Tourism and investment leaders at the Arabian Travel Market in Dubai have called for strategic investment and strong public-private collaboration to unlock the Middle East’s full tourism potential and secure its place as a global tourism powerhouse.
Speaking on the Global Stage at the Dubai World Trade Centre, panelists emphasized the need for diversified tourism offerings, innovative infrastructure, and inclusive policy frameworks to meet the evolving expectations of international travellers. The session underscored that sustainable growth in tourism requires not just vision but coordinated action across sectors.
Irina Matei, CEO of Therme Dubai, highlighted the region’s forward-thinking approach.
“Our vision is to democratise wellbeing, transforming it from a luxury to a necessity,”
she said, citing government partnerships that support inclusive and accessible tourism development.
From major infrastructure projects to global mega-events like the FIFA World Cup and Expo 2020 Dubai, speakers noted how strategic investments have boosted the region’s appeal. Guy Hutchinson, President MEA at Hilton, described the Middle East as a blueprint for sustainable tourism.
“The UAE is now exporting its tourism strategy globally,”
he said.
Panelists also pointed to the critical role of integrated policy and shared responsibility.
“Success comes when airlines, governments, and the tourism sector work together in a structured and strategic way,”
Hutchinson added.
As the Middle East positions itself as one of the world’s fastest-growing tourism hubs, leaders agreed that long-term success depends on sustainability, innovation, and strong cross-sector alignment.
The Arabian Travel Market continues through 1 May, with more sessions exploring the future of tourism in the region.
News Source: Emirates News Agency
