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) to support the emirate's Tourism Strategy 2030, Campaign Middle East reported. The agreements cover joint marketing, travel technology, online travel platforms, aviation connectivity, and luxury hospitality.
As part of its international expansion, DCT Abu Dhabi reinforced its commercial footprint in China. Under a new agreement for 2026–27, Trip.com Group will deploy a multi-market initiative using its distribution network to target the Chinese outbound market with campaigns and products designed to promote longer stays. DCT Abu Dhabi also established a programme with Chinese travel platform Qunar to encourage extended itineraries, increase visitor expenditure, and expand engagement with the emirate's destination offerings.
In addition, DCT Abu Dhabi renewed its collaboration with Dida on two campaigns aimed at promoting Al Ain internationally and attracting domestic travellers to Abu Dhabi. Overall, the authority entered into nine joint marketing partnerships with durations between 12 and 18 months, aiming to attract 75,500 incremental visitors to Abu Dhabi.
The wider slate of agreements included an extended MENA marketing agreement with Flyin.com, domestic network agreements with MakeMyTrip and Musafir, a joint initiative with Accor, and hotel expansion announcements by Ayla Hotels & Resorts in Al Ain. The Experience Abu Dhabi stand also won the Best Stand Feature award at the event.
Sources
- Campaign Middle East · 2026-09-25
