Arabian Travel Market (ATM) will examine how changing traveller interests are creating new opportunities for tourism businesses under its 2027 theme, Travel without boundaries: Shaping global travel through experience. The event takes place from 3 to 6 May 2027 at Dubai World Trade Centre (DWTC).
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The theme follows findings from the ATM Travel Trends Report 2026, produced in association with Tourism Economics, an Oxford Economics company. The report found that 56% of consumers are more interested in exploring new destinations than they were two years ago, rising to 68% among prospective visitors to the Middle East, North Africa and South Asia (MENASA).
Half of respondents reported greater interest in sampling local food and drink, while 40% were more interested in meeting local people.
The report points to growing demand for trips built around specific interests, with travellers increasingly choosing experiences before arranging the practical details. Culture, gastronomy, adventure, wellness, music and sport are influencing destination choices, while 30% of consumers reported greater interest in event-related travel than two years ago.
For tourism businesses, these trends create opportunities to develop experience-led offerings, additional services and partnerships with local providers. Restaurants, sporting events and accommodation can each play a role in attracting visitors and shaping their experience of a destination.
Four pillars to shape ATM 2027
Danielle Curtis, regional portfolio director for the UAE at RX Global, said: “Travellers are looking more closely at what a journey allows them to experience, whether that is discovering a culture, pursuing a passion or sharing something memorable with the people around them. For destinations and businesses, the opportunity is to understand those motivations and build an offering that gives people a compelling reason to visit.
“‘Travel without boundaries’ reflects how these opportunities extend across the industry. The same journey can combine business and leisure, wellness and adventure, or premium experiences and everyday value. Through ATM 2027, we want to explore what businesses can create together when they look beyond traditional categories and consider the experience as a whole.”
The theme will be explored through four pillars:
• Experience without boundaries,
• Opportunity without boundaries,
• Innovation without boundaries, and
• Possibility without boundaries.
These pillars will examine how traveller interests shape tourism products, where new markets are emerging, how technology can improve travel, and how cross-sector collaboration can create opportunities.
Technology will feature through the return of ATM Travel Tech, the co-located event focused on developments in travel technology. The report highlights the growing influence of artificial intelligence (AI) on travel planning, alongside the continued role of local guides, hosts and communities.
Tourism growth outlook
The report forecasts international arrivals to grow by 8% worldwide and 17% across MENASA in 2027, as travel recovers from disruptions in 2026. Worldwide visitor nights, including domestic and international travel, are projected to exceed 29 billion by 2030, with spending within destinations reaching US$10t.
ATM 2027 will also feature discussions on the Global Stage and Future Stage, while the Experience Hub will host roundtables, industry discussions and networking.
The event will bring destinations and travel businesses together to examine changing traveller expectations and opportunities across established and emerging markets.
ATM 2027 takes place from 3 to 6 May at Dubai World Trade Centre. For more information, visit the official ATM website.
