Live Update ATM 2024: Mega travel, tourism show opens in Dubai

UAE: dnata Travel, a stalwart in the travel industry across the UAE and GCC is forging a strategic alliance with the Vienna Tourism Board to entice travelers from the Gulf region to the European city in 2024.

The collaboration was unveiled at ATM Dubai, a pivotal event in the region's travel sector.

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Tourism Volume 

According to the official tourism authority of Vienna, the city witnessed a surge in hotel bookings from GCC travelers in 2023, surpassing 400,000 bookings throughout the year. Notably, the first two months of 2024 recorded a remarkable 70% increase in room booking from Saudi Arabia alone compared to the corresponding period last year, positioning the kingdom as the leading source market for Vienna.

Capitalizing on this momentum of record-breaking accommodation bookings and improved flight connectivity, the Vienna Tourist Board aims to leverage its partnership with dnata Travel to target GCC residents for luxurious sojourns in Vienna throughout the year.

Vienna GCC's favorite tourist place 

Meerah Ketait, Head of Retail and Leisure at dnata Travel, expressed, “Vienna's proximity to key GCC destinations, with just over a five-hour flight from Dubai and other hotspots in the region, has propelled its popularity among Gulf travelers, particularly as European travel gains momentum. Vienna offers an enchanting blend of summer allure with its pleasant weather ideal for outdoor exploration, alongside the magic of winter festivities, including its renowned festive markets and access to snow-capped adventures in neighboring Austria, Germany, and Switzerland.”

Recommended properties for summer in Vienna 

In tandem, dnata Travel and the Vienna Tourist Board aim to spotlight Vienna's highlights for summer and winter travelers from the GCC through exclusive offers, updates, and more, emphasizing luxury accommodations in the city's prime locales. Among dnata's recommended properties for summer 2024 in Vienna are the chic Meliá Vienna, the regal The Amauris Vienna – Relais & Châteaux, the intimate Almanac Palais Vienna, and the opulent Rosewood Vienna.

A tapestry of cultural fusion 

Christina Freisleben, International B2B Relations – Middle East at the Vienna Tourist Board, elaborated, “Vienna serves as an idyllic gateway to Europe for couples, families, and adventurers from the GCC, celebrated for its architectural marvels, cultural richness, and dynamic arts scene boasting over 100 museums and galleries. Its culinary landscape mirrors its artistic diversity, featuring the UNESCO-designated Vienna coffeehouse culture, iconic delights like Sacher-Torte, and a contemporary dining scene with Michelin-starred gastronomic experiences.”

Offers 

An enticing summer package to Vienna offered by dnata Travel includes a four-night, five-star stay at the Meliá Vienna with daily breakfast, roundtrip flights, and private airport transfers, starting from AED 5,575 per person.

Dubai:  The Arabian Travel Market (ATM) 2024, hosted at the Dubai World Trade Centre (DWTC), provided a platform for experts to delve into the dynamics of the Middle East's travel investment ecosystem. Discussions during the sessions centered around the region's growing role in global travel revenues and the evolving landscape for travel startups.

Growing investment trends

Panelists at the entrepreneurship summit emphasized the increasing levels of industry funding in the Middle East. However, they also highlighted the need for more robust support systems for travel startups to thrive in the region.

Regional contribution to global travel revenues

Data from McKinsey & Company revealed that the Middle East's contribution to global travel revenues stands at approximately 5%, aligning closely with the proportion of international startup funding it attracts. Despite significant growth in investment post-pandemic, speakers noted that funding for regional travel entrepreneurs is still at a relatively nascent stage.

Key speakers at the summit

The Nurturing Travel and Tourism Entrepreneurship to Drive Economic Growth summit featured prominent figures including Margaux Constantin from McKinsey & Company, Danny Cohanpour of Trove Tourism Development Advisors, Charaf El Mansouri from Dharma, Mona Faraj of ExploreTECH, and Amna Al Redha, Manager of AviationXLab.

Opportunities and challenges

While acknowledging the potential for growth in the travel startup sector, panelists highlighted various challenges faced by entrepreneurs seeking investment, including perceived levels of risk and long wait times for returns. 

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “It is encouraging to hear that travel investment is increasing in the Middle East, but it’s clear that more can be done to nurture entrepreneurs and startups operating in the region. While panelists acknowledged that there are various challenges facing those looking for funding, there is also significant potential for growth in this space and plenty of room for disruption.”

Embracing innovation

Participants emphasized the growing importance of technologies like artificial intelligence (AI), Web3, and cryptocurrency in securing financial backing. While these elements may not be primary focuses for travel entrepreneurs, integrating them into business strategies is seen as crucial when pitching to investors.

Commenting on the need for a shift in mindset from funders, McKinsey’s Margaux Constantin said: “If I look at our clients who are interested in investing in travel and tourism in the Middle East, 90% come with the same three parameters for investment, which are asset-light, EBITDA-positive and minimum-ticket-size [companies]. The reality is that this intersection is incredibly thin, so investors are going after the same very small pool of companies. We need a change in expectations and interests from investors to fuel entrepreneurship in [the region’s travel] sector.”

