Department of Tourism
The Consell de Mallorca, through the Mallorca Tourism Foundation (FMT), is actively participating in the 32nd edition of the Arabian Travel Market (ATM), the leading international tourism fair for the Middle East and Asia-Pacific regions. The event is taking place from April 28 to May 1 at the Dubai World Trade Centre.
ATM has established itself as a key platform for the global tourism industry. It features a strong technological component and aims to explore how the Middle Eastern market can contribute to fostering responsible and balanced tourism. In line with the 2025 Strategic Plan of the FMT, Mallorca is working to engage with emerging markets and promote tourism products that align with its roadmap—the Pledge, a Commitment to Responsible Tourism. International events such as ATM are essential for building strategic alliances with stakeholders, companies, and local organisations, as well as for establishing relationships with key media outlets and tourism agents in the region to advance the objectives of this commitment.
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Mallorca Island Council Attends the 32nd Edition of the Arabian Travel Market in Dubai
The insights gathered by the Mallorca delegation at ATM will be incorporated into its strategic tourism management efforts, complementing perspectives gained at other major fairs with strong ties to European and Latin American markets, such as FITUR, ITB, or WTM. ATM offers a broad and diverse perspective by attracting professionals from Europe, the Persian Gulf, Asia, Africa, and Central Asia. Its added value lies in its global networking opportunities and strategic relevance to key countries such as Saudi Arabia, Qatar, and the United Arab Emirates.
During the fair, the Mallorca delegation has a packed work agenda, with more than 30 meetings scheduled with key advisors from consulting firms, media, and institutional representatives in the tourism sector. These meetings include interactions with tourism intermediaries specialised in strategic products such as MICE (Meetings, Incentives, Conferences and Exhibitions), gastronomy, hiking, and premium experiences, as well as with tourism promotion entities from the region who can provide further insights into the characteristics of these markets.
Strategic Market Analysis for Tourism Diversification
The FMT Strategic Plan includes a specific objective to analyse the Middle East and APAC regions to evaluate their potential in helping to reduce seasonality and support a more evenly distributed tourist flow throughout the year. The aim is also to explore the potential of these regions as strategic connection hubs.
The results of this analysis are expected to be valuable both for the public strategy of tourism management on the island and for the private sector. It will provide resources to help develop joint approaches and identify opportunities that move Mallorca toward responsible, sustainable tourism management and real desaisonalization, contributing to a more balanced tourism industry year-round.
ATM: A Hub for Innovation
Beyond identifying opportunities to foster a more diversified and sustainable tourism demand, ATM plays a key role in showcasing the innovation and technology sectors of Mallorca.
The fair’s theme—“Global Travel: Developing the Tourism of Tomorrow Through Enhanced Connectivity”—highlights its focus on how improved, tech-driven connectivity is transforming the way travellers interact with destinations, service providers, and digital platforms.
ATM also brings together leaders in the field of innovation, hosting various forums such as “Expanding Travel Tech,” focused on travel technologies; ExploreTECH, which showcases companies offering technological solutions for the hospitality industry; and “Sustainability and Green Aviation,” which explores sustainable fuels and the use of artificial intelligence to optimize air operations and airport efficiency.