Opinion / Nolan Giles
Welcoming hosts
Those doubting the return of international tourism have clearly not been in attendance at the Arabian Travel Market (ATM) trade fair, which wraps up in Dubai today. A full-blown hospitality spectacle, it’s a showcase of national tourism boards, airlines and major hotel chains from countries ranging from South Korea to Kazakhstan. While the more than 20,000 attendees are no doubt excited to share in-person conversations with faces from across the globe, the real buzz at ATM is being generated by what’s happening in the Middle East.
Abu Dhabi, Dubai and Saudi Arabia have been vying for attention in a grand exhibition hall, where marquee announcements, such as the NBA’s decision to host its first match in Abu Dhabi in October, are being made and travel deals done. While Dubai is highlighting its wealth of hotels and thriving culinary scene, Abu Dhabi is pushing messages of progress: its soon-to-open Abrahamic Family House is an interfaith complex hosting a synagogue, mosque and church, designed by architect David Adjaye. Abu Dhabi’s marketers are keen to remind us that the UAE’s capital is more than just an oil-rich city of posh hotels and theme parks.
While the big players in tourism attempt to address problematic homegrown issues, others are trying to overhaul foreign perceptions. At the Syria stand, sales reps are promoting Damascus’s heritage sites, pointing out that adventurous European tourists are already returning to the war-damaged nation. While I don’t think that I’m quite ready for downtown Damascus, a buzzy Dubai packed with international travellers and brimming with interesting restaurants and retail has endeared itself to me. When it comes to readiness for post-pandemic tourism, this sunny region feels as though it has the jump on most parts of the world.