Dubai Explores Tech Innovations to Boost Tourism at Arabian Travel Market 2025

For most travelers, the essence of a trip lies in the memories created and the stories recounted from their adventures.

Reflecting this, the travel sector is increasingly embracing technology to elevate these experiences. The Arabian Travel Market (ATM) 2025, hosted in Dubai from April 28 to May 1, showcased numerous such innovations. The event was centered around the theme of ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity’.

Aligning with this concept, The Klick Agency established an innovation hub located in Za’abeel Hall 1 at the Dubai World Trade Centre.

Tourism’s Substantial Contribution to UAE’s GDP

In 2024, tourism accounted for 12% of the UAE’s GDP, outperforming the US and Europe.

“We are presenting diverse experiences that emphasize both storytelling and the destinations themselves,” stated Bram van de Ven, chief technical officer at Klick Agency, during the second day of the event.

“We feature augmented reality (AR) applications that allow individuals to immerse themselves in a destination. Our aim is to effectively utilize technology to animate stories.”

This technology enabled attendees to enter different simulated environments using virtual reality (VR) demonstrations. Van de Ven noted that these realistic encounters enrich the travel experience even before departure.

“I believe it significantly enhances the travel experience, providing people with a more profound understanding of their chosen destination,” he elaborated. “For instance, one can virtually explore a hotel room, gaining a comprehensive impression that surpasses merely viewing images or reading descriptions online.”

Van de Ven stressed that it is about enhancing the value of a traveler’s journey, noting that Klick’s AR and VR enhancements are available through platforms like Snapchat, TikTok, and various websites.

“Our strategy involves minimizing reliance on apps,” he mentioned, acknowledging that not everyone owns a VR headset. “We aim to maintain a web-based approach. By scanning a QR code, users can access a webpage and instantly experience the content.”

In contrast to Klick’s consumer-facing technology, IDeaS Revenue Solutions provides solutions focused on optimizing the travel industry’s operational aspects.

“For 35 years, we have aided hotels in automating their pricing strategies,” said Klaus Kohlmayr, chief evangelist and development officer at the US-based firm.

He noted that his company collaborates with 35,000 hotels globally, including the Mövenpick Hotels and Resorts chain, which has two locations in Pakistan.

“We integrate external data from multiple sources into our system,” Kohlmayr explained. “This data, combined with information from property management and central reservation systems, is processed through our algorithms to determine optimal pricing for hotel rooms over the next 12 to 24 months, considering factors like segment, length of stay, and room type.”

He added that these prices are displayed across all third-party platforms affiliated with the hotel, as well as on their own websites.

Data considered includes competitor pricing, reviews, flight availability, and weather forecasts.

The company’s newest offering will extend beyond mere pricing optimization.

“We’ve recently introduced a product that allows marketing teams to identify ‘need periods’ [times of low demand] and project the potential return on investment from marketing campaigns during those times,” Kohlmayr explained.

However, these services rely on hotels having occupants, which requires travelers to obtain visas. This is where One Vasco’s services come into play.

Like the previous companies, it is also committed to leveraging technology to enhance its operations.

“We recently launched an app that allows users to check visa requirements based on their nationality and submit applications online,” said Arshad Shaikh, senior sales manager for One Vasco’s Dubai hub.

Shaikh noted that their AI utilization is currently limited to administrative tasks, such as passport data extraction and form completion.

Looking ahead, AI could assist in aggregating visa requirement details from official government sources to monitor changes and promptly update their website, he added.

Shaikh reported that his company experienced a strong return on investment from the previous year’s ATM, which motivated their return.

According to a press release, ATM 2025 included over 200 speakers and attracted more than 55,000 travel professionals representing 166 countries.

“ATM has solidified its position as a crucial event in the global tourism industry,” stated Dubai’s Crown Prince H.H. Sheikh Hamdan.

“This year’s ATM reiterates the UAE’s role in connecting global markets and shaping the future of international travel,” he added, stating that “the exhibitions and conferences sector serves as a critical driver of the UAE’s economy, facilitating investment, knowledge sharing, and high-value opportunities across various sectors.”