A measured path forward for travel

As travel and tourism navigates a changing global environment, it’s an opportunity to reflect on resilience and the role of dialogue and community in what comes next for the Middle East and global travel landscape. Beyond recovery, it is vital the industry stays connected, aligned and forward-looking, with continued engagement and a shared sense of purpose essential to maintaining confidence and supporting long-term stability.

“Moments of uncertainty reveal the true strength of the travel industry.”

Geopolitical developments in the Middle East continue to influence regional tourism activity and international travel flows more broadly.

Yet it is precisely in periods of uncertainty and heightened sensitivity that the sector demonstrates its defining qualities: adaptability, resilience, and a strong sense of collective responsibility. Alongside government action, collaboration across airlines, hospitality groups, destinations, and travel partners plays a critical role in maintaining continuity. Public-private partnerships, grounded in shared purpose and coordinated action, are central to supporting stability today, while laying the foundations for recovery.

2026 is no exception. Across the UAE and wider GCC – a region adjusting to recent developments– governments and industry stakeholders have responded with calm and coordination. The travel ecosystem is not standing still. It continues to adapt, respond, and move forward in partnership.

On-the-ground realities continue to reflect a measured and operational environment. Operations continue, infrastructure remains fully functional, and destinations are open and welcoming visitors.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), has emphasised the importance of communicating this reality. As the industry moves through this period, maintaining dialogue and connection will be critical to what comes next, with clear communication and aligned messaging helping to sustain confidence:

“Dubai is safe and stable. Daily life continues, with public services, infrastructure and tourism facilities fully operational,”  he says. “Hotels, restaurants, retail and transportation are open. While there have been some flight disruptions, operations have been scaling back up, spearheaded by Emirates and flydubai. We’re confident in a sound and full recovery. Our historic model of openness has shaped our resilience and will continue to attract first-time and repeat visitors from around the world.”

This is a period of adjustment . Capacity is being managed carefully, demand is rebuilding step by step, and decisions are grounded in real-time conditions. Travel has always progressed through resilience and collaboration, and that pattern continues.

The Middle East has consistently demonstrated its ability to respond to disruption and maintain momentum. Arabian Travel Market, the region’s leading international travel event for more than three decades, remains part of that journey, supporting the industry as it moves forward and providing a place to reconnect when the time is right.

“Travel’s resilience is most visible in both its scale and its speed of recovery.”

The path to recovery is underpinned by travel’s proven track record of resilience, demonstrated most recently in the sector’s astonishing post-pandemic rebound.

According to the World Travel & Tourism Council, travel and tourism delivered its strongest year on record in 2025, contributing US$11.6 trillion to global GDP, equivalent to 9.8% of the global economy. Growth of 4.1% outpaced overall global economic growth of 2.8% by almost 50%, underlining the sector’s continued strength.

The Middle East plays a vital role within this global ecosystem. The region accounts for around 5% of international arrivals and 14% of global transit traffic, making it a critical connector of global travel flows. Pre-crisis, Tourism Economics forecasts had projected $207 billion in international visitor spending across the region in 2026, highlighting both its scale and strategic importance.

This level of activity means that any disruption is felt quickly across the global travel network. However, it also reinforces the sector’s defining characteristic: its ability to recover at pace.

WTTC President and CEO Gloria Guevara emphasises that recovery in the Middle East and globally can be swift when the right conditions are in place. She says:

“Travel & Tourism is the most resilient of sectors. The impact of international visitor spending across the Middle East is significant and averages around $600 million per day, but history shows that the sector can recover quickly, especially when governments support travellers through hotel support or repatriation. Our analysis of previous crises demonstrates that security-related incidents often see the fastest tourism recovery times, in some cases as quickly as two months, when governments and industry work together to restore traveller confidence.”

Guevara adds: “Clear communication, strong coordination between the public and private sectors, and measures that reinforce safety and stability are critical to rebuilding trust with travellers and supporting the sector’s recovery.”

