel Market 2027

Arabian Travel Market (ATM) will return to Dubai World Trade Centre from 3–6 May 2027, bringing together tourism destinations, travel businesses, technology providers and industry professionals to examine the future of international travel.

The exhibition has announced its theme, Travel without boundaries: Shaping global travel through experience, highlighting how changing consumer interests are influencing tourism development and investment.

The 2027 edition will focus on creating memorable visitor experiences, strengthening commercial partnerships and helping destinations respond to evolving travel preferences.

Organisers believe that understanding why people travel is becoming increasingly important for businesses seeking to attract visitors and generate sustainable economic benefits.

New Research Reveals Changing Traveller Preferences

The ATM Travel Trends Report 2026, developed with Tourism Economics, an Oxford Economics company, identifies growing interest in discovering destinations and engaging with local communities.

According to the research, 56% of consumers are more interested in exploring new destinations than two years earlier. This increases to 68% among prospective travellers to the Middle East, North Africa and South Asia.

The report also reveals that 50% of consumers have developed greater interest in experiencing local food and beverages, while 40% are more interested in meeting local residents.

These findings indicate that travellers increasingly value authentic cultural experiences alongside traditional sightseeing.

For tourism destinations, this creates opportunities to develop attractions, culinary experiences and community-based activities that encourage visitors to spend more time and money locally.

Experience-Led Tourism Creates New Business Opportunities

Culture, adventure, wellness, gastronomy, music and sporting events are becoming important influences on travel decisions.

The research shows that 30% of consumers are more interested in event-related travel than two years ago.

This trend is encouraging tourism businesses to develop products around individual interests rather than relying entirely on conventional holiday packages.

Hotels can introduce guests to local traditions, restaurants can become destination attractions, and sporting events can encourage visitors to explore previously unfamiliar locations.

Such experiences can also support local businesses, create employment opportunities and strengthen tourism’s contribution to destination economies.

Four Strategic Pillars to Shape Industry Discussions

ATM 2027 will organise its central theme around four pillars: Experience without boundaries, Opportunity without boundaries, Innovation without boundaries and Possibility without boundaries.

These pillars will examine how destinations can create distinctive tourism products, identify emerging markets, improve customer experiences through technology and strengthen collaboration across industries.

Danielle Curtis, Regional Portfolio Director – UAE at RX Global, explained that travellers increasingly consider what a journey allows them to experience.

She highlighted the importance of understanding personal motivations and developing offerings that encourage people to visit.

The exhibition will also examine how business and leisure travel, wellness, adventure and premium experiences can be combined within individual journeys.

Artificial Intelligence and Travel Technology Take Centre Stage

Technology will remain an important component of Arabian Travel Market 2027.

The returning ATM Travel Tech event will showcase innovations supporting personalised travel planning, improved customer services and more efficient tourism operations.

Artificial intelligence is increasingly influencing how travellers research destinations, compare experiences and organise itineraries.

However, the research also recognises the continued importance of human expertise, including local guides, hosts and destination communities.

The exhibition’s Global Stage and Future Stage will provide platforms for discussing technological developments, while the Experience Hub will host industry roundtables and networking opportunities.

Global Tourism Arrivals Forecast to Increase in 2027

The research presents an encouraging outlook for international tourism.

Worldwide international arrivals are forecast to increase by 8% in 2027, while arrivals across the Middle East, North Africa and South Asia are projected to rise by 17%.

These forecasts reflect expectations of recovery following travel disruptions during 2026.

Looking further ahead, worldwide visitor nights, covering domestic and international tourism, are expected to exceed 29 billion by 2030.

Spending within destinations is also projected to reach US$10 trillion.

These figures highlight the commercial potential of tourism experiences, destination investment and stronger cooperation between travel businesses.

Arabian Travel Market 2027 will provide an important platform for understanding how experience-led tourism is transforming international travel. With growing interest in cultural discovery, technological innovation and personalised journeys, the Dubai exhibition will help destinations and businesses identify commercial opportunities, strengthen partnerships and prepare for future tourism growth worldwide.