ATM Virtual 2021 to focus on recuperation of travel and tourism industry

ATM 2021

Reed Travel Exhibitions, organiser of Arabian Travel Market (ATM), has announced that the 2021 edition of its annual showcase will take place live at the Dubai World Trade Centre (DWTC) on May 16-19.

Now in its 27th year and working in collaboration with DWTC and Dubai’s Department of Tourism and Commerce Marketing (DTCM), the theme of the show next year will be ‘A new dawn for travel and tourism’ and the spotlight will be thrown onto the current state of the industry, as well as what the future holds. It will also look at the emerging trends and how innovation can drive the industry forward.

Supporting ATM’s theme, a recent Colliers report – MENA Hotel Forecasts – estimates that 2021 will be a year of recovery, based on the assumption that hotel performance across the region is already improving. Major destinations, such as Dubai and Cairo, are leading the way with estimated full year 2021 occupancy levels of 68 per cent and 65 per cent respectively.

IMEX Frankfurt 2020

They were closely followed by Abu Dhabi, Riyadh, Jeddah, Muscat and Amman, with average occupancies of 58 per cent, 56 per cent, 51 per cent, 48 per cent, and 45 per cent respectively. Overall, average year-on-year growth of the 20 destinations researched was 47 per cent.

The health of the travel and tourism industry is key to the region. Prior to the pandemic, the direct contribution of travel and tourism to the Middle East’s GDP was predicted by the World Travel and Tourism Council (WTTC), to reach $133.6 billion by 2028. So, given subdued oil prices and a general economic slowdown due to COVID-19 restrictions, it is clear that the regional economy will be relying on travel and tourism to recover quickly, once a vaccine has been fully developed and rolled out.

“Last week, Pfizer released the first reading of its Phase-3 trial data for its COVID-19 vaccine, announcing that it was more than 90 per cent effective in preventing the coronavirus, based on interim data analysis,” exhibition director ME, ATM, Danielle Curtis remarked. “If approved by the US Food & Drug Administration (FDA), Pfizer estimates it can roll out 50 million doses this year and up to 1.3 billion in 2021, enough to vaccinate almost 675 million people. So, we are confident that by May next year, we will be on the threshold of a new dawn for our industry.”

ATM 2021 will also play an integral role in Arabian Travel Week and for the first time, a new hybrid format will mean a virtual ATM running a week later to complement and reach a wider audience than ever before. ATM Virtual, which made its debut earlier this year after ATM 2020 was postponed, proved to be a resounding success attracting 12,000 online attendees from 140 countries.

In total, the event facilitated 11,301 prescheduled one-to-one meetings and 23 live video sessions including Q&As and polls which ran alongside the presentations to enable audience interaction. Overall, the webinars had more than 24,000 views over the course of three days.