Premiumisation, industry recovery and AI: What’s trending in travel at ATM Dubai 2026?

At Arabian Travel Market in Dubai this week, the ATM Travel Trends Report 2026 — co-produced by Tourism Economics and unveiled at the event — set out a cautiously optimistic recovery for the region. International travel across the Middle East, North Africa and South Asia (MENASA) is forecast to rebound by 17% in 2027, more than twice the projected global growth rate of 8%, while international visitor spending in the Middle East is expected to rise by $116 billion (€100.58 billion), or 57%, between 2025 and 2030.

“Over the next five years we see travel expanding on a structural basis rather than just a cyclical rebound,” said Dave Goodger, Managing Director EMEA of Tourism Economics, speaking at ATM Dubai. “International travel has never mattered more. This year is disrupted by an uncertain economic and geopolitical backdrop, but consumers are treating travel as essential.”

Goodger’s remarks came amid a backdrop of significant disruption for tourism in 2026, particularly in the Middle East and Gulf, where regional conflict and knock-on effects have reduced visitor numbers, air capacity and hospitality bookings. Despite those headwinds, the report and on-the-ground conversations at ATM highlighted emerging trends that industry leaders say could shape recovery and future growth.

Key trends highlighted at ATM Dubai

• Premiumisation: Luxury remains a priority in the Middle East and Gulf, with Goodger noting that nearly 80% of prospective visitors prioritise luxury. The trend extends beyond five-star hotels as travellers increasingly pay more for specific premium elements — upgraded airline cabins, signature experiences and unique activities. The report found 35% of travellers are more interested in premium experiences than two years ago.
• Value-conscious but experience-led spending: Price sensitivity is rising globally, yet travellers are reallocating budgets toward experiences rather than simply cutting costs across the board. “People are price conscious, they’re looking for value, but they are looking for valuable experiences,” Goodger said, noting many will downgrade accommodation to fund key activities.
• Rise of lesser-known destinations: Overall, 56% of travellers say they are more interested in exploring new destinations than two years ago, rising to 68% among prospective MENASA visitors. First-time international tourists still aim for iconic sights, while repeat visitors are increasingly seeking secondary cities and regions.
• Experience-first travel and overtourism: Cultural, food and sport experiences are driving trip design. At the same time, three in 10 travellers actively avoid destinations due to overcrowding concerns, prompting a modest flattening of seasonality as tourists shift outside peak months.
• Event tourism and business meetings: Three in 10 travellers reported increased interest in event-related travel over two years. Sporting, cultural and religious events are stronger drivers in the Middle East, and association meeting attendance in the region has nearly doubled over the past decade.
• AI for trip discovery: Tech adoption is pronounced among those interested in the Middle East — 28% of prospective visitors to the region had used an AI chatbot to plan a trip, compared with 12% of travellers interested in other regions. Goodger warned destinations must be discoverable across evolving AI-driven platforms.

Outlook

Industry leaders at ATM Dubai framed 2026 as a pivot year: short-term disruption driven by geopolitics and economic uncertainty contrasted with structural opportunities for growth. With Tourism Economics forecasting a strong rebound in 2027 and large projected spending gains through 2030, destinations and travel businesses are being urged to prioritise discoverability, premium and experience-led offerings, and technology integration — particularly AI — to capture shifting traveler behaviour as recovery takes hold.