The Middle East tourism industry demonstrated a strong rebound phase at the Arabian Travel Market (ATM) 2026 held in Dubai, with regional stakeholders focusing on recovery, renewed demand, and expansion. The transition beyond resilience to significant growth was underscored by the UAE Ministry of Economy and Tourism and other key players at the event in April 2026.
Region Forecasts Major Visitor Spending and Occupancy Gains
The ATM Travel Trends Report projected a 57% rise in international visitor spending across the MENASA region—Middle East, North Africa, South Asia—totaling a US$116 billion increase between 2025 and 2030. International travel in MENASA is expected to grow 17% in 2027, more than
double the global forecast of 8%. Hotel occupancy across the UAE’s seven emirates reached approximately 68% by the end of August 2026, while domestic market occupancy in Abu Dhabi was around 70%, supported by over 3.4 million hotel guests recorded year-to-date through August 2026.
Industry Leaders Confirm Market Strength and Growth Momentum
H.E. Abdulla Bin Touq Al Marri, UAE Minister of Economy and Tourism, stated, “We stopped the descending. We are in the ascending aspect at the moment. We’re taking off.” He noted the UAE’s economy is designed to handle future crises, with hotel operators maintaining pricing discipline during uncertain times to safeguard the destination’s position for growth.
Rotana Hotel Management Corporation’s Chief Operating Officer, Eddy Tannous, affirmed the market’s resilience and strength after a robust summer season: “We’re still here. We’re not rebounding. We’re becoming much stronger.” Tannous added that the UAE region has successfully navigated previous crises and expects continuous improvement through late 2026 and into 2027.
Domestic Tourism Supports Recovery and Long-Term Strategy
Abdulla Yousuf, Director of International Operations at the Department of Culture and Tourism Abu Dhabi, emphasized the recovery role of domestic tourism. He cited over 3.4 million hotel guests in Abu Dhabi and a hotel occupancy rate near 70% as key indicators of UAE market resilience. Yousuf highlighted the
commitment to the UAE’s 2030 strategy, focusing on sustainable long-term growth despite potential short-term challenges.
Loyalty Programs and Cultural Tourism Drive Local Demand
Accor Plus launched its loyalty subscription program in the UAE in May 2026, increasing the domestic guest mix from 2% to 16%. CEO Emilie Couton announced expansion plans of this program into nine additional Middle Eastern countries. Global Hotel Alliance reported a 7% rise in staycations within the UAE in 2026, reflecting strong local tourism activity. CEO Chris Hartley noted that local demand remains robust despite international demand shifts.
Cultural tourism is also receiving increased focus. Sharjah’s tourism authority is emphasizing heritage experiences involving traditional
dress, Arabic cuisine, museums, and coastal developments. Khalid Al Mansouri outlined this cultural alignment as integral to Sharjah’s tourism growth. In Abu Dhabi, expanding natural history museums, TeamLab exhibitions, and an upcoming Guggenheim museum are enriching the city’s cultural offerings, attracting visitors interested in regional history.
Aviation Sector Expands Capacity and Enhances Passenger Experience
Etihad Airways increased capacity by 15% in 2026 compared with the previous year and hired over 600 staff year-to-date. CEO Antonoaldo Neves reported the airline’s best July in profitability and announced plans to add four new destinations in China and four in Africa for 2027. Etihad is investing US$1 billion to retrofit its entire
fleet, focusing on a premium passenger experience including home check-in, chauffeur services, and upgraded onboard offerings.
Emirates Group introduced a new Helsinki route and unveiled new cabin products at ATM 2026. Dubai Airports reported a 26% increase in passenger numbers in July 2026 compared to June, with forward bookings for the fourth quarter described as very encouraging by CEO Paul Griffiths.
Technology Adoption Advances Efficiency and Traveler Engagement
Adoption of artificial intelligence is widespread in Middle East travel businesses, with 91% piloting or using AI and 85% reporting cost savings. Among prospective visitors to the region, 28% utilized AI chatbots for travel planning, more than double the
rate in other global regions.
