Arabian Travel Market 2026 will explore the next frontier of ultra-luxury travel
For many years, luxury travel was characterised by comfort, exclusivity and exceptional service. However, today, ultra-luxury has become part of the global travel vocabulary and is transforming expectations of what high-end travel should look like.
What distinguishes ultra-luxury from luxury? Luxury travel offers refinement, elegance and elevated experiences, including renowned resorts (of which the Middle East has many), personalised attention and high-quality amenities. Ultra-luxury, however, is on a different level entirely. It is characterised by ultra-premium and tailormade experiences – staying somewhere outstanding is a given; today’s ultra-high-net-worth (UHNW) individuals want access, purpose and transformation, blending privacy with intimacy, service with intuition and comfort with meaning.
UHNW travellers want journeys that are personalised, immersive and deeply fulfilling. Whether that involves chartering a private jet or yacht to remote islands, designing wellness itineraries focused on longevity and personal health or facilitating cultural experiences that open doors closed to the average traveller, ultra-luxury is about offering what money alone cannot buy.
Several factors are accelerating this. Advanced technology is enabling seamless and highly intuitive personalisation. Cultural authenticity is becoming central. And conscious luxury – emphasising sustainability, community connection and wellbeing – is increasingly shaping decisions at the highest end of the market.
The themes of luxury and ultra-luxury will be central at Arabian Travel Market (ATM) 2026, which will be held from 4 to 7 May at Dubai World Trade Centre, under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’. One of the most anticipated new features of the show will be the debut of the ATM Ultra Luxury Lounge, an exclusive, intimate, invitation-only space designed to connect buyers who focus on ultra-high-net-worth travellers with prestigious, world-class travel brands.
Highlighting our reasoning for developing this area is research from Fortune Business Insights. They indicate the value of the global luxury travel market, characterised by premium and tailor-made experiences focused on exclusivity, luxurious comfort, personalised service, and enhanced privacy – trademarks of ultra-luxury travel – will grow from $2.7 trillion in 2025 to $4.8 trillion by 2032, underscoring the depth and demand of this sector.
Of course, our keen focus on the ultra-luxury segment does not come at the cost of luxury hospitality brands and destinations, as we will continue to shine a light on this vital sector. The Middle East has established itself as one of the most dynamic regions for luxury and lifestyle travel. The ATM Travel Trends Report 2025 highlighted that regional travellers spend around 50% more per trip than the global average, while outbound luxury travel is rising at twice the global rate.
The region is uniquely positioned to lead this next travel frontier. Significant investments, including developments such as Saudi Arabia’s Red Sea projects, Dubai’s Naïa Island, and Abu Dhabi’s Bvlgari Resort & Mansions, exemplify how the region continues to redefine the parameters of luxury and shape the future of ultra-luxury travel.
ATM 2026 will play a central role in that conversation by showcasing experiences and by enabling partnerships and insight-sharing that will define the sector’s direction. Through initiatives such as the ATM Ultra Luxury Lounge, IBTM@ATM and the expanded ATM Travel Tech programme, we aim to support an industry that is not just growing, but evolving with purpose, creativity and vision.
- Danielle is Exhibition Director ME, Arabian Travel Market