By Staff Reporter
DUBAI — Dubai is banking on its long-term tourism strategy, global connectivity and public-private partnerships to revive visitor momentum as the Arabian Travel Market (ATM) returns for its 33rd edition next week.
The emirate welcomed a record 19.6 million international visitors in 2025, including about two million in December alone, but recent disruptions linked to the US-Iran conflict, flight interruptions and travel advisories have affected visitor flows.
Issam Kazim, CEO of Dubai’s Department of Tourism and Commerce Marketing (DCTCM), said the emirate remained focused on its long-term tourism ambitions despite the temporary disruption.
“The trajectory is moving in the right direction,” Kazim said during a press conference ahead of ATM 2026.
He acknowledged that the current situation had affected travel patterns, particularly through changes in flight availability and travel advisories, but said Dubai was working with airlines, government authorities and other stakeholders to restore connectivity.
“We are trying to make sure that we get in as many carriers and opening clients as much as possible and as quickly as possible,” he said.
Long-term investment
Kazim said Dubai’s tourism planning was based on decades rather than quarterly performance, with continued investment in infrastructure designed to support future growth.
The emirate has continued developing its road network, metro system, airport capacity and major destinations, while Dubai World Central remains a key component of its long-term aviation strategy.
Kazim said the objective was to ensure Dubai was prepared to accelerate tourism growth once market conditions stabilised.
“We want to make sure that as soon as things are back to normal, that we’re ready to pick up in a better stance,” he said.
Residents promote Dubai
Dubai is also relying on its large expatriate population to promote the emirate in international markets.
Kazim said residents had helped attract friends and relatives to Dubai during recent uncertainty, describing them as important advocates for the destination.
DCTCM has established partnerships designed to use Dubai’s diverse international communities as ambassadors for the city.
The initiative aims to reinforce the message that Dubai remains open, operational and ready to receive international visitors.
The tourism authority is also monitoring traveller sentiment across different markets to assess demand and identify areas where confidence needs to be strengthened.
ATM returns
ATM 2026 is expected to play a key role in reconnecting Dubai with the global travel industry.
More than 80 destination participants have committed to the event, while more than 300 hosted buyers are expected to attend the exhibition at Dubai World Trade Centre.
Danielle Curtis, Executive Director, Middle East, Arabian Travel Market, said the event would bring together a strong mix of regional and international destinations despite the challenges facing the industry.
She said ATM would provide an important platform for rebuilding business relationships, generating new opportunities and connecting destinations with travel buyers.
Technology at the centre
ATM 2026 will be held under the theme “Travel 2040 – Providing New Frontiers through Innovation and Technology”, with artificial intelligence, smart mobility, immersive technology, fintech, automation and robotics expected to feature prominently.
A dedicated ATM Travel Tech exhibition will run alongside the main event, focusing on emerging technologies and their potential impact on tourism and hospitality.
Conference sessions will also examine travel confidence, destination resilience, artificial intelligence, hospitality, business events and changing consumer expectations.
Business tourism
Dubai is continuing to target both leisure and business travellers as part of its recovery strategy.
Kazim said business tourism remained particularly important because conferences, exhibitions and corporate events could introduce new visitors to Dubai, many of whom could later return for leisure.
“Business always gives us a chance to also introduce the destination to a lot of new visitors as well, who eventually become revisitors,” he said.
He said DCTCM was assessing tourism demand across the entire market rather than concentrating on a single visitor segment.
Industry remains confident
Despite recent disruption, tourism and hospitality executives at the ATM briefing expressed confidence in the region’s resilience.
Haitham Mattar, Managing Director for India, Middle East and Africa at IHG Hotels and Resorts, said the region had previously demonstrated its ability to withstand major crises, including the global financial crisis and the Covid-19 pandemic.
He said investor confidence remained strong in markets such as the UAE, Saudi Arabia and Egypt, while stressing that future hospitality growth would increasingly depend on delivering quality experiences rather than simply increasing room numbers.
“It’s not about abundance. It’s about quality, and it’s about experiences,” Mattar said.
Kazim said Dubai’s latest tourism disruption should be viewed within the context of its broader long-term growth strategy.
“Dubai will come back,” he said, with ATM 2026 expected to provide an important platform for strengthening that recovery.