Shifting mindsets for investment

Margaux Constantin of McKinsey stressed the need for a change in mindset among investors to foster entrepreneurship in the region's travel sector. She advocated for a departure from conventional investment parameters to allow for a broader pool of companies to thrive.

Closing of ATM 2024

ATM 2024, the largest edition to date, concluded after four days of impactful discussions and networking opportunities across various travel sectors. The final day's sessions focused on Educating Young Entrepreneurs: Building a Career in Travel session and the Network with Future Leaders event.

As ATM 2024 draws to a close, the event has provided invaluable insights into the evolving landscape of travel investment in the Middle East, setting the stage for continued growth and innovation in the region's tourism sector.

ATM 2024: Most successful travel, tourism event concludes in Dubai

Dubai: Curtains came down on the most successful Arabian Travel Market 2024 on Thursday in Dubai with massive deals and commitments for the growth of the travel, tourism and hospitality industry in the region. 

The next event of Arabian Travel Market (ATM) 2025 will take place from 28 April to 1 May.

More than 46,000 industry professionals from over 160 countries – including 33,500 visitors – attended the 31st edition of Arabian Travel Market 2024.

This represents a 15% year-on-year increase in attendees compared to ATM’s landmark 30th edition, setting a new record for the show and demonstrating the strength, resilience and momentum of the global travel and tourism sector.

2,600 exhibitors

In line with ATM 2024’s theme, ‘Empowering Innovation: Transforming Travel Through Entrepreneurship’, over 2,600 exhibitors gathered at Dubai World Trade Centre (DWTC) to explore the drivers behind industry growth and identify future opportunities within the global tourism sector.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “My colleagues and I are delighted that so many industry professionals from around the world were able to join us in Dubai to explore how innovation and entrepreneurship are shaping a more efficient, profitable and sustainable tourism sector for future generations. We are thrilled to have set a new show record, underscoring our position as the travel and tourism exhibition of choice as we continue to drive global growth within the industry.”

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Dubai Crown Prince visit

ATM 2024 welcomed Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai, who chaired a meeting of The Executive Council during the show. Sheikh Hamdan approved a series of major transport and tourism-related projects in line with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

Focus on GCC tourism

This year’s opening session saw policymakers from across the region explain how Gulf nations are working together to streamline the GCC’s tourism offering. The panel discussion, which took place following opening remarks from Abdullah bin Touq Al Marri, UAE Minister of Economy, featured insights from Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority; Fahd Hamidaddin, CEO of the Saudi Tourism Authority; Azzan Al Busaidi, Undersecretary of Tourism at the Ministry of Heritage and Tourism in Oman; and Sarah Buhijji, CEO of the Bahrain Tourism and Exhibitions Authority.

Unlocking true potential Indian market

Experts on the Indian outbound market shared key insights during the session ‘Unlocking the True Potential of Indian Travellers’. Virendra Jain, CEO and Co-Founder of VIDEC, a travel, tourism and hospitality boutique advisory and analytics firm, provided details surrounding market opportunity assessments, channel and distribution analysis, characteristics and behaviours of Indian travellers, and projections of the market’s outbound travel trends over the next decade.

Role of technology

Panellists outlined predictions for the future of air travel and the importance of innovation in enabling the industry to accommodate the significant growth in air traffic during the session ‘Looking Skyward for Innovation: How Technology is Disrupting Aviation’. Moderated by travel expert Mark Frary, the session featured insights from Cirium, IATA, AviationXLab and Riyadh Air.

FINAL DAY Highlights! Some snapshots from the fourth day of #ATMDubai 2024. This year’s show has been absolutely amazing! The energy at the venue was outstanding, and your smiles truly made it special. We hope you enjoyed it just as much as we did. ???? pic.twitter.com/3eBmX8LZsG

— ATM Dubai (@ATMDubai) May 9, 2024

ATM Start-up Pitch Battle

InterLnkd overcame stiff competition to win the third ATM Start-up Pitch Battle, which was held in association with Intelak. The UK-headquartered company uses specific data points and an intelligent matching engine to link the travel and hospitality sectors with the fashion, beauty and retail industries.

Best Stand Design

Experience Abu Dhabi secured the Best Stand Design Award (over 150m2) at ATM 2024. An independent panel of judges praised the tourism authority’s exhibition space for its flowing design, innovative use of greenery and excellent visibility from the show floor. Other Best Stand Winners included AlUla, Bangkok Metropolitan Administration, ExploreTECH, flydubai, Qiddiya Investment Company and Saudi Tourism Authority.

Here we are, on the final day of #ATMDubai 2024! Make sure you’re part of the action on the Global Stage, where insights into sustainable travel and much more await you.

Have a look at the full conference agenda https://t.co/5uxLeurmgP pic.twitter.com/jAI9myW9vF

— ATM Dubai (@ATMDubai) May 9, 2024

ATM Partners

Held in conjunction with Dubai World Trade Centre, ATM 2024’s strategic partners included Dubai’s Department of Economy and Tourism (DET) as Destination Partner, Emirates as Official Airline Partner, IHG Hotels & Resorts as Official Hotel Partner, and Al Rais Travel as Official DMC Partner.

