Dubai: The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has signed and renewed 21 trade and industry partnerships at Arabian Travel Market, reinforcing the emirate’s international tourism network and supporting the objectives of its Tourism Strategy 2030.
The agreements span travel technology, tour operations, aviation connectivity, luxury hospitality and destination marketing, strengthening Abu Dhabi’s ability to reach a wider and more diverse range of international and domestic travellers.
Experience Abu Dhabi Stand Wins Best Stand Feature
DCT Abu Dhabi also received recognition for its commitment to authentic visitor experiences, with the Experience Abu Dhabi stand winning the Best Stand Feature accolade at this year’s Arabian Travel Market.
Designed to showcase the emirate’s rich cultural heritage and diverse attractions, the stand featured immersive displays including a Liwa International Festival buggy and cultural activations presented by local artisans.
The stand also incorporated sustainable practices, including the replanting of flora and measures aimed at reducing its environmental impact. The recognition highlighted the efforts of the teams behind the initiative to create an engaging and socially conscious visitor experience. Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi, said the agreements demonstrated the strength of Abu Dhabi’s international partnerships and would help position the emirate as an increasingly attractive destination offering diverse experiences and investment opportunities.
“These agreements reflect the strength of our global partnerships as we position Abu Dhabi as a growing destination with a wide range of unique experiences and investment opportunities,” Yousuf said.
He added that the partnerships would expand Abu Dhabi’s ability to showcase its offerings in arts, culture, cuisine and entertainment to travellers seeking meaningful and immersive experiences.
Yousuf also highlighted several major developments expected to further enhance Abu Dhabi’s tourism offering, including the scheduled opening of Guggenheim Abu Dhabi on December 11, continued progress on Sphere Abu Dhabi, and the planned Disney Theme Park Resort.
Focus on Domestic and Indian Markets
Recognising the growing importance of the domestic tourism market, DCT Abu Dhabi signed strategic collaborations with MakeMyTrip and Musafir, using their extensive domestic networks to encourage travel to Abu Dhabi and Al Ain.
The emirate also expanded its presence in India through nine joint marketing partnerships with Indian travel companies. The agreements, ranging from 12 to 18 months, aim to attract an additional 75,500 visitors to Abu Dhabi.
Expanding Presence in China
DCT Abu Dhabi is also strengthening its engagement with the Chinese market.
Under a new 2026–27 agreement, Trip.com Group will implement a multi-market initiative leveraging its extensive distribution network to promote Abu Dhabi through targeted marketing campaigns and tourism products designed to encourage longer stays.
A separate programme with China’s Qunar will promote extended stays, increase visitor spending and encourage deeper engagement with Abu Dhabi’s diverse tourism experiences.
Hospitality Partnerships Drive New Visitor Experiences
DCT Abu Dhabi has also entered into a new partnership with Accor aimed at promoting the emirate among domestic travellers seeking staycations, leisure breaks and repeat visits.
The initiative will leverage Accor’s global hospitality network and loyalty programme to showcase Abu Dhabi’s attractions alongside its portfolio of hotels, positioning the emirate as a versatile destination for different types of travellers.
Meanwhile, UAE-based Ayla Hotels & Resorts announced plans at Arabian Travel Market to expand its presence in the Al Ain Region with two new properties: Ayla Ajwaa Hotel Suites in Al Ain city and the high-end Al Rawda Resort, featuring luxury chalets and dining facilities near the Al Ain–Abu Dhabi Highway.
DCT Abu Dhabi also renewed several existing partnerships aimed at increasing international and domestic visitor numbers.
- Amadeus: Renewed collaboration to reach travellers planning their next destinations across more than 40 source markets, with campaigns covering culture, adventure, family travel and sun-and-sand experiences.
- Dida: Two renewed campaigns aimed at strengthening Al Ain’s positioning across key international markets and increasing domestic visitation to Abu Dhabi.
- Flyin.com: Extended partnership with the Saudi online travel platform covering the wider MENA region, including the launch of a dedicated “971 Initiative” for Abu Dhabi.
- Smile Holidays Kuwait: Regional partnership renewed for a third consecutive year, featuring exclusive packages designed to attract visitors from Kuwait.
- TBO: Partnership expanded to include the UAE domestic market, alongside a new “Ladies Only” campaign highlighting Abu Dhabi’s growing appeal among female travellers.
- NSAS Travel: Sales incentive programme renewed with the Egypt-based operator, focusing on family-friendly attractions, activities and quality accommodation.
- Travelport: Marketing partnership renewed for a third year following reported growth in hotel guests and increased trade engagement across priority markets.
Through these agreements, DCT Abu Dhabi is continuing to broaden its global tourism partnerships while promoting Abu Dhabi and Al Ain as destinations offering culture, heritage, hospitality, entertainment and immersive experiences to travellers from key international and domestic markets.
BY: The Times Union