As clear examples of this approach in action, Dubai and the UAE enter this period from a position of strength. Dubai, the home of Arabian Travel Market, has built a reputation for decisive action and coordinated recovery. It was among the first destinations globally to reopen safely during the pandemic, implementing robust health and safety protocols, clear international communication, and strong public-private collaboration across the tourism ecosystem.

This approach continues to deliver results. In 2025, Dubai recorded its third consecutive record-breaking year, welcoming 19.59 million international overnight visitors, an increase of 5% year on year (DET). The city’s ability to combine operational readiness, global connectivity, and a diversified tourism offering has been central to sustaining growth and rebuilding confidence.

Arabian Travel Market has played a supporting role in that journey. The 2021 edition marked one of the first major international travel events to return in a hybrid format, bringing the industry back together at a critical moment in its recovery from COVID-19. It provided a platform for dialogue, partnership, and renewed momentum.

That role continues today. As the industry steers through a new phase of adjustment, ATM remains a constant, supporting the sector as it reconnects, aligns, and prepares for future development.

“Recovery is strongest when it is coordinated, consistent, and visible.”

This recovery process is beginning to take shape across the region, guided by a framework of clear, practical measures activated from day one.

The UAE’s immediate response to significant regional disruption was decisive. Authorities moved quickly to support travellers affected by airspace closures, covering accommodation and meals while providing logistical assistance. Beyond addressing immediate needs, this response reinforced trust at a critical moment. It sent a clear message that the UAE is a destination that prioritises visitor wellbeing, an important foundation for long-term confidence and future demand.

Government coordination builds on this momentum. The UAE Tourism Majlis, held in Ras Al Khaimah in April, brought together leaders from all seven emirates alongside senior industry stakeholders to align strategy and ensure a unified approach to recovery.

Chaired by His Highness Sheikh Saud bin Saqr Al Qasimi, UAE Supreme Council Member and Ruler of Ras Al Khaimah, the discussion reflected both realism and confidence in the ability of the sector – “a key pillar of the national economy” – to pivot and recover.

“We are sitting together as an industry to find a solution and do better. It is doable. If someone wants to bet, let’s bet on the UAE,” he said. At the same time, he emphasised the need for a structured and coordinated approach: “We won’t bring back tourists by magic. We need a clinical pathway, one voice and one message.”

Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism, confirmed the foundations for recovery were being actively developed: “We are building more systems, we are reinventing ourselves.”

The framework set out at the UAE Tourism Majlis now moves into execution, with regular coordination, targeted working groups, and engagement with industry partners shaping a cohesive response across the country.

Alongside this, governments are providing tangible support to businesses. In March, the Dubai Executive Council approved a AED 1 billion economic support package for the business sector. This includes targeted measures for the tourism and hospitality industry, such as fee deferrals and financial flexibility to support hotel operators.

The hospitality sector is taking proactive steps in parallel. Some hotels are ploughing investment into refurbishment programmes to enhance their offering when international visitation returns. Others have introduced staycation and workation packages to sustain occupancy and engage local markets.

Together, these actions reflect a coordinated, industry wide response that extends from government policy to on-the-ground delivery.

“Confidence returns in actions long before it is reflected in the numbers.”

These measures are already leading to recovery, supported by domestic demand, continued investment, and the gradual return of connectivity.

In Ras Al Khaimah, UAE tourism is playing an important role. Philippa Harrison, CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA) has highlighted a strong rebound in the local market, with weekend hotel occupancy reaching an average of 72%, and some properties fully booked in mid-April. Demand is being driven by family beach breaks and all-inclusive offers, supported by the emirate’s ‘RAK Moments’ campaign, designed to promote short breaks and curated local experiences to UAE residents.

At the same time, preparations for the return of international markets continue. Ras Al Khaimah is developing a new global brand campaign to reposition the emirate as a destination of choice, while major developments such as Wynn Al Marjan Island progress at pace. Speaking to local media, Harrison has reinforced that Ras Al Khaimah’s strategy is aligned with that of the wider UAE, focused on long-term growth supported by infrastructure and sustained investment.

