Dubai’s vision for luxury never stands still. In 2028, Ultra returns for a new chapter.

Headline Partner

Atlantis The Royal has created a world where luxury is designed to be experienced.

From statement-making stays and sky-high pools to a culinary scene bringing together some of the world’s most celebrated names, every element is conceived to go beyond the expected, embodying the spirit of a city where luxury continues to evolve.

The Ultra Experience

Inspirational content

Explore the future of ultra-luxury through insightful panels and discussions led by industry leaders.

Together, they bring fresh perspectives on the ideas and innovations shaping what comes next at the highest end of luxury travel.

The Ultra Experience

Brand stories

Elevate your show floor presence at Ultra through highly-personalised, branded spaces.

Designed to reflect what makes you distinctive, each creates an immersive setting to share your story with the world’s most influential luxury travel buyers.

The Ultra Experience

Elevated experiences

See the iconic city of Dubai through the lens of luxury with experiences hosted by world-renowned brands.

From its striking landscapes to its celebrated culinary scene, discover the city at its most captivating through experiences that take you beyond the expected.

The Ultra Experience

Showstopping evenings

Deepen your connections at evening events designed to showcase Dubai’s high-end venues and offerings.

Each captures the energy and glamour of the city, combining striking settings with Dubai’s distinct sense of occasion.

What people are saying

“Ultra sets a new benchmark for curated luxury travel networking. The quality of buyers, seamless organisation, and insightful panels made every interaction meaningful and business-driven.”

Varun ModiEuphoria World Travels Private LimitedBuyer

“The personal care provided by the Ultra team was outstanding. It provided a long-lasting feeling of connection as we build relationships for lifetimes to come.”

James WilloughbyVirgin GalacticExhibitor

“Attending Ultra was an amazing experience. The event was well-organised, the lineup was fantastic, and the quality of the production was outstanding. The energy of the delegates and the overall experience made it truly unforgettable.”

Jacilyn SimCapella SingaporeExhibitor

“A masterclass that truly redefines the boundaries of our industry.”

Adriana SladovnikovaFaveo ConciergeBuyer

“The best event I’ve attended with highest quality of buyers.”

Ema ŠkabarExclusive AdriaticExhibitor

“Ultra by PLE – where magic meets magic.”

Alice Houghton-RoseDinder InvestmentsBuyer

“Ultra: the best trade show in the world for the ultra-luxury travel industry.”

Jan SortlandNorwegian AdventuresExhibitor

“There are luxury travel shows and then there is Ultra. If you’re a serious player in luxury travel, Ultra is where you need to be.”

Grant HolmesASMALLWORLDBuyer

“The caliber of attendees and exhibitors reflected the prestige of Ultra, making it a must-attend for those who operate at the highest level of the luxury hospitality industry. I left with stronger partnerships, fresh opportunities, and a renewed appreciation for the luxury sector.”

Namratha RoseGrandes Alpes Private Hotel & SpaBuyer

Ultra 2028

Join the waitlist

16-20 January 2028

Atlantis The Royal

Headline Partner