Qatar Airways blends cultural relevance with immersive VR innovation at ATM Dubai 2025

Doha, Qatar: Qatar Airways, the leading five star airline in the region, marked the opening day of Arabian Travel Market (ATM) Dubai 2025 with a stand...

Doha, Qatar: Qatar Airways, the leading five-star airline in the region, marked the opening day of Arabian Travel Market (ATM) Dubai 2025 with a standout showcase that captured the spotlight at the event.

The airline’s experience stand centred around cultural resonance, immersive innovation, and the evolving needs of today’s Arab traveller, reinforcing Qatar Airways’ leadership in reshaping the future of digital travel in the region and beyond.

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, allowing travellers across the Arab world to interact with her naturally and effortlessly. 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.

Offering a digital experience built around familiarity and cultural nuance, 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. This newly introduced feature reaffirms Qatar Airways’ commitment to serving passengers with a personalised and regionally relevant approach.

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. Visitors walked beneath the trees, explored the tranquil space, and experienced the calm, nature-inspired environment that awaits them at the multi-award-winning airport. The fully immersive experience allowed attendees to preview part of their journey in vivid detail, making the unfamiliar feel familiar — long before their departure.