Abu Dhabi Eyes More Global Partnerships, Including India, To Boost Tourism

Abu Dhabi is turning up the heat on its tourism game in 2025, and the Arabian Travel Market (ATM) was the perfect stage for its bold new moves. At this year’s event, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) unveiled a powerful suite of strategic partnerships aimed at reshaping the emirate’s tourism landscape and attracting visitors from across the globe.

The announcements reflect Abu Dhabi’s ambitious Tourism Strategy 2030, which aims to welcome 39.3 million visitors by 2030. With a clear focus on expanding its international footprint, DCT Abu Dhabi has signed partnerships with leading travel operators, hotel groups, and digital platforms—all carefully curated to draw in travellers from key markets like Europe, Saudi Arabia, and India.

DCT Expands Partnerships With Key Destinations

India

India, which sent over 3,60,000 guests to Abu Dhabi in 2024 (a 43 per cent rise from the year before), remains the top contributor to the emirate’s international arrivals. To keep this momentum going, DCT Abu Dhabi has teamed up with Holiday Tribe, a tech-savvy travel company aiming to send 5,500 Indian visitors to Abu Dhabi over the next 18 months. With tailored campaigns that highlight the emirate’s authentic experiences, from heritage sites to luxurious stays, this partnership underscores India’s long-term value to Abu Dhabi’s tourism strategy.

Europe

Europe remains a vital source market for the emirate, and DCT Abu Dhabi is strengthening its presence with bespoke travel events. This October, Loop Leisure Autumn 2025 will take centre stage at the Grand Hyatt Abu Dhabi, welcoming 130 top-tier travel agents, operators, and media personalities primarily from German-speaking nations, including Germany, Switzerland, and Austria. The event promises immersive showcases of Abu Dhabi’s cultural elegance, natural beauty, and luxurious hospitality, designed to charm discerning European travellers.

This follows the success of Loop Beyond Borders, which brought Central and Eastern European agents to Abu Dhabi in 2024, reinforcing the emirate’s image as a premium destination that’s always in season.

Saudi Arabia

Abu Dhabi’s cultural and linguistic affinity with Saudi Arabia makes the Kingdom a logical focal point. Strategic partnerships with Almosafer, Flyin, and Rehlat—three of the region’s most influential travel platforms—are set to boost inbound travel from the Gulf.

While Almosafer brings its booking experience and wide consumer base to the table, Flyin’s digital campaign will spotlight Abu Dhabi as a family-friendly, safe, and luxurious getaway. Rehlat, on the other hand, will tap into its data-driven, digital-first ecosystem to present Abu Dhabi’s curated experiences, from desert adventures to wellness retreats, in fresh, engaging ways.

Meanwhile, global travel distributor TBO will connect DCT Abu Dhabi with a massive network of over 1,59,000 travel buyers across the GCC. With a target of bringing in 4,320 visitors over the next year, TBO’s campaign is poised to make a measurable impact.

Abu Dhabi: A Year-Round Destination

Beyond just attracting visitors, DCT Abu Dhabi is focused on enhancing the visitor experience. Collaborations with global platforms like Expedia have led to campaigns like the Sunshine Pass, which pitches Abu Dhabi as a destination for all seasons. By highlighting wellness retreats, cultural events, and outdoor adventures, the campaign ensures the emirate stays top of mind for international leisure travellers.

Besides, Rotana Hotels is joining forces with DCT Abu Dhabi to tackle seasonality in a first-of-its-kind partnership. The initiative will offer exclusive rates and premium experiences to Rotana Rewards members, particularly during off-peak seasons, helping position Abu Dhabi as a year-round destination. The alliance leans on Rotana’s strong brand presence and loyalty programme to appeal to regional travellers and repeat visitors.

On the domestic front, the collaboration with Fazaa is designed to inspire UAE residents to rediscover Abu Dhabi through curated summer staycations, school break packages, and long-weekend getaways. Meanwhile, DMC Arabia will channel its expertise to spotlight the Al Ain Region, elevating its historical and cultural allure with tailored visitor itineraries.