Arabian Travel Market 2027 announces experience-led theme

The Arabian Travel Market (ATM) has unveiled its theme for the 2027 edition: ‘Travel without boundaries: Shaping global travel through experience’. Scheduled to take place from May 3–6, 2027, at the Dubai World Trade Centre, the event will focus on how changing consumer motivations are reshaping the tourism industry.

According to the ATM Travel Trends Report 2026, produced in association with Tourism Economics, there is a significant shift toward experience-driven travel. The report indicates that 56 percent of consumers are more interested in exploring new destinations than they were two years ago, a figure that rises to 68 percent among prospective visitors to the Middle East, North Africa, and South Asia (MENASA) region.

Key trends identified include a growing interest in local culture and gastronomy, with 50 percent of consumers reporting a greater interest in sampling local food and drink, and 40 percent expressing interest in meeting local residents. Additionally, 30 percent of consumers report increased interest in event-related travel, highlighting the importance of culture, adventure, wellness, and sport in driving destination demand.