The Arabian Travel Market (ATM) has unveiled its 2027 theme, “Travel without boundaries: Shaping global travel through experience,” which aims to address the evolving interests and expectations of travelers. Scheduled for May 3-6, 2027, at the Dubai World Trade Centre, the event will explore how tourism businesses can adapt to these changes and create meaningful experiences that resonate with visitors.
According to the ATM Travel Trends Report 2026, produced in collaboration with Tourism Economics, 56% of consumers express a heightened interest in exploring new destinations compared to two years ago. This figure rises to 68% among potential visitors to the Middle East, North Africa, and South Asia (MENASA). Additionally, 50% of respondents indicated a greater desire to sample local food and drink, while 40% are more interested in engaging with local communities.
Experiences Drive Demand
The report highlights a significant shift in travel preferences, with consumers increasingly prioritizing experiences over traditional travel logistics. Areas such as culture, gastronomy, adventure, wellness, music, and sports are becoming key factors in destination selection. Notably, 30% of travelers report a growing interest in event-related travel compared to two years ago.
This trend presents new opportunities for tourism businesses to differentiate their offerings and enhance the overall travel experience. For instance, a unique restaurant can serve as a compelling reason to visit a city, while a sporting event can introduce a destination to a broader audience. Danielle Curtis, Regional Portfolio Director – UAE at RX Global, emphasized the importance of understanding traveler motivations, stating, “For destinations and businesses, the opportunity is to understand those motivations and build an offering that gives people a compelling reason to visit.”
AI Reshapes Planning
The ATM 2027 theme will be explored through four key pillars: Experience without boundaries, Opportunity without boundaries, Innovation without boundaries, and Possibility without boundaries. These pillars will examine how changing traveler motivations are reshaping tourism products, identifying emerging markets and commercial opportunities, and leveraging technology to enhance the travel experience.
Innovation will play a crucial role in the exhibition, particularly in how technology can facilitate more personalized and intuitive travel experiences. The report notes the increasing influence of artificial intelligence (AI) in travel planning, while also recognizing the enduring value of human expertise and local insights. The return of ATM Travel Tech will showcase the latest technologies and innovators redefining the travel landscape.
Looking ahead, the research forecasts an 8% growth in international arrivals globally and a 17% increase across MENASA in 2027, as the travel sector rebounds from disruptions experienced in 2026. By 2030, worldwide visitor nights, encompassing both domestic and international travel, are projected to surpass 29 billion, with spending within destinations expected to reach $10 trillion.
The ATM 2027 will serve as a platform for key discussions on these emerging trends, with the Global Stage and Future Stage hosting vital conversations. The Experience Hub will facilitate peer-to-peer roundtables and specialized industry discussions, bringing together destinations and travel businesses to address changing traveler expectations and capitalize on new opportunities.
For more insights on the evolving travel landscape, visit Economy Middle East.
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