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Arabian Travel Market opens in Dubai: What's new this year

Atm 2022 features 1,500 exhibitors, representatives from 158 global destinations.

A Staff Reporter

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Published: Mon 9 May 2022, 8:55 PM

The Arabian Travel Market (ATM) 2022, official opened today marking the start of the 29th edition of the Middle East’s largest travel and tourism exhibition.

Taking place at Dubai World Trade Centre from Monday 9 to Thursday May 12, this year’s event is more than 85% larger than ATM 2021 in terms of floorspace, with growth in every single region.

ATM 2022 features 1,500 exhibitors, representatives from 158 global destinations, and an anticipated 20,000 attendees. The live show will be followed by ATM Virtual, which will run from Tuesday 17 to Wednesday May 18.

Sheikh Ahmed bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman of Dubai Airports, Chairman and Chief Executive of Emirates Airline and Group and Chairman of Dubai World said the emirate continues to strengthen its position at the forefront of global travel and tourism recovery by hosting global events that bring together decision-makers in the sector from across the region and the globe, contributing to worldwide efforts to open new growth horizons for the industry.

Dubai’s ability to provide a safe environment for both tourism and prominent global events over the past two years and its success in overcoming the repercussions of the recent worldwide health crisis have enabled it to welcome large numbers of visitors from all over the world.

"Dubai provides a unique model for sustainable development that not only promotes economic progress within the nation but also stimulates growth in the region and broader global markets. The Arabian Travel Market provides a vital platform for tourism and travel industry leaders in the Middle East and across the world to connect and network with each other and discover new opportunities for growth, collaboration and success,” he said.

Sheikh Ahmed bin Saeed was accompanied at the inauguration by His Excellency Helal Saeed Almarri, Director General of Dubai's Department of Economy and Tourism (DET); Vasyl Zhygalo, Portfolio Director, RX Global; Danielle Curtis, Exhibition Director Middle East, ATM; and a host of other VIPs who embarked on a tour of the show floor as the four-day event got underway in Dubai.

New this year is the ATM Draper-Aladdin Start-up Competition, which has generated a huge buzz since its launch. The initiative will see up to 15 travel, tourism, and hospitality innovators pitch for up to $500,000 of funding – not to mention the opportunity to compete for an additional $500,000 of investment as part of the hit TV show, Meet the Drapers.

• Arabian Travel Market set to open today
• Emaar Hospitality Group set to expand footprint across UAE, region

In addition, ATM 2022 will include in-depth buyer forums dedicated to India and Saudi Arabia; live interviews with aviation and hospitality experts; debates on the future of sports, city and responsible tourism; the ITIC-ATM Middle East Summit on tourism investment; digital influencer networking; best stand awards; and the return of ILTM Arabia, with its focus on the lucrative luxury travel market.

For the first time, the ARIVALDubai@ATM forum and the Global Business Travel Association (GBTA) will take place live in Dubai after joining remotely for ATM 2021.

ATM 2022 is part of Arabian Travel Week, a 10-day festival of travel and tourism events taking place in Dubai.

Those attending ATM in-person are encouraged to post using the hashtags #ImGoingtoATM and #ATMDubai.

ATM 2022 is held in conjunction with Dubai World Trade Centre and its strategic partners include Dubai's Department of Economy and Tourism (DET) as the Destination Partner, Emirates as the Official Airline Partner and Emaar Hospitality Group as the Official Hotel Partner.

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Saudi Arabia

If there is a final frontier of tourism left, it's Saudi Arabia. The birthplace and spiritual home of Islam, Saudi Arabia is rich in attractions and stirring symbolism. For Muslims, the cities of Mecca and Medina, rich in Prophetic significance, have no equal, while the carved temples of Madain Saleh, known as the second Petra, and the sophisticated rock art at Jubbah are the Kingdom's greatest pre-Islamic treasures.

Attractions

Must-see attractions.

Prophet’s Mosque

One of only two mosques in the world that can accommodate a million people, the Prophet’s Mosque holds deep significance for Muslims all over the world…

Al Masjid Al Haram

The focal point for every Muslim and the biggest mosque in the world, Al Masjid Al Haram is able to host a million worshippers and covers an area of 356…

Jubbah Rock Carvings

This is arguably the Kingdom's premier pre-Islamic site and open-air art gallery. Covering an area measuring 39 sq km are some of the most impressive…

Masmak Fortress

Surrounded by sand, this squat fortification was built around 1865 and is like a scene out of the movies: a big fortress representing an empire. It was…

Pearl Merchants' Neighbourhood

Staring at the mesmerising geometric and floral designs of the carved patterns that adorn the houses and arched gateways of Farasan's former pearl…

National Museum

This state-of-the-art museum is one of the finest in the Middle East. Encased within modernist architecture, its two floors contain eight well-designed…

Empty Quarter

The 'Abode of Silence', or the Empty Quarter, covers almost 655,000 sq km and evokes all that was romantic and forbidden for European adventurers, such as…

Al Ula Viewpoint

The views as you wind your way up to this gem of a spot offer glimpses of what's to come. At the top, the road plateaus through a windswept, lunar…

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Stephen Hiltner/The New York Times

The sculpted facade of a 2,000-year-old tomb glows in the late-afternoon sun at Hegra, a UNESCO World Heritage site.

