Qatar Airways marked the opening day of Arabian Travel Market (ATM) Dubai 2025 with a 'standout showcase,' a statement said.

At the heart of the experience was Sama, the world’s first AI digital human cabin crew — now equipped to understand Arabic dialects and respond fluently in modern standard Arabic.

Sama engaged with visitors at the stand, assisting them with flight bookings, destination recommendations, and responding to questions about Qatar Airways’ products and services through intuitive, real-time conversation.

The Arabic-speaking version of Sama is now available across Qatar Airways’ digital platforms, including the airline’s award-winning mobile application and its immersive web experience, QVerse.

The Orchard in the Qverse also made its debut at ATM 2025 with a hyper-realistic virtual recreation of the iconic indoor garden at Hamad International Airport (HIA).

Qatar Airways also showcased Qsuite Next Gen, the latest iteration of its patented Qsuite business class. Visitors were invited to step inside the reimagined Qsuite and explore its wide range of customisation options designed to deliver a personalised, premium travel experience.

Complementing the Qsuite Next Gen was the airline’s multi-sensory pod — an enclosed experience that engaged guests through visuals, audio, scent, and motion, bringing the Qsuite atmosphere to life in a fully immersive format.

Qatar Airways Group CEO Badr Mohammed al-Meer said: “We, at Qatar Airways, are proud to return to ATM with industry innovations that reflect the diversity and spirit of our region."

On the sidelines of ATM Dubai 2025, Qatar Airways signed new Memoranda of Understanding with Visit Maldives and Indonesia’s Ministry of Tourism to boost visitor arrivals via HIA, and explore new opportunities for tourism promotion through various leisure channels in key markets.

In line with the airline’s growth strategy and this year’s ATM theme, Qatar Airways also confirmed increased flights to several key destinations for the peak summer season: Dar Es Salaam and Kilimanjaro, Entebbe, Tokyo Narita, Maputo–Durban, Larnaca, Trabzon, Sharjah, Manchester, Madrid, Lisbon and London Heathrow.