Mohammed bin Rashid Visits Arabian Travel Market 2026 as Dubai Showcases the Future of Global Tourism

Dubai has placed its ambitions for the next era of global tourism firmly in the spotlight as Sheikh Mohammed bin Rashid Al Maktoum visited Arabian Travel Market 2026, bringing political leadership and industry innovation together.

Why Did Mohammed bin Rashid Visit Arabian Travel Market 2026?

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, visited the 33rd Arabian Travel Market (ATM) on 14 September 2026, highlighting the strategic importance of travel and tourism to Dubai and the wider UAE economy.

Held at Dubai World Trade Centre until 17 September, ATM 2026 has brought together tourism authorities, airlines, hotels, technology companies, destinations and travel professionals from around the world. The visit placed senior political attention on an industry undergoing rapid transformation through technology, changing traveller behaviour and sustainability.

Sheikh Mohammed was accompanied by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai, alongside senior officials.

What Did Sheikh Mohammed See at ATM 2026?

During his tour, Sheikh Mohammed reviewed a broad range of technologies, services and tourism initiatives presented by exhibitors. His visit provided an opportunity to assess how destinations and businesses are preparing for the changing demands of international travellers.

He was briefed by His Excellency Helal Saeed Almarri, Director General of the Dubai Department of Economy and Tourism and Director General of the Dubai World Trade Centre Authority, on the principal developments and highlights of this year’s ATM.

The discussions also focused on ATM’s wider role as an international platform for partnerships, knowledge exchange and business development across the travel and tourism industry.

The exhibition floor reflected the increasingly interconnected nature of global tourism, with airlines, national tourism organisations, hospitality groups and travel technology businesses participating alongside Dubai’s own tourism institutions.

Which Global Travel Brands Did Mohammed bin Rashid Visit?

Sheikh Mohammed visited several national and international pavilions and exhibitor stands during his tour, underlining the breadth of international participation at ATM 2026.

The organisations visited included Kuwait Airways, Bahrain, Qatar Airways, Qatar, the Dubai Department of Economy and Tourism, the Ministry of Economy and Tourism, Abu Dhabi, Etihad Airways and Spain.

He also visited major international hospitality groups, including Minor Hotels, STORY Hospitality, Marriott Bonvoy and IHG Hotels & Resorts.

The presence of these organisations demonstrates the scale of ATM as a meeting point between destinations, airlines, hotel companies and other parts of the international tourism supply chain. It also reinforces Dubai’s role as a commercial crossroads connecting tourism markets across the Middle East, Europe and wider global regions.

How Is Technology Changing the Travel Industry?

Technology and artificial intelligence emerged as important themes during Sheikh Mohammed’s tour, reflecting the growing influence of digital systems throughout the travel journey.

Exhibitors at ATM 2026 are showcasing solutions connected with artificial intelligence, digital transformation, smart mobility and new visitor experiences. These technologies are increasingly influencing how travellers discover destinations, plan trips, navigate airports and cities, book accommodation and engage with tourism services.

For the travel industry, the significance extends beyond individual technology products. Digital transformation is becoming a strategic requirement as travellers expect faster, more personalised and more seamless experiences across different stages of their journeys.

ATM 2026 therefore provides a useful snapshot of how tourism businesses are responding to these expectations while preparing for longer-term changes in the global market.

Why Is Sustainability Important at ATM 2026?

Sustainable tourism is another major component of the industry’s future agenda at ATM 2026.

The event is examining how destinations and tourism businesses can pursue long-term growth while responding to environmental pressures and evolving consumer expectations. Sustainability is increasingly being considered alongside infrastructure, technology, mobility and destination management rather than as a separate tourism issue.

This approach is particularly significant for major international destinations such as Dubai, where continued visitor growth requires investment in infrastructure and experiences while maintaining competitiveness and managing the broader impact of tourism.

The focus at ATM 2026 suggests that future tourism growth will increasingly depend on balancing commercial performance with resilience and responsible destination development.

What Does ‘Travel 2040’ Mean for Global Tourism?

ATM 2026 is being held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, placing long-term transformation at the centre of the event.

The programme is examining several forces expected to influence tourism over the coming years, including artificial intelligence, digital transformation, changing traveller expectations, destination resilience, smart mobility and sustainable growth.

Rather than focusing solely on immediate industry trends, the theme encourages tourism leaders to consider how the sector may operate over the longer term. For airlines, hotels, destinations, travel agencies and technology providers, that means examining how investment decisions made today could shape the traveller experience of tomorrow.

The conference programme brings together tourism leaders, policymakers, technology specialists and industry experts to discuss these developments and the challenges and opportunities they create.

How Is Dubai Strengthening Its Global Tourism Position?

Sheikh Mohammed’s visit reinforced Dubai’s ambition to remain a major international hub for travel and tourism and to use global industry platforms to strengthen commercial relationships.

He welcomed participants and highlighted ATM’s contribution to collaboration, knowledge exchange and new partnerships. He also praised the event’s strong international participation, describing it as evidence of confidence in Dubai and its capacity to contribute to innovation within global tourism.

The UAE’s broader tourism strategy continues to place significant emphasis on international connectivity, investment, visitor experience and innovation. Dubai’s position as a major aviation and business hub gives it an important advantage in attracting both leisure and business travellers.

ATM adds another dimension by bringing the industry’s decision-makers directly into the destination.

What Does ATM 2026 Signal for the Travel Industry?

The 33rd Arabian Travel Market demonstrates how the Middle East’s travel industry is increasingly positioning itself at the centre of global tourism discussions.

The event combines commercial networking with strategic conversations about technology, sustainability, mobility and future traveller behaviour. Its international participation also provides a platform where destinations and companies can identify new markets, establish partnerships and develop tourism products.

For Dubai, Sheikh Mohammed’s visit represents more than a ceremonial appearance. It signals continued political and economic importance being attached to tourism and highlights the city’s intention to remain actively involved in shaping the industry’s next phase.

As ATM 2026 continues through 17 September, its discussions and business meetings are expected to provide further insight into how the global travel sector is preparing for a more technology-driven, connected and sustainability-conscious future.

The Bigger Picture

Arabian Travel Market 2026 arrives at a pivotal moment for global tourism. Artificial intelligence, digitalisation, smart mobility, sustainability and rapidly changing traveller expectations are no longer distant considerations; they are already influencing investment and business strategy.

Sheikh Mohammed bin Rashid Al Maktoum’s visit brings those developments into sharper focus, linking Dubai’s tourism ambitions with the wider transformation taking place across the international travel industry. With destinations, airlines, hotel groups and technology companies gathered under one roof, ATM 2026 is positioned not only as a marketplace for tourism but also as a forum for defining what the sector could look like by 2040.

Image: Reed Exhibitions