Arab News Japan

DUBAI: The 32nd edition of Arabian Travel Market (ATM) welcomed over 55,000 industry professionals from 166 countries—up 16 percent from last year—setting a new record for the leading global tourism event.

Held from April 28 to May 1 at the Dubai World Trade Centre under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” ATM 2025 featured over 2,800 exhibitors, with 19 percent from the Middle East and 81 percent international.

Japan marked a strong presence through the Japan National Tourism Organization (JNTO), unveiling its new Golden Route West initiative. The campaign aims to drive travel beyond the traditional Tokyo–Mt. Fuji–Kyoto–Osaka trail, spotlighting destinations such as Okayama, Hiroshima, Shimane, Fukuoka, and Ehime.

“This initiative was introduced alongside the EXPO 2025 Osaka, Kansai presentation, encouraging travelers to explore nearby regions,” said Daisuke Kobayashi, Executive Director of JNTO Dubai, in an exclusive to Arab News Japan. “Our pavilion showcased sample itineraries and promotional videos celebrating Japan’s seasonal beauty and cultural depth.”

Supported by 20 co-exhibitors, from travel operators to transport providers, JNTO tailored offerings for Middle East markets, with a focus on luxury, family, and cultural tourism.

Kobayashi noted a surge in regional interest: “Visitors from GCC countries to Japan reached 44,661 in 2024, a 34.5 percent rise from 2023. That momentum grew by 48.5 percent in Q1 2025 alone.”

He said the challenge this year was meeting rising demand with diverse, curated content: “Many visitors sought personalized experiences, including MICE and business travel options. The feedback was overwhelmingly positive, especially around EXPO 2025 Osaka, Kansai.”

The expo, running through October 13, drew strong engagement from travelers planning visits that combine the event with cultural experiences in Kyoto, Nara, and Wakayama.

Looking ahead, JNTO plans to maintain momentum by promoting off-the-beaten-path destinations and seasonal attractions. “Repeat travelers are on the rise. Our goal is to keep inspiring deeper, more meaningful exploration of Japan,” Kobayashi said.

Danielle Curtis, Exhibition Director ME at RX Global, called ATM 2025 a landmark success: “This year’s theme strongly resonated, and the record attendance reinforces ATM’s role in shaping the future of global tourism.”

ATM 2026 is scheduled for May 4–7.