Saudi Arabia: AlUla, the historic oasis city of Saudi Arabia, has joined hands with Riyadh Air, the kingdom's new world-class airline.  This landmark partnership, unveiled during this year's Arabian Travel Market in Dubai, sets the stage for both companies to amplify their reach with a target to fly to over 100 destinations by 2030.

Rami AlMoallim, Vice President of Destination Management and Marketing at The Royal Commission for AlUla (RCU), while talking about the significance of this alliance, said, "Today marks the start of an exciting new partnership for AlUla and Riyadh Air, which has already made a notable impact on the global aviation landscape."  

Osamah Alnuaiser, Senior Vice President of Marketing and Communications at Riyadh Air, echoed sentiments of optimism, stating, "It's a privilege for us to sign such an important partnership agreement with AlUla." Alnuaiser emphasized the mutual commitment to driving increased visitor numbers to Saudi Arabia, envisioning a trajectory of growth facilitated by collaborative efforts.

Ultimately, the partnership aims to increase tourist volumes to AlUla from key global markets.

As part of the collaboration, both entities will work on multiple deliverables for seamless and immersive digital experiences across multiple touchpoints.  In addition, both entities will share and leverage data insights to produce refined content and product strategies for optimal campaign performance, enabling both sides to identify trends and behavioral patterns to produce data-driven decision-making and strategies.

Riyadh Air recently celebrated its first anniversary, having signed major agreements and partnerships with global partners, as it continues to build toward its maiden flight in mid-2025.

Riyadh Air is already playing a key role in contributing to Saudi Arabia’s wider economic diversification and job creation, in line with Vision 2030 goals, as a catalyst for Saudi Arabia’s National Transport and Logistics Strategy. Specifically, the carrier is projected to contribute to KSA’s non-oil GDP growth by USD 20 billion while directly and indirectly creating over 200,000 new jobs globally and locally, boosting the Kingdom’s tourism in the process, which will be beneficial to AlUla.

UAE: Dubai police continues to inspire tourists, visitors, and participants on the third and final day of the Arabian Travel Market (ATM) 2024.  Tourists and visitors seamlessly engaged with Dubai Police through the smart app and website, obtaining information, addressing queries, offering feedback and suggestions, and seeking assistance at any time.

Tourist police service and digital engagement:

Among the showcased services was the Tourist Police Service, designed to enhance visitors' experiences in Dubai by ensuring a joyful and memorable journey to various landmarks and tourist areas. 

Promoting positive values and safety awareness:

Dubai Police's stand also serves to inform visitors about the Positive Spirit Council, which has the objective of fostering values of tolerance, coexistence, and dialogue among community members while promoting respect and acceptance of others. The Council is dedicated to implementing educational, cultural, and recreational initiatives that cater to diverse segments of society, including tourists and visitors.

Educational efforts on digital safety:

Visitors are educated on safe electronic financial transactions and cautioned against disclosing personal or banking information to mitigate risks of extortion or online fraud. The stand also raises awareness of traffic and societal issues, highlighting the e-crime service as a centralized hub for reporting electronic crimes.

Workshops and Interactive Sessions:

Throughout the 4-day exhibition, Dubai Police conducted workshops and lectures in Arabic and English, focusing on tourist services offered year-round. These sessions aim to ensure a fulfilling tourism experience and facilitate access to assistance, inquiries, suggestions, and help in multiple languages through Dubai Police's smart app, smart police stations, and official website. Attendees are also educated on the e-Crime service, aimed at combating cybercrimes.

Lost and Found Smart System:

The Lost and Found smart system facilitated the swift return of lost items to their rightful owners through integrated connectivity among government, semi-government, and private entities across the emirate. The service ensures the safe return of found items through multiple delivery options, including police stations, government offices, shopping centers, hotels, and entertainment venues.

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Insights from TikTok's industry manager

In a dynamic session titled "How To Build Influence with Gen Z in Just 30 Seconds," Marc-Antoine Simon, Industry Manager, Travel and Tourism – MENA, TikTok, shared valuable insights.  He emphasized how brief, captivating video clips, often shared on platforms like TikTok, are reshaping travel preferences and influencing destination choices among the younger demographic.

Insight from Guatemala 

During the engaging discourse, His Excellency Harris Whitbeck, Minister of the Tourism Board of Guatemala, highlighted successful strategies for attracting Gen Z tourists. He emphasized the importance of aligning destination messaging with the values and interests of this tech-savvy demographic.

Insight from Albania 

Tourism in Albania surged following the viral circulation of videos showcasing its natural beauty and attractions. This surge was reflected in increased flight searches to Albania from key markets like the UK and the US, demonstrating the tangible impact of social media-driven travel inspiration.

Research reveals travel decision challenges

Simon’s presentation referenced research commissioned by Exodus Travels in 2023, revealing that only 45% of vacations lived up to travelers' expectations. This underscores the need for travelers to seek out engaging content that accurately portrays destinations and experiences, reducing the risk of disappointment. The panelists emphasized the power of user-generated content in amplifying lesser-known destinations

The Power of user-generated content

The discussion emphasized the pivotal role of mobile-friendly platforms and community-driven search experiences in enhancing the pre-booking journey for modern travelers. By leveraging these platforms, travelers are empowered to discover destinations on their terms, transforming what was once a daunting task into an engaging and immersive experience.

