United Arab Emirates and Other Middle East Nations Promoting Tourism Growth at WTM London 2026

UAE and Saudi Arabia Lead Middle East Tourism Showcase at WTM London 2026, as regional destinations strengthen their presence before British and European travel buyers. Qatar, Oman, Jordan and Bahrain are also promoting cultural attractions, luxury hospitality and new visitor experiences, highlighting the region’s growing ambitions in international tourism markets.

UAE and Saudi Arabia Lead Middle East Tourism Showcase at WTM London 2026

The United Arab Emirates and Saudi Arabia are leading a substantial Middle Eastern tourism presence at World Travel Market (WTM) London 2026, where destinations are promoting cultural attractions, luxury resorts, heritage experiences and international travel partnerships. Qatar, Oman, Jordan and Bahrain are among the countries seeking greater visibility among British and European tourism buyers.

The three-day exhibition, taking place from 3 to 5 November at ExCeL London, brings together national tourism authorities, hotel operators, destination management companies and travel businesses. For Middle Eastern destinations, the event offers an opportunity to strengthen relationships with tour operators, travel agents and investors while presenting a wider range of holidays beyond established city-break and luxury markets.

The Middle East and Africa exhibition areas occupy almost half of ExCeL London’s South Hall, reflecting the region’s importance to the international travel trade. TTN Worldwide

UAE Showcases Dubai, Abu Dhabi and Emerging Tourism Destinations

The United Arab Emirates has one of the largest regional representations at WTM London 2026, with Dubai, Abu Dhabi, Sharjah and Ras Al Khaimah promoting distinct tourism experiences.

Dubai continues to emphasise its established strengths in luxury accommodation, shopping, entertainment and family tourism. Its international air connections and extensive hospitality infrastructure make it an important gateway for visitors travelling between Europe, Asia and the wider Middle East.

Abu Dhabi is highlighting its cultural attractions, leisure facilities and growing events calendar. Museums, waterfront resorts and attractions on Yas Island offer travel agents opportunities to develop packages combining culture and entertainment.

Ras Al Khaimah is promoting outdoor adventure, mountain landscapes and resort holidays, while Sharjah provides an alternative focused on museums, heritage and family experiences.

The Department of Culture and Tourism – Abu Dhabi, Dubai Department of Economy and Tourism, Ras Al Khaimah Tourism Development Authority and Sharjah Commerce and Tourism Development Authority are among the confirmed returning exhibitors. TTN Worldwide

Saudi Arabia Promotes Red Sea Resorts and Cultural Tourism

Saudi Arabia is using WTM London 2026 to present its expanding tourism portfolio, including luxury coastal developments, heritage attractions and cultural destinations.

The Saudi Tourism Authority is participating alongside tourism companies and destination management specialists, with the Kingdom seeking stronger commercial relationships across international source markets.

A notable development is the debut of AMAALA, the luxury tourism project on Saudi Arabia’s Red Sea coast. Its participation introduces additional opportunities for international travel buyers to explore the Kingdom’s emerging premium hospitality sector.

Beyond the Red Sea, destinations such as AlUla, Riyadh and Jeddah offer different tourism products. AlUla is recognised for its archaeological landscapes and heritage sites, while Riyadh and Jeddah provide urban tourism, shopping, entertainment and cultural experiences.

Saudi Arabia’s participation reflects its wider ambition to diversify tourism and attract travellers interested in experiences beyond traditional religious travel. World Travel Market Events+1

Qatar Targets International Buyers With Forty Tourism Partners

Qatar is strengthening its international tourism promotion through a delegation of 40 partners led by Visit Qatar.

The delegation includes hotels, resorts, destination management companies and tourism organisations, with the Qatar Pavilion providing a platform for meetings and destination presentations.

Qatar’s exhibition programme combines cultural heritage with modern attractions. Visitors can explore interactive displays, traditional Arabic calligraphy, pearl-diving history and a Formula One experience.

The country is also highlighting its international events calendar, including motorsport, sporting competitions, festivals and cultural exhibitions.

For British and European travel companies, Qatar presents opportunities to develop city breaks, luxury holidays, stopover packages and event-focused itineraries.

Visit Qatar’s participation marks its twelfth consecutive year at WTM London, demonstrating its continuing engagement with international tourism distribution networks. Qatar Tourism

Oman Highlights Nature, Heritage and Adventure Holidays

Oman is presenting its cultural heritage, natural landscapes and distinctive visitor experiences through the Ministry of Heritage and Tourism and participating tourism businesses.

The country’s tourism offering includes Muscat, historic forts, mountain villages, desert landscapes and coastal destinations.

Unlike destinations primarily associated with large urban attractions, Oman is positioning its natural environment and traditional culture as important reasons to visit.

Adventure holidays, heritage itineraries and premium accommodation are particularly relevant to European tour operators developing specialist travel programmes.

Oman’s participation also supports efforts to strengthen commercial partnerships and increase its visibility in overseas markets.

