The Dubai Department of Economy and Tourism will lead the emirate''s tourism delegation at the 33rd Arabian Travel Market, running 14–17 September at Dubai World Trade Centre.
The trade show comes directly after the close of A Dubai Invite, a campaign that turned residents into hosts by offering benefits worth up to AED 3,000 to people who invited friends and relatives to visit. Registrations closed after more than 90,000 applications, and the scheme''s rewards run through the end of 2026.
The commercial logic behind both is the same: repeat and referral visits are cheaper to win than first-time long-haul travellers, and they spread demand into the shoulder periods around the peak winter season.
Dubai''s pitch at ATM is expected to centre on the winter calendar, events programming and hotel supply, with the emirate''s delegation bringing hotel groups, attractions and inbound operators to meet buyers in one place.
For UAE hospitality and travel businesses, ATM week is the practical deadline for winter-season contracting — rates, allocations and packages agreed there set the pricing visitors will see from October onwards.