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A dune bashing buggy simulator, wayfinding app and iPad experiences that turned a tourism stand at ATM 2026 into a destination.
Arabian Travel Market fills the halls of Dubai World Trade Centre with tourism brands, each competing for the same few seconds of a buyer's attention. A stand with brochures and screens rarely stops anyone walking the aisle. The client wanted visitors to feel what a desert experience is like, not just read about it, and to remember the stand long after the show closed.
The stand also had to work as a busy meeting space. Visitors needed to find the exact booth they were looking for without queuing at a reception desk, and the cultural experiences on offer, from Oud playing to poetry making, needed to be explained in a way that felt personal rather than printed.
People came for the buggy ride and stayed to explore the rest of the stand. It gave us a way to show our destination, not just talk about it.
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Op3 Team
The buggy simulator became the stand's main draw. Footfall followed the natural rhythm of the show, with the opening and closing days quieter, and the second and third days busy with a high number of visitors taking a turn on the simulator.
The wayfinding screens and iPad apps worked alongside it, helping guests reach the right booth and understand the cultural experiences on offer without adding pressure on the team. The stand gave the client a memorable way to talk about desert tourism in a hall where most exhibitors rely on screens and brochures.
Power Interactive is a Dubai-based experiential technology company, building immersive experiences, interactive installations and Pro AV systems for clients across the UAE, Saudi Arabia and the GCC.
