Dubai’s Arabian Travel Market Explores Tech-Driven Tourism

For many travelers, the essence of a journey lies in the memories created and the stories shared afterward. Recognizing this, the tourism sector is increasingly adopting technology to enrich travel experiences.

The Arabian Travel Market (ATM) 2025, hosted in Dubai from April 28 to May 1, showcased numerous innovations in this field. The event’s central theme was ‘Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity’.

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

UAE Tourism’s Economic Impact

Tourism’s contribution to the UAE’s GDP reached 12% in 2024, surpassing figures from the US and Europe.

Immersive Experiences Through Technology

Bram van de Ven, chief technical officer at Klick Agency, highlighted their focus on immersive storytelling during the event. “We are showcasing a range of experiences that emphasize both narrative and destination,” he noted.

He elaborated on their augmented reality (AR) applications, which allow users to virtually enter a destination, explaining, “We’re aiming to use tech to really make stories more vivid.”

This technology provides visitors with the chance to explore diverse environments through virtual reality (VR) demonstrations. These realistic experiences enhance the travel anticipation, as van de Ven pointed out.

“It significantly improves the travel experience, offering people a deeper understanding of their chosen destination,” he added. “For instance, you can virtually explore a hotel room to visualize its features, gaining a much better impression than from static images or online descriptions.”

Van de Ven stressed the importance of enhancing the traveler’s overall experience, mentioning that Klick’s AR and VR enhancements are available via digital and social platforms like Snapchat, TikTok, and various websites.

“Our strategy focuses on avoiding app-based solutions,” he stated, acknowledging that not everyone owns a VR headset. “We aim to keep everything accessible via the web. By scanning a QR code, users can open a webpage and instantly experience the destination.”

Behind-the-Scenes Tech: IDeaS Revenue Solutions

In contrast to Klick’s customer-facing technology, IDeaS Revenue Solutions delivers back-end solutions for the travel industry.

Klaus Kohlmayr, chief evangelist and development officer at the US-based firm, stated, “We have 35 years of experience in assisting hotels with automating their pricing strategies.”

Kohlmayr said that as an industry frontrunner, they collaborate with 35,000 hotels globally, including the Mövenpick Hotels and Resorts chain, which operates two locations in Pakistan.

“We integrate external data from multiple sources into our system,” Kohlmayr detailed. “Along with data sourced from property management and central reservation systems, we process this through algorithms to determine the optimal pricing for hotel rooms over the next 12 to 24 months, considering factors like segment, length of stay, room type, and numerous other variables.”

These prices are then displayed on the hotel’s website, as well as third-party platforms they are associated with.

Data inputs include competitor pricing, customer reviews, flight information, and weather forecasts.

The company is also launching a new product that expands beyond mere pricing strategies.

“Our latest product features a dashboard for marketing teams, which identifies ‘need periods’ [times of low demand] and projects the potential return on marketing investments during those specific times,” Kohlmayr explained.

Streamlining Visa Processes with One Vasco

These services are only valuable if hotels have occupants, highlighting the necessity of travel visas, which is where One Vasco plays its part.

Similar to the other vendors, One Vasco is also leveraging technology to optimize its operations.

Arshad Shaikh, senior sales manager for One Vasco’s Dubai hub, said, “We recently introduced our app, which enables users to check visa requirements based on their nationality and apply online.”

Shaikh noted that their AI use is currently focused on administrative tasks, such as passport data extraction and automated form completion.

Looking ahead, Shaikh envisions AI assisting with gathering visa requirement details from various government websites and information portals to ensure their website remains up-to-date with the latest changes.

Shaikh confirmed that his company experienced substantial ROI from the previous ATM, which encouraged their return.

ATM 2025 Highlights

According to a press statement, ATM 2025 showcased over 200 speakers and hosted more than 55,000 travel professionals representing 166 countries.

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

“This year’s ATM underscores the UAE’s pivotal role in connecting global markets and defining the future of global travel,” he added, highlighting that “the exhibitions and conferences sector is a vital component of the UAE’s economy, attracting investment, facilitating knowledge exchange, and fostering high-value opportunities across diverse industries.”