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Arabian Travel Market 2025: AI and accessible tourism

Arabian Travel Market, Dubai

UAE – Arabian Travel Market (ATM) 2025 has officially opened at the Dubai World Trade Centre, running from 28 April to 1 May 2025. This year’s edition brings together over 2,600 exhibitors and more than 47,000 attendees from 161 countries, making it the largest in the event’s history. LS:N Global is reporting live from the event, providing daily takeaways on the most innovative discussions, impactful presentations and new product showcases.

This year, the spotlight is on the transformative power of connectivity, under the theme Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.

The first day began with a keynote entitled AI Adoption: From Buzzwords to Business Strategy by Cassie Kozyrkov, CEO of Kozyr and former chief decision scientist at Google. Kozyrkov explored the limitations of AI, emphasising that its true power depends on how it is used. She concluded with a powerful message for business operators: ‘With AI, there will always be something missing. Be the author of meaning.’

Later in the day, Aleix Rodriguez Brunsoms, director of strategy at Skift Advisory, gave an insightful presentation entitled The Microtrends Redefining Travel. He highlighted how the Middle East stands at the forefront of innovation. He noted a more than 10% increase in international visitors to Saudi Arabia, having reached 30m international arrivals in 2024, aiming for 70m by 2030 (source: Skift). Brunsoms suggested live tourism (music-driven travel experiences), itineraries designed to play (entertainment-first destinations), post-luxury travel (a shift from flashy to thoughtful experiences) and dark tourism (travelling to sites associated with historical tragedies) as trends to keep on your radar. He also emphasised the opportunity to promote lesser-known regions in the UAE to help ease overtourism.

Accessibility and inclusion also emerged as major topics in a panel discussion entitled Accelerating Accessible Tourism led by Josh Corder, Middle East reporter at Skift. Corder highlighted the disability tax, explaining that disabled travellers often pay up to 30% more than able-bodied travellers due to added costs and time-consuming accessibility verifications. Speakers emphasised the urgent need for improved policies, processes and staff training to create truly inclusive experiences.

Waleed Ahmed, chief operating officer of Transreport, explained how his company partners with leading conglomerates in Japan, where an ageing society has pushed accessibility to the forefront of business strategy. He cited Japan as a pioneer in this area and said: ‘If we don’t learn how to serve disabled and older people today, we will have no market to serve in the future.’

Explore our Inclusive Market report for more insights on this valuable, yet underserved, cohort.

Strategic opportunity

Make universal design principles non-negotiable from day one in new service, destination or product launches – moving accessibility from an afterthought to a competitive advantage

Heineken launches innovation studio to supercharge social drinking

Heineken Studio, Amsterdam

The Netherlands – Brewing company Heineken has launched Heineken Studio, a new experimental platform designed to redefine the social drinking experience. Announced in April 2025, the initiative aims to connect beer culture with creativity and innovation.

Making its debut at The Heineken Experience in Amsterdam, the studio invites consumers to trial small-batch pilot brews, flavour-infused foam tops and a first-of-its-kind personalised draught machine – a ‘beer printer’ that lets drinkers customise their pour’s taste, strength and finish.

Heineken Studio is built around a consumer feedback loop, ensuring that evolving tastes directly shape future releases. Positioned as a cultural exchange hub, it will be launched initially in The Netherlands, France and Ireland, with further roll-outs planned.

Faced with declining alcohol consumption, particularly among Gen Z, brands such as Heineken are searching for ways to re-engage consumers and compete with the alternative hospitality providers young consumers are seeking out for their Sober Social Fix.

Strategic opportunity

Create experimental, participatory spaces that invite consumers to co-create, customise and provide feedback on products – increasing brand engagement while gaining invaluable direct cultural insight

Stat: Consumers are willing to pay more for brands they trust

Ragged Edge’s rebranding for foreign exchange fintech Wise, UK

Global – More than two-thirds of consumers in the US, the UK and Australia are willing to pay an average of 25% more for their favourite brands, according to a March 2025 UserTesting survey. Positive customer experiences, consistent product quality and brand familiarity are key drivers of loyalty.

‘Brand loyalty isn’t just about nostalgia or habit, it’s about delivering consistent value,’ says Bobby Meixner, senior director of industry solutions at UserTesting. ‘In today’s market, customers stay loyal when brands create experiences that feel personal, reliable and rewarding.’

The survey of 4,000 consumers, conducted with Talker Research, found that people are most loyal to grocery, clothing, electronics and footwear brands. In the US, nearly three-quarters of consumers said they would continue buying their preferred brands even if prices ‘skyrocket tomorrow’, particularly in the gaming, jewellery and fitness categories (source: Marketing Dive).

Nostalgia also plays a role, with 71% of US respondents more likely to buy brands linked to childhood memories. But UserTesting concluded that, ultimately, everyday customer experience matters most. For more insights on what consumers value, read our New Codes of Value macrotrend report.

Strategic opportunity

As everyday experience now beats marketing hype, double down on the boring but critical basics: fast customer service, accurate delivery and consistent product quality