Innovation at Arabian Travel Market 2024

Beyond destination promotion, the discussion explored broader social media trends shaping Gen Z travel decisions. Notably, sustainability emerged as a critical theme, with destinations increasingly adopting eco-friendly initiatives to attract environmentally conscious travelers.

Strategic Partnerships at ATM 2024

Dubai World Trade Centre hosts ATM 2024, in partnership with the Dubai Department of Economy and Tourism, Emirates, IHG Hotels & Resorts, and Al Rais Travel. These collaborations underscore the commitment to revolutionizing the tourism landscape.

As the 31st edition of Arabian Travel Market concludes, insights from sessions like these will drive innovation in tourism strategies. With over 2,300 exhibitors and 41,000 attendees from 165 countries, the event serves as a platform for industry transformation.

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The Sharjah Commerce and Tourism Development Authority (SCTDA) revealed a robust 11% increase in hotel guests numbers in 2023, with the emirate welcoming over 1.5 million guests. The sector’s sustainable growth was further underscored by a significant surge in guests from diverse regions: Russian and the Baltics led with a 36% increase, followed by the GCC countries at 17%, and Australia and the Pacific at 15%.

These latest developments were announced at a press conference held by SCTDA during the Arabian Travel Market (ATM 2024) in Dubai, solidifying the emirate’s stature as a global tourism hub.

Sharjah Pavilion

The Sharjah Pavilion hosted 27 entities from the public and private sectors, showcasing the emirate's comprehensive approach to developing its tourism sector, and spotlighting the latest sustainable tourism attractions and projects, including Kalba Hanging Gardens, Al Hafiya Lake, the Sharjah Investment and Development Authority’s (Shurooq) latest Mleiha National Park project, and SCTDA’s recently-announced project for the development and organisation of Al Badayer area, in partnership with the Economic Development Department and in coordination with a number of governmental entities in the emirate.

250,000 guests from the GCC

SCTDA highlighted that Sharjah continues to attract a growing number of Arab and international guests, supported by its extensive hospitality infrastructure that includes more than 100 hotel establishments providing more than 10,000 rooms. This capacity is set to increase as the emirate rolls out additional high-caliber tourism projects, ensuring readiness to accommodate anticipated increases in hotel guests numbers.

Data from the authority indicates a significant uptick in hotel guests from the GCC countries (excluding the UAE) in 2023, with nearly 250,000 guests visiting, marking a 17% increase from the previous year's 211,000 guests. Oman and Saudi Arabia were the leading sources of Gulf guests, with nearly 140,000 and 75,000 hotel guests, respectively, demonstrating Sharjah’s strengthening cultural and economic bonds with its regional neighbours.

Transformation in the tourism sector

Speaking on the 2023 tourism sector performance, Khalid Jasim Al Midfa, Chairman of SCTDA, said: “Sharjah undergoes significant and visible transformations in its tourism industry each year, reflecting the vision of the emirate's wise leadership. The data from 2023 highlights the rapid growth this vital sector is experiencing. Notably, tourism has played a crucial role in bolstering infrastructure, boosting the local economy, and generating new employment opportunities, thereby reinforcing its strategic contribution to the emirate's economic advancement.”

 He added: “Sharjah has solidified its position as a global tourist hub, affirming its leading role in sustainable development, innovation, and technological advancement in the sector. We are committed to enhancing its tourism sector through a comprehensive, multi-faceted strategy. This involves building a cohesive tourism ecosystem in collaboration with various organisations and institutions, enhancing the effectiveness of the heritage, culture, and entertainment sectors, and leveraging natural resources to develop sustainable tourism facilities and projects.”

 ATM 2024

The Sharjah Pavilion at ATM 2024 showcased the emirate's diverse and rich tourism offerings. Visitors were taken on an interactive, technology-enabled journey, through the "MetaVerse," a world-exclusive to Sharjah, where they explored Sharjah's history, present, exceptional destinations, and prominent landmarks, all reflecting its cultural diversity and natural richness.

Visitors also enjoyed a virtual safari experience by the Environment and Protected Areas Authority (EPAA) inside the ‘Sharjah Safari’ vehicle, exploring different habitats and wildlife. Sports enthusiasts experienced a kayak simulator that offered them a virtual sports experience courtesy of Sharjah International Marine Sports Club, which also showcased a Sharjah Formula 1 high-speed team boat. Classic car fans learned about vintage cars' history and the cultural heritage they carry through Sharjah Classic Cars Club.

The club also allowed visitors to navigate through the corridors of its museum using augmented reality technology. Meanwhile, Sharjah Museums Authority provided virtual tours of Sharjah's museums.

