Abu Dhabi: Renewed Collaborations With Amadeus And Expedia Group Drive Digital Tourism Expansion

Published on November 26, 2025

A period of intense activity was observed for The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) during the month of October, culminating in a series of significant announcements made at the prestigious World Travel Market in London. Representatives from the department were positioned on the ground to facilitate exciting new developments that are expected to make the process of booking and promoting travel to Abu Dhabi significantly easier and more appealing than previously realized. These strategic developments, centered around key partnerships and foundational improvements to the hospitality sector, are regarded as instrumental in maintaining the emirate’s position on the cutting edge of global tourism. A concerted effort is being made to elevate the overall quality of the visitor experience while simultaneously expanding the digital reach into vital international source markets. The commitment to innovation and collaboration is thus being firmly established as the central pillar of the jurisdiction’s long-term tourism strategy.

Foundations for Excellence: The Revitalization of Hotel Classification

A significant undertaking is currently being pursued by DCT Abu Dhabi with the objective of completely updating the Abu Dhabi Hotel Classification Manual. This project is viewed as an essential response to the evolving nature of global travel patterns and is intended to deepen the collaborative relationship with industry stakeholders by providing clear, universally understood guidance regarding quality standards. The classification manual, which was originally introduced in 2007 with mandatory minimum criteria, was notably refined in 2018 through the addition of a guest experience index, comprehensive mystery shopping programs, and specialized product designators. The current, new edition is being designed to systematically build upon these prior efforts, with the ultimate goal being the creation of a global benchmark for both hospitality excellence and elevated guest experiences. This detailed framework establishes explicit quality standards across a wide spectrum of hotel operations, ranging from the minutiae of housekeeping procedures and the efficacy of soundproofing to essential safety protocols, and is utilized as the mechanism for determining a hotel or resort’s star rating, from one to five stars.

Maximizing Global Digital Reach: Partnerships with Technology Giants

The aggressive pursuit of global market penetration is being underpinned by the continuation and expansion of key digital partnerships. A renewed collaboration with Amadeus, a globally recognized leader in travel technology, was announced by DCT Abu Dhabi. This successful alliance is being expanded through Amadeus Digital Media and has been assigned the ambitious target of significantly boosting the number of visitors arriving in Abu Dhabi, aiming for an increase exceeding 60 percent growth compared to the figures achieved during the previous year through Amadeus platforms. The core of this new initiative involves the utilization of highly sophisticated, cutting-edge AI-powered programmatic campaigns. These campaigns are designed to accurately target travelers who are actively searching for and researching their next vacation destination. A major strategic objective is the systematic engagement of new consumer segments who may not have previously considered Abu Dhabi as a viable travel destination, thereby substantially broadening the emirate’s global consumer appeal and market share.

Empowering the Travel Trade and Localizing Content

In addition to the high-profile agreements secured with the technology providers Amadeus and Expedia Group, crucial discussions were also conducted with WebBeds during the World Travel Market, resulting in the renewal of their established partnership. This agreement is meticulously focused on enhancing the capabilities of travel trade professionals operating within the expansive WebBeds network. The goal is to empower these professionals with superior knowledge and resources, enabling them to offer travel experiences that are more informed, expertly guided, and seamlessly packaged for the end consumer.

Furthermore, a significant element of the renewed WebBeds collaboration involves the development and dissemination of highly compelling and localized content. This content is being strategically designed to showcase the full spectrum of Abu Dhabi’s diverse cultural and touristic offerings, extending promotion far beyond the central capital. Specific emphasis is being placed on highlighting the distinct appeal of the Al Ain Region and the Al Dhafra Region, ensuring that a comprehensive awareness of the entire emirate is effectively cultivated. This effort is aimed at directly driving bookings and increasing sales across WebBeds’ extensive global distribution channels and its network of associated travel agencies.

Cultural Context and Future Outlook

The overall tourism strategy is intrinsically linked to the promotion of the nation’s cultural narrative. The recent opening of Qasr Al Watan Palace was previously mentioned as the newest cultural landmark designed to be an invitation to the public to discover the rich legacy of knowledge and enduring tradition that has fundamentally shaped the journey of the United Arab Emirates. The palace is regarded as a key attraction that significantly boosts cultural understanding of the nation. Through the cohesive integration of upgraded hospitality standards, advanced digital marketing, and targeted engagement with the global travel trade, a firm foundation for continued and substantial growth in the tourism sector is being established. All actions are being carefully managed within a formal and neutral framework, ensuring the sustained and responsible development of Abu Dhabi as a globally recognized destination of distinction.