The 33rd edition of the Arabian Travel Market (ATM) 2026 opened at the Dubai World Trade Centre, bringing together tourism destinations, government authorities, airlines, hospitality companies, technology providers and travel buyers for four days of business engagement, networking and knowledge sharing.
Held from 14 to 17 September under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” ATM 2026 is focusing on the major trends shaping the global tourism industry, including artificial intelligence, digital transformation, evolving traveller expectations, destination resilience, smart mobility and sustainable long-term growth.
Danielle Curtis, Regional Portfolio Director – UAE at RX Global, said the event provides an important platform for the international travel and tourism community to reconnect in Dubai.
A key development at this year’s event is the launch of ATM Travel Tech as a dedicated co-located exhibition. The platform features more than 180 exhibitors from 30 countries across two halls, supported by an 850-square-metre Tech & Innovation Hub showcasing developments in artificial intelligence, virtual and augmented reality, robotics, fintech and green technologies.
The Global Stage opened with the Ministerial Debate: Building a Resilient Industry Through Collaboration, featuring senior industry and government representatives, including UAE Minister of Economy and Tourism H.E. Abdulla bin Touq Al Marri and UN Tourism Secretary General H.E. Shaikha Al Nuwais. ATM 2026 has also introduced a refreshed brand identity for the event.
Sri Lanka is among the destinations participating in this year’s ATM, with its national pavilion bringing together more than 55 companies representing destination management companies, hotel and resort groups, boutique properties, villa operators and national carrier SriLankan Airlines.
The Sri Lankan delegation is using the four-day event to engage with Gulf-based buyers, tour operators and travel trade partners, while strengthening the country’s presence in the regional source market and among long-haul travellers connecting through major Gulf aviation hubs.
Sri Lanka is represented at the official ATM press conference by Chamila Jayarathna, Deputy Managing Director of the Sri Lanka Tourism Promotion Bureau, and Alexi Gunasekera, Consul General of Sri Lanka in Dubai.
Gunasekera said the relationship between Sri Lanka and the UAE continues to expand across tourism, trade and investment, adding that ATM provides an opportunity to translate those ties into commercial opportunities.
The Gulf region remains strategically important to Sri Lanka’s tourism sector both as a direct visitor market and as a major transit corridor for long-haul travellers. Sri Lanka’s tourism authorities have identified Doha, Dubai and Abu Dhabi as key transit points supporting inbound visitor flows.
Sri Lanka Gains Global Recognition as Emerging Ayurveda and Wellness Destination
Today’s travellers are increasingly looking beyond scenic destinations, seeking experiences that promote wellbeing, restore balance and create meaningful, lasting change. As wellness tourism continues to expand globally, health, mindfulness and purposeful travel are becoming increasingly important priorities for visitors.
Against this backdrop, Sri Lanka is gaining international recognition as an emerging wellness destination. Its centuries-old Ayurvedic heritage, rich biodiversity, tropical climate, abundance of medicinal plants and deep-rooted spiritual traditions provide a strong foundation for holistic wellness experiences.
Unlike destinations where wellness tourism has developed largely as a modern commercial trend, Sri Lanka’s healing traditions have been part of everyday life for generations. Ayurveda remains a living practice, with knowledge and techniques passed down through centuries.
This growing international recognition is strengthening Sri Lanka’s profile as an authentic wellness destination in Asia while opening new opportunities for the country’s wellness tourism industry.
What Makes Sri Lanka a Global Wellness Destination?
Several factors contribute to Sri Lanka’s growing presence in the global wellness tourism sector. These include more than 2,500 years of Ayurvedic heritage, qualified Ayurvedic practitioners and traditional healing expertise, as well as a wealth of indigenous medicinal herbs and natural remedies.
The country’s tropical forests, lakes and coastal environments also provide diverse settings for wellness and restorative experiences. These natural assets complement Sri Lanka’s established traditions of mindfulness, meditation and spiritual practices.
Wellness-focused cuisine based on locally sourced ingredients further adds to the experience, while the country’s increasing emphasis on sustainable and responsible tourism provides an additional dimension to its wellness offering.
Together, these cultural, natural and traditional assets create a distinctive wellness ecosystem that offers experiences deeply rooted in Sri Lanka’s heritage and environment.
Sri Lanka Steps Up Gulf Tourism Push at Arabian Travel Market 2026 in Dubai
