Welcome to Dubai

Welcome to Beyond the Map: Defining the Future of Tourism, where pre-eminent academics, industry leaders, educators, and innovators come together to explore how destinations compete, evolve, and stay relevant in a rapidly changing global market. Set in Dubai, a city known for turning vision into action, this conference focuses on practical insights shaping the future of tourism and hospitality.

The programme looks beyond traditional destination marketing to examine the full traveller journey, from brand perception and experience design to events, culture, and gastronomy. We will explore how talent, leadership, and inclusion influence destination reputation, how quality and assurance drive trust, and how sustainability, accessibility, and ESG commitments are becoming commercial and competitive imperatives.

Through shared expertise and industry-led dialogue, EMEA CHRIE Dubai 2026 challenges us to think beyond the map and take an active role in defining the future of tourism.

Why attend?

Join us to explore the future of tourism and hospitality in a rapidly evolving world.

• Gain insights: Discover innovative solutions to today's industry challenges.
• Shape the future: Discuss sustainability, technology, and the changing needs of travelers.
• Expand your network: Connect with leading academics and industry professionals.
• Be inspired: Engage with cutting-edge research and thought-provoking discussions.
• Make a difference: Contribute to the advancement of tourism and hospitality education.