The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has signed and renewed 21 trade and industry partnership agreements at Arabian Travel Market (ATM), reinforcing its international commercial network and supporting the objectives of Tourism Strategy 2030. The organisation also received the Best Stand Feature accolade for its Experience Abu Dhabi exhibition, which showcased the emirate’s heritage, culture and sustainability initiatives.
The award-winning stand featured attractions such as the Liwa International Festival buggy, alongside cultural activities led by local artisans. Sustainable practices, including flora replanting and measures to minimise environmental impact, were also incorporated into the exhibition. The recognition highlighted the stand’s focus on authentic experiences and socially conscious tourism.
The agreements cover travel technology, tour operations, aviation connectivity, luxury hospitality and destination marketing. Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi, said the partnerships would strengthen the emirate’s ability to showcase its arts, culture, cuisine and entertainment to international travellers. He also highlighted upcoming attractions, including Guggenheim Abu Dhabi, scheduled to open on December 11, the progress of Sphere Abu Dhabi and the planned Disney Theme Park Resort.
India remains a key source market, with DCT Abu Dhabi signing strategic collaborations with MakeMyTrip and Musafir to encourage domestic travel to Abu Dhabi and Al Ain. The organisation also entered nine joint marketing partnerships with Indian travel companies for periods ranging from 12 to 18 months, targeting an additional 75,500 visitors. In China, new and strengthened collaborations with Trip.com Group and Qunar will promote longer stays, targeted marketing campaigns and greater engagement with the destination’s attractions.
DCT Abu Dhabi also expanded its hospitality partnerships through a collaboration with Accor, aimed at encouraging staycations, leisure breaks and repeat visits among domestic travellers by leveraging the hotel group’s loyalty programme. Meanwhile, UAE-based Ayla Hotels & Resorts announced plans to expand its Al Ain presence with two properties: Ayla Ajwaa Hotel Suites in Al Ain city and the luxury Al Rawda Resort near the Al Ain–Abu Dhabi Highway, featuring chalets and dining facilities.
Further partnership renewals include Amadeus for marketing across more than 40 source markets, Dida for promoting Al Ain and Abu Dhabi, and Flyin.com for regional campaigns, including the ‘971 initiative’. Smile Holidays Kuwait renewed its collaboration for a third consecutive year, while TBO expanded its partnership to cover the UAE domestic market and a ‘Ladies Only’ campaign. NSAS Travel renewed its sales incentive programme focused on family experiences, attractions and hotels, while Travelport continued its marketing partnership for a third year.