Travel isn’t just back; it’s booming in the Middle East. Over the past couple of years, Dubai has been chosen as the number one global destination in the Tripadvisor Travellers’ Choice Best of the Best 2024 awards for the third consecutive year, and it has seen record-breaking international tourist numbers.
The city welcomed more than 18.72 million international overnight visitors in 2024. An increase in international tourist numbers is no accident, with the country’s tourism department rolling out significant campaigns and signing agreements to improve the tourism experience.
Dubai announced a brand-new airport, is looking to add more airline capacity, and is betting on a new visa that facilitates return trips to attract more visitors. Visitors are also flocking to Abu Dhabi and Ras Al-Khaimah.
Meanwhile, its neighbor, Saudi Arabia, aims to exceed 70 million by 2030 after drawing 30 million in 2024. Saudi Arabia, which is a major religious destination with millions visiting Islam’s two holy cities of Mecca and Medina annually to perform the Hajj and Umrah pilgrimages, has in recent years started to promote leisure travel as part of a strategy aimed at diversifying the economy away from oil.
According to data from the Saudi Central Bank, inbound tourism spending in Saudi Arabia surged to a record $40.95 billion in 2024, marking a 13.82% annual increase.
The Middle East is growing faster than any other region. UN Tourism says it is the strongest-performing region, with 95 million arrivals in 2024.
As the travel and tourism industry’s contribution to global gross domestic product is expected to reach new heights, these countries are concerted in their push to boost their travel industry, spending heavily on hotels, luxury projects, and entertainment to transform into tourism hubs.
Evidently, the Arabian Travel Market (ATM) in Dubai plays a vital role in enhancing the region’s travel partnership and accelerating the promotion of tourism prospects. On this major international platform, industry professionals gather to explore the drivers behind industry growth and identify future opportunities within the tourism sector.
In 2024, travel and tourism industry representatives from more than 160 countries gathered at Dubai’s annual Arabian Travel Market trade show. The number of participating hotel brands for ATM 2024 increased by 21% year-on-year, and the number of new travel technology products showcased rose by 58%.
ATM attendees increased by 15% year over year, demonstrating the global travel and tourism sector’s strength, resilience, and momentum. The event generates about $2.5 billion in deals annually. For over 30 years, ATM has connected products and destinations worldwide with buyers and travel trade visitors.
Adnan Kazim, Deputy President and Chief Commercial Officer at Emirates, said, “We’re thrilled to see growth in visitor numbers to ATM. It’s a reflection of confidence in our industry and ATM’s importance on the global stage. We are proud of our role in the growth of ATM as an industry event, as well as the growth of our home city, Dubai, which is at the forefront of global tourism.”
Launched in 1994 with 300 exhibitors and 7,000 trade visitors, ATM has established itself as a globally renowned event integrating all travel sectors and verticals, from MICE to leisure and luxury hospitality to corporate travel.
ATM 2024 HIGHLIGHTS
In 2024, Emirates, which is adding 10 new A350s to its fleet, revealed the first nine destinations that its new A350 fleet will serve.
Saudia, the national flag carrier of Saudi Arabia, highlighted its digital transformation journey with a special spotlight on its beta version of the Travel Companion, which is powered by advanced AI technology.
Several new destinations were introduced, including China, Macao, Kenya, Guatemala, and Columbia, while returning countries include Spain and France, among many others.
The Anantara property announced the launch of the Anantara Sharjah Resort in 2027. Located along the coastline a 30-minute drive from Dubai, the Anantara Sharjah Resort and Anantara Sharjah Residences will open on Heerah Beach. The Anantara Sharjah Resort will be the brand’s tenth in the UAE, following the launch of Anantara Mina Al Arab Ras Al Khaimah Resort and Anantara Santorini Abu Dhabi Retreat.
Wynn Resorts revealed the design of the Wynn Al Marjan Island, a five-star beachfront resort currently under construction in Ras Al Khaimah. The multibillion-dollar escape, which will have a theater that will host Vegas-style shows, is expected to open in early 2027.
Environmental responsibility in the travel and tourism industry is also a key focus at ATM.
RISING REGISTRATIONS
With about two weeks to go until the ATM 2025, there are reports that registrations are rising 104% compared to last year. This surge reinforces its status as a crucial global platform for travel trade professionals.
The trade event has worldwide appeal and highlights cross-cultural connections and collaborations, with international markets accounting for more than half of total visitor registration. This year, the event will showcase about 2,800 companies representing over 161 global destinations.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “Increased international attendance strengthens the global profile of ATM, providing a vital boost to the local economy and driving revenue in sectors such as hospitality, retail, and travel, thereby demonstrating the impact and strength of business events.”
“This year’s edition is expected to see notable growth in participation from key regions, reflecting demand across the global tourism industry.”
ATM 2025, held in conjunction with the Dubai World Trade Centre, will focus on the theme Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity, emphasizing how connectivity shapes the thriving tourism industry. This year, ATM will include the Start-up and Innovation Zone, where companies will showcase groundbreaking ideas and cutting-edge solutions to offer an immersive VR experience to enhance visitor engagement.
The trade event will also highlight the luxury tourism sector by bringing together top-tier hospitality brands, influential industry figures, and innovative travel destinations.
The GCC region is ideally positioned to cater to high-net-worth travelers seeking leading hotels and exclusive experiences. To meet rising demand, GCC countries are on track to add 400,000 hotel rooms by 2030, following the addition of 35,000 rooms in the last decade.
Several hospitality brands will be showcased, including Mandarin Oriental, Four Seasons Hotels & Resorts, Jumeirah International, One & Only, Kempinski Hotels, and The Address Hotels & Resorts.
