5 minute read
In the spotlight
Arabian Travel Market 2021 highlights the future of the travel industry, championing new and innovative ways to enable a strong comeback for the sector in response to the unprecedented circumstances of the COVID-19 pandemic
Arabian Travel Market (ATM) opens its doors today as the first in-person edition of the annual event to take place since the outbreak of the COVID-19 pandemic in 2020. Also, for the first time in the 28-year history of the show, ATM 2021 is running as a hybrid event, with the live exhibition welcoming visitors to Dubai World Trade Centre (DWTC) over the next four days and ATM Virtual taking place next week.
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In the aftermath of the pandemic, this year’s edition of the show is especially significant in order to enable a strong comeback for the industry. The carefully curated programme aligns with the theme of ‘A New Dawn for Travel and Tourism’ chosen for this year. Therefore, the raft of talks, seminars, launches and networking events will address everything from the visitor experience in-destination in a post-pandemic world to the advancement of travel technology and the recovery of aviation.
FINGER ON THE PULSE
Supporting this year’s theme, the conference programme addresses the latest developments in the global tourism industry, touching upon COVID-19 recovery, digital marketing, hospitality, aviation, responsible tourism, cultural tourism and business travel.
On Monday, May 17, ATM 2021 hosts the inaugural ATM Saudi Arabia Tourism Summit, which brings together key stakeholders that are fast-tracking the kingdom’s socioeconomic transformation through groundbreaking tourism initiatives.
On the agenda for discussion are the challenges and opportunities as the kingdom meets its ambitions, in alignment with the Saudi Vision 2030, and evolves into a unique global destination for travellers around the world, which will continue during the virtual event.
ATM 2021 also sees the return of the ATM Hotel Industry Summit, taking place for the second time on Tuesday, May 18. The conference will see industry leaders discussing local and global trends shaping the region’s hospitality sector in a post-pandemic world.
A WEEK IN TRAVEL
Arabian Travel Week made its debut during the 2019 edition of ATM and returns this year, starting today, May 16 and running until May 26, 2021.
The four-day ATM 2021 once again plays an integral role in Arabian Travel Week, a 10-day festival of travel and tourism events taking place in Dubai and online. Other events that are part of Arabian Travel Week include the travel technology exhibition Travel Forward, ARIVAL Dubai for the tours and attractions sector, GBTA’s halfday virtual business travel conference, ITIC’s Middle East Tourism Investment Summit, speed networking events for digital influencers and regionally focused buyer groups, including China, and, of course, ATM Virtual, the online edition of the ATM exhibition.
Danielle Curtis, Exhibition Director ME, ATM, said: “This festival of events is dedicated to travel professionals from all over the world to collaborate and shape the recovery of the Middle East travel industry through exhibitions, conferences, breakfast briefings, awards, product launches and networking events.
“Essentially, Arabian Travel Week will provide a pivotal platform for the region’s travel and tourism industry, whether participating in-person at the event or virtually. Over the course of 10 days, it will put a spotlight on Dubai, the UAE, GCC and, of course, the wider MENA region’s tourism sector.”
TIME FOR TECH
Travel has never been as inspiring and complex as it is today. With the pent-up desire to explore the world and reach new places – as safely and securely as possible – the reliance on technology has increased drastically. This means that there is ample potential
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for businesses to tap into these trends and leverage new technologies to create new experiences for customers.
At the inaugural edition of Travel Forward, taking place alongside the live show, technology providers and decision makers from around the globe will highlight the latest advancements in travel and hospitality. Attendees can expect insights, open debate, unrivalled networking opportunities and discussions on the latest technologies and trends that will shape the future of travel.
VIRTUAL PERSPECTIVES
To complement the four-day in-person event taking place this week, ATM’s first new hybrid format will see the virtual show running a week after the live event in order to reach a wider audience than ever before.
ATM Virtual, which made its debut last year, proved to be a resounding success attracting 12,000 online attendees from 140 countries around the world.
This year, from May 24 to 26, ATM Virtual will feature comprehensive webinars, live conference sessions, roundtables, speed networking events, virtual digital influencers’ speed networking sessions, one-to-one meetings and destination briefings. The programme will help facilitate new connections and offer a wide range of online business opportunities.
Like most aspects of travel, the in-destination industry is also constantly evolving, with rapid technological innovations and traveller behaviour leading the change. This makes it crucial to highlight the trends defining the market, which will be addressed at ARIVAL Dubai, a highlight on the week’s agenda for ATM Virtual.
ARIVAL Dubai will feature a series of sessions covering current and future trends for operators of tours and attractions. It will assemble leading voices from across the region to help the industry chart a path of resilience and resurgence in 2021 and beyond.
The three-day programme will also feature interviews with leading airline CEOs, responsible tourism sessions, a showcase on tourism in Saudi Arabia, culture tourism sessions and the ATM Hotel Industry Summit.
The Global Business Travel Association (GBTA), the world’s premier business travel and meetings trade organisation, will also be participating in ATM Virtual for the first time. The GBTA will deliver the latest business travel content, research and education to drive the post-pandemic recovery and support growth in business travel.
SAFETY FIRST
The World Travel and Tourism Council (WTTC) has recognised Dubai’s commitment to maintaining the highest standards of hygiene and safety in the midst of COVID-19.
The council has lauded the emirate’s efforts and effective citywide management of the pandemic with a ‘Safe Travels’ stamp.
This makes Dubai one of the safest cities in the world to visit with a wide range of precautionary measures in place to ensure the safety of tourists at every stage and touchpoint of their travel journey, from arrival to departure.
In keeping with these standards, ATM 2021 strictly adheres to all of DWTC’s stringent health and safety guidelines. Exhibitors and attendees can expect a touchless and seamless experience.
A range of measures has been implemented at the venue to include an enhanced cleaning regime, improved air circulation and multiple hand sanitiser stations.
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1, 2, 3 & 4 Navigating the ‘new normal’