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Czech Mint

At the heart of CzechTourism's presence at ATM 2024 is the introduction of a captivating new collection of coins by Czech Mint. With one of its latest edition – coin ‘Above the Clouds’ designed by the renowned Emirati artist, Ali Al Ali.  This coin is designed for all aviators and travel enthusiasts, and it is a symbol of aspiration and achievement. The ‘Above the Clouds’ coin aims to encapsulate that very essence - of rising above difficulties and aiming for higher goals. It serves as a reminder that no matter the turbulence we face, whether in aviation or life there is always a clearer, smoother ride ahead of us.

Czech hertiage

Ali's innovative designs seamlessly blend Emirati culture with Czech heritage, adding an intriguing dimension to the Czech pavilion. Ali Al Ali will be present at the Czechia pavilion on Tuesday and Wednesday from 11a.m. till 2 p.m., offering media interviews and engaging with visitors to provide insights into his creative process and inspiration behind the collection.

Denis Petrakov, Director of Czech Mint Middle East, said: " In 2022 Czech Mint and Dubai Design Academy (DDA), established by DMCC, signed a MOU regarding cooperation in design development and knowledge sharing. DDA facilitated introduction of Ali Al Ali to Czech Mint. Since then, we have subsequently collaborated on various coin design projects. Czech Mint is honoured to be the first foreign mint to produce coins based on Emirati-created designs and we are excited to showcase our beautiful coins to all visitors of the Arabian Travel Market."

Best of Czechia

Barbara Andelová, International Marketing Manager - New Markets, Czech Tourism, said, " We are excited to return to the Arabian Travel Market and showcase the best of what Czechia has to offer. With the support of our dedicated partners, we are confident in our ability to create memorable experiences for visitors and foster long-lasting partnerships within the travel industry."

CzechTourism will highlight a diverse array of Czech suppliers and their offerings, ranging from luxury accommodations to unique experiential activities. Visitors to the Czechia pavilion can expect to discover the country's rich cultural heritage, picturesque landscapes, and vibrant tourism experiences.

The CzechTourism delegation included following partners:

Hotel Properties:  Barcelo & Occidental Hotels, Grandhotel Pupp, Savoy Westend Hotel, Hotel Thermal & The Julius Prague

Spa Resorts and Hotels – Randon Spa Jáchymov

Destination Management Company (DMC): Graficon DMC

Shopping Outlet: Fashion Arena

ATM 2024: Tourism projected to account for 12% of UAE GDP this year

Dubai:  Tourism projected to account for 12% of UAE GDP this year, as GCC policymakers gathered to discuss future of regional travel at the Arabian Travel Market (ATM 2024) in Dubai.

Gulf-wide collaboration, ease of inter-regional travel and infrastructure development were placed under the microscope at Arabian Travel Market (ATM) 2024, which saw a selection of policymakers discuss the streamlining of the GCC’s thriving tourism industry. The 31st edition of ATM is being hosted at Dubai World Travel Centre (DWTC) until Thursday 9 May.

 The GCC Unified Tourist Visa was cited as a key growth driver for the region’s travel sector, as well as factors such as sustainability, infrastructure and culture.  Ministers from UAE, KSA, Oman and Bahrain discussed the streamlining of GCC tourism at ATM 2024

The forum revealed that the tourism accounted for 809,000 jobs in the UAE last year, equivalent to 12.3% of national employment, and this figure is on course to rise to 833,000 in 2024.

Massive growth

Abdullah bin Touq Al Marri, UAE Minister of Economy, noted the tourism sector’s growing contribution to the Emirates’ economy in his opening comments on ATM 2024’s Global Stage. “According to the World Travel & Tourism Council (WTTC), our tourism sector has been a dynamic force within our economy, contributing an impressive 11.7% to GDP [in 2023], amounting to AED 220 billion,”  Al Marri told attendees. “For 2024, the forecast is set even higher, with an anticipated contribution of 12% to the [UAE’s] GDP, equating to Dh236 billion.”

Policy makers session

Al Marri’s speech was followed by a panel discussion between Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority; Fahd Hamidaddin, CEO of the Saudi Tourism Authority; Azzan Al Busaidi, Undersecretary of Tourism at the Ministry of Heritage and Tourism in Oman; and Sarah Buhijji, CEO of the Bahrain Tourism and Exhibitions Authority. The session was moderated by Dubai Eye presenter, Richard Dean.

Inter-regional initiatives

During the in-depth discussion, the ministerial panellists explored the importance of inter-regional initiatives in elevating the GCC tourism industry to the next level, while striking the right balance between collaboration and competition between destinations and nations. The planned GCC Unified Tourist Visa was cited as a key facilitator for the region, alongside factors such as sustainability, infrastructure and culture.

Panellists said that the planned unified visa would allow member nations to present the GCC as a connected destination, boosting accessibility and driving KPIs such as length of stay, average spend and employment. Speakers noted they would continue to ensure that the travel industry positively impacts local businesses, communities and ecosystems, contributing to the long-term sustainability of tourism across the region.

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GCC Unified tourist visa

Participants also explained that current and future infrastructure will complement the GCC Unified Tourist Visa by enhancing accessibility within and between Gulf nations. In addition to ongoing investment in new and existing airports and cruise terminals, the ministerial speakers highlighted the central role of the upcoming GCC Railway in facilitating and optimising region-wide access for both domestic and international visitors.

