The Arabian Travel Market (ATM) 2026 has underscored the increasing demand for short-haul escapes and luxury holidays among UAE and GCC travellers, as tourism authorities and industry leaders convened in Dubai to enhance regional travel ties, according to Gulf Today. The event attracted travel buyers from over 115 countries and featured more than 55 destination stands, showcasing a diverse array of tourism boards, airlines, and hospitality brands.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, highlighted that ATM 2026 served as a vital platform for the travel industry to forge partnerships and share expertise. He noted that the strong participation at the event reflects ongoing confidence in Dubai as a safe and accessible global destination, which is crucial for the long-term growth of its tourism sector.
Germany’s participation at ATM 2026 was particularly notable, with the German National Tourist Office reporting 1.2 million overnight stays from GCC visitors in 2025, generating €3 billion in spending. Yamina Sofo, Director of the Marketing & Sales Office for GNTO GCC, emphasized the importance of maintaining close relationships with partners to better understand the needs of GCC travellers, who increasingly seek confidence and flexibility in their travel plans.
CzechTourism also made a significant impact at the event, showcasing the country’s cultural heritage and wellness experiences. Ambassador Josef Koutský remarked on the importance of strengthening ties between Czechia and the UAE, while Barbara Andelová, International Marketing Manager at CzechTourism, expressed the aim to inspire more travellers to explore the diverse experiences available in Czechia.
Jordan is positioning itself as a key destination for UAE travellers, promoting its rich cultural heritage and adventure offerings. Justin Abo Anza from the Jordan Tourism Board noted a significant increase in GCC visitor arrivals, which rose from approximately 1.03 million in 2019 to over 1.58 million in 2025. He highlighted Jordan’s unique ability to cater to various traveller interests, from families to luxury seekers.
Georgia is also emerging as a popular choice for UAE tourists, driven by its easy access and family-friendly offerings. Gvantsa Murtskhvaladze, Co-Founder & CEO at SHG Signature Hospitality Georgia, reported growing interest from diverse traveller segments, including families and honeymooners. The availability of direct flights from major UAE cities to Tbilisi further enhances Georgia’s appeal as a short-haul destination.
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