The great comeback

The travel and tourism sector is one of the most resilient, and the pandemic has proven that. Two years on from when the COVID-19 crisis hit, the industry is bouncing back with vigour, soaking up pent-up demand, embracing disruption and forging a new path ahead, having learned a great deal along the way.

The Middle East, and in particular, the Gulf, has stood out for its health and safety standards and measures to mitigate the impact of the crisis. Its agility has paid dividends and as travel reopens globally, the region is in a position of strength. While there are market nuances, airline operations are almost back to prepandemic levels, hotels are not only open, but occupancies are climbing rapidly, and new hotel openings and signings continue at pace, alongside the development of huge projects region-wide.

The latest research from the World Travel & Tourism Council (WTTC) has revealed the Middle East’s travel and tourism sector could deliver $246 billion to the economy this year, just 8.9% behind pre-pandemic levels ($270 billion). Total recovery is predicted as early as next year. There are many factors that have supported the industry’s resilience, including the steadfast commitment to investing in infrastructure and the continuation of development plans despite the pandemic uncertainty.

In the UAE, Expo 2020 has proven a huge catalyst to fast recovery, with the six-month event delivering more than 24 million visits, just behind the 25 million target, and boosting occupancy rates all over the nation. Dubai’s comeback has been so strong that it led the major global markets in hotel profit recovery for 2021, along with Miami, according to STR’s full-year P&L data.

The upcoming FIFA World Cup Qatar 2022 will no doubt have a similar impact, with ripple effects likely to be felt region wide. There is nothing like the thrill of attending a live event, whether for music, sport, entertainment or to network and conduct business.

Face-to-face interactions reign supreme, and this be more than evident at Arabian Travel Market (ATM) 2022.

With some 1,500 exhibitors from 112 destinations spanning 10 halls booked into the show at time of press and more than 20,000 visitors anticipated, ATM is a barometer for industry sentiment – one of confidence and eagerness to get back to normal – the new normal, that is.

The show will provide a vital platform for key industry stakeholders to meet, debate, reconnect and talk business, providing a mid-year boost to a sector bouncing back stronger and ready to face the opportunities and challenges ahead.

The ATM Yearbook 2022 takes a close look at this ever-evolving landscape, featuring the latest sector data, new trends, invaluable insights from experts, as well as interviews with leading industry decision makers.

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