The global travel landscape is increasingly complex, influenced by climate change, environmental concerns, and changing traveller expectations. In the Middle East, destinations are proactively adapting their tourism strategies to tackle these challenges by focusing on resilience, innovation, and long-term value. The region is addressing issues such as extreme weather, shifting consumer behaviour, and geopolitical pressures with agility and ambition.
According to UN Tourism, international tourist arrivals reached 1.4 billion in 2024, marking a 99 percent recovery to pre-pandemic levels and an 11 percent increase compared to 2023. The Middle East led this rebound, recording arrivals that were 32 percent higher than in 2019, making it the fastest-recovering region worldwide.
At Arabian Travel Market (ATM) 2025, panelists at the session on “Redefining Tourism Products in Uncertain Times”, held in partnership with the Global Travel & Tourism Resilience Council, discussed how the Middle East is innovating to ensure traveller safety, preserve cultural and environmental assets, and enhance its appeal as a trusted, forward-thinking destination.
Hon. Ghada Shalaby, Executive Director, Egyptian Hotel Association, said: “Over the past decade, Egypt has faced several challenges, and we wanted to tailor make our approach to the tour operators and to the end consumer as well… especially during the COVID-19 pandemic when we communicated our health and safety procedures. By the end of 2023, we had reached our big figures for tourist arrivals, which continued into 2024.”
During the high-level session on the ATM 2025 Global Stage, cruise industry experts emphasized the sector’s advancements in sustainability. They noted that modern ships now operate under some of the strictest environmental regulations in tourism, especially in sensitive areas like the Red Sea. The discussion also addressed how perceptions, more generally, influenced by media coverage and travel advisories, can misrepresent conditions on the ground and impact travel decisions.
Ibrahim Osta, Global Tourism Lead, Chemonics International, commented: “So we have travel media, but you also have the general media. What the media reports has an implication on the interest in that market and the willingness for [tourists] to come [and visit]; this makes the job of the tourism authorities much more difficult.”
During the session, delegates heard how perceptions of instability, which are often amplified by social media and outdated advisories, can impact demand for insurance. They emphasized the importance of collaborative storytelling, investing in green infrastructure, and engaging new source markets by offering diverse experiences and cross-border itineraries.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “ATM serves as an essential platform for cross-sector dialogue, particularly on issues that affect the future of travel in complex environments. By bringing together representatives from insurance, hospitality, development, and the cruise industry, we are contributing to creating a more connected and resilient tourism ecosystem in the Middle East and beyond.”
ATM 2025, themed “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”, continues at Dubai World Trade Centre until 1 May, welcoming over 55,000 travel professionals from 166 countries. The show features more than 2,800 exhibitors and content sessions across three dedicated stages — the Global Stage, Future Stage, and the new Business Events Stage.
Held in conjunction with DWTC, ATM’s strategic partners include Dubai’s Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner; and Al Rais Travel, Official DMC Partner.
