Abu Dhabi Tourism Authority Forges 21 Strategic Partnerships at Arabian Travel Market
The Department of Culture and Tourism – Abu Dhabi has strengthened its global commercial network through significant partnership agreements spanning travel technology, hospitality and destination marketing, whilst receiving recognition for its innovative stand design.
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has significantly expanded its international trading relationships by signing and renewing 21 partnership agreements at the Arabian Travel Market, a landmark achievement that reinforces the emirate’s position within the global tourism landscape and furthers the aspirations outlined in Tourism Strategy 2030.
Beyond the commercial agreements, DCT Abu Dhabi’s commitment to authentic cultural presentation was formally acknowledged when the Experience Abu Dhabi stand received the accolade for Best Stand Feature. The installation immersed visitors in the emirate’s distinctive heritage through striking exhibitions, including displays of the Liwa International Festival buggy and live cultural activations by local artisans. The stand also demonstrated environmental consciousness by integrating sustainable practices throughout its design and operation.
The partnerships encompass diverse sectors including travel technology, tour operations, aviation connectivity, luxury hospitality and destination marketing. These collaborations are designed to extend Abu Dhabi’s reach amongst an increasingly varied international audience whilst positioning the emirate as a destination offering distinctive, enriching experiences.
Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi, emphasised the strategic importance of these agreements: “These partnerships reflect the strength of our global relationships as we position Abu Dhabi as a growing destination with a wide range of unique experiences and investment opportunities. The upcoming opening of Guggenheim Abu Dhabi on 11 December, the continued development of Sphere Abu Dhabi, and the planned Disney Theme Park Resort will provide visitors with expanded reasons to experience the emirate.”
Within the domestic market, DCT Abu Dhabi established strategic collaborations with MakeMyTrip and Musafir to leverage their networks and drive visitation throughout Abu Dhabi and Al Ain. Notably, nine joint marketing partnerships were formalised with Indian travel companies with terms between 12 and 18 months, targeting an additional 75,500 visitors to the emirate.
The organisation has substantially deepened its engagement with the Chinese market through a comprehensive 2026-27 agreement with Trip.com Group, designed to target high-growth segments through multi-market marketing initiatives and bespoke products that encourage extended stays. Partnership reinforcement with Qunar will similarly promote long-stay experiences and deepen visitor engagement with Abu Dhabi’s diverse offerings.
On the hospitality front, a new partnership with Accor will position Abu Dhabi amongst domestic tourists seeking staycations and leisure experiences, leveraging the global brand’s extensive loyalty programme. Meanwhile, UAE-based Ayla Hotels & Resorts announced expansion into the Al Ain Region with two forthcoming properties: Ayla Ajwaa Hotel Suites and the premium Al Rawda Resort.