Crowds of Muslim pilgrims gather outside the Prophet’s Mosque in Medina.

Camels march through the desert on the outskirts of the Empty Quarter, the world’s largest sand sea.

For many years these Saudi Arabian scenes, including the lively open-air markets in Jeddah, were off limits to most travelers.

But not anymore. As it undergoes a profound transformation, Saudi Arabia is spending lavishly to lure tourists with its luxe new resorts ...

... its rich cultural heritage ...

... and its sublime natural beauty.

Can the Saudi government persuade would-be visitors to look past — or reconsider — its longstanding associations with religious extremism, ultraconservatism and human rights abuses?

Will the kingdom’s $800 billion bet on tourism pay off?

Supported by

Surprising, Unsettling, Surreal: Roaming Through Saudi Arabia

To witness the kingdom’s profound transformation and assess its ambitious tourism projects, a Times journalist spent a month on the road there. Here’s what he saw.

By Stephen Hiltner

An editor and photojournalist for the Travel section, Stephen Hiltner drove 5,200 miles and visited all 13 of Saudi Arabia’s provinces while reporting and shooting this story.

Wandering alone along the southern fringes of Saudi Arabia’s mountainous Asir Province, some eight miles from the Yemeni border, in a nondescript town with a prominent sculpture of a rifle balanced on an ornately painted plinth, I met a man, Nawab Khan, who was building a palace out of mud.

Listen to this article with reporter commentary

Actually, he was rebuilding the structure, restoring it. And when I came across him, he hadn’t yet begun his work for the day; he was seated on the side of the road beneath its red-and-white windows — cross-legged, on a rug, leaning over a pot of tea and a bowl of dates.

Two weeks earlier, on the far side of the country, a fellow traveler had pointed at a map and described the crumbling buildings here, in Dhahran al-Janub, arranged in a colorful open-air museum. Finding myself nearby, I’d detoured to have a look — and there was Mr. Khan, at first looking at me curiously and then waving me over to join him. Sensing my interest in the cluster of irregular towers, he stood up, produced a large key ring and began opening a series of padlocks. When he vanished through a doorway, I followed him into a shadowy stairwell.

This, of course, was my mother’s worst nightmare: Traveling solo, I’d been coaxed by a stranger into an unlit building in a remote Saudi village, within a volatile border area that the U.S. Department of State advises Americans to stay away from .

By now, though, more than halfway through a 5,200-mile road trip, I trusted Mr. Khan’s enthusiasm as a genuine expression of pride, not a ploy. All across Saudi Arabia, I’d seen countless projects being built, from simple museums to high-end resorts. These were the early fruits of an $800 billion investment in the travel sector, itself part of a much larger effort, Vision 2030 , to remake the kingdom and reduce its economic dependence on oil.

But I’d begun to see the building projects as something else, too: the striving of a country — long shrouded to most Westerners — to be seen, reconsidered, accepted. And with its doors suddenly flung open and the pandemic behind us, visitors like me were finally beginning to witness this new Saudi Arabia, much to Mr. Khan’s and all the other builders’ delight.

Few countries present as complicated a prospect for travelers as Saudi Arabia.

Long associated with Islamic extremism, human rights abuses and the oppression of women, the kingdom has made strides in recent years to refashion its society and its reputation abroad.

The infamous religious police, which upheld codes of conduct based on an ultraconservative interpretation of Islam, were stripped of their power. Public concerts, once banned, are now ubiquitous. Women have been granted new rights — including the freedom to drive and to travel without permission from a male guardian — and are no longer required to wear floor-length robes in public or to cover their hair.

These changes are part of a broad set of strategies to diversify the kingdom’s economy, elevate its status in the world and soften its image — the last of which is a tall order for a government that has killed a newspaper columnist , kidnapped and tortured dissidents , precipitated a humanitarian crisis in Yemen and imprisoned people for supporting gay rights , among a number of other recent abuses .

Central to the transformations led by 38-year-old Crown Prince Mohammed bin Salman, the kingdom’s de facto ruler, is a major push for international visitors. It represents a sea change in a country that, until 2019, issued no nonreligious tourist visas and instead catered almost exclusively to Muslim pilgrims visiting Mecca and Medina, Islam’s two holiest cities. In February, by contrast, my tourist e-visa was approved online in minutes.

Saudi Arabia has already transformed one of its premier destinations — Al-Ula, with its UNESCO-listed Nabatean tombs — from a neglected collection of archaeological sites into a lavish retreat with a bevy of activities on offer, including guided tours, wellness festivals, design exhibitions and hot air balloon rides.

Another project will create a vast array of luxury resorts on or near the Red Sea.

Still more projects include the development of Diriyah , the birthplace of the first Saudi state; the preservation and development of the coastal city of Jeddah ; an offshore theme park called the Rig ; and Neom , the futuristic city that has garnered the lion’s share of attention.

All told, the country is hoping to draw 70 million international tourists per year by 2030, with tourism contributing 10 percent of its gross domestic product. (In 2023, the country logged 27 million international tourists, according to government figures , with tourism contributing about 4 percent of G.D.P.)