Healthy competition

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “While it’s clear that healthy competition will continue to play an important role in strengthening the GCC’s world-class tourism offering, it was also encouraging to hear how collaboration is enabling the region to become more than the sum of its parts in terms of attracting global travellers. We are immensely grateful to this year’s ministerial participants, who provided a diverse range of valuable insights into the region’s unified tourism future.”

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She said that the Tourism Malaysia has signed MOU with Emirates to develop tourism and also entered into negotiations with other airlines such as Qatar Airways and Etihad airline to strengthen our collaborations in the region. "GCC is the major source of tourists for Malaysia and we want to develop seamless connectivity for passengers," she added. Mohammed Fadly Amri Aliaman, Consul General of Malaysia in Dubai was also present at the event. 

Tourism Malaysia is participating in the 31st edition ATM 2024, showcasing the country’s latest attractions and destinations to attract more tourists from West Asia. The four-day prestigious event held at the Dubai World Trade Centre from 6 to 9 May 2024 marks Malaysia’s 31st year of participation, demonstrating its enduring commitment to this burgeoning market.

Big delegation

Led by Yasmin Mahmood, and accompanied by Shaharuddin bin Abu Sohot, Deputy Secretary General (Management), Ministry of Tourism, Arts and Culture, the Malaysian delegation comprises a good mix of 75 organisations, including hotels and resorts, travel agents, tourism product owners, and representatives from state tourism boards.

The Malaysia Pavilion focused to engage with Middle Eastern buyers, generating interest while highlighting tourism products and services tailored to their specific needs and preferences, thus underscoring the importance placed on West Asia as a key source of tourists, especially during its summer vacation.

Visit Malaysia Year 2026

Yasmin Mahmood said: “With the upcoming launch and celebration of Visit Malaysia Year 2026, we strive to attract more West Asia tourists. We recognise the immense potential of this market, not only in terms of outbound tourism but also trade and investment.

“We are confident that Malaysia’s position as a top destination for Muslim travellers, coupled with our intensified promotional efforts, will enable us to achieve our target."

 In 2024, Malaysia aims to welcome 27.3 million international tourist arrivals and generate RM102.7 billion in tourism receipts. The remarkable rise in visitors from the

Gulf region in recent years fuels Tourism Malaysia’s enthusiasm to further cultivate this market.

Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene. The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). 

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Targeting the Indian travel market

Following the presentation, an India Market Insights Summit panel session took place on the ATM 2024 Global Stage featuring prominent speakers, including Ross Veitch, CEO & Co-Founder of Wego; Raj Rishi Singh, Chief Marketing Officer & Chief Business Officer - Corporate at MakeMyTrip; and Ankur Garg, Chief Commercial Officer at Air India Express. The speakers emphasised the strategic importance of understanding and targeting the Indian travel market with innovative and tailored marketing strategies, focusing on sectors such as air travel, hotels, rail, and intercity buses.

Unique needs of Indian travellers 

Commenting on the session’s impact, Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “Today’s discussion on the Indian travel market highlighted the wealth of opportunities and the strategic importance of nuanced marketing approaches that cater to the unique needs of Indian travellers. This session is a cornerstone for fostering deeper understanding and cooperation between Middle East travel professionals and Indian travel enterprises.”

Elsewhere at the ATM 2024 Market Insight Summit, panellists from leading hospitality brands, including LOTUS, Arabian Adventures, NexusCube and Trojena – NEOM, explored new sustainable developments, attractions and entertainment offerings that may open up new opportunities for the Americas.

ATM 2024 

Held in conjunction with Dubai World Trade Centre, ATM 2024’s strategic partners include the Dubai Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner and Al Rais Travel, Official DMC Partner.

ATM 2024 concludes on Thursday, 9 May, at the Dubai World Trade Centre (DWTC).

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Enhanced connectivity: Benefits for travelers

Emirates’ existing interline partnership with Flynas already provides travelers with enhanced connectivity via key gateways in Saudi Arabia – Riyadh, Jeddah, Medinah, and Dammam – facilitating access to over 15 domestic destinations within the Kingdom. Notably, this arrangement includes the convenience of single-ticket itineraries with seamless onward bookings and baggage transfers.

Expansion into bilateral agreement: Broadening travel horizons

The expansion of the interline partnership into a bilateral agreement signifies a significant step forward. Under the new arrangement, Flynas customers gain access to Emirates’ extensive network, enabling seamless connections from any of the Kingdom’s gateways to a curated selection of onward destinations across the Far East, West Asia & Indian Ocean, and Europe, all facilitated through Dubai.

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Paving the way for seamless travel: Future booking channels

Bander Almohanna, CEO & Managing Director of Flynas, expressed satisfaction at the expanded partnership, emphasizing the increased travel choices it affords to Flynas customers. He highlighted that once activated, customers would be able to book their travel seamlessly through various channels including the Flynas website, online travel agencies, and local travel agents.

