The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has signed a series of strategic partnerships at Arabian Travel Market 2025, aimed at supporting tourism growth and improving visitor experiences across key international markets.
The new initiatives involve collaborations with travel operators, hotel groups, and destination management companies, focusing on attracting visitors from Europe, Saudi Arabia, India, and other key markets, while presenting Abu Dhabi’s varied offerings and appeal throughout the year.
Abdulla Yousuf, Director of International Operations at the Department of Culture and Tourism – Abu Dhabi, said: “The strategic partnerships signed at Arabian Travel Market 2025 represent a significant step forward in our efforts to position Abu Dhabi as a world-class tourism destination. Targeted collaborations across Europe, Saudi Arabia, India, and other key markets, enable us to enhance Abu Dhabi’s international profile and reinforcing its appeal as a dynamic, year-round destination.
Globally and locally, these partnerships underline our commitment to sustainable growth, offering unique, tailored experiences that resonate with diverse global audiences, while ensuring the long-term resilience and innovation of the sector.”
DCT Abu Dhabi continues to strengthen its connections with European markets, recognising the region’s importance as a source of international visitors.
An agreement has been signed with Loop Leisure to host Loop Leisure Autumn 2025 from October 12–16 at the Grand Hyatt Abu Dhabi. The announcement follows the Loop Beyond Borders event held in 2024, which brought travel agents from Central and Eastern Europe. The Autumn edition will host 130 travel agents, tour operators, and media from German-speaking markets, including Germany, Switzerland, Austria, Benelux, and Poland. The event will serve as a platform to present Abu Dhabi’s offerings and encourage travel partners to promote the destination.
DCT Abu Dhabi is forming strategic alliances to attract more visitors from Saudi Arabia and India. The department aims to tap into the shared culture, language, and traditions of Saudi Arabia and the wider GCC region.
The partnership with Saudi travel platform Almosafer is aimed at attracting more Saudi visitors to Abu Dhabi by using the platform’s reach and booking system. The collaboration will focus on promoting cultural, leisure, and luxury experiences through customised services and packages.
A campaign with Flyin will use the platform’s channels to promote Abu Dhabi’s attractions, events, and family-oriented environment, encouraging travel agents to offer the city as a travel option.
Through Rehlat, DCT Abu Dhabi will access a digitally focused traveller base. The platform will highlight curated travel experiences and promote the city using travel data and regional insights.
The partnership with TBO, a global travel distribution channel, will increase awareness of Abu Dhabi among its network of more than 159,000 registered travel buyers. It includes a sales incentive campaign in Saudi Arabia and Kuwait, aiming to bring 4,320 visitors over the next 12 months.
The collaboration with Holiday Tribe, a tech company in the leisure travel sector, will aim to attract 5,500 Indian visitors over the next 18 months, with campaigns focused on Abu Dhabi’s experiences.
India continues to be the top source market, with over 360,000 Indian hotel guests in 2024—a 43% increase from the previous year. DCT Abu Dhabi is working with partners to maintain this growth.
Improving the visitor experience is key to the goals outlined in the Tourism Strategy 2030. These initiatives aim to show Abu Dhabi as a destination for culture, adventure, family, and wellness experiences.
In partnership with Expedia, DCT Abu Dhabi has launched the Sunshine Pass campaign. This year-round campaign highlights Abu Dhabi as a destination for all seasons, showcasing its cultural and wellness offerings through a multi-channel strategy.
The collaboration with Rotana Hotels will focus on driving bookings during off-peak seasons. It will use Rotana’s loyalty programme and regional presence to attract travellers, offering exclusive rates and experiences for Rotana Rewards members.
A strategic collaboration with Fazaa aims to enhance the experience for UAE residents. Fazaa will launch curated experiences and packages to encourage domestic tourism during summer, holidays, and long weekends.
DCT Abu Dhabi has partnered with DMC Arabia to promote year-round travel to the Al Ain Region. This will include curated itineraries that highlight Al Ain’s heritage and cultural sites.
These partnerships are part of DCT Abu Dhabi’s broader efforts to support the goals of the Tourism Strategy 2030, which aims to welcome 39.3 million visitors by 2030.
Arabian Travel Market recognised the DCT Abu Dhabi stand for sustainable practices, including a socially conscious design and steps taken to reduce environmental impact. Efforts included using locally sourced water in glass bottles from Al Ain, eliminating single-use plastics, and showcasing local culture and craftsmanship.
The stand involved local SMEs and Emiratis who presented aspects of Abu Dhabi’s cultural and culinary heritage—such as perfume, khoos weaving, oud music, and gahwa. The department also partnered with local coffee brand Deep, replanted palms and flora from the stand, and reused structural and decorative materials for future exhibitions.
