Arabian Travel Market Branding: What You Need for ATM Dubai

Arabian Travel Market isn't just another trade show. It's where the Middle East's 240 billion dollar travel industry makes deals. Four days in May where hotel groups sign multi-year contracts, tourism boards book campaigns worth millions, and travel tech companies close partnerships that define their year.

I've been helping ATM exhibitors since 2018 - everyone from five-star hotel chains to small adventure tour operators, from national tourism boards to boutique travel agencies. The branding needs at ATM are unique because you're not just selling a product. You're selling experiences, destinations, dreams.

ATM is scheduled for May 5-8 at Dubai World Trade Centre. That's about 10 weeks away if you're reading this in late February. Let me tell you what you actually need to succeed there.

Why ATM is Different From Other Exhibitions

At tech shows like GITEX, people want specs and features. At ATM? They want to feel transported. Your booth materials need to sell emotion, not just information.

Last year at ATM, I watched two Caribbean tourism boards with neighboring booths. First one had standard rollup banners with "Visit Paradise" and their logo. Professional but generic. Second one had floor-to-ceiling beach photography so vivid you could practically smell the salt air. Guess which booth was packed all four days?

The ATM Audience Reality

• 40,000+ attendees from 160 countries - Your materials need to work across cultures
• Decision-makers with real budgets - This isn't a consumer show. These are buyers placing group bookings for 500+ rooms
• Pre-scheduled meetings dominate - 65% of ATM business happens in scheduled appointments, not walk-ups
• Visual appeal is everything - Tourism is an emotional purchase. Your branding needs to trigger wanderlust

Complete ATM Materials Checklist (By Exhibitor Type)

Destination Marketing Organizations (DMOs) / Tourism Boards

You're selling an entire country or region. Your materials need scale and variety.

• Large-format destination photography: 3m x 2.5m minimum backdrop showing your destination's hero shot
• Multiple destination brochures: Different experiences (adventure, luxury, family, culture) - print 2,000-3,000 each
• Map materials: A3 or A2 maps showing attractions, printed on quality stock - 1,500 minimum
• Partner materials: Co-branded materials with hotels, airlines, attractions - coordinate early
• Trade-only spec sheets: Visa requirements, flight connectivity, group booking info - 1,000 copies
• Seasonal campaign materials: What's happening when (festivals, events, seasons)
• Business cards: 1,500-2,000 for team members
• Presentation folders: Premium folders for serious buyers - 500 units
• Digital USB drives: Pre-loaded with high-res photos, videos, fact sheets - 300 units

Budget range: 22,000 - 35,000 AED for printing and collateral

Hotels & Resorts

You're selling specific properties. Photography quality is critical.

• Property photography backdrop: Your best room/view/facility - professional photography is non-negotiable
• Property brochures: A4 or A5, 8-12 pages, premium paper - 1,500-2,000 copies
• Meeting/event space materials: Specs for corporate groups (room dimensions, capacity, AV) - 500 copies
• Rate sheets: Group rates, seasonal pricing (trade-only, not for public) - 800 copies
• Menu samples: If F&B is a selling point - laminated samples showing variety
• Virtual tour cards: QR codes or NFC cards linking to 360 tours
• Availability calendars:-2027 booking windows for groups
• Awards/certifications: Printed proof of TripAdvisor rankings, sustainability certs, etc.

Budget range: 12,000 - 18,000 AED

Tour Operators & DMCs

You're selling experiences and logistics. Clarity and reliability matter.

• Service overview materials: What you do, where you operate, capacity
• Sample itineraries: Pre-built tour programs with day-by-day details - print 1,000+
• Pricing grids: Per-person rates by group size, season - 600 copies
• Vehicle/guide information: What's included, fleet details, guide credentials
• Client testimonials: Printed case studies from successful groups
• Operational credentials: Licenses, insurance, certifications
• Partner network materials: Who you work with (hotels, attractions, transport)

Budget range: 8,000 - 14,000 AED

Travel Technology Companies

You're selling software/platforms. Interface demos and integration info critical.