According to the Ministry of Heritage and Tourism, the exhibition provides an opportunity to showcase tourism developments and encourage cooperation with international travel businesses. Oman Observer

Jordan Promotes Petra, Wadi Rum and Heritage Tourism

Jordan is participating through the Jordan Tourism Board and tourism industry partners, highlighting the country’s established appeal among travellers interested in history, archaeology and outdoor experiences.

Petra remains Jordan’s best-known international attraction, while Wadi Rum offers desert landscapes and adventure activities. The Dead Sea provides wellness and resort experiences, creating opportunities for varied itineraries.

Jordan’s participation is particularly relevant to specialist operators selling escorted tours, cultural holidays and multi-destination travel.

Its presence at WTM London provides a platform to maintain trade relationships and introduce tourism products to European buyers. TTN Worldwide

Bahrain Promotes Island Tourism and Hospitality

Bahrain is also represented at WTM London 2026, with tourism businesses promoting the country’s heritage, accommodation and leisure attractions.

The Kingdom offers an alternative Gulf holiday experience, combining historic sites, waterfront developments, cultural events and city-break opportunities.

Manama, Bahrain Fort and the country’s hospitality developments provide potential attractions for travellers interested in shorter regional holidays.

Bahrain’s tourism offering also creates opportunities for travel companies developing combined Gulf itineraries, particularly where air connections and suitable travel arrangements are available.

Iraq, Lebanon and Syria Add to Regional Tourism Representation

Beyond the Gulf’s established tourism markets, Iraq, Lebanon and Syria are also represented in the exhibition landscape.

Iraq offers archaeological and cultural heritage attractions, while Lebanon is associated with historic cities, gastronomy and coastal tourism.

Syria’s Ministry of Tourism is listed among WTM London’s exhibitors, providing a platform for renewed international trade engagement.

However, tourism promotion should be distinguished from actual travel accessibility. Security conditions, official travel advice, insurance availability and operational transport connections remain essential considerations for companies assessing travel programmes to higher-risk destinations. World Travel Market Events

Middle East Tourism Looks Towards Stronger European Partnerships

WTM London 2026 highlights the diversity of the Middle East’s tourism offering, from major luxury developments and international events to archaeological attractions and nature-based holidays.

For travel buyers, the exhibition creates opportunities to compare destinations, negotiate partnerships and develop new holiday packages.

For participating countries, the central challenge is converting international visibility into sustainable visitor demand, stronger distribution networks and commercially viable tourism products.

As destinations compete for European travellers, accessibility, distinctive experiences, hospitality standards and confidence in travel arrangements will remain important factors shaping the region’s future tourism growth.

WTM London 2026 highlights the Middle East’s expanding tourism ambitions as the UAE, Saudi Arabia, Qatar, Oman, Jordan and Bahrain engage international travel buyers. Through luxury hospitality, cultural heritage and adventure experiences, participating destinations are seeking stronger European partnerships, wider tourism distribution and sustainable opportunities for future visitor growth.

“The strong participation of Middle Eastern destinations at WTM London 2026 reflects the region’s remarkable progress in developing diverse and internationally competitive tourism experiences. From the UAE’s established hospitality sector to Saudi Arabia’s ambitious developments and the cultural richness of Oman, Jordan and Qatar, these destinations are creating valuable opportunities for global travel partnerships. Their commitment to innovation, cultural preservation and sustainable tourism will help strengthen international connectivity and encourage meaningful visitor experiences.”— Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World

Frequently Asked Questions (FAQs)

1. Which Middle Eastern countries are participating in WTM London 2026?

The participating countries include the United Arab Emirates, Saudi Arabia, Qatar, Oman, Jordan, Bahrain, Iraq, Lebanon, Syria and Israel. Their representation includes tourism authorities, hotels, destination management companies and travel industry organisations.

2. When and where is WTM London 2026 taking place?

World Travel Market London 2026 takes place from 3 to 5 November at ExCeL London, bringing together international tourism boards, travel buyers, hospitality companies and industry professionals.

3. Which Middle Eastern country has the largest exhibitor presence at WTM London 2026?

The United Arab Emirates leads the regional exhibitor count in an October third-party directory analysis, with 189 listed exhibitors, followed by Saudi Arabia with 78. These are directory-based figures rather than independently audited final totals.

4. What is Saudi Arabia promoting at WTM London 2026?

Saudi Arabia is highlighting luxury tourism, Red Sea hospitality developments, heritage attractions and cultural experiences. AMAALA is among the new exhibitors, while the Saudi Tourism Authority is promoting the Kingdom’s wider destination portfolio.

5. How is Qatar promoting its tourism industry at WTM London 2026?

Visit Qatar is participating with 40 tourism partners, showcasing luxury hotels, cultural heritage, sporting events and visitor attractions. The pavilion features immersive destination displays, traditional crafts and experiences linked to Qatar’s international events calendar.

6. Why is WTM London 2026 important for Middle Eastern tourism?

WTM London provides Middle Eastern destinations with access to British and European tour operators, travel agents, tourism investors and hospitality partners. The exhibition supports destination marketing, commercial negotiations, product development and opportunities to expand international tourism distribution.

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