Abu Dhabi Sets Bold Path to Boost Global Tourism with Strategic Partnerships and Innovative Campaigns

Published on November 26, 2025

Abu Dhabi is making waves in global tourism. Through groundbreaking partnerships and an ambitious vision, the emirate is positioning itself as a year-round travel destination. With bold moves and strategic alliances, Abu Dhabi aims to captivate new audiences and enhance its appeal worldwide.

A Powerful Partnership with Amadeus

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has significantly extended its collaboration with Amadeus, a leader in travel technology. This partnership aims to drive up visitor numbers by more than 60% compared to the previous year. Amadeus’ AI-powered programmatic campaigns target travelers who may not have previously considered Abu Dhabi, bringing a fresh wave of tourism to the emirate.

“By embracing cutting-edge technology, we aim to capture the attention of a global audience,” said a representative from DCT Abu Dhabi. This shift leverages data to reach a wider and more diverse pool of travelers, making it easier for tourists to discover Abu Dhabi’s offerings.

Expedia Partnership: A Global Push for Abu Dhabi

Simultaneously, DCT Abu Dhabi has entered into a multi-year global partnership with Expedia Group. This collaboration will promote Abu Dhabi across 15 key international markets using Expedia’s travel platforms, such as Hotels.com, Vrbo, and the flagship Expedia website. By simplifying the booking process and enhancing visibility, this agreement helps make Abu Dhabi more accessible to a broader audience.

“Through this partnership, Abu Dhabi aims to position itself as a year-round destination,” explained a DCT Abu Dhabi spokesperson. The goal is to elevate the emirate’s visibility on global travel platforms, turning potential travelers into actual visitors. This alliance offers an easy path for tourists to plan their trips with just a few clicks.

Targeted Campaigns for Specific Markets

Abu Dhabi is not stopping with the big global platforms. The emirate has also focused on regional and niche travel-service providers. Collaborations with key markets like Europe, Gulf countries, and India feature tailor-made marketing strategies that highlight cultural, luxury, and family-oriented experiences. This segmented approach ensures Abu Dhabi’s appeal resonates with a broad spectrum of travelers.

Tourism Strategy 2030: Long-Term Vision for Growth

Abu Dhabi’s tourism vision extends beyond these immediate partnerships. With its Tourism Strategy 2030, the emirate plans to further increase its international visibility. The strategy centers on four key pillars: developing world-class infrastructure, enhancing cultural offerings, aggressive global marketing, and providing a seamless visitor experience. These efforts aim to sustain the momentum of Abu Dhabi’s tourism growth while keeping the quality of the experience top-notch.

A key feature of the plan is the focus on innovation and smart tourism, using advanced technology to streamline the travel experience. “The aim is to create a seamless, smart experience for every visitor,” stated an official from DCT Abu Dhabi.

Diverse Tourism Offerings: Culture, Luxury, and Smart Travel

Abu Dhabi’s tourism offerings are diverse. The emirate isn’t relying on one single type of visitor but aims to attract tourists across various segments. Whether it’s cultural enthusiasts visiting world-class museums and heritage sites, luxury travelers seeking top-tier hotels and resorts, or tech-savvy globetrotters looking for an advanced, smart travel experience, Abu Dhabi has something for everyone.

A recent visitor to the city commented on how the seamless integration of advanced technology made their travel experience smoother and more enjoyable. “Everything from booking to the stay was effortless. I didn’t expect such a high-tech yet comfortable experience.”

Early Results: Positive Signs of Growth

The signs of success are already visible. Hotel guest numbers are on the rise, and international interest is growing. The expansion of online conversions through global travel platforms shows the early effectiveness of these partnerships. Abu Dhabi is positioning itself as a top global destination, not just a Gulf stopover, but a vibrant, year-round option for travelers around the world.

Looking Ahead: Abu Dhabi’s Bright Future in Tourism

Abu Dhabi’s approach to global tourism is clear: it’s not just a quick marketing push but a long-term investment in making the emirate a preferred travel destination. With strategic global partnerships, tech-driven marketing, and a broad spectrum of offerings, Abu Dhabi is creating an inclusive, sustainable, and innovative tourism environment.

For the future, DCT Abu Dhabi plans to continue expanding its global reach, making Abu Dhabi a top choice for travelers worldwide. With the Tourism Strategy 2030 in full swing, the emirate aims to grow its tourism sector and attract more visitors than ever before.

Abu Dhabi is truly on the cutting edge of global tourism. Through innovation, strategic partnerships, and a commitment to providing a world-class visitor experience, the emirate is paving the way for a new era of tourism. Whether you’re a culture seeker, a luxury traveler, or a family on vacation, Abu Dhabi promises an unforgettable journey.