• Product overview brochures: What it does, key features, benefits - 1,200 copies
• Integration one-pagers: What systems you connect with (Amadeus, Sabre, etc.) - 1,000 copies
• Pricing sheets: Licensing models, implementation costs - 500 copies (qualified leads only)
• Case studies: Specific results from existing clients - 600 copies
• Demo access cards: QR codes or login credentials for trial access
• Technical specifications: For IT decision-makers - 400 copies

Budget range: 9,000 - 15,000 AED

Destination Marketing Materials: What Works

This deserves its own section because destination marketing is an art form.

Photography That Sells Destinations

Stock photography doesn't cut it at ATM. Buyers can spot generic stock images from 10 meters away. Here's what works:

• Hero destination shots: Your iconic image. For Dubai, it's the Burqa Khalifa at night. For Maldives, it's overwater villas at sunset. You know yours - use it big
• Experience photography: People doing things, not just landscapes. Divers underwater, families on safaris, couples at dinner
• Seasonal variety: Show your destination works year-round if applicable
• Cultural authenticity: Real local experiences, not tourist cliches
• Accommodation range: Show you have options from luxury to adventure

Brochure Structure for Destinations

Your destination brochure isn't a novel. It's a sales tool. Here's the structure that works:

1. Cover: Stunning hero image + destination name + one compelling tagline
2. Page 2-3: Why now? What makes your destination relevant in-2027?
3. Page 4-7: Key experiences (adventure, luxury, culture, family) with photos and brief descriptions
4. Page 8-9: Practical information (flight connectivity, visa, best seasons, getting around)
5. Page 10-11: Accommodation options (show range and variety)
6. Back cover: Contact info, website, QR code to more resources

12 pages maximum. More than that and people don't take it - too heavy to carry around ATM all day.

Cultural Considerations for ATM Dubai

ATM is in Dubai, which means Middle Eastern cultural norms apply. Here's what you need to know:

Visual Content Guidelines

• Modest imagery is safer: Beach destinations can show people in swimwear, but keep it tasteful. No bikini photos as primary booth graphics
• Family-friendly focus: Middle Eastern buyers respond well to family-oriented marketing
• Luxury appeals: The GCC market values high-end experiences. Show your premium options
• Cultural sensitivity: If your destination has religious/cultural sites, show respect in how they're presented

Language Considerations

• English is primary: Business language at ATM is English
• Arabic adds value: For GCC-focused destinations, Arabic brochures show effort. Print 300-500 copies
• Russian and Chinese: Big source markets. If you're targeting these, have materials ready (500 each)
• Professional translation only: Google Translate for tourism materials is embarrassing

Translation Timing

Translation adds 5-7 days to your timeline. An Asian tourism board needed Chinese and Korean brochures for ATM 2024. Got the English approved 3 weeks before. Translation took 6 days. Design adjustments (text expansion in Chinese) took 2 days. Printing took 4 days. They got materials with 3 days to spare and nearly had heart attacks. Start translations early.

The Meeting Culture at ATM

ATM is built around pre-scheduled meetings. That changes what materials you need.

Meeting-Specific Materials

• Presentation folders: Branded folders to hold all materials you give in meetings - 300-500 units
• Meeting agenda templates: Pre-printed with your logo, space for notes
• Rate sheets in folders: Not displayed publicly, given in qualified meetings
• Contract templates: Some deals close on-site. Be ready with paperwork
• Premium gifts for VIP meetings: High-value promotional items for key buyers
• Digital presentations: USB drives or QR codes with full pitch decks

The Walking-Materials Problem

ATM attendees walk around with bags full of brochures. By day 2, they're selective about what they take. Your materials need to be:

1. Lightweight: A5 brochures beat A4. Single sheets beat multi-page when possible
2. Durable: Matte lamination prevents wear. Silk paper handles better than gloss
3. Instantly valuable: They need to know why they should carry this

One tour operator at ATM made A5 waterproof cards (printed on synthetic paper) with their top 10 tours and QR codes for full details. Cost 4.20 AED per card. Retention rate was 89% because they were unique, durable, and pocketable. Standard brochures from other exhibitors? 30% retention.

