The Baltic and Nordic Presence Shines at Arabian Travel Market

The Arabian Travel Market (ATM) has officially announced the theme for its 2026 edition, which will take place in Dubai from 4–7 May 2026: “Travel 2040: Driving New Frontiers Through Innovation and Technology.” As the leading international travel and tourism event in the Middle East, ATM continues to be where East meets West, exploring the future of global tourism through innovation, sustainability, and collaboration.

According to the World Economic Forum, the coming decades will mark one of the most transformative eras in tourism history, with the sector expected to serve 30 billion tourist visits and contribute $16 trillion to global GDP by 2034. ATM 2026 will provide a critical platform to explore these shifts, from AI-driven personalization and immersive experiences to green aviation and smart mobility.

A Strong Baltic and Nordic Impact

While ATM draws global participation, the Baltic and Nordic regions have played a uniquely successful role in recent years. The Nordic-Baltic collective has demonstrated how smaller markets can punch above their weight by showcasing innovation, sustainability, and destination diversity that align perfectly with ATM’s long-term vision.

Our own participation in ATM 2024 and 2025 highlighted this strength. Thanks to a well-coordinated approach, we achieved remarkable visibility and impact. Notably, in 2025 we ranked as the 5th most visited stand by attendee numbers, standing alongside some of the world’s largest tourism boards and destination organizations. This achievement reflects both the curiosity of Middle Eastern travelers toward Northern Europe and the high level of professionalism in how our destinations were represented.

Innovation Meets Experience

The Baltic and Nordic presence also underscored the importance of “experience-driven luxury” – a concept increasingly valued in the Middle East. Unlike traditional luxury defined solely by opulence, our destinations emphasize landscapes, authenticity, wellness, and sustainable travel practices. These themes resonated strongly with ATM audiences, positioning our region as a unique alternative to more established destinations.

As ATM evolves, introducing new verticals such as ATM Travel Tech and the Ultra Luxury Lounge, our region is well placed to contribute thought leadership and innovative offerings. The Baltics and Nordics have long been pioneers in digital solutions, smart mobility, and green technology, aligning seamlessly with ATM’s future-oriented agenda.

Looking Ahead to ATM 2026

With over 55,000 industry professionals from 166 countries attending the 2025 edition, the momentum heading into ATM 2026 is stronger than ever. For the Baltic and Nordic delegations, it is not only a platform to showcase destinations but also a chance to forge strategic partnerships, attract investment, and stay at the forefront of global travel innovation.

As ATM 2026 embraces its forward-looking theme, the presence of the Baltic and Nordic regions will continue to underline how smaller but agile markets can shape the global conversation on the future of travel. Our track record at ATM 2024 and 2025 proves that with the right mix of collaboration, vision, and innovation, our impact will only continue to grow.