ATM: More Investment Must be Embraced to Meet UN Tourism Sustainability Goals

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Funke Olaode

In a recent press statement issued by the organisers of the Arabian Travel Market (ATM), research has revealed that in order to meet the UN Tourism Sustainability Goals, more investment must be embraced. The importance of increasing the amount of investment in sustainable developments was highlighted in an exclusive report for Arabian Travel Market by Digital Tourism Think Tank. The research also underlined the fact that between 2023 and 2050, tourism is expected to increase energy consumption by 154%, water by 152% and waste by 251%.

In an exclusive whitepaper produced for Arabian Travel Market (ATM) by Digital Tourism Think Tank (DTTT) highlighted that only 15% of UN Sustainable Development Goals (SDGs) related to tourism are on track to be achieved by 2030 according to the body, underscoring the need for more action to be taken across the sector.

Digital Tourism Think Tank (DTTT) is a global thought leadership platform for the tourism industry, bringing together destinations, academia, corporate leaders and start-ups to drive tourism transformation. Connecting 1000s of industry professionals each year through flagship events, industry research, membership and advisory services, the DTTT represents a unique community at the forefront of the key trends and shifts impacting the industry today.

The calls for more funding and investment became imperative based on United Nations (UN) research, in a business-as-usual scenario, by 2050, tourism could generate a 154% increase in energy consumption, a 131% increase in greenhouse gas emissions, a 152% increase in water consumption, and a 251% increase in solid waste, underscoring the importance of increasing investment in sustainable development. Furthermore, Visa and Oxford Economics research has revealed that consumers face insufficient information and a lack of transparency about sustainable travel options.

Addressing these challenges, the whitepaper Exploring the Future of Tourism Technology utilised the insights from the ATM Innovation Wall during the 2024 edition of the show. The unique physical platform encouraged industry professionals to share their ideas, concerns and solutions for the future of tourism. Key takeaways proposed ranged from gamified recycling programmes to hyper-personalised travel experiences that emphasise cultural immersion, demonstrating the breadth of creative thinking required.

Participants highlighted the urgent need for systemic, collective action to transition tourism toward a circular and regenerative model. Proposed solutions included leveraging innovative technologies for resource optimisation, aligning businesses with local communities to ensure equitable economic benefits, and promoting transformative initiatives like cultural immersion experiences.

Highlighting the importance of the path towards a sustainable future, Nicholas Hall, Founder and CEO, Digital Tourism Think Tank, said: “The discussions around sustainability in tourism with people who visited the ATM Innovation Wall highlighted the multifaceted nature of the challenges we face. The path towards a sustainable future requires a multi-pronged approach, from managing plastic waste to fostering responsible travel behaviour and ensuring tourism benefits local communities.

“A key takeaway was the importance of considering diverse perspectives. Sustainable tourism cannot be achieved through a one-size-fits-all approach. By fostering collaboration between stakeholders across the industry, from tech giants to local communities, we can leverage a wider range of expertise and perspectives to develop effective solutions,” he added.

Governments have undertaken several initiatives and strategies throughout the GCC to focus on tourism and sustainability. These include the UAE Tourism Strategy 2031, the Saudi Vision 2030, the Qatar National Tourism Sector Strategy 2030, the Bahrain Tourism Strategy 2022-2026, the Omani National Tourism Strategy, and the Kuwait 2035 Vision.

Sustainable tourism will remain a key area of focus during the 2025 edition of ATM, which takes place under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”. Several sessions are designed to share sustainable practices and address the ethical methods driving the sustainable tourism agenda.

Speaking about its organisation’s readiness to provide a vital platform for the tourism industry to advance its sustainability goals, Danielle Curtis, Exhibition Director ME, Arabian Travel Market said Arabian Travel Market (ATM) is proud to throw its weight by fostering collaboration as ATM encourages the development of region-specific sustainability frameworks that integrate environmental, social, and economic dimensions.

“The event highlights the importance of investing in innovative resource management technologies and forging cross-industry partnerships to promote a thriving circular economy. Moreover, ATM advocates for community-driven tourism strategies that empower local populations, preserve cultural heritage, and enhance destination resilience. Together, we can drive meaningful progress towards a more sustainable future for global tourism.”

In 2023, as part of ATM’s 30th annual event celebrations, the show initiated 30 short-, medium- and long-term sustainability goals. The 2024 edition introduced various measures, such as using fully recyclable carpet and PVC-free vinyl for all signage and graphics. Working closely with the Dubai World Trade Centre, ATM diverted 48% of waste from landfill, up from 5% the previous year.

Staff training was also provided, as were initiatives with Sparklo, a global cleantech company promoting recycling through reverse vending machines (RVM). As a result, over 2,200 bottles and cans were collected, averting 300kg of CO2 emissions.

Held in conjunction with Dubai World Trade Centre, ATM 2025’s strategic partners include Dubai’s Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner; and Al Rais Travel, Official DMC Partner.

Now in its 32nd year, Arabian Travel Market (ATM) is the leading international travel and

tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. This one week-long festival of event will hold from April 28 April to 4 May, 2025. The ATM has been a melting point platform, providing a renewed focus for the Middle East’s travel and tourism sector which includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. In addition to ATM Buyer Networking and a series of country forums.