At-Turaif, a UNESCO World Heritage site, was the birthplace of the kingdom of Saudi Arabia. It is now the centerpiece of the $63 billion Diriyah project, a new center of culture just outside Riyadh.

Nujuma, a Ritz-Carlton Reserve on a remote island in the Red Sea, opened in late May. (A one-bedroom villa costs about $2,500 per night, excluding taxes and fees.) It is one of 50 properties scheduled to open in the area by 2030.

The preservation and development of Jeddah, a coastal city famous for its historic district built largely from blocks of coral, comes with a price tag of some $20 billion.

Al-Ula is a cornerstone of Saudi Arabia’s tourism ambitions. Part of the city’s Old Town, long crumbling in neglect, has now been painstakingly restored.

To get a sense of these projects and the changes unfolding in Saudi society, I spent a month exploring the kingdom by car. I traveled alone, without a fixer, driver or translator. Per New York Times ethics guidelines, I declined the government’s many offers of discounts and complimentary services.

Much of the time I felt I’d been tossed the keys to the kingdom. But there were moments, too, when I faced a more complicated reality, one epitomized by a road sign that forced me to abruptly exit the highway some 15 miles from the center of Mecca. “Obligatory for Non Muslims,” it read, pointing to the offramp.

To me, the sign broadcast the lines being drawn to compartmentalize the country, which is now marketing itself to two sets of travelers with increasingly divergent — and sometimes contradictory — expectations: luxury tourists at ease with bikinis and cocktails, and pilgrims prepared for modesty and strict religious adherence. It’s hard to know whether the kingdom can satisfy both without antagonizing either.

My trip began in Jeddah, where, after spending two days exploring its historic district, I rented a car and drove eight hours north to Al-Ula, a benchmark for the new Saudi tourism initiatives.

Saudi Arabia

Reporter’s route

Dhahran al-Janub

Wadi al-Disah

Red Sea Resort

The name Al-Ula refers to both a small city and a broader region packed with attractions: Hegra , the kingdom’s first UNESCO World Heritage site and its biggest archaeological draw, is a 30-minute drive north of Old Town, a maze of crumbling mud-brick buildings now partly restored. Between the two, and fanning out to the east and west, are several other archaeological sites, as well as a smattering of resorts, event spaces and adventure outfitters. Farther northeast, beyond Hegra, is the Sharaan Nature Reserve , a vast protected zone used for conservation efforts.

My first priority during my five-day stay in Al-Ula was a visit to Hegra.

Like Petra , its better-known counterpart in Jordan, Hegra was built by the Nabateans, an ancient people who flourished 2,000 years ago. The site contains more than 100 tombs that were carved from solid rock, their entrances adorned with embellishments. Most impressive among them, set apart and standing some 70 feet tall, is a tomb colloquially called the Lonely Castle.

Not long ago, visitors could hire private guides and wander the area on foot, climbing in and out of — and no doubt damaging — the many tombs. Not anymore: I boarded an air-conditioned tour bus and zipped past most of them, stopping at just four locations.

At the penultimate stop, we exited the bus and trudged several hundred feet along a sandy path to the front of the Lonely Castle. Even in the late afternoon, the heat was stifling. I craned my neck to take in the details of the sculpted facade, which emerged like a mirage from one side of a massive boulder: its four pilasters, the rough chisel marks near the bottom, its characteristic five-stepped crown. Ten minutes evaporated, and I turned to find my group being shepherded back onto the bus. I jogged through the sand to catch up.

A few miles north of Hegra, I hopped in the back of a Toyota Land Cruiser — accompanied by an Italian graduate student and his mother — for a drive through the sandy expanse of the Sharaan Nature Reserve.

The scenery was sublime: Slipping through a narrow slot canyon, we emerged into a vast, open desert plain, then settled into a wide valley enclosed by an amphitheater of cliffs. Occasionally our guide stopped and led us on short hikes to petroglyphs, some pockmarked by bullet holes, or to lush fields of wildflowers, where he plucked edible greens and invited us to sample their lemony tang.

Gabriele Morelli, the graduate student, had first come to Al-Ula a few years ago — a different era, he said, given how quickly the place had transformed. He described a version that no longer exists, rife with cheap accommodation, lax rules and a free-for-all sensibility.

Some of the changes, of course, have been necessary to protect delicate ecosystems and archaeological sites from ever-growing crowds. But several people I met in Al-Ula — Saudis and foreigners alike — quietly lamented the extent of the high-end development and the steady erosion of affordability. Many of the new offerings, like the Banyan Tree resort, they pointed out, are luxury destinations that cater to wealthy travelers.

These hushed criticisms were among my early lessons on how difficult it can be to gauge the way Saudis feel about the pace and the pervasiveness of the transformations reshaping their society.

I got a taste of Al-Ula’s exclusivity — and of the uncanniness that occasionally surfaced throughout my trip — at a Lauryn Hill concert in an event space called Maraya . To reach the hall, I passed through a security gate, where an attendant scanned my e-ticket and directed me two miles up a winding road into the heart of the Ashar Valley, home to several high-end restaurants and resorts.

