Technology, talent and customer focus key to future competitiveness of travel sector, say industry leaders at ATM 2026

• Senior leaders from Google, Visa, Miral Destinations, Alibaba Fliggy, Khamas Hospitality and FUTURE& examined the priorities shaping the next phase of travel
• Changing traveller expectations are driving demand for more seamless, personalised and integrated experiences
• Industry leaders highlighted the importance of combining investment in AI and technology with human expertise and customer-centric strategies

Dubai, United Arab Emirates, 15 September 2026: Technology, talent and an unwavering focus on the customer will be critical to maintaining competitiveness as the travel industry enters its next phase of growth, according to senior industry leaders at Arabian Travel Market (ATM) 2026.

The insights were revealed during From Rebound to Readiness: Shaping What’s Next Across the Travel Ecosystem, an executive roundtable presented by FUTURE& at the ATM Experience Hub. The session brought together senior decision-makers from destinations, hospitality, technology, digital travel and payments to examine how organisations can strengthen their readiness for the future.

Led by Sita Sahu, CEO and Founder, FUTURE&, the roundtable featured Liam Findlay, Chief Executive Officer, Miral Destinations; Pratik Kachroo, Executive Director, Khamas Hospitality; Leon Li, Vice President, Public Affairs, Alibaba Fliggy; Anthony Nakache, Managing Director MENA, Google; and Maha Nizam, Head of GCC Marketing, Visa.

Changing traveller expectations were high on the agenda, with participants highlighting growing demand for seamless planning, greater personalisation and more integrated experiences throughout the customer journey.

Anthony Nakache, Managing Director MENA, Google, said: “Travellers want frictionless planning, more personalised experiences and greater integration. The distinctions between destination experiences are increasingly blurring, and consumers now expect everything at the same time. The good news is that the technology is there to support stakeholders across the ecosystem in responding to these expectations, from planning and delivery through to post-holiday engagement. AI can help the industry fulfil many of these higher expectations.”

While AI and emerging technologies are expected to play an increasingly significant role across the sector, participants also stressed the importance of people in delivering meaningful travel experiences.

Maha Nizam, Head of GCC Marketing, Visa, said: “Travel is a very human and personal experience. Technology can help us become more personalised, but ultimately it should elevate what people can do within an organisation. AI and technology will continue to attract investment, but our people, employees and consumers are what reflect the journey, what a company stands for and how we can serve travellers better.”

Customer-centricity was also identified as a key consideration for businesses balancing competing commercial and operational priorities.

Liam Findlay, Chief Executive Officer, Miral Destinations, said: “Every conversation we have, whether it is about revenue or product development, always comes back to the customer first. What does the customer want and how will they react? Priorities will always differ in our industry, but for us it is simple: the customer is always number one. Whatever we do as an organisation at Miral, that priority is driven from the top all the way down.”

As travel enters its next phase of growth, future readiness is emerging as a competitive priority for businesses across the sector. As traveller expectations evolve and technology accelerates change, industry leaders are shifting their attention from short-term recovery to the capabilities, partnerships, and investment decisions needed to drive long-term growth and maintain competitive advantage.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “Future readiness is about turning change into competitive advantage. The decisions businesses make today around technology, talent and customer experience will determine how effectively they can respond to the opportunities ahead.”

Held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, ATM 2026 is examining how artificial intelligence, digital transformation, smart mobility and evolving traveller expectations are influencing the future of tourism.

The Experience Hub’s roundtable programme complements ATM’s wider conference agenda with focused peer-to-peer discussions, bringing together industry professionals to exchange practical challenges, commercial realities and operational insights.

Now in its 33rd edition, Arabian Travel Market remains the leading international travel and tourism event in the Middle East, bringing together the global travel community to develop partnerships, share knowledge and explore new business opportunities across the sector.

ATM 2026 continues at Dubai World Trade Centre until Thursday 17 September.

Registration is live for ATM 2026. Media can register here; visitors can register here.

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