Abu Dhabi Strengthens Global Tourism Ambitions Through Deepening Partnerships with India and Europe to Reshape the Future of International Travel

Published on May 7, 2025

It was being indicated that Abu Dhabi’s bold push in global tourism for 2025 could mark a pivotal moment not just for the emirate, but for international travel at large. By unveiling a multi-market tourism offensive during the Arabian Travel Market (ATM), authorities in Abu Dhabi were reportedly signaling their readiness to compete for global attention as one of the top destinations of the decade.

For travellers across continents, from Frankfurt to Riyadh to Mumbai, the developments showcased at ATM 2025 were expected to expand their leisure possibilities, add luxury options, and strengthen off-season travel flexibility. According to tourism industry insiders, the strategy demonstrated how customized travel partnerships could help shape the preferences of millions of future tourists.

Key Takeaways for the Global Travel Industry:

• Abu Dhabi’s 2030 vision aims to welcome 39.3 million visitors.
• Strategic focus on India, Europe, and Saudi Arabia.
• Emphasis on year-round tourism and curated visitor experiences.
• Digital-first campaigns and immersive events driving engagement.

Strategic Vision through Local and Regional Integration

It was observed that Abu Dhabi’s domestic approach also aligned seamlessly with its global outlook. Within the United Arab Emirates, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) had been developing offerings to encourage local travel, ensuring that residents and regional travellers rediscovered what made Abu Dhabi so distinctive.

Programs developed in conjunction with Fazaa were said to inspire staycations, summer packages, and school break promotions, directly catering to families and solo UAE residents. Additionally, DMC Arabia was expected to elevate the profile of the Al Ain Region, emphasizing its rich cultural and historical legacy.

These domestic-focused strategies were being described as vital for building a robust year-round tourism economy, one that not only welcomed foreign guests but retained the attention of local residents.

Countering Seasonality through Exclusive Campaigns

Efforts to overcome the common challenge of seasonality were being tackled head-on. It was reported that Rotana Hotels and DCT Abu Dhabi had formed a first-of-its-kind alliance to ensure travellers could enjoy premium experiences throughout the year. Through exclusive pricing and special offers for Rotana Rewards members, the partnership was set to increase hotel bookings during off-peak periods.

The aim, as per industry commentators, was to position Abu Dhabi as a 12-month destination, supported by highlighted experiences like wellness retreats, outdoor adventures, and cultural festivals. This comprehensive effort would cater to the rising global demand for flexible, luxury travel that adjusts to the traveller’s schedule rather than being restricted by traditional seasonal patterns.

Sunshine All Year: Promoting Abu Dhabi’s Versatility

With collaboration extending to Expedia and its Sunshine Pass campaign, the spotlight was firmly placed on Abu Dhabi’s all-season offerings. These included desert excursions, historic landmarks, and luxury wellness stays—presented as seamless experiences suitable throughout the calendar year.

Experts in the industry felt that by reinforcing the idea of Abu Dhabi as a sunny escape anytime, the emirate could secure a unique niche in a global market flooded with seasonal destinations. This narrative, they suggested, held strong appeal for European and North American travellers looking for reliable, high-quality alternatives outside of peak holiday months.

Saudi Arabia: Cultural Affinity Meets Digital Innovation

Given the linguistic and cultural ties between Saudi Arabia and Abu Dhabi, the Gulf region was naturally being considered a strategic priority. Sources highlighted that a wide-reaching collaboration with regional platforms such as Almosafer, Flyin, and Rehlat would enable a deeper digital reach. These campaigns were said to focus on family-friendly travel, luxurious escapes, and curated digital experiences rooted in Abu Dhabi’s unique culture and heritage.

One key partner, TBO, was reportedly on track to connect DCT Abu Dhabi with 159,000 travel buyers across the GCC, with a target of attracting 4,320 additional visitors over the next year. These efforts were understood to be integral to driving short-haul travel from neighboring countries and maintaining steady visitor flow from the Kingdom.

European Market: Premium Experiences and Bespoke Engagement

Europe remained another cornerstone of Abu Dhabi’s international strategy. In October 2025, it was revealed that the Loop Leisure Autumn event would be hosted at the Grand Hyatt Abu Dhabi, specifically targeting German-speaking nations such as Germany, Switzerland, and Austria.

The event was expected to draw 130 influential agents and media figures, offering an immersive tour into Abu Dhabi’s culture, hospitality, and natural beauty. This build-up followed the success of Loop Beyond Borders in 2024, which had targeted Central and Eastern European agents, further solidifying Abu Dhabi’s reputation as a year-round luxury hub.

Tourism experts emphasized that such targeted activations would not only increase direct bookings but also shift perception, encouraging repeat visitation among seasoned European travellers seeking fresh alternatives to traditional Mediterranean spots.

India: Driving Momentum Through Strategic Collaboration

Figures showed that India had sent more than 360,000 visitors to Abu Dhabi in 2024, marking a 43% increase from the previous year. To sustain this rapid growth, DCT Abu Dhabi had reportedly partnered with Holiday Tribe, aiming to bring in 5,500 additional Indian tourists over the following 18 months.

Campaigns were said to focus on showcasing authentic experiences, including heritage attractions, luxurious resorts, and local traditions. Stakeholders noted that India’s long-term value to the emirate was undeniable, with strong cultural ties, a growing middle class, and an appetite for high-value, immersive travel experiences.

The India-focused strategies, they believed, were bound to influence family vacations, honeymoon travel, and small-group explorations from the subcontinent, deepening engagement with one of the fastest-growing outbound tourism markets globally.

Abu Dhabi’s Tourism Strategy 2030: A Blueprint for Transformation

At the heart of the announcements at ATM 2025 was Abu Dhabi’s Tourism Strategy 2030, which aimed to attract 39.3 million visitors by the end of the decade. The vision, as explained by sources close to the strategy, revolved around building global alliances, expanding digital visibility, and offering highly personalized travel experiences.

By working with leading hotel groups, tourism platforms, and regional distributors, the plan was seen as ambitious yet realistic—designed to place Abu Dhabi in direct competition with the world’s top-tier destinations. It was also noted that this level of strategic alignment across so many regions would likely inspire similar moves in other emerging tourism hubs, thereby reshaping the competitive landscape of global travel.