Rounding the final bend, I felt as if I’d stumbled into a computer-generated image: Ant-size humans were dwarfed by a reflective structure that both asserted itself and blended into the landscape. Inside, waiters served hors d’oeuvres and brightly colored mocktails to a chic young crowd.

The surreality peaked when, midway through the show, I left my plush seat to join some concertgoers near the stage — only to turn and see John Bolton, former President Donald J. Trump’s national security adviser, seated in the front row.

Where else, I wondered, could I attend a rap concert in the middle of the desert with a longtime fixture of the Republican Party — amid a crowd that cheered when Ms. Hill mentioned Palestine — but this strange new corner of Saudi Arabia?

The mirrored facade at Maraya, a vast event space in Al-Ula, warps and reflects the surrounding desert landscape.

The building is in some ways a precursor to the kingdom’s most ambitious architectural design: the project at Neom called the Line, a 106-mile linear city that will also feature a mirrored surface.

Lauryn Hill performing in front of a large crowd at Maraya.

After Al-Ula, I drove to another of the kingdom’s extravagant schemes: the Red Sea project, billed as the “world’s most ambitious regenerative tourism destination.” After weaving through a morass of construction-related traffic, I boarded a yacht — alongside a merry band of Saudi influencers — and was piloted some 15 miles to a remote island, where I disembarked in a world of unqualified opulence at the St. Regis Red Sea Resort .

I was chauffeured around in an electric golf cart — past 43 beachside “dune” villas and onto two long boardwalks that connect the rest of the resort to 47 “coral” villas, built on stilts over shallow turquoise water. Along the way, I listened to Lucas Julien-Vauzelle, an executive assistant manager, wax poetic about sustainability. “We take it to the next level,” he said, before rattling off a list of facts and figures: 100 percent renewable energy, a solar-powered 5G network , plans to enhance biologically diverse habitats.

By 2030, he said, the Red Sea project will offer 50 hotels across its island and inland sites. Citing the Maldives, he mentioned the kingdom’s plans to claim a share of the same high-end market.

Another prediction came by way of Keith Thornton, the director of restaurants, who said he expects the resort to legally serve alcohol by the end of the year. (While a liquor store for non-Muslim diplomats recently opened in Riyadh, the Saudi government has made no indication that it plans to reconsider its broader prohibition of alcohol.)

The hotel was undeniably impressive. But there’s an inescapable irony to a lavish resort built at unfathomable expense in the middle of the sea — with guests ferried out by chartered boat and seaplane — that flaunts its aspirations for sustainability.

Toward the end of my several-hour visit, I learned that every piece of vegetation, including 646 palm trees, had been transplanted from an off-site nursery. Later, reviewing historical satellite images, I found visual evidence that the island — described to me as pristine — had been dramatically fortified and, in the process, largely remade. Its footprint had also been significantly altered. It was, in a sense, an artificial island built where a smaller natural island once stood.

Something else struck me, too: The place was nearly empty, save for the staff and the Saudi influencers. Granted, the resort had just opened the month before — but the same was true at the nearby Six Senses Southern Dunes , an inland Red Sea resort that opened in November. Fredrik Blomqvist, the general manager there, told me that its isolated location in a serene expanse of desert — part of its appeal — also presented a challenge in drawing customers. “The biggest thing,” he said, “is to get the message out that the country is open.”

Since the country began issuing tourist visas, influencers have been documenting their experiences in places like Jeddah and Al-Ula, their trips often paid for by the Saudi government. Their breezy content contributes to the impression that the kingdom is awaiting discovery by foreign visitors with out-of-date prejudices. To an extent, for a certain segment of tourists, that’s true.

For many travelers, though, the depiction of the kingdom as an uncomplicated getaway could be dangerously misleading.

Speech in Saudi Arabia is strictly limited; dissent is not tolerated — nor is the open practice of any religion other than the government’s interpretation of Islam. In its travel advisory , the U.S. Department of State warns that “social media commentary — including past comments — which Saudi authorities may deem critical, offensive, or disruptive to public order, could lead to arrest.” Punishment for Saudi nationals has been far worse: In 2023, a retired teacher was sentenced to death after he criticized the ruling family via anonymous accounts. As of late 2023, he remained in prison.

Other restrictions are harder to parse. L.G.B.T.Q. travelers are officially welcome in the kingdom but face a conundrum: They might face arrest or other criminal penalties for openly expressing their sexual orientation or gender identity. As recently as 2021, an independent U.S. federal agency included Saudi Arabia on a list of countries where same-sex relationships are punishable by death , noting that “the government has not sought this penalty in recent years.”

When asked how he would convince a same-sex couple that it was safe to visit, Jerry Inzerillo, a native New Yorker and the group chief executive of Diriyah, said: “We don’t ask you any questions when you come into the country or when you leave.”

“Maybe that’s not conclusive enough,” he added, “but a lot of people have come.”

Female travelers might also face difficulties, since advancements in women’s rights are not equally distributed throughout the kingdom.

The changes were more visible in big cities and tourist centers. Ghydda Tariq, an assistant marketing manager in Al-Ula, described how new professional opportunities had emerged for her in recent years. Maysoon, a young woman I met in Jeddah, made extra money by occasionally driving for Uber. Haneen Alqadi, an employee at the St. Regis Red Sea, described how women there are free to wear bikinis without fear of repercussions.