A similar trend is evident in Saudi Arabia, where domestic tourism increased by 16% year on year in Q1 2026 (Saudi Ministry of Tourism) a sign of positive engagement from the kingdom’s 38-million-strong population. Saudi travellers are increasingly exploring the country’s expanding tourism offering, supported by national campaigns and a growing portfolio of attractions and experiences.

Investment in tourism infrastructure continues in tandem. In April, AlUla Development Company (UDC), a subsidiary of the Public Investment Fund, started construction on NUMAJ, Autograph Collection, marking a key milestone in the delivery of its development pipeline and AlUla’s continued transformation. The 250-key hotel, set to open in 2027, forms part of a wider robust hotel pipeline designed to support long-term growth and diversify the visitor experience in Saudi.

Across the region, air connectivity is steadily returning too, helping to pave the way for inbound tourism to pick up. Dubai International Airport (DXB) continues to operate across all terminals, while Emirates and flydubai were running more than 220 daily departures in mid-April, restoring around 70% of pre-disruption capacity and reconnecting more than 100 global destinations. Furthermore, in a sign of international confidence, UK flag carrier British Airways has confirmed it will resume services to DXB on July 1.

Dubai Airports CEO Paul Griffiths has reaffirmed that the emirate’s long-term aviation strategy remains firmly on track, with expansion plans continuing despite recent disruption. This sustained investment in capacity and infrastructure is not only critical for Dubai, but the wider global travel system, given the airport’s role as the world’s busiest airport for international passenger traffic. As connectivity is restored, this readiness will enable a faster return of international travel flows, supporting both regional recovery and global network stability.

Further bolstering this bounce back and reinforcing confidence in future demand, UAE carriers Etihad Airways, flydubai, and Air Arabia are not only reinstating services but announcing the imminent introduction of new international routes in Asia, Africa, and beyond. In Qatar, the Civil Aviation Authority has confirmed the gradual resumption of flights by foreign carriers to Hamad International Airport as airspace restrictions improve.

Together, these developments indicate a region actively supporting recovery, not pausing for it. The fundamentals remain strong, with visible activity underpinning continued momentum.

“At the right time, progress is shaped through shared perspective.”

As the industry adjusts to current challenges, attention is also turning to how travel evolves in response to changing demand patterns and expectations.

In the Middle East, regional and short-haul travel are short-term mainstays, while long-haul demand returns more gradually.

From a global perspective, travellers are placing greater emphasis on trust, flexibility, and meaningful experiences, while high-value segments such as ultra-luxury continue to expand.

At the same time, technology is enabling clearer and faster communication, more personalised journeys, and greater operational resilience across the travel ecosystem. Business events, while temporarily subdued in the Middle East, are booming globally, with a renewed focus on purposeful engagement and tangible outcomes.

These shifts are reflected across ATM’s show floor, with ATM Travel Tech and the Tech & Innovation Zone, for example, showcasing practical applications of AI, AR/VR, fintech, and sustainable technologies shaping the sector today. Meanwhile, the show’s comprehensive conference programme will explore a wide range of key industry topics across aviation, leisure, luxury travel, hospitality, cruise, and business events (MICE), alongside discussions on the digitalisation of travel, the experience economy, talent and training, and sustainability.”

Against this backdrop, collaboration is becoming increasingly important, not as a concept, but as a practical requirement. Rebuilding confidence, strengthening partnerships, maintaining investment, and remaining responsive to change will define the next phase.

Arabian Travel Market, the long-standing gateway to global travel and tourism, sits within that context. Taking place at the Dubai World Trade Centre from August 17-20, it provides a space for the global travel community to reconnect, exchange insight, and consider what comes next. For more than three decades, it has consistently brought together perspectives from across the world and across the many facets of travel, from aviation to leisure and beyond. It remains a constant for the industry, offering a platform for dialogue, alignment, and shared understanding.

As the sector continues to progress, that need for connection is unwavering. Not all at once, and not everywhere at the same pace, but through continued engagement and cooperation. Travel has always evolved through collaboration. Arabian Travel Market will remain part of that process, providing a space for the industry to engage, when it is ready.

Looking for something else?