Commitment to Saudi Arabia's Vision 2030: Supporting tourism growth

The activation of the expanded interline partnership marks a milestone in the airline’s ongoing efforts to support Saudi Arabia’s Vision 2030 plans, particularly in the realm of tourism. Emirates, having played a pivotal role in the Kingdom’s tourism and trade landscape since 1989, has continuously expanded its operations to serve the four gateways with a total of 73 weekly flights, including A380 services to Riyadh and Jeddah.

Emirates' ongoing commitment: Driving inbound tourism

Furthermore, Emirates’ collaboration with partners in Saudi Arabia, such as the 2022 MoU with the Saudi Tourism Authority (STA), underscores its commitment to driving inbound tourism and attracting diverse segments of travelers to the Kingdom.

As the partnership enters its next phase, travelers can anticipate greater ease and flexibility in planning their journeys, further solidifying Dubai's position as a global travel hub.

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e-service is the cornerstone

Khalid Jasim Al Mdifa of Sharjah Commerce and Tourism Authority informed attendees at the ATM that the entire system will be operational by the end of the year. He emphasized that relevant authorities are working diligently to achieve this goal, with security being a top priority. Al Mdifa highlighted e-services as the cornerstone of the GCC Grand Tours.

A joint collaboration 

To streamline tourism processes Gulf countries are collaborating with major tourist operators and hotels to implement this package. This joint effort seeks to make it easier for visitors to explore the diverse attractions the region has to offer.  "As a government, we create the right platform that enables them to create business. So work closely with the private sector we make it happen.”

“Once it comes into effect, it will contribute to highlighting the diverse tourism destinations in GCC countries, attracting and retaining tourists for longer periods, thus increasing the number of hotel guests and making the region one of the leading destinations for regional and international tourists alike,” Al Marri said after attending a meeting at the World Economic Forum in Riyadh on April 28 and 29.

A one-package region 

Sarah Buhijji, CEO of Bahrain Tourism and Exhibition Authority, further elaborated, "Visitors can stay in Bahrain for 3 nights, then proceed to Oman and Saudi Arabia. We are promoting the entire region as one package. We have signed an MoU with Saudi Arabia to jointly promote our countries as one destination, and we are pursuing similar agreements with other regional countries."

The GCC's Grand Tour initiative represents a significant step forward in regional tourism, promising enhanced accessibility and an enriched travel experience for visitors exploring the vibrant and diverse Gulf region.

The first destinations to be served by our A350 aircraft have just been announced at @ATMDubai, beginning with Bahrain in September. https://t.co/kWpRq9hdE6 pic.twitter.com/a6aIXnoexr

— Emirates (@emirates) May 6, 2024

Game changer for Emirates

Adnan Kazim, Deputy President and Chief Commercial Officer, Emirates Airline said: “The A350 will be a game-changer for Emirates, enabling us to serve regional points with superior operating efficiency and flexibility across the Middle East and GCC, West Asia and Europe. With the latest generation cabin products including more of our sought-after Premium Economy to more cities, top-notch in-flight entertainment technologies and an abundance of other customer-friendly features, the Emirates A350 builds on our long-standing commitment of investing in the very best customer experience in the sky. Flying the A350 to 9 cities in such a short span of time adds more premium cabin options and choice across geographies for our customers, and ensures we maintain our competitive edge and industry leading position.”

We're back for this year's @ATMDubai in signature style!

Stay tuned all week for the latest news and announcements from the region's biggest travel and tourism exhibition. pic.twitter.com/4DS65Nujnq

— Emirates (@emirates) May 6, 2024

Newly delivered aircraft sporting the airline’s latest cabins will roll into scheduled service to the following cities: 

In the Middle East/GCC

Emirates will operate its first A350 to Bahrain on the daily EK839/840 service from 15 September. Frequency of A350 services will progressively increase to cover two Bahrain services with the second service starting on 1 November.

The first Emirates A350 will land in Kuwait on the daily EK853/854 service on 16 September. Muscat’s daily EK866/867 will be served by the A350 from 1 December.

 In West Asia

The Emirates A350 will be deployed on EK502/503 to Mumbai from 27 October. Ahmedabad’s daily EK538/539 will be served by the A350 from 27 October. Colombo’s fourth daily service EK654/655 will be served by the A350 from 01 January 2025.z

In Europe

Lyon will be served daily with the Emirates A350 from 1 December. Bologna will be served by the A350 from 1 December.

Edinburgh will rejoin the Emirates network from 4 November, operated by the A350. More details to follow soon.

Emirates will announce more destinations in the coming months as new aircraft join its fleet.

Sale opens

Emirates flights to A350 destinations go on sale today and can be booked on emirates.com, the Emirates App, or via travel agents.

Customers can look forward to the A350’s spacious and quiet cabin, high ceilings, expansive bin space and customised mood lighting designed to reduce fatigue and jet lag. Additional Emirates A350 seat features and other cabin details will be announced in the coming months.

Why A350

Emirates has 65 A350-900s on order, and all are carefully planned to support the airline’s future growth as well as Dubai’s D33 economic agenda set out by HH Sheikh Mohammed bin Rashid Al Maktoum, to add 400 cities to Dubai’s foreign trade map over the next decade.