Outside such places, though, I sometimes went for days without seeing more than a handful of women, invariably wearing niqabs, let alone seeing them engaged in public life or tourism. My photographs reflect that imbalance.

As an easily identifiable Western man, I moved through the country with an array of advantages: the kindness and cheery curiosity of strangers, the ease of passage at military checkpoints, and the freedom to interact with a male-dominated society at markets, museums, parks, restaurants, cafes. Not all travelers could expect the same treatment.

Roaming in the far north and south, I often found the earlier version of the kingdom — with lax rules and less development — that had been described to me in Al-Ula.

I trekked to the northern city of Sakaka to see an archaeological site promoted as the Stonehenge of Saudi Arabia: a set of monoliths called the Rajajil Columns thought to have been erected some 6,000 years ago but about which little is definitively known.

My heart sank when I pulled into the parking lot after a five-hour drive and found the columns blocked by a tall fence. Approaching on foot, though, I noticed that a section of the fence had been peeled back and that visitors were wandering freely among the stones, which protruded from the earth like isolated clusters of crooked teeth. I joined the small crowd, if hesitatingly, and was surprised to find no footpaths, nor anything to keep us a safe distance from the columns. In the end I wondered if our access had been officially approved or informally arranged.

My travel experiences were sometimes awkward in other ways, too.

Standing just outside the grounds of the central mosque in Medina, where the Prophet Muhammad is buried, I was detained by a stern member of the Special Forces. (Even after 2019, non-Muslim tourists remained barred from Mecca and Medina, Islam’s two holiest cities. The ban was relaxed in parts of Medina in 2021.)

The guard interrogated me and, after calling a colleague to confer, demanded that I leave the area. “Go,” he said threateningly. Another traveler who witnessed the encounter scurried away to avoid a similar fate.

The unsettling exchange cast a pall over my time in the city, which few non-Muslims have seen. As far as I knew, I’d abided by the rules by staying outside the grounds of the Prophet’s Mosque — a boundary line that I’d confirmed with tourism officials beforehand.

Peering through the perimeter fence — the boundary line for non-Muslims — at the Prophet’s Mosque in Medina.

The Mosque of Al-Ghamamah, one of the oldest in the holy city.

A sprawling maze of ramshackle residential buildings sits less than a mile from the Prophet’s Mosque.

A guide speaking to a group of visitors near the Hejaz Railway Museum, visible in the distance. (The museum was closed for renovations at the time.)

A group of young men, most of whose families emigrated from Sudan, playing soccer in a field just outside the center of Medina.

More than anything, family and friends wanted to know if I felt safe on my trip — and I did, almost without exception. Petty crime in Saudi Arabia is exceedingly rare. And while parts of the country are under a Level 4 “Do Not Travel” advisory , even my rambling itinerary was approved by a security expert.

Instead of fearing for my safety, I was often preoccupied with how I’d fairly portray a place that elicited such a range of conflicting emotions: joy and distress, excitement and apprehension, sincerity and doubt. So much lay hidden from public view — like the collective anguish over the war raging in Gaza . And so little was easy to categorize, in part because the warmth of everyday Saudis was strikingly at odds with the ruthlessness of their authoritarian government.

In Riyadh, a young man warned me not to speak openly with strangers. “People get arrested here for a tweet ,” he said. “Can you imagine?”

I could, actually. The Saudi columnist Jamal Khashoggi had chronicled his government’s increasingly draconian responses to criticism. “Repression and intimidation are not — and never should be — the acceptable companions of reform,” he wrote in The Washington Post in 2018, just months before he was killed and dismembered at his country’s consulate in Istanbul.

Were we to travel only where we feel comfortable and unchallenged, we’d all be poorer for it. But the question of whether to travel to Saudi Arabia is thornier than that.

It’s easy to see one response, “No,” as yielding to closed-mindedness at the expense of ordinary people — like the kindly vendor Abdullah, who served me local honey at his shop in the southern mountains.

But it’s easy, too, to see “Yes” as an affirmation that might makes right, that amusement outweighs morality, that princely wealth can wipe a stained slate clean.

Sunrise over the mountainous village of Fayfa, some six miles from the Yemeni border.

Abdullah Ghaleb Zaid, a honey vendor, at his shop atop a mountain pass near the southern city of Abha.

Sunset near Jabal Soudah, the kingdom’s highest peak.

Ten days into my trip, I ventured to Wadi al-Disah, a steep-walled valley where I’d booked a tent at a campsite I found on Airbnb. For an additional 300 riyals ($80), my host, Faisal, led me on a four-wheel-drive tour, departing the paved road and weaving through a path along the bed of an ephemeral river. Continually jolted by the uneven terrain, we eased past thick reeds, lofty palms and small bands of visitors who’d nestled into clearings.

As we left, I met a group of young men gathered for a picnic, their sandals scattered around a carpet on which they were preparing their dinner. Delighted to meet an American with a camera, they asked if I’d take a group portrait, then exchanged information with me so I could send them a copy — a scenario by then so familiar that I hardly thought anything of it.

