I’m in ATM Dubai 2025!

I’m at Arabian Travel Market Dubai 2025 this week, representing the Saudi delegation with our booth in their pavilion, and it’s been a fantastic experience.

ATM always has a special energy, but this year feels particularly cozy. Unlike some of the bigger, more sprawling events, the smaller scale makes it easier to connect, chat, and build meaningful relationships. There’s a sense of intimacy that allows conversations to go deeper, and for four full days—one more than usual—we have the space and time to really explore opportunities.

Of course, Dubai is as hot as ever, but that’s part of the charm! Despite the heat, the atmosphere is lively, professional, and upbeat. Walking through the halls, meeting partners from around the world, and seeing the latest in travel trends and innovations reminds me why ATM remains such an essential event in the region.

Being part of the Saudi pavilion this year is particularly rewarding. There’s pride in representing our country, sharing our vision, and welcoming international partners to discover what Saudi Arabia has to offer. Every interaction is a reminder of how dynamic the tourism industry is, and how important these gatherings are in fostering collaboration and growth.

ATM may be smaller than WTM or ITB, but that’s exactly what makes it feel more approachable and enjoyable. The four-day format gives us the chance to pace ourselves, catch up with more contacts, and really soak in the event without feeling rushed. It’s productive, it’s inspiring, and—despite the Dubai heat—it’s always fun to be here.

These moments reinforce a simple truth: tourism thrives on connection. And events like ATM aren’t just about deals—they’re about people, ideas, and building the future of travel together.