Preparedness and collaboration underpin resilience of GCC tourism

Preparedness and multilateral collaboration were at the top of the agenda on the opening day of Arabian Travel Market (ATM) 2026, as policymakers from the Middle East, Central Asia, Europe and the United Nations (UN) examined the resilience and long-term trajectory of the GCC’s tourism industry.

The 33rd edition of ATM is being hosted at Dubai World Trade Centre until Thursday.

Abdulla Bin Touq Al Marri, UAE Cabinet Member and Minister, Economy and Tourism, and Shaikha Al Nuwais, Secretary-General, UN Tourism, took to ATM 2026’s Global Stage to deliver welcome addresses on day one of the event, following opening remarks from Hugh Jones, CEO, RX Global.

Commenting on the UAE’s response to geopolitical challenges, Al Marri said: “Everyone talks about tourism resiliency; I talk about tourism foundations. Because what has been built over the last 50 years is the foundation of what we [have seen in recent] months. We saw the storm, we were in the middle of the storm, and we managed to manoeuvre ourselves perfectly.”

Speaking on the importance of preparedness, Al Nuwais said: “The countries that handle crises best are the ones that prepare before they happen, and I’m sure you will all agree with me on that. They build relationships early, they share information and they build trust – and that matters enormously.

“When the next challenge comes, we are ready,” Al Nuwais continued. “Ready because we learned. Ready because we already knew who to call. Ready because we built [resilience] together long before we needed it.

And that is the resilience I believe this region can show the world.” Following their welcome addresses, Al Marri and Al Nuwais joined Fatima Jaafar Al Sairafi, Minister of Tourism, Kingdom of Bahrain, Apostolos Tzitzikostas, Commissioner for Sustainable Transport and Tourism, European Commission, and Abdulaziz Akkulov, Chairman, Tourism Committee, Republic of Uzbekistan, for a ministerial debate moderated by Khanh Linh Vu, Principal Advisor to the Secretary-General, UN Tourism.

Addressing the ATM audience, Tzitzikostas said: “I’m here to convey a very strong message today.

“The European Union stands by its friends, its allies and its partners, and for us, the UAE and Gulf countries are indeed partners and allies. And I’m here to support you in this difficult time.

“I’m happy to see that this difficult time is almost over – that the numbers are showing us that there is a turnaround, and that we are going back on track. And please know that the European Union is here to make sure that this path for you will continue to be successful.” Commenting on the importance of tourism revenues to GCC economies, Al Sairafi said: “The global average [GDP] tourism contribution is around 10%, and when you look at the [GDP] tourism contribution in Gulf countries, it’s more than 11%.

“That number on its own solidifies the Gulf countries’ positioning in the tourism landscape, and it also shows you the potential – not just the current potential but also the future potential – of enhancing tourism in our countries.”

Akkulov, meanwhile, drew parallels between the approach of GCC member states and his nation, noting Uzbekistan’s partnerships with Azerbaijan and UN Tourism, as well as its efforts to establish itself as a regional hub for industry collaboration.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “The insights shared by policymakers on the opening day of ATM 2026 demonstrate the pivotal nature of travel and tourism to the region’s economy. Gulf countries have offered a united and robust response to global geopolitical challenges, with preparedness and collaboration underpinning market resilience.

“We are extremely grateful to this year’s panellists, who brought to life the immense potential of the GCC’s tourism future.”

Meanwhile, Shaza Hotels is setting its sights on a new phase of international growth, with Turkey, Central Asia and North Africa identified as priority markets for expansion from 2027, as the luxury hospitality group looks beyond its established GCC base towards destinations offering strong potential for culturally relevant, family-focused hospitality.

Shaji Abu Salih, Vice President of Business Development & Growth, Shaza Hotels and Mysk by Shaza, said: “Growth for Shaza is not simply about entering more markets; it is about entering the right markets with the right proposition.

Turkey, Central Asia and North Africa offer an exciting combination of cultural richness, evolving tourism demand and development potential.

They also give us the opportunity to take the values that have defined Shaza in the GCC – family, generosity, cultural authenticity and wellbeing – and interpret them in ways that are relevant to each destination.

Our objective is not expansion for scale alone. We want to build a thoughtful portfolio in destinations where Shaza can create genuine differentiation and long-term value for both guests and owners.”