A full day later, some 200 miles away, I was cruising along a lonely highway near the Jordanian border when a Land Cruiser blew past me at an astonishing speed. I felt my compact car rock from its turbulence — and then I watched with a twinge of dread as the car abruptly braked, slowing hard in the left lane until our front ends were aligned. It held steady there.

For a moment I stared straight ahead, hoping to avoid a confrontation. When I finally turned to look, I saw a group of boys grinning wildly and waving through an open window. Then I realized: Improbably, it was three of the young men I’d met the day before. Somehow we’d all followed the same route. And somehow, in the split second it took them to fly past, they’d recognized me. I lifted my camera from the passenger seat and snapped a photograph.

The picture shows three young Saudis on a precipice: endearing, erratic, captivating. I have a sense of where they came from but no certainty about where they’re going. Two are flashing peace signs, and none appears to be wearing a seatbelt. No one is watching the road as their car drifts out of its lane, careening a little recklessly into a hopeful and uncertain future.

Stephen Hiltner’s recent work includes a photo essay about his childhood in Budapest , an examination of A.I.-generated guidebooks and an investigation into the deaths of Russian soldiers in Ukraine . You can follow his travels on Instagram .

Got a question about this story? Drop a note in the comments section. Got a tip? Send him an email .

Read by Stephen Hiltner

Audio produced by Jack D’Isidoro .

Stephen Hiltner is an editor, writer and photographer for the Travel section of The Times. More about Stephen Hiltner

Open Up Your World

Considering a trip, or just some armchair traveling here are some ideas..

52 Places:  Why do we travel? For food, culture, adventure, natural beauty? Our 2024 list has all those elements, and more .

Malmo, Sweden :  Admire art in a 17th-century castle, steam in a seaside bathhouse and unwind with an afternoon fika (coffee-and-cake break) in this diverse Swedish city .

Iceland:  In a country with nearly as many sheep as people, knitting tourism is on the rise. Our writer went on a D.I.Y. wool journey .

Fall Foliage Across the U.S.:  As autumn sweeps in, where will you go to get your fix of fiery golds and reds? Here are seven places beyond New England  where you can get an eyeful.

Getaways for Grown-Ups:  From the Tetons to the Caribbean, we found six adults-only hotels and resorts  for those who want to get away from it all.

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Skift Trend Report: Decoding the Saudi Arabian Travel and Tourism Industry

Decoding the saudi arabian travel and tourism industry.

Saudi Arabia has been making significant moves to open up its borders to international tourists. Investing in tourism infrastructure, prioritizing transformation of unreachable attractions into accessible hotspots, providing tourist visas for the first time, and changing restrictive rules for women such as once-mandatory abayas (robe-like black dresses) are just some of the steps taken to change the Kingdom’s perception on the world stage and make it a tourist destination. “Opening Saudi Arabia to international tourists is a historic moment for our country,” said tourism chief Ahmed Al-Khateeb, according to Arab News.

Though still nascent, the domestic and international inbound travel segments in Saudi Arabia have been slowly evolving. The Kingdom has been making visible efforts to improve its infrastructure, encourage private investment to provide travelers with more places to visit, create entertainment options, and relax rules that previously made Saudi Arabia impermeable. In sharp contrast, the outbound travel market is quite mature. Saudi Arabians travel all over the world on a frequent basis and are high spenders. If anything, they are increasingly aligning with world travel trends and becoming more nuanced in their choices.

These evolutions present an opportunity for travel brands around the world. For the first time, travel brands can not only grow their businesses by attracting more Saudi travelers but also by being present in Saudi Arabia. However, in order for travel brands to find the right investment opportunities, understand the cultural nuances of conducting business there, target the right travelers, and capitalize on the growth spurt in the Kingdom, a strategic partner with expertise and understanding of the region is key.

Seera Group, one of the largest travel and tourism groups in the Middle East, with 40 years of experience across various travel verticals including consumer travel, corporate and government travel, Hajj and Umrah travel, hospitality, car rental and most recently, destination management for Saudi Arabia, believes that the time for a change in Saudi Arabia is now. “Think about Manhattan in the early 1900s, Berlin’s transformation in the 1990s, and Dubai’s in the 2000s. That time is now for Saudi Arabia — to experience and drive unprecedented economic and social change,” said Ross McAuley, vice president of marketing for Seera Group. “And travel and tourism, to me, is both a key driver and beneficiary of that change.”

As Seera Group partners with Saudi Tourism and other international brands to tap into the potential of Saudi travel and tourism, SkiftX has partnered with the company to unearth some of the top trends and growth opportunities in the region.

In this report:

• The current state of the travel industry in Saudi Arabia
• The triggers for growth in the Kingdom’s travel industry
• The challenges that Saudi Arabia faces in driving tourism
• Understanding the nuanced needs of Saudi Arabia’s outbound travelers
• Saudi Arabia’s plan to grow domestic and international inbound travel beyond pilgrim and business trips

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A Complete Guide to Desert Safari Tours in Dubai

If you’re visiting Dubai then there are some things which you have to try like At The Top observatory at Burj Khalifa, Burj al Arab, Dubai Frame, and Dubai Mall. One such unmissable experience which invites tourists from all over the world to the city is Desert Safari Dubai. It is indeed a testament to the Bedouin lifestyle. So, let’s learn more about the different kinds of tours that are available for booking. 

