Tourism

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has unveiled a suite of new strategic collaborations during Arabian Travel Market 2025, aimed at accelerating tourism growth and positioning the UAE capital as a leading year-round destination. These agreements span major source markets including Europe, Saudi Arabia, and India, reinforcing Abu Dhabi’s global tourism ambitions and its commitment to sustainable and inclusive travel experiences.

Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi, stated, “These partnerships are pivotal in enhancing Abu Dhabi’s international profile and promoting it as a dynamic, year-round destination. They reflect our vision for sustainable growth through tailored, high-quality visitor experiences that resonate with diverse global audiences.”

Strengthening European Market Ties

One of the major announcements was the agreement with Loop Leisure to host the Loop Leisure Autumn 2025 event from 12–16 October at the Grand Hyatt Abu Dhabi. The exclusive event will attract 130 high-end travel professionals and media from key European markets including Germany, Switzerland, Austria, Benelux, and Poland, promoting Abu Dhabi’s bespoke offerings to affluent travellers.

Expanding GCC and Indian Outreach

In Saudi Arabia, strategic partnerships have been signed with Almosafer, Flyin, and TBO, aimed at driving bookings and awareness across the Kingdom and neighbouring GCC markets. These initiatives will promote Abu Dhabi’s cultural, luxury, and family-friendly offerings through targeted campaigns and incentive programs—such as TBO’s initiative to bring over 4,000 passengers to Abu Dhabi within the next year.

India, Abu Dhabi’s top inbound tourism market, saw more than 360,000 hotel guests in 2024—a 43% increase from the previous year. DCT Abu Dhabi’s collaboration with Holiday Tribe, a key Indian travel tech player, aims to attract 5,500 additional visitors over the next 18 months through curated campaigns focused on Abu Dhabi’s unique experiences.

Enhancing the Visitor Experience

Several collaborations were also launched to enrich the visitor journey across the UAE:

• Expedia’s Sunshine Pass Campaign: A year-round campaign promoting Abu Dhabi’s cultural and wellness attractions through global marketing channels.

• Rotana Hotels: A partnership offering exclusive rates and premium packages to boost off-season travel via the Rotana Rewards programme.

• Fazaa: A domestic campaign offering curated experiences and exclusive offers to UAE residents, encouraging staycations and short breaks.

• DMC Arabia: A collaboration focused on year-round tourism in Al Ain, highlighting the region’s heritage and culture.

Commitment to Sustainability Recognised

In a nod to its eco-conscious efforts, DCT Abu Dhabi’s Experience Abu Dhabi stand at Arabian Travel Market 2025 received an accolade for sustainability. The stand featured zero single-use plastics, locally sourced water, and reusable structures. Emirati artisans and SMEs showcased traditional crafts and culinary heritage, while local flora was repurposed to extend its lifecycle.

These initiatives align with Tourism Strategy 2030, which aims to attract 39.3 million visitors annually by 2030. They also reinforce Abu Dhabi’s commitment to sustainability, innovation, and exceptional tourism experiences.

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