The recent Arabian Travel Market 2025, which took place from April 28th to May 1st at the Dubai World Trade Centre, saw over 55,000 industry professionals from 166 countries explore the future of hospitality through enhanced connectivity, innovation, and sustainability
With more tourists flocking to Dubai than ever before, it was only fitting that the city recently played host to another exciting edition of Arabian Travel Market. Wrapping up on Thursday, May 1st, the four-day event brought together global leaders and fresh thinkers to explore what’s next for the world of travel, with a big focus on innovation, sustainability, and game-changing ideas. Spanning everything from luxury escapes to business events, ATM continues to grow alongside the markets it serves, generating over $2.5 billion in deals to date.
As always, Katch was on the ground throughout the action, so if you didn’t make it this year, here’s the lowdown on everything you missed:
This year’s edition, which took place at the Dubai World Trade Center, spotlighted the theme of ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity’. Set across three main stages, the Global Stage, Future Stage, and Business Events stage, attendees gained valuable insights from over 200 high-profile speakers across more than 70 conference sessions. Each conference focused on the most pressing topics facing the industry, including hospitality trends, climate action initiatives, and the adoption of artificial intelligence across the industry.
AI & Technology: Travel Smarter
Once again, AI was one of the buzzwords on everyone’s lips at this year’s Arabian Travel Market as advanced technologies continue to reshape the landscape of leisure and business travel. AI is clearly here to stay and is being embraced at every level, from customers using AI-powered tools to plan their journeys to tourism providers leveraging AI to enhance personalised guest services. With all this in mind, the big question that kept surfacing was what factors do business owners need to consider before jumping on the newest tech bandwagon?
Kicking off day one, Cassie Kozyrkov, CEO of Kozyr and a globally renowned speaker in AI and Google’s first Chief Decision Scientist, took to the Future Stage to deliver a timely discussion titled ‘AI Adoption: From Buzzword to Business Strategy’. During her talk, Cassie gave an honest overview of the implications of AI for the future, why organisations struggle with AI adoption, and some of the biggest challenges in the field.
Alongside talks from industry experts, ATM Tech also offered insights into the innovative technologies shaping the travel and hospitality sector through a new Start-Up and Innovation Zone. Visitors explored the next wave of travel pioneers, stepped into immersive VR experiences, and caught the buzz of the annual Start-Up Pitch Battle. Also turning heads was IBTM@ATM, a vibrant new space connecting event pros with top venues, tourism boards, and more.
Another AI breakthrough came at the Qatar Airways stand, where Sama, the airline’s upgraded digital cabin crew, returned with a major update: Arabic language capabilities. Now able to assist travellers across the region more intuitively, Sama helped guests with flight bookings, destination tips, and product info through smooth, real-time chats. First launched in English at last year’s ATM, the AI assistant is now also available on the airline’s official website.
Sustainability: Food for Thought
Aligned with the preferences of the modern traveller, ATM 2025 highlighted that sustainability is no longer a nice-to-have but a must for the future of the travel and tourism industry. On the second day of the event, Katie Chambers, Broadcast Journalist and Founder of Katie Chambers Media, joined Enas Sobhy Ali, Head of CSR and Envirocare at Tadweer, and Dr. Amal Albedwawi, Senior Food Safety Specialist at the UAE Food Bank, to address the topic of food waste.
The discussion pointed to food waste and energy generation as two areas where hotels can make immediate, meaningful progress. With food services responsible for 28% of global food waste, the need for more mindful operations is clear. However, the conversation assured visitors that simple changes like waste audits and improved recycling systems go a long way in reducing environmental impact without compromising the guest experience.
What Today’s Travellers Really Want
In the world of hospitality, the GCC is becoming one of the most dynamic markets, with several brands set to enter the region, and Saudi Arabia projecting over 300,000 new hotel rooms to open by 2030. While these developments open the doors to immense growth, they also keep hoteliers on their toes, pushing them to keep offerings fresh and unique to stand out. In an impactful panel discussion titled ‘Selling More Than Just a Room: The Impact of Experience on Hoteliers in the Middle East’, Adrian Messerli, Area President of Hotel Operations for Europe, Middle East, and Africa, Four Seasons Hotels & Resorts, shared his thoughts on the flourishing market.
As more brands pop up across the GCC, Four Seasons is also growing to meet rising demand, opening more than four new properties in Saudi Arabia and recently announcing a new project in Al Zorah, Ajman. While the brand already enjoys a loyal guest base, staying ahead means constantly evolving, be it creating experiences rooted in the spirit of each destination or reimagining luxury altogether with the soon-to-launch Four Seasons Yacht.
Additionally, Deborah Thomson, Cluster General Manager of JA Hatta Fort Hotel & Terra Cabins, joined a panel on cultural connectivity and inclusion, highlighting how today’s travellers are drawn to genuine stories and traditions. She explained that authenticity has always been part of the JA Resorts & Hotels brand, sharing how one returning Emirati guest even partnered with the team to open an Arabic coffee shop on-site, a space that now serves as a local gathering spot. Through this and other partnerships with local businesses, JA Hatta Fort Hotel acts as an extension of the community, empowering it and translating its unique charm into the guest experience.
Other key takeaways from this year’s ATM revealed just how diverse today’s travellers really are, and how important it is to stay ahead of what drives their decisions. Research shows that 95% of guests might not even know why they booked, so it’s up to the industry to dig deeper into emerging trends and shifting mindsets. Notably, families are drawn to great kids’ programming, teens and their parents are all about standout dining, and adults are still swayed by beach access and strong leisure offerings. For Gen Z, on the other hand, green, zero-waste, eco-conscious hotels are climbing to the top of their must-book list.
Between big-picture conversations and on-the-ground innovations, Arabian Travel Market 2025 gave travel professionals the tools and connections to navigate the shifting demands and drive real progress. In the fast-changing space of travel and tourism, ATM continues to be the place where the industry hits pause, regroups, and gears up for what’s coming.
For more related updates and to Katch us covering similar topics, watch this space!
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