Qatar Airways (QA) introduced a new Arabic-enabled version of Sama, the world’s first AI-powered digital human cabin crew, at the Arabian Travel Market (ATM) 2025 in Dubai. Sama, which can now understand Arabic dialects and respond in Modern Standard Arabic, offers an interactive experience to help with bookings, travel queries, and destination guidance.
Sama’s debut at ATM 2025 highlighted Qatar Airways’ focus on cultural resonance and immersive innovation, aimed at enhancing the travel experience for today’s Arab traveler. This initiative reinforces the airline’s leadership in reshaping the future of digital travel in the Middle East and beyond. Visitors at the QA stand also experienced “The ORCHARD in the QVerse,” a virtual reality tour of Hamad International Airport (HIA)’s iconic indoor garden.
Additionally, Qatar Airways showcased the Qsuite Next Gen, a replica of the new cabin design first presented at the Farnborough International Airshow in the UK last July. These innovations demonstrate QA’s commitment to offering a seamless blend of digital technology and personalized, human-centric travel experiences.
Qatar Airways Group CEO Badr Mohammed Al-Meer commented on the airline’s presence at ATM 2025, saying, “Our immersive initiatives, from The ORCHARD VR to Qsuite Next Gen, show how the future of travel can be digital, yet deeply human.”
On the sidelines of ATM 2025, Qatar Airways signed a Memorandum of Understanding with Visit Maldives and Indonesia’s Ministry of Tourism to boost visitor arrivals to HIA and explore new tourism opportunities. The airline also announced increased summer flights to key destinations, including Dar Es Salaam, Kilimanjaro, Entebbe, Tokyo Narita, and several European cities.
QA’s achievements include being named the “World’s Best Airline” for the eighth time at the Skytrax 2024 World Airline Awards and winning “World’s Best Business Class” and “World’s Best Airline Website” at the World Travel Tech Awards in 2024.
