Arabian Travel Market underscores the vital role of Asia Pacific in the future of tourism
Outbound travel from the Asia Pacific region (APAC) is projected to grow at a CAGR of 7% through 2029
Digital platforms and popular culture are driving travel behaviour
Localisation is key to attracting travellers from APAC, with destinations like Dubai and Saudi Arabia adopting market-specific strategies
Dubai, United Arab Emirates: The Asia-Pacific (APAC) region is poised for significant tourism growth, with spending on international travel forecast to hit US$2.5 trillion and domestic travel to reach US$4.3 trillion by 2029, according to the latest data from Euromonitor International.
Outbound travel from APAC is projected to grow at a CAGR of 7%, with intra-regional journeys expected to account for 61% of all trips by the end of 2025. By 2029, one in three trips is anticipated to be outside the APAC region, with 75% of bookings set to be made online.
A high-impact panel discussion at Arabian Travel Market (ATM), brought together top industry minds to explore the future of travel in the APAC region. Moderated by Mingie Wang, Chief Correspondent at China Daily, the panel discussed traveller behaviour, digital transformation, and the resurgence of outbound travel, particularly from China, providing fascinating insights into this key global market.
Panelists included Alhasan Aldabbagh, President of APAC Markets, Saudi Tourism Authority; Gary Bowerman, Founder of Check-in Asia; Boon Sian Chai, Managing Director and Vice President of International Markets at Trip.com Group; and Shahab Shayan, Regional Director Asia Pacific at Department of Economy and Tourism.
During the session they highlighted a shift in purchasing decisions across the APAC region, driven by experiential travel, digitalisation, and a growing desire for cultural immersion.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: 'More than 60% of travellers are booking trips around concerts and sporting events, while over 40% are influenced by digital platforms such as TikTok. Interestingly, film and television are also playing a significant role, evidenced by a rise in bookings to Thailand following the popularity of The White Lotus.'
According to a recent report compiled by Tourism Economics on behalf of ATM, tourism nights from Asia Pacific and Africa are on track to more than double between 2025 and 2030. The number of tourism nights, specifically from China to the Middle East, is expected to grow by 189% through 2030, and APAC source markets are set to account for the largest share of business nights in the region, with India, in particular, gaining importance.
In addition, travellers from APAC record the highest spend per person per day globally, at a rate of US$300, across various tourism sectors, including accommodation, food and beverage, and retail. This high level of expenditure is mainly driven by Chinese travellers whose strong purchasing power continues to shape global travel trends.
The Dubai Economic Agenda, D33, is key to ensuring the emirate's strategic success in APAC markets, with a focus on market segmentation and storytelling. By tailoring messaging for platforms such as the video-sharing website Bilibili and the social networking and e-commerce platform Red Note, and leveraging strong air links through carriers like Emirates and flydubai, Dubai's tourism authorities continue to position the city as a relevant, accessible, and aspirational destination for travellers across Asia.
As a newcomer to APAC tourism markets, Saudi Arabia has adopted a highly localised approach, as outlined during the discussion. Recognising the diversity of the region, which comprises 49 distinct countries, tourism authorities in the Kingdom study each source market closely, from dietary preferences to cultural nuances, tailoring travel experiences accordingly. This strategy is supported by partnerships with media, trade, and research bodies to ensure that Saudi Arabia's offerings resonate authentically with travellers across the region.
Curtis added: 'Technology is playing an increasingly pivotal role in travel decision-making across the APAC region, with consumers relying heavily on digital tools, social media, and AI. Mobile-first planning is transforming how travellers research and book trips, although the digital landscape varies significantly from country to country. One constant across the region is the importance of trust, particularly in peer-generated content, which continues to influence traveller choices at every stage of the journey.'
Panellists also cited sustainability as a key consideration for younger generations in the APAC region, with research from Trip.com indicating that 30-40% of Gen Y and millennial travellers are willing to pay more for eco-friendly travel. For these consumers, sustainability extends beyond carbon offsets and environmental protection, encompassing support for local culture and heritage.
ATM is a leading global event held annually in Dubai, which enables growth for the travel and tourism industry. Uniting all travel sectors and verticals, the event generates US$2.5 billion in business deals. The next edition of ATM will take place at the Dubai World Trade Centre from May 4 to 7, 2026.
The latest ATM news stories are available at https://hub.wtm.com/category/press/atm-press-releases/.
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For more information, log on to wtm.com/atm/en-gb.html.
Now in its 33rd year, Arabian Travel Market (ATM) is the leading global platform driving growth and innovation across every sector of travel and tourism. Held annually in Dubai – the gateway to global travel and tourism with its unmatched connectivity – ATM is where the energy of opportunity comes to life.
More than just an event, ATM is a dynamic hub for industry communities, with forums, experiences, and networking that continue well beyond the show floor over the week. Now in a period of rapid expansion, ATM has grown 16% year on year, attracting over 55,000 travel professionals from 166 countries.
The next edition of ATM will take place in Dubai from 4–7 May 2026.
https://www.wtm.com/atm/en-gb.html
About RX
RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.
About RELX
RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors
World Travel Market (WTM) portfolio comprises leading travel events and online portals across four continents. The events are:
WTM London is the world's most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.
Next event: 4 to 6 November 2025 at ExCel London.
http://london.wtm.com/
WTM Latin America takes place annually in the city of São Paulo and attracts around 20,000 tourism professionals during the three-day event. The event offers qualified content together with networking and business opportunities. In this its ninth edition – there have been eight face-to-face events along with a 100% virtual one, which was held in 2021 – WTM Latin America continued to focus on effective business generation, and achieved the advance booking of six thousand meetings that were held between buyers, travel agents and exhibitors in 2022.
Next event: 14 to 16 April 2026 – Expo Center Norte, SP, Brazil.
http://latinamerica.wtm.com/
WTM Africa launched in 2014 in Cape Town, South Africa. In 2022, WTM Africa facilitated more than 7 thousand unique pre-scheduled appointments, an increase of more than 7% compared to 2019 and welcomed more than 6 thousand visitors (unaudited), the same number as in 2019.
Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/
About ATW Connect: Africa Travel Week's digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology.
https://atwconnect.com/
WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/
Media contact:
TRINA QUINTANA
Account Manager
Indigo Icon Tower, Jumeirah Lakes Towers
Dubai, United Arab Emirates
E-mail: trina.quintana@shamalcomms.com
Website: www.shamalcomms.com
A member of the ECCO Communications Network
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