Qatar Airways participated in the opening day of the Arabian Travel Market 2025 in Dubai, showcasing a remarkable display of digital innovations that reflect the region’s cultural diversity and meet the evolving expectations of travelers.

A highlight of the pavilion was the unveiling of "Sama," the world’s first AI-powered Arabic-speaking digital cabin crew member. Sama can seamlessly interact with Arabic speakers across various dialects, assisting with flight bookings, providing travel recommendations, and responding to inquiries about Qatar Airways products and services. Sama is now available on the award-winning Qatar Airways mobile app and through the immersive QVerse platform.

Visitors also experienced a virtual reality tour of “The Orchard,” the tranquil indoor garden at Hamad International Airport, offering a serene preview of their journey. In addition, Qatar Airways revealed the next-generation Qsuite business class cabin with enhanced personalization features, complemented by a multi-sensory capsule that immerses guests through visuals, sound, scent, and motion.

As part of its strategic expansion, Qatar Airways signed new Memorandums of Understanding with “Visit Maldives” and Indonesia’s Ministry of Tourism to boost tourism through Hamad International Airport and explore joint promotional opportunities across key global markets.

Commenting on the airline’s participation, Eng. Badr Mohammed Al-Meer, CEO of Qatar Airways Group, said the showcase reflects the airline’s dedication to shaping the future of travel through a blend of innovation and human connection. He emphasized that these initiatives reinforce Qatar Airways’ position as a leader in redefining the travel experience.

Additionally, Qatar Airways announced increased flight frequencies to major destinations including Dar es Salaam, Tokyo Narita, Manchester, Madrid, and London Heathrow for summer 2025, in alignment with its growth strategy and this year’s ATM theme: “Transforming Travel for Tomorrow.”