Etihad signs air‑rail MoU as ATM 2026 draws buyers from 115+ countries
The 33rd Arabian Travel Market in Dubai showcased national initiatives including the Visit UAE brand and a memorandum between Etihad Airways and Etihad Rail to explore integrated air‑rail travel across the UAE.
Abu Dhabi airline among headline announcements at ATM 2026
The 33rd Arabian Travel Market (ATM), held at Dubai World Trade Centre, brought travel buyers from more than 115 countries to the four‑day event. The exhibition featured over 55 destination stands and assembled tourism authorities, airlines, transport providers, hotel groups, technology firms and procurement professionals from regional and international markets.
While ATM is hosted in Dubai, the show carried measures and announcements of direct relevance to Abu Dhabi. Most notable for the emirate was a memorandum of understanding signed by Etihad Airways and Etihad Rail to explore an integrated air‑rail travel experience connecting visitors and residents with destinations across the UAE. Etihad Airways is an Abu Dhabi‑based carrier and the deal signals cooperation between a major Abu Dhabi institution and the national rail operator to enhance inter‑emirate connectivity.
The event also introduced Visit UAE, the country’s first unified national tourism brand, intended to promote the seven emirates as a single, integrated destination. Complementing that initiative, the UAE Grand Tour — an online platform enabling visitors to travel across all seven emirates on one continuous route — was unveiled, both moves with potential to influence visitor flows to Abu Dhabi and Al Ain.
Other major announcements at ATM 2026 ranged across aviation, rail, hospitality and travel technology. Emirates signed 11 memoranda of understanding with regional and international partners to bolster technology, marketing, product and passenger experience. Rotana revealed a development pipeline of 40 hotels, totalling more than 8,300 rooms, including ten projects in Saudi Arabia. A consortium led by Air Arabia Group announced a new Saudi airline commencing operations on 20 September, linking Dammam with Riyadh, Madinah and Jeddah.
Technology featured strongly. Mastercard and Trip.com showcased AI‑powered booking tools through TripGenie, developed with Network International, and the space dedicated to tech at ATM doubled with the debut of the ATM Travel Tech show. Organisers said the exhibition has evolved into a year‑round platform for the global travel community rather than a traditional trade fair.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said ATM 2026 offered a global platform to strengthen partnerships and explore new cooperation, adding that the strong turnout reflected confidence in Dubai as a safe and accessible destination. The next Arabian Travel Market will take place at Dubai World Trade Centre from 3 to 6 May 2027.
Source: WAM