Types of Desert Safari Dubai Tours

This is a complete guide to all the numerous types of tours which you can get on a desert safari in Dubai. Check them out and choose the perfect one for you. 

Book Desert Safari Dubai from Travel Saga for an amazing desert experiences.

Book This Tour

* Price can vary depending on tour date and time.

1. Morning Desert Safari

A 45-minute dune bashing trip gives you the sensation of a cold breeze flowing over your hair before the rising sun in the Arabian Desert. When you ride through the sandy dunes like a roller coaster, you will undoubtedly have the fun of your life. Additionally, you get to see how Bedouins survive in the desert.

Thus, savour the campground and consider alternative desert activities like quad biking, camel riding, dune buggy, etc. if you want to spice up your morning even more. Selecting Morning Desert Safari ensures a fantastic start to the day!  

2. Evening Desert Safari Dubai

The peaceful desert is the perfect place to spend an evening after a long day in the city. Thus, you experience a little bit of the serenity of the Dubai desert in addition to a sense of adventure. Your taste senses will also appreciate you for it when you try the mouthwatering treats that are influenced by Emirati culture.

During the Evening Desert Safari , you may also try new activities like getting henna tattoos, smoking shisha, getting pictures with the royal falcon, and tasting the well-known Arabian coffee and dates. As previously said, the BBQ meal is the centrepiece of this expedition; you will be amazed by all the Emirati cuisines too.

3. Overnight Desert Safari

Take part in an incredible desert overnight excursion and get a firsthand look at Bedouin culture. The excitement comes from selecting between quad biking , dune buggy, and sandboarding. Real Emirati hospitality awaits you once you get to the desert camp. In addition, you can take camel rides to see breathtaking sunsets.

After that, you partake in traditional Bedouin pastimes like painting henna, smoking shisha, and striking poses with falcons. Take part in traditional dances, a BBQ meal, and coffee-making demonstrations. The stargazing session is the high point of this excursion. Finally, get up early to enjoy an Arabian meal and a sunrise camel ride. When visiting Dubai, you should not miss this 6-hour journey.

Things to Remember While Choosing Desert Safari Deals

• The first and most important thing that you should remember is to choose a trusted tour operator in Dubai. Choose Travel Saga Tourism, as we have many options for desert safari tours in Dubai. 
• You can choose different timings of the tours, sunrise, morning, evening, sunset, and overnight. All these options have different inclusions. 
• Do not forget to try the numerous desert activities like dune bashing, dune buggy , sandboarding, etc. 

Important Points

• Clothing: Dress appropriately for the desert. Opt for comfortable, light clothing and sun-protective gear. It’s best to wear cotton fabrics and avoid shorts and short dresses.
• Sunscreen: Dubai’s heat can be intense, so applying sunscreen and wearing a hat is essential, especially during travelling in the desert.
• Hydration: Staying hydrated is crucial, so drink plenty of water even if you don’t feel thirsty.
• Camera Protection: Protect your camera from sand, and make sure it is securely fastened.
• Pregnant Women and those with Back Problems: Pregnant women and individuals with back issues are not allowed to experience any activity in the desert. 
• For Overnight Desert Safari: You can bring warm clothes for this experience as the desert gets a bit cooler in the evening and night. 

Bottom Line

To conclude, this was a complete guide to Desert Safari tours Dubai. Don’t forget to get in touch with Travel Saga Tourism to book a tour of your choice. Additionally, it is important to consider things like timing, budget, and inclusions. So, gather your crew and set out on a desert adventure! 

Bedouin Culture Safari – Morning

Evening desert safari, morning desert safari dubai.

Lahbab Desert -Dubai, U.A.E

Private Night Safari and Astronomy

Al-Margham Desert

Melody of Togetherness – Romantic Dinner in the Desert

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Office 303, New Century City Tower, Ittihad Rd – Port Saeed, Opp. to Deira City Center- Deira Dubai (United Arab Emirates)

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Arabian travel market 2023 sees 29% year-on-year growth in attendees as middle east’s largest travel and tourism exhibition sets new record.

In Arabian Travel Market , Arabian Travel Market , Press Releases .

• The 30 th edition of Arabian Travel Market set a new show record, as organisers welcomed more than 40,000 attendees – a 5% increase over 2019
• More than 2,100 exhibitors and representatives from over 150 countries took part in the landmark edition, which was hosted at Dubai World Trade Centre
• In line with the theme, ‘Working Towards Net Zero’, participants explored trends and innovations that are driving sustainability within the global travel industry

Dubai, United Arab Emirates, 8 May 2023: More than 40,000 people – including 30,000 visitors – attended the 30 th edition of Arabian Travel Market (ATM) , which concluded last week in Dubai, UAE.

This not only represents a year-on-year increase of 29% in attendees compared to 2022, it also represents a 5% increase over 2019, establishing a new record for the show, demonstrating that the Middle East’s travel and tourism sector is booming.

In line with ATM 2023’s theme, ‘ Working Towards Net Zero ’, more than 2,100 exhibitors and representatives from over 150 countries gathered at Dubai World Trade Centre (DWTC) to explore how the industry can ensure sustainable travel for future generations.