Promotional Products for Travel Industry

What works at a tech show doesn't work at ATM. Travel buyers want travel-related items.

High-Value Items for ATM (Retention 70%+)

Item	Why It Works	Cost (AED)	Suggested Quantity
RFID Passport Holders (Leather)	Travel professionals travel constantly. Security + premium feel.	38-55	100-150
Luggage Tags (Premium)	Actually used. Visible every time they travel. Metal or leather only.	22-35	200-300
Travel Adapter (Universal)	Extremely practical. High perceived value.	45-65	50-80 (VIP only)
Packing Cubes (Set)	Every frequent traveler uses these. Useful + brand visible.	35-50	100-150
Travel Bottles/Containers (TSA approved)	Solves a real problem. Used on every flight.	28-40	150-200
Portable Luggage Scale	Prevents overage fees. Travel pros love these.	32-48	80-120
Neck Pillow (Premium Memory Foam)	Comfort on long flights. Your logo on every trip.	40-60	60-100 (qualified leads)
Insulated Travel Mug	Used daily. Keeps branding visible at their desk too.	35-50	120-180

What Doesn't Work at ATM

• Generic office supplies (pens, notepads) - they have too many already
• Cheap plastic items - this is a premium industry
• Heavy or bulky gifts - people fly to ATM, can't pack large items
• Single-use items - wasteful and not aligned with sustainable tourism trends

Timeline for ATM (Event: May 5-8)

We're in late February now. Here's your realistic timeline:

Now - Early March (8-10 weeks out)

• Finalize all designs and photography
• Get final approvals from all stakeholders
• Order any custom promotional items (passport holders, luggage tags with custom colors)
• Book any professional photography needed
• Arrange translations if needed

Mid-March (6-7 weeks out)

• Place orders for all large-format printing
• Order brochures, folders, and marketing collateral
• Order standard promotional items
• Confirm DWTC booth requirements and setup times

Late March - Early April (4-5 weeks out)

• Receive and quality-check all printed materials
• Receive promotional items and verify quantities
• Order business cards and any last-minute materials
• Pack meeting materials and organize by day/appointment

Mid-Late April (2-3 weeks out)

• All materials should be complete
• Organize materials by purpose (meeting materials, general handouts, VIP gifts)
• Brief team on materials and messaging
• Prepare backup stock

First Week of May (Week of Event)

• Setup day is typically May 4 (day before opening)
• Deliver all materials to DWTC
• Set up booth graphics and displays
• Organize storage for materials within booth

You're Already Behind If You Haven't Started

If you're reading this in late February and haven't ordered anything yet, you're cutting it close. Dubai printers get busy with ATM orders in March. One hospitality company called us March 28th last year needing full materials for ATM. We did it, but they paid 35% rush fees and had to accept in-stock promotional items rather than custom options. Don't be them.

Complete Budget Examples

Small Booth (9 sqm) - Boutique Hotel or Tour Operator

Category	Items	Cost (AED)
Large Format Graphics	Backdrop 3m x 2.5m, 2 rollups, counter wrap	2,800
Brochures	1,500 property brochures (A5, 8 pages, 170 GSM)	3,200
Spec Sheets	800 rate sheets & availability calendars	900
Business Cards	1,000 cards for 2 team members	350
Presentation Folders	300 premium folders with pockets	1,800
Promotional Items	150 luggage tags, 100 passport holders	5,700
Miscellaneous	Setup supplies, backup materials	900
TOTAL		15,650