Kicked off ATM 2024 with Yamina Sofo’s (GCC Director of the German National Tourist Office) presentation on Germany’s fantastic run of growing visitors year-on-year. Staying longer and feeling good both rank high on their priorities and goals. pic.twitter.com/eehk3qavKm

— Chaitali Patel (@07Chaitali) May 6, 2024

Big spenders

The GCC region is currently ranked in the top three incoming markets, behind the US and China. In 2022, the GCC region was Germany’s top performing inbound source market in Asia and Australasia, with more than 404,000 arrivals, representing an increase of over 117%, compared with the same period in 2021.

GCC guests also generated 2.1 billion euros in 2022, a 110% increase over the previous year, averaging 4,443 euros per trip/per guest.   

“These figures underscore Germany’s increasing post pandemic popularity with GCC visitors and bodes well for 2024. This year we want to capitalise on Euro 2024, to encourage longer stays and showcase Germany as an all-year-round holiday destination.

Increasing flights connectivity

Increased flight availability will support those ambitions, with more than 207 direct weekly flights between the GCC and Germany, compared with 201 in 2022. At present, there is direct flight accessibility from the GCC to five German international airports – namely Munich, Frankfurt, Dusseldorf, Berlin and Hamburg. 

New flights are being added this year, with services from Doha to Hamburg by Qatar Airways and from Manama to Munich by Gulf Air both opening on the 1st of July, as well as new routes launching in November operated by Eurowings from Jeddah to Cologne and Berlin. Additionally, Flynas will be offering flights from Jeddah to Berlin starting from 4th September. 

Germany, Simply Inspiring

In addition to connectivity, the GNTB also has a marketing strategy that it believes will achieve those numbers, both in the short term and the longer term. Under the slogan, ‘Germany, simply inspiring’.  

Germany now boasts 52 World Heritage sites, over 6,000 museums, offering a wealth of interesting places of cultural and historical significance, for GCC tourists to visit. This includes Chemnitz, the European Capital of Culture for 2025, which is located in the Saxony region of the country. 

Simply Feel Good

The GNTB’s ‘Simply Feel Good’ – Sustainable Travel in Germany campaign also underscores Germany’s rural natural landscapes and activity holidays, raising awareness of the fragility of ecosystems. 

Sustainable tourism

Germany has 20 sustainably certified regions and cities, and in terms of accommodation, it has over 1,540 sustainably certified establishments and 350 spa and health resorts. The GNTB is focusing on the sustainability-related aspects of health tourism, including the preservation of traditional treatment methods, location-specific treatments and remedies as drivers of regional prosperity, and examples of sustainable energy management.

Euro 2024 football tournament

Clearly the standout sporting event of the year in Europe will be the Euro 2024 football tournament which takes place in Germany between 14th June & 14th July. 

“The GNTB’s strategy is to promote the ten host cities (Berlin, Cologne, Dortmund, Dusseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig, Munich and Stuttgart) and surrounding areas to encourage tourists to stay longer and explore other regions throughout Germany. This also has the added benefit of reducing the overall carbon footprint per travel day,” added Sofo.

The Germany stand is bigger this year with 15 co-exhibitors/participants which include Adina Hotels, Avalon Waterways, Courtyard by Marriott Düsseldorf, Düsseldorf Airport, Elinor Travel Germany, Fraport AG, Frankfurt Tourism Board, German National Tourist Office India, Helios Hospital Group-Germany, Hotel Palace Berlin, Hospital Solingen-Germany, visitBerlin, visit Düsseldorf, visit Cologne and Wiesbaden Tourism Board.

#flynas Announces Massive Expansion Plan in #UAE Market, Effective September 2024 https://t.co/8CDvVmxzrX pic.twitter.com/ZrLIZUjtmW

— Maaal Economy News (@Maaal_Eng) May 6, 2024

250 international destinations

The national strategy enables Saudi-based air carriers to connect KSA with 250 international destinations, accommodate 330 million passengers, and host 100 million tourists annually by 2030, Gulf News reported.

With the latest expansion plans, the UAE market will be served with flights from the four flynas operation bases around the Kingdom. The airline operates flights to Dubai International Airport from Riyadh, Jeddah, Dammam, and Madinah.

Flights from Al Maktoum Airport

The low-cost carrier will add flights to Al Maktoum International Airport in Dubai from King Khalid International Airport (RUH) in Riyadh, to Shaikh Zayed International Airport in Abu Dhabi from King Abdulaziz International Airport in Jeddah (JED) and Prince Mohammad bin Abdulaziz International Airport (MED) in Madinah, as well as to Sharjah International Airport from both Jeddah and Madinah.

flynas connects more than 70 domestic and international destinations with more than 1500 weekly flights and has flown more than 78 million passengers since its launch in 2007, with the aim to reach 165 domestic and international destinations, in line with the objectives of the Saudi Vision 2030.

flynas success

The success of flynas was recognised with many international awards, including Skytrax International Award as the 4th Best LCC worldwide and the Best Low-cost Airline in the Middle East in 2023 for the sixth time in a row. Meanwhile, flynas won the Leading Low-cost Airline Award in the Middle East from the World Travel Awards in 2023 for the ninth year in a row.