The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) signed and renewed more than 20 trade and industry partnership agreements at Arabian Travel Market (ATM), according to Campaign Middle East. The agreements cover joint marketing, travel technology, online travel platforms, tour operations, aviation connectivity, and luxury hospitality to advance the emirate's Tourism Strategy 2030.
China represents a core focus of the expansion. Under a new agreement for 2026–27, Trip.com Group will deploy a multi-market initiative using its distribution network to target high-growth consumer segments with marketing campaigns and travel products designed to encourage longer stays. DCT Abu Dhabi also reinforced its collaboration with Chinese platform Qunar through a programme aimed at driving extended stays, maximising visitor expenditure, and deepening engagement with the emirate's attractions.
Additionally, DCT Abu Dhabi renewed its partnership with Dida across two campaigns dedicated to positioning Al Ain across international markets and stimulating domestic trips to Abu Dhabi. Across priority source markets, the authority signed nine joint marketing partnerships with durations between 12 and 18 months, targeting 75,500 additional visitors.
Beyond China, the entity established domestic and regional agreements with MakeMyTrip, Musafir, Flyin.com, Smile Holidays Kuwait, TBO, NSAS Travel, and Travelport. On the hospitality side, a partnership with Accor aims to attract domestic tourists for staycations and repeat visits through its hotel loyalty network.
Sources
- Campaign Middle East · 2026-09-25
