ATM showcases expanding tourism opportunities for UAE and GCC markets

The growing appetite among UAE and GCC travellers for short-haul escapes, luxury holidays, family experiences and year-round destinations was a key theme at Arabian Travel Market (ATM) 2026, as tourism authorities and industry leaders from across the Middle East and Europe gathered in Dubai to strengthen ties with the region’s travel trade.

The ATM 2026 attracted travel buyers representing more than 115 countries. More than 55 destination stands brought together tourism boards, airlines, transport providers, hospitality brands, technology companies and senior travel executives.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (DET), said ATM 2026 provided an important global platform for the travel and tourism industry to strengthen partnerships, exchange expertise and explore new opportunities for cooperation.

He added that strong participation reflected continued confidence in Dubai as a safe, connected and accessible global destination and supported the long-term growth and competitiveness of its tourism sector.

Germany: The German National Tourist Office( GNTO) concluded ATM 2026 on strong note.

Germany recorded 1.2 million overnight stays from GCC visitors in 2025, while travellers from the region generated €3 billion in spending.

Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, said: “The GCC remains an important long-term market for Destination Germany, and our participation at ATM allows us to maintain close relationships with our partners, listen to the market and better understand what travellers from the region are looking for.

“Confidence and flexibility are becoming increasingly important when planning international travel. Travellers want clear information, dependable connections and greater ease throughout the planning process. Our continued cooperation with airlines, airports, the travel trade and destination partners plays an important role in helping visitors plan their journeys to Germany with confidence.”

CzechTourism

CzechTourism, in collaboration with the Embassy of the Czech Republic in the UAE, showcased Czechia’s cultural heritage, gastronomy, nature, spa and wellness experiences and premium travel.

Josef Koutský, Ambassador Extraordinary and Plenipotentiary of the Czech Republic to the UAE, said: “Czechia’s presence at Arabian Travel Market 2026 represents another important opportunity to build on the strong and growing relationships between Czechia and the United Arab Emirates.”

Barbara Andelová, International Marketing Manager - New Markets, CzechTourism, said: “The Middle East continues to be an important and dynamic market for Czechia, and The Arabian Travel Market provides us with an excellent platform to connect directly with our valued partners across the region. In 2026, our focus is not only on inspiring more travelers to discover Czechia, but also on showcasing the breadth of experiences available throughout the country, from wellness and culture gastronomy, nature and premium travel. Together with our industry partners, we aim to strengthen Czechia’s visibility, develop meaningful new opportunities and encourage visitors to experience the destination in new and memorable ways.”

Jordan is also reinforcing its position as a key destination for UAE travellers, promoting its combination of cultural heritage, adventure, wellness, luxury and family experiences.

“The UAE is a strategically important market for Jordan and continues to represent significant potential for our tourism sector,” said Justin Abo Anza, Deputy Head of Marketing, Jordan Tourism Board. “We see strong interest from UAE travellers in destinations that offer a combination of culture, nature, wellness and adventure, and Jordan is uniquely positioned to deliver all of these experiences in one destination.”

GCC visitor arrivals to Jordan increased from approximately 1.03 million in 2019 to more than 1.58 million in 2025. In 2025, Jordan welcomed more than 20,000 visitors from the UAE.

“Our objective is to position Jordan not simply as a place to visit, but as a destination that offers a wide range of experiences for different types of UAE travellers — from families and luxury seekers to adventure enthusiasts and wellness travellers,” Abo Anza added.

Georgia: Georgia is strengthening its position as a key destination for UAE tourists, with growing demand driven by easy access, year-round experiences, family-friendly travel, luxury offerings and the country’s distinctive culture and natural landscapes.

Gvantsa Murtskhvaladze, Co-Founder & CEO at SHG Signature Hospitality Georgia, said interest was growing among families, couples, honeymooners and luxury travellers.

Georgia becomes key destination for UAE tourists

“Georgia has become a key destination for UAE tourists, and we are seeing this reflected in the growing interest from families, couples, honeymooners and luxury travellers,” said Murtskhvaladze. “Its proximity to the UAE, convenient flight connections and visa-free access for UAE residents make Georgia an attractive and accessible choice for both short breaks and longer holidays.”

Direct flights from Dubai, Sharjah and Abu Dhabi to Tbilisi further support Georgia’s appeal as a short-haul destination.

Murtskhvaladze added. “At SHG Signature Hospitality Georgia, our focus is on creating seamless, premium and culturally tailored experiences that meet the expectations of travellers from the UAE and the wider GCC.”