ATM: welcoming the world, safely

Danielle Curtis

In addition to Reed Exhibitions’ Global COVID-19 ‘Safety Shows’ Health & Safety strategy, ATM is working closely with the team at the Dubai World Trade Centre and with our Global Operations team to provide a safe, touchless and seamless experience for everyone.

The show will adhere strictly to the health and safety guidelines issued by the venue and those laid out by the government authorities, including Dubai Health Authority. The team at DWTC are working hard to ensure that all events run safely and have implemented a range of measures including an enhanced cleaning regime, which includes the overnight sanitisation of halls, the regular cleaning of high touch areas, improved air circulation and multiple hand sanitiser stations.


“ATM will be the first opportunity in more than a year for the global travel industry to meet in-person”


All visitors to the event will be required to wear a mask, in line with local government and local health authority guidelines. All participants will also be screened, and our events teams will support local authorities’ track-and-trace programmes should it be required.

A range of measures will be put into place to ensure physical distancing and where possible, a contactless experience will be provided throughout the event, consistent with Reed Exhibitions’ Global ‘Safety Shows’ strategy. Therefore, there will be no badges printed onsite, no wallets or lanyards will be provided and no onsite registrations – participants can either print off their own badges at home or in their office, or use the barcodes shown on their phones.

As part of our check and balance regulations, to manage any potential overcrowding, the number of people allowed on each stand will be prominently displayed to ensure density rules are adhered to. All exhibitors will be using the Emperia application to scan visitor’s barcode for valuable leads capture and in the venue, printed directional arrows will be displayed on the aisles to manage two-way and one-way traffic appropriately.

Moreover, DWTC’s Emergency Medical Services (EMS) division will also be on stand-by, with professionally qualified medical teams, with isolation rooms set up and managed in close coordination with Dubai Health Authority (DHA).

Let’s also not forget that Dubai is one of the safest cities in the world to visit with a wide range of precautionary measures in place to ensure the safety of tourists at every stage and touchpoint of their travel journey, from arrival to departure.  Over 50% of the UAE population has already been vaccinated which is also a major achievement.

Furthermore, Dubai’s commitment to maintaining the highest standards of hygiene and safety and its effective citywide management of the pandemic, received an endorsement from the World Travel and Tourism Council (WTTC), which gave the city a ‘Safe Travels’ stamp.

And with ATM lined up as the first opportunity for the global travel industry to meet again in-person, since the outbreak of the pandemic, the feedback we have received from exhibitors is that the industry is keen to reunite, reconnect and rebuild. In fact, we are delighted to witness strong support from international exhibitors two months before the event in May, particularly European delegates who are preparing to travel for business once again, and eager to return to in-person events.

International delegates from the UK, US, Spain, Germany, Portugal, France, Ireland, Slovenia, China, Russia, South Africa, Ukraine, Finland, Singapore, Bosnia And Herzegovina, Thailand, Romania, Croatia, The Netherlands and Uzbekistan will be participating this year, as well as tourism boards from countries such as India, Saudi Arabia, Cyprus, Italy, Greece, Bahrain, Montenegro, Indonesia, Egypt, Malaysia, Jordan, Mauritius, Maldives, Poland, Slovenia, the Philippines, Republic of Korea, Morocco, Oman, Turkey and cities of Vienna and Brussels, to name but a few.

Reflecting the post-pandemic recovery, the theme of the show will be ‘A new dawn for travel and tourism’, which has never been more relevant nor more important. This message of recovery will be integrated within all show verticals and planned activities.

ATM will be the first opportunity in more than a year for the global travel industry to meet in-person and we are committed to creating an innovative platform to discuss the way forward for our industry and generate vital business opportunities, in an orderly, safe and hygienic environment.

* The writer is Exhibition Director ME, Arabian Travel Market