Looking to the next chapter of global tourism, technology will be a key driver in shaping our industry's future. Travel is being reimagined at a rapid pace, which is why the introduction of ATM Travel Tech as a fully integrated, co-located feature at Arabian Travel Market (ATM) 2026 will showcase the vital role innovation plays in the journey ahead.
This evolution is anchored in the ATM 2026 theme, Travel 2040: Driving New Frontiers Through Innovation and Technology. As the industry moves towards more than two billion international arrivals annually in the next decade, we are reaching a defining moment. Growth alone is no longer the benchmark for success; how we enable that growth, responsibly, securely and sustainably, will define the future of tourism.
Technology will be the key enabler. From AI-driven personalisation and immersive digital discovery to fintech, smart mobility and cybersecurity, innovation is now embedded across every stage of the traveller journey. Traveller behaviour underlines this shift. Recent research by Kaspersky shows that 84% of travellers plan to use AI for future travel, signalling that personalisation is fast becoming an expectation rather than a differentiator.
This demand is mirrored by market momentum. The global travel technology market was valued at $10.7 billion in 2024 and is forecast to reach $18.6 billion by 2033, according to data specialists Research and Markets, reflecting sustained investment in platforms that improve efficiency, trust and customer experience. Travel businesses are moving away from the experimentation phase and are now focused on enhancing competitiveness and resilience through innovation.
ATM Travel Tech has been designed in response to these realities. Rather than focusing on distant concepts, the co-located show showcases technologies already transforming how travel is imagined, sold and delivered today. From AI-powered trip planning and next-generation payment solutions to immersive AR and VR experiences, robotics and green technologies, the emphasis is firmly on real-world applications. Underscoring it’s importance as a co-located, Sabre has been confirmed as the ATM Travel Tech Strategic Partner for this first edition.
At the centre of ATM Travel Tech sits the Tech & Innovation Hub, an immersive environment where innovation can be experienced first-hand. Spanning 850 square metres, the hub allows visitors to see demonstrations, explore use cases and engage directly with the innovators driving change across the travel and hospitality ecosystem. For me, this tangible approach is critical as innovation delivers value only when it can be understood, tested, and applied.
Central to the hub is the Future Stage, a platform dedicated to forward-looking yet highly practical discussion. Across more than 25 sessions and 30 live tech demonstrations, global technology leaders, founders and futurists will explore how AI, automation, fintech, data, immersive commerce and cybersecurity are reshaping the industry. The focus is insight over hype, helping businesses understand what is coming next and how to prepare.
Sessions already confirmed include hot topics such as Robotics in Operations: automated touchpoints & the behind-the-scenes revolution, Radical tech redefining the next decade of travel, and The travel booking background: Will AI agents. Metasearch or marketplace win? – underscoring the depth of insights and conversations to look forward to.
One of the most dynamic elements of the Future Stage is the return of the Start-up Pitch Battle, which highlights the vital role emerging companies play in accelerating innovation and challenging established models.
Importantly, ATM Travel Tech does not sit in isolation. With over 180 exhibitors from 30 countries expected to participate across two dedicated halls, the feature is embedded within the wider Arabian Travel Market ecosystem, creating stronger connections between technology providers and the broader travel community.
As we move towards 2040, the choices we make about technology will shape traveller trust, accessibility, and long-term resilience. ATM Travel Tech is more than a new feature; it is a statement of intent, and an insight into how seriously our industry is taking the future.
- The writer is Exhibition Director ME, Arabian Travel Market