Raising the bar: How ATM powers a new era for hospitality in the Middle East

The Arabian Travel Market (ATM) has long been a cornerstone of the region’s tourism and hospitality ecosystem, but this year’s edition reaffirmed something more profound: the Middle East is no longer just a participant in global travel trends — it is now setting them.

From the moment the exhibition floor opened, there was a palpable shift in energy — one that reflected a sector rapidly evolving beyond recovery into reinvention. For us at IHG Hotels at Dubai Festival City, ATM is more than a trade show; it is an annual compass that helps us recalibrate, innovate, and co-create with our peers and partners.

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This year, we saw the convergence of data-driven personalization, sustainability imperatives, and immersive guest experiences becoming the new baseline, not a bonus. The discussions moved far beyond occupancy rates to encompass purpose-driven hospitality — where guest expectations are no longer measured only in service quality, but in the impact of their travel choices.

IHG Hotels at Dubai Festival City has always embraced the future of hospitality, and ATM 2025 has inspired us to accelerate. Whether it’s enhancing digital touchpoints across our properties or embedding ESG goals more deeply into our operations, we see opportunity in every challenge.

Importantly, ATM has also reinforced the region’s ambition to lead in experiential travel. With Dubai emerging as a hub for sports tourism, culinary discovery, and wellness journeys, hotels must now act as curators of experience — not just providers of accommodation.

What stood out this year was the collaborative spirit across the industry. The synergies we observed between government tourism boards, hospitality groups, and tech innovators indicate that the next decade will be defined not by competition, but by co-creation.

At IHG Hotels at Dubai Festival City, we are proud to be part of this transformative journey. ATM has once again shown that the Middle East’s hospitality sector isn’t just rebounding — it’s redefining global standards.

As the spotlight intensifies on our region, the responsibility grows with it. The future of travel is being imagined here — and we are ready to lead.

The writer is Cluster Commercial Director, IHG Hotels at Dubai Festival City