The global leisure travel market is revving up for a joyride, one worth a staggering $15 trillion by 2040, according to fresh analysis from Boston Consulting Group. And guess who’s speeding ahead in the fast lane? The Middle East, naturally.
With leisure spending in the region set to climb 7% annually between 2025 and 2030, outpaced only by Asia Pacific, the Middle East is cementing its status as one of the world’s most irresistible playgrounds for international travellers. And Arabian Travel Market (ATM) 2026 is gearing up to show the world exactly why.
Taking place from 4–7 May 2026 at the Dubai World Trade Centre, ATM’s 33rd edition will explore the future of travel under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’. Think flying taxis, AI-powered experiences, ultra-bespoke itineraries, and yes, probably another record-breaking selfie spot or two.
A region with swagger and substance
According to the ATM Travel Trends Report by Tourism Economics, the Middle East will welcome 1.5 billion international tourism nights by 2030, a colossal 90% leap from 2024. Roughly 15% of these will be from leisure travellers outside the region, with Europe still leading the charge, though African and Asia Pacific markets are closing in fast.
The GCC, in particular, has been going full throttle to stay ahead of the tourism curve. Saudi Arabia’s giga-projects (hello NEOM), Qatar’s fusion of world-class sports hosting and cultural revival, the UAE’s rolling lineup of new attractions and Michelin-starred eateries, Oman’s luxury-with-soul approach to sustainability, Bahrain’s pulse on contemporary culture – each country is mashing up authenticity with cutting-edge tech like it’s a regional sport. And travellers simply cannot get enough of it.
All of this helps to explain why leisure tourism nights are expected to jump 87% in the region by 2030. From glitzy beach escapes and buzzing city breaks to desert wellness retreats and adrenaline-pumping sports adventures, the region is shaping up to be the world’s favourite grown-up playground.
Where trends collide and travellers unite
ATM 2026 is expected to welcome 2,600 exhibitors from 161 countries and more than 47,000 attendees, making it the ultimate power hub for tourism deal-making.
Danielle Curtis, Exhibition Director ME for Arabian Travel Market, says the region’s growth is no accident:
“By 2030, there are expected to be nearly 30 billion tourism nights globally, with the Middle East accounting for around 8% of tourism nights. During the same period, leisure nights in the region are expected to grow by 87%, reflecting the region’s rapid infrastructure development, and its expanding experiential and cultural offerings.”
And travellers themselves are evolving just as rapidly. BCG and Tourism Economics note that Millennials and Gen Z are hungry for more trips, more digitally enhanced experiences, and more frequently. Meanwhile, multigenerational escapes and solo travel have broken free from niche territory.
In the Middle East, demand is soaring for sports tourism, culinary adventures, cultural immersion, as well as health and wellness escapes. In short, travellers desire trips with heart, heritage and a whole lot of personalisation.
Dubai, the gateway to everything
Beyond leisure, ATM 2026 will spotlight innovations shaping tourism across the Middle East, North Africa and South Asia. Dubai, already connecting 240+ destinations across six continents, will once again take centre stage as a global gateway and regional hub.
Expect big buzz around the ATM Ultra Luxury Lounge, IBTM@ATM, and the expanded ATM Travel Tech with two dedicated halls. This means more space for bold ideas, clever tech, and partnerships that will define the coming era of tourism.
As Curtis puts it, “The Middle East is ideally positioned to play a defining role in the coming era of global tourism.” And with $15 trillion up for grabs, the world will be watching.
