ARABIAN TRAVEL MARKET 2026 TO BE HELD in SEPTEMBER

DUBAI, United Arab Emirates, (PERLA)-- As hospitality leaders respond to changing guest expectations and a rapidly evolving market, Arabian Travel Market’s (ATM) 2026 will explore how businesses are adapting through personalized experiences, innovation and long-term investment.

Taking place from 14-17 September 2026 at Dubai World Trade Centre under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology,’ ATM will bring together hospitality leaders to explore how hotels are responding to changing consumer behavior while building resilience across one of the industry's most dynamic regions.

According to Haitham Mattar, Managing Director, India, Middle East & Africa, IHG Hotels & Resorts, the Middle East's sustained tourism growth continues to reinforce confidence in the hospitality sector, supported by long-term investment across key markets.

Mattar said: “We're extremely confident about the Middle East. It's one of the fastest-growing tourism regions around the world. We've seen continued growth linked to the investment being made in tourism, whether it's in the UAE, Saudi Arabia or Egypt. These are long-term investments, and that's what gives us confidence in our people, our owners, our products and our brands across this diverse and complex region.”

As governments continue to invest in tourism infrastructure and destinations diversify their offerings, hospitality operators are increasingly focused on creating business models that are both resilient and adaptable. At the same time, evolving traveler behaviors are reshaping the way hotels compete, with operators placing greater emphasis on personalized experiences, wellness and lifestyle-led offerings to drive long-term value.

Highlighting the sector's enduring strength, Mattar said: “The hospitality industry in the region is resilient, and we are confident it will bounce back.”
Mattar believes that this resilience is enabling the industry to look beyond recovery and focus on meeting the expectations of a new generation of travelers.

“No two travelers are the same. People are no longer simply looking for a room; they're looking for experiences. Whether it's gastronomy, outdoor adventure, wellness, culture or heritage, these experiences have become major motivators for travel. Hotels are responding by becoming experts in creating and recommending experiences that are authentic and meaningful.”

These themes will feature across ATM's conference program. On the Global Stage, the session “Does the Hospitality Industry Need Reinventing?” will examine how hotel operators are responding to a new phase of commercial recalibration, exploring strategies including asset repositioning, wellness, branded residences, mixed-use developments and experience-led programming to strengthen resilience and long-term value. Featuring Amir Golbarg, Chief Operating Officer, Minor Hotels, the discussion will also examine changing investment priorities and the commercial strategies shaping the future of hospitality.