The Arabian Travel Market 2027 focus will be on experience-driven travel, with culture, gastronomy, wellness and event-led tourism shaping discussions at the Dubai trade show from May 3 to 6.
As travellers increasingly choose destinations based on personal interests and meaningful experiences, the Arabian Travel Market (ATM) will place experience-led tourism at the centre of its 2027 edition. The 34th edition of the travel trade exhibition will take place at the Dubai World Trade Centre from May 3 to 6, under the theme ‘Travel without boundaries: Shaping global travel through experience’.
For travel agents, tour operators, destination management companies and tourism boards, the Arabian Travel Market 2027 focus signals the growing importance of designing holidays around what travellers want to experience rather than simply where they wish to go. Culture, gastronomy, wellness, adventure, music and sport are increasingly influencing destination choices, opening opportunities to develop more specialised itineraries and distinctive travel products.
According to the ATM Travel Trends Report 2026, produced in association with Tourism Economics, 56% of consumers are more interested in exploring new destinations than they were two years ago. Among prospective visitors to the Middle East, North Africa and South Asia (MENASA), this figure rises to 68%. The report also finds that 50% of consumers are more interested in sampling local food and drink, while 40% want greater interaction with local people. Meanwhile, 30% report increased interest in event-related travel.
ATM 2027 will organise its programme around four pillars: Experience without boundaries, Opportunity without boundaries, Innovation without boundaries and Possibility without boundaries. These themes will examine evolving traveller preferences, emerging markets, commercial opportunities, technology-led services and collaboration across the tourism industry.
Technology will remain an important part of the exhibition, with ATM Travel Tech returning as a co-located event. Discussions will explore artificial intelligence in travel planning and personalisation, while examining how technology can work alongside human expertise, local guides and hosts to create more meaningful visitor experiences.
The event’s Global Stage and Future Stage will host industry discussions, while the Experience Hub will return with roundtables, specialised sessions and networking opportunities. These platforms will give travel businesses scope to exchange insights, identify potential partners and explore new ways of responding to changing customer expectations.
The report also forecasts international arrivals to grow by 8% globally and 17% across MENASA in 2027, as tourism recovers from disruptions experienced in 2026. By 2030, worldwide visitor nights, covering domestic and international travel, are projected to exceed 29 billion, with destination spending expected to reach US$10 trillion. <
For the travel trade, the Arabian Travel Market 2027 focus offers a timely opportunity to explore partnerships and develop packages that combine experiences such as local culinary trails, wellness retreats, cultural encounters and major sporting or music events. As travellers increasingly seek journeys shaped by their interests, the exhibition will provide a platform to examine how tourism businesses can translate these preferences into new products and commercial opportunities.
