The Arabian Travel Market (ATM) 2025 is currently underway at the Dubai World Trade Centre, running from 28 April to 1 May. This year’s event has drawn a record 2,800 exhibitors from 166 countries, with more than 55,000 attendees expected. The theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity” highlights the importance of connectivity in shaping the future of tourism.
The event features several key highlights, including a 26% expansion in Travel Tech, showcasing cutting-edge technologies and AI-driven apps. The Start-Up and Innovation Zone will feature travel pioneers and offer immersive VR experiences, with a Start-Up Pitch Battle to spotlight innovative minds. Additionally, IBTM@ATM, a new zone, will connect business event buyers with venues, hotels, tourism boards, and airlines.
The Middle East is outperforming other regions post-pandemic, with business travel spending forecast to grow 6.1% in 2025. Asia is also experiencing rapid growth, with exhibitor participation rising 20% year-on-year, driven by enhanced regional connectivity. Industry trends taking center stage at ATM this year include sustainability, corporate travel, and AI-driven travel. The conference programme will cover these topics and more, with 200+ speakers sharing insights on the future of travel.
Some of the highlights from Day 1 of ATM 2025 include:
Etihad Airways’ A321LR brings long-haul luxury to shorter-haul aircraft
Etihad Airways has announced it will launch its all-new Airbus A321LR on 1 August 2025, transforming short- and medium-haul journeys with widebody luxury. The aircraft features two enclosed First Suites offering private sliding doors, lie-flat beds, 20” 4K screens, Bluetooth pairing, wireless charging, and personal seating for companions, which is a first for a single-aisle aircraft.
Business Class offers 14 forward-facing fully-flat beds in a herringbone 1-1 layout, with 17.3” 4K screens, direct aisle access, and wireless tech. In Economy, 144 seats offer 18.4” widths, 5” recline, 13.3” 4K touchscreens, USB charging, and next-gen entertainment.
Beyond the aircraft, Etihad is expanding its First Class offering: including a 24/7 Etihad Concierge, private chauffeur service, dedicated check-in, First Lounge access, and premium home baggage services in Abu Dhabi. Guests boarding remotely will even be driven by private limousine directly to the aircraft door.
Emirates signs nine new MoUs on day one
Emirates signed eight MoUs with the tourism boards of Sharjah’s Commerce & Tourism Authority (SCTDA), Maldives, Visit Britain, The Philippines, Thailand, Uganda, Japan (JNTO), and Hungary. It also signed an MoU with Kuwait Airways to offer increased options to Dubai and beyond.
These agreements aim to boost tourism across Emirates’ global network by promoting each destination’s unique attractions through joint marketing campaigns, familiarisation trips, bespoke travel packages, and promotional initiatives. Initiatives include advertising, cross-promotional campaigns and marketing directly to Emirates’ network of customers.
Qatar Airways showcases Arabic-speaking AI, immersive VR, and Qsuite Next Gen
Qatar Airways wowed visitors on the opening day of ATM 2025 with innovations blending cultural relevance and cutting-edge technology. Highlights included Sama, the world’s first AI cabin crew now fluent in Arabic dialects, enhancing personalised engagement across digital platforms like the Qatar Airways app and QVerse.
Visitors also experienced The ORCHARD VR, a hyper-realistic tour of Hamad International Airport’s indoor garden, and explored the reimagined Qsuite Next Gen business class and a multi-sensory pod simulating the luxury onboard environment.
Qatar Airways also signed new tourism partnerships with Visit Maldives and Indonesia’s Ministry of Tourism, and announced expanded summer flight frequencies to key destinations including Tokyo, Manchester, and Lisbon, reinforcing its global growth strategy.
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Noteworthy announcements from the floor
flyadeal expands to Turkey and Egypt
From 29 May, flyadeal is boosting its regional footprint with daily flights that will connect Riyadh to Istanbul’s Sabiha Gökçen Airport, complementing existing services to Istanbul’s main airport. Also, starting 2 June, Alexandria will also served four times a week from Jeddah, marking flyadeal’s fourth Egyptian destination and bringing the number of flights it offers to 69 per week.
DCT Abu Dhabi and Abu Dhabi Hospitality – Les Roches launch new Visitor Experience Academy
DCT Abu Dhabi has partnered with Abu Dhabi Hospitality Academy – Les Roches to launch the Visitor Experience (VX) Academy. Scheduled to open in July, the academy will deliver AI-driven, tailor-made training for frontline workers across hospitality, transport, retail, immigration, and more. The initiative aims to enhance service standards across Abu Dhabi, strengthen operational efficiency, and personalise visitor experiences through e-learning and more.
UAE tourism experts: Business events and festivals are powering economic growth
Leaders from Dubai Economy, Abu Dhabi Convention and Exhibition Bureau, and Ras Al Khaimah Tourism Development Authority joined global associations ICCA and IAPCO to explore how festivals, conferences, and major events are boosting the UAE’s socio-economic growth. Panelists spotlighted successes like the Dubai Shopping Festival and Abu Dhabi’s Vision 2030-driven strategy. Ras Al Khaimah revealed a 40% tourism growth, in part thanks to a surge in MICE events. Meanwhile, a session on microtrends like sleep and coffee tourism emphasised how evolving travel behaviours are reshaping destination strategies globally.
Egypt’s international tourism still expected to rise 6% despite regional tension
Egypt expects international tourist arrivals to rise 6% in 2025, reaching 16.8 million visitors, Minister of Tourism and Antiquities Sherif Fathy announced. A 25% increase in Q1 visitors has come from China, Turkey, Spain, Russia, India, and other Asian countries. Egypt, which welcomed a record-breaking 15.7 million tourists in 2024, continues diversifying into adventure and business travel, as well as capitalising on its deep-rooted history with the Grand Egyptian Museum’s opening scheduled for 3 July 2025.
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In case you missed it
- Qatar Airways and Philippine Airlines expanding partnership between Doha and Manila from 16 June 2025.
- Jazeera Airways offers a 90% discount on fares for 2-12 year olds using the code J94KIDS (book before 19 October for travel by 15 December).
- Virgin Atlantic’s first flight to Riyadh touches down from London.
- Saudia group orders 10 Airbus A330neo for flyadeal.
- Etihad joins IATA Turbulence Aware Programme to minimise impact on passengers and crew.
- Emirates to match every donation to the Emirates Airline Foundation (up to $10,000) towards 13 organisations and NGOs focused on the health and safety of children.
- Tunisair Express resumes Tunis-Tazeur flights from 27 April.
- Dubai’s tourism grows 3% YoY in Q1 2025 welcoming 5.31 million international visitors.
- Dubai’s Roads and Transport Authority and Etihad Rail, officially opened a 1.8km three-lane flyover to improve train and vehicle connections.
- International Jazz Day is being hosted in the UNESCO Creative City of Music Abu Dhabi on 30 April 2025.
- Bahrain launches first-of-its-kind Water Taxi at Bahrain Bay.
- New Club Med Musandam Resort due to open in Oman 2028.
- Minor Hotels expands in the UAE with Avani + Fujairah Resort coming in 2028.
