Leisure Travel: Growth and Opportunities at ATM 2026

Unveiling the £12 Trillion Leisure Travel Surge

Leisure travel spending worldwide is expected to hit a staggering £1.5 trillion by 2040, a significant leap from £1 trillion in 2024. The Middle East is projected to enjoy an annual leisure spend growth rate of 7% between 2025 and 2030, second only to the dynamic Asia Pacific region. This remarkable trajectory underscores the immense opportunities awaiting stakeholders in travel, hospitality, and entertainment sectors. To dive deep into these trends, industry leaders and experts will convene at the Arabian Travel Market (ATM) 2026 in Dubai from 4th to 7th May.

Exploring the Theme: Travel 2040 and Innovation

ATM 2026 will centre its discussions around ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, spotlighting how evolving technologies and fresh innovations are reshaping global leisure travel landscapes. Particular attention will be given to changing patterns in traveller behaviour, inclusive of growing demands for personalised and experiential tourism, and the Middle East’s booming appeal as a preferred international destination.

Middle East Leisure Tourism: Numbers and Trends

The latest ATM Travel Trends Report, prepared with insights from Tourism Economics, forecasts that by 2030, international tourism nights in the Middle East will soar to 1.5 billion—a near doubling compared to 2024 figures. Leisure tourists from outside the region are anticipated to contribute around 15% of these nights, reinforcing the global magnetism of Middle Eastern destinations.

Interestingly, Europe currently drives half of the leisure travel into the Middle East, but markets in Africa and Asia Pacific are set for faster growth in the coming years. This diverse source mix promises vibrant, multicultural visitor flows, enriching the tourism ecosystem.

What This Means for Industry Participants

With over 2,600 exhibitors representing 161 countries, and expecting more than 47,000 attendees, ATM 2026 promises a comprehensive platform where destinations, hotels, airlines, and brands can connect and strategise.

This environment is fertile ground to leverage the increasing interest in leisure travel—highlighting the massive growth potential in tours, cultural experiences, beach holidays, and innovative leisure activities.

Changing Traveller Profiles and Behaviours

The demographics and preferences of travellers are evolving. Millennials and Gen Z Travellers aren’t just planning more trips, they’re also keen to adopt digital innovations that tailor travel experiences uniquely to their tastes. The travel industry is seeing a shift where multigenerational families and solo travellers no longer fall into niche categories but represent significant mainstream market segments.

• Leisure events have emerged as top growth opportunities, with many industry experts highlighting their influence on tourism expansion.
• Popular Middle Eastern experiences include beach holidays, vibrant city breaks, and nature excursions, with rapid rise in sports tourism, cultural exploration, and wellness retreats.

Travellers today seek authenticity and personalisation—expecting experiences that resonate with their values and lifestyles. This evolving demand places the Middle East in an ideal position to become a central player in the future global tourism narrative.

Connecting Trends Beyond Leisure

Though leisure travel remains the main highlight, ATM 2026 will also explore broader industry shifts including luxury travel trends, cutting-edge travel technology, and the enhancement of global connections through Dubai’s position as an international gateway. Attendees can expect specialised zones such as the ATM Ultra Luxury Lounge і ATM Travel Tech to showcase innovations catering to new traveller segments.

A Brief Historical Perspective on Leisure Travel and Tourism

The growth of leisure travel has roots tracing back centuries, evolving dramatically alongside societal changes. Historically, leisure was a luxury of the elite, with travel often tied to religious pilgrimage, cultural exploration, or aristocratic leisure. Over time, industrialisation, improved transportation, and rising incomes democratised travel, making holidays accessible to broader populations.

The modern structure of leisure travel is shaped by increased connectivity, diverse traveller motivations, and recognition of tourism’s role in wellbeing and cultural exchange. Recent decades have seen a surge in interest for immersive, authentic experiences—shaping destinations’ offerings accordingly.

Forecasting Leisure Travel's Role in Global Tourism

Looking ahead, leisure travel is poised to become an even more dominant force within global tourism. Increasing disposable incomes, greater emphasis on wellbeing, and technological innovation promise to expand the sector’s economic footprint. Regions like the Middle East, with rapidly developing infrastructure and diverse cultural and natural attractions, are well-positioned to capitalise on this expanding demand.

Key Future Drivers in Leisure Tourism

• Technology Integration: Personalised digital tools enhancing trip planning and on-site experiences.
• Cultural and Experiential Travel: Desire for authentic, value-driven tourism grows.
• Demographic Diversification: The expanding traveller segments include families, solo adventurers, and multigenerational groups.
• Sustainability and Wellness: Health-focused and environmentally conscious travel gains momentum.

Summary and Conclusions

Global leisure travel spending is set to triple by 2040, reaching an astonishing USD 15 trillion, with the Middle East emerging as a powerhouse in this expansion. The region’s projected 7% annual growth rate in leisure spending between 2025 and 2030 positions it just behind the Asia Pacific, highlighting a vibrant market for leisure tourism.

Key factors include a massive increase in international tourism nights, evolving traveller profiles embracing innovation and personalised experiences, and a diversified source market expanding beyond traditional European visitors.

As the Middle East continues to mature its tourism infrastructure and expand its cultural and experiential offerings, it is poised to play a defining role in shaping 21st-century leisure travel.

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