If anyone doubts that the Middle East has become the new centre of gravity for global meetings and events, they have not been paying attention or visiting Dubai lately.
The region’s knack for turning ambition into architecture and plans into palaces is on display again, with IBTM @ ATM returning to the Arabian Travel Market 2026, from 4–7 May at the Dubai World Trade Centre. Expect the suits, the smiles, and the serious deals — and yes, probably the occasional coffee strong enough to power a 747.
This isn’t just another conference. It’s a signal. The Middle East isn’t content to host the conversation anymore; it intends to lead it.
The Numbers Don’t Lie (Even If Some PowerPoints Do)
According to Mordor Intelligence, the UAE’s MICE market is set to grow at 8.96% a year, reaching US$9.26 billion by 2030. Over the border, Saudi Arabia is racing ahead at 10.93%, on track for US$5.33 billion by the same year.
Add those two together, and you’ve got an industry worth shouting about and one that’s not afraid of a bit of fanfare. With billions being poured into new venues, airports, and tourism infrastructure, the region is positioning itself as the place to meet, greet, and make deals.
For years, the Middle East was the destination of conferences planned elsewhere. Now, it’s the boardroom of the world and business travellers are queuing at the door.
A Hub Returns – And Expands
Building on its strong debut, IBTM @ ATM 2026 is returning bigger, bolder, and far better caffeinated. The event will occupy a dedicated Hall 3 at the Dubai World Trade Centre, acting as the nerve centre for the region’s booming meetings and events sector.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, summed it up neatly:
“The expansion of IBTM @ ATM reflects the strength and ambition of the Middle East’s business events sector. By establishing a platform for global buyers and regional and international suppliers to exchange ideas and form meaningful partnerships, we are contributing to the future of meetings and events, aligning with our 2040 vision.”
It’s the kind of statement that might once have raised an eyebrow or two, except the numbers now back her up. The business events sector here isn’t just growing; it’s galloping.
And with ATM 2026’s broader theme, ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, the organisers are clearly thinking ahead or, in true Dubai style, several storeys above everyone else.
MICE Momentum: From Meeting Rooms to Masterplans
According to the ATM Travel Trends Report 2025, the Middle East’s share of global corporate travel spending will climb from 2.5% in 2024 to more than 3% by 2030. That may sound like small change until you realise it’s part of a trillion-dollar pie.
Strong air connectivity, reliable infrastructure, and governments that don’t just talk about tourism, they bankroll it, fuel the growth. The Dubai World Trade Centre’s 2024 Economic Impact Assessment shows inbound participation is surging, with delegates flooding in from Europe, South Asia, and the Asia Pacific and rising numbers from North America and Africa.
Simply put: everyone’s turning up.
Outbound and Upward
Curiously, the Middle East isn’t just drawing the world in; it’s heading out, too.
Research from 6Wresearch reveals that organisations in the UAE, Saudi Arabia, and Qatar increasingly invest in overseas conferences and incentive programmes. That means more delegations, more spending abroad, and a growing taste for exporting their event expertise.
It’s a telling sign of maturity. The region is not merely consuming global business culture but helping shape it.
An Exhibition in Full Flight
Arabian Travel Market remains a titan of tourism trade shows, drawing over 55,000 industry professionals from 166 countries and featuring 2,800+ exhibitors.
IBTM @ ATM will be where the deals get done inside that sea of suits. Expect association planners, corporate buyers, and destination management companies rubbing shoulders with tourism boards, hotel groups, and tech innovators, each vying to carve out their slice of the post-pandemic meetings boom.
And this year, it’s not just about who you know, it’s about what you know next. The Business Events Stage will offer expert-led discussions, exploring everything from inclusive event design and incentive travel to sustainability and the use of AI in meetings (ironically, perhaps, depending on who’s writing the press releases).
ICCA and the Old Hands Return
The International Congress and Convention Association (ICCA) will again serve as the Official Business Events Partner, curating content and coaxing the big hitters back to the Middle East.
Meanwhile, Claudia Hall, Exhibition Director of IBTM World, gave her own take on why the region is now impossible to ignore:
“As the global business events landscape evolves, the Middle East stands out as a powerful hub for growth and innovation. Through IBTM @ ATM, we’re bringing together international and regional leaders to collaborate, exchange insights, and unlock new opportunities that will define the next decade of meetings and events.”
In other words, the region is no longer just on the guest list; it’s hosting the gala.
The GTM View: A Region That Delivers What It Promises
For those of us who’ve been attending trade fairs longer than some attendees have been alive, it’s been fascinating to watch the Middle East’s evolution from an ambitious newcomer to the industry’s trendsetter.
In the early 2000s, optimism was evident, but it was not always polished. Now, it’s the other way around: confident, seamless, and with a knack for presentation that weary even old European venues.
Yes, there’s glitz. Yes, there’s grandeur. But underneath the dazzle, there’s genuine depth from Saudi Arabia’s Vision 2030 to the UAE’s relentless push for diversification. This isn’t just showmanship; it’s strategy.
And as anyone who’s walked through the corridors of the Dubai World Trade Centre knows, this region doesn’t do anything by halves.
Looking Ahead: The World Meets Here
The 33rd edition of Arabian Travel Market will again span verticals from Travel Tech to the Ultra Luxury Lounge, proving that innovation and indulgence can comfortably share a hall.
For visitors, IBTM @ ATM 2026 won’t merely be another date on the trade show calendar. It’ll be a window into where the global events industry is heading and a reminder that the Middle East has arrived well.
One veteran delegate said at last year’s show, “The air-conditioning may be cold, but the deals are hot.”
Couldn’t have said it better myself.
For details, visit www.wtm.com/atm/en-gb.html.
By Stephen Morton
BIO:
Stephen Morton has spent nearly five decades shaping how the travel industry works, talks, and sells itself. From the family-run agency of 1976 to today’s digital frontier, Morton has been at the front of the queue, often long before anyone else knew there was a queue.
By the mid-nineties, he dragged Agents Support Systems online while the industry still worshipped the fax machine. In 2001, he launched e-Travel Blackboard (eTB), a daily newsletter that became Australia’s most read industry bulletin and expanded across New Zealand, Asia, the Americas, and into MICE.
In 2009, Global Travel Media came, which went on to scoop multiple international awards such as Best Travel Industry Website and Outstanding Digital Media Service. Later came Destination Thailand News, Global Cruise News, and now, in 2025, GTM Holidays and the forthcoming GTM Mall.
Whether lecturing students or launching titles, Morton has always been ahead of the curve, a travel industry stalwart who has turned instinct into impact.