Danielle Curtis , Exhibition Director ME, Arabian Travel Market, said: “My colleagues and I are thrilled that so many tourism professionals were able to join us in Dubai to celebrate the 30 th edition of the show and shine a spotlight on our sector’s ongoing journey to net zero. The fact that we witnessed record attendance at ATM 2023 is extremely encouraging and a strong indication that the Middle East’s travel industry is once again in excellent shape.”

To mark three decades of ATM, there were a number of special events on the agenda during the four-day exhibition. Hilton won the inaugural Sustainable Stand Award. Selected by an independent panel of judges, the hospitality brand was chosen for its decision to use a local supplier in the creation of its stand as well as its commitment to repurposing materials as much as possible over the coming three years. Hilton also used a carbon calculator to measure the carbon footprint associated with its involvement in the show and has taken steps to mitigate this output.

The prestigious Pearl Award was also created exclusively for the 30 th edition of ATM and awarded to Colm McLoughlin, Executive Vice Chairman and CEO of Dubai Duty Free, for his outstanding contribution to the travel and tourism sector in the UAE. McLoughlin began his career at Dubai Duty Free in 1983 and has since helped to transform the organisation into a $2 billion company.

Moderated by Eleni Giokos, Anchor and Correspondent CNN, the show’s opening session delved into a climate change debate as tourism heads took to the Global Stage. The prestigious line-up of speakers included Sujit Mohanty, Regional Division for the Arab States, United Nations Office for Disaster Risk Reduction (UNDRR); Dr Abed Al Razzaq Arabiyat, Managing Director, Jordan Tourism Board; and HE Walid Nassar, Lebanon’s Minister of Tourism.

ATM 2023 was held in conjunction with Dubai World Trade Centre, and its strategic partners include Dubai’s Department of Economy and Tourism (DET) as the Destination Partner, Emirates as the Official Airline Partner, IHG Hotels & Resorts as the Official Hotel Partner and Al Rais Travel as the Official DMC Partner.

The latest ATM news stories are available at https://hub.wtm.com/category/press/atm-press-releases/ .

For more information log on to wtm.com/atm/en-gb.html

About Arabian Travel Market (ATM) , now on its 30th year, is the leading, international travel and tourism event in the Middle East for inbound and outbound tourism professionals. ATM 2022 attracted over 24,000 visitors and hosted over 31,000 participants, including 1,600 exhibitors and attendees from 151 countries, across 10 halls at Dubai World Trade Centre. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

Last in-person event: Monday 1 to Thursday 4 May 2023, Dubai World Trade Centre, Dubai https://www.wtm.com/atm/en-gb.html     

About Arabian Travel Week is a festival of events taking place within and alongside Arabian Travel Market 2023. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes ILTM Arabia, ARIVAL Dubai, Influencers’ events and activations, ITIC, GBTA Business Travel Forums, as well as ATM Travel Tech. It also features the ATM Buyer Forums, ATM Speed Networking Events as well as a series of country forums. https://www.wtm.com/arabian-travel-week/en-gb.html      

About RX (Reed Exhibitions)

RX is in the business of building businesses for individuals, communities and organisations. We elevate the power of face-to-face events by combining data and digital products to help customers learn about markets, source products and complete transactions at over 400 events in 22 countries across 43 industry sectors. RX is passionate about making a positive impact on society and is fully committed to creating an inclusive work environment for all our people. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. www.rxglobal.com

RELX About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. The Group serves customers in more than 180 countries and has offices in about 40 countries. It employs over 33,000 people, of whom almost half are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York Stock Exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. The market capitalisation is approximately £33bn, €39bn, $47bn.*

*Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events, online portals and virtual platforms across four continents. The events are:

WTM London , the leading global event for the travel industry, is the must-attend three-day exhibition for the worldwide travel and tourism industry. The show facilitates business connections for the global (leisure) travel community. Senior travel industry professionals, government ministers and international media visit ExCeL London every November, generating travel industry contracts. Next live event: Monday 6 to 8 November 2023 at ExCel London http://london.wtm.com/

WTM Latin America takes place annually in the city of São Paulo and attracts around 20,000 tourism professionals during the three-day event. The event offers qualified content together with networking and business opportunities. In this its ninth edition – there have been eight face-to-face events along with a 100% virtual one, which was held in 2021 – WTM Latin America continued to focus on effective business generation and achieved the advance booking of six thousand meetings that were held between buyers, travel agents and exhibitors in 2022. Next event: Tuesday 2 to Thursday 4 April 2024 – Expo Center Norte, SP, Brazil http://latinamerica.wtm.com/

WTM Africa launched in 2014 in Cape Town, South Africa.  In 2022, WTM Africa facilitated more than 7 thousand unique pre-scheduled appointments, an increase of more than 7% compared to 2019 and welcomed more than 6 thousand visitors (unaudited), the same number as in 2019.

Next event: Wednesday 10 to Friday 12 April 2024 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect :   Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel, LGBTQ+ travel and the MICE/business travel sector as well as travel technology.

WTM Global Hub, is the new WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

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Arabian Travel Market opens doors to 34,000 visitors over four-day tourism conference

Organisers say exhibitor numbers will be up by 27% on last year's show in dubai.

May 01, 2023

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