Medium Booth (18 sqm) - Tourism Board or Hotel Group

Category	Items	Cost (AED)
Large Format Graphics	Large backdrop, 4 rollups, multiple counter graphics, floor graphics	6,200
Brochures (Multiple Types)	3,000 destination brochures, 2,000 experience guides	9,800
Maps & Guides	1,500 A3 maps, 1,000 city guides	3,400
Trade Materials	1,000 spec sheets, rate grids, fact sheets	1,600
Business Cards	2,000 cards for 4 team members	650
Presentation Folders	500 premium folders	2,800
USB Drives	300 branded USBs with press kit, photos, videos	6,600
Promotional Items (Tiered)	300 luggage tags, 150 passport holders, 80 travel adapters, 50 packing cube sets	13,200
Miscellaneous	Setup, backup stock, signage	1,800
TOTAL		46,050

DWTC-Specific Setup Tips for ATM

Booth Locations Matter

ATM spreads across multiple halls at DWTC. Hall locations have different vibes:

• Sheikh Saeed Halls: Premium locations, high traffic, GCC buyers
• Sheikh Rashid Hall: Large exhibitors, major tourism boards
• Za'abeel Halls: Tech and innovation focus, travel tech companies

Know your hall - it affects your material needs. Tech halls need more spec sheets. Premium halls need higher-quality everything.

Setup Timing

• Setup is May 4, (day before opening)
• DWTC allows setup starting 8 AM typically
• Traffic on Sheikh Zayed Road is bad that morning - leave by 7 AM
• Parking fills up fast - arrive early or use taxi/metro
• Bring trolleys - it's a walk from parking to most halls

Sustainability Messaging (Increasingly Important)

Travel industry is under pressure for sustainable practices. Your materials should reflect this:

• Use FSC-certified paper: Mention it on materials
• Avoid single-use plastics: In promotional items and packaging
• Highlight sustainable tourism initiatives: If your destination has them
• Digital alternatives: QR codes reduce paper waste
• Reusable promotional items: Items people actually keep and use

A New Zealand tourism board at ATM printed all their materials on recycled paper and gave away reusable bamboo cutlery sets for travelers. The sustainability angle resonated strongly with European buyers and got them featured in ATM's daily newsletter.

Final Checklist: Two Weeks Before ATM

• All printed materials received and quality-checked
• Promotional items counted and organized by tier
• Meeting materials organized in presentation folders
• Digital materials ready (USB drives loaded, QR codes tested)
• Backup business cards ordered and stored separately
• Team briefed on materials, messaging, and booth setup
• DWTC exhibitor passes confirmed for all team members
• Setup tools packed (zip ties, tape, scissors, cleaning supplies)
• Booth design plan finalized with material placement
• Transportation arranged for materials to DWTC on setup day
• Contact info for printer saved (for emergency reprints)
• Meeting schedule printed with material requirements per appointment

The Bottom Line on ATM Success

Arabian Travel Market is your biggest opportunity this year if you're in travel and tourism. Four days where you can close deals that sustain your business for months.

Your materials aren't just brochures and banners. They're your 24/7 sales team when you're in meetings. They're the physical reminder of your destination when buyers are back in their offices in London or Moscow or Shanghai.

The tourism boards and hotel groups that succeed at ATM are the ones who understand this: at a travel show, you're not selling information. You're selling emotion, inspiration, and trust. Your materials need to deliver all three.

You've got 10 weeks. Use them wisely.

Exhibiting at Arabian Travel Market?

We've helped 90+ ATM exhibitors since 2018 - from national tourism boards to boutique hotels. We understand travel industry branding and DWTC requirements. Let's make sure your materials sell the dream.

Get ATM Materials Quote


Branding Blitz Team

ATM specialists since 2018. We've supplied materials for tourism boards, hotel chains, DMCs, and travel tech companies across the Middle East, Asia, Europe, and Americas. We understand destination marketing, cultural nuances, and what actually works on the ATM show floor. Based in Dubai, we deliver directly to DWTC.