Exclusive: Muna Alhajeri Unlocks Massive B2B Success for Dubai Safari Park at ATM 2026

At Arabian Travel Market (ATM) 2026, Muna Alhajeri, Park Director of Dubai Safari Park, speaks about the park’s business to business (B2B) activities and plans to develop it as a world class eco-tourism destination.

The discussion covers the park’s engagements with the travel trade, including a 16% and 26% increase in B2B tickets and revenue respectively. It previews the upcoming season of the park’s brand campaign.

The conversations touch upon the park’s strategic plan to integrate and balance conservation and the travel trade. The park has estadoftire habitats and world class animal exhibits, and engages its guests in edutainment. It has several dining and wildlife experiences after dark including the recently announced “Royal Safari.”

The experiential wildlife destination has earned Wildlife Safari and Zoological Association (WAZA) and European Association of Zoos and Aquaria (EAZA) memberships, and celebrated the birth of 144 animals including a Southern White Rhino last season. Alhajeri is the Park Director and is responsible for developing and implementing strategies to engage guests from different markets including trade and travel.

How is the B2B energy at ATM Dubai 2026 today as you showcase Dubai Safari Park’s immersive eco-tourism offerings to global travel buyers?

The energy has been great! We look forward to ATM every year – it is an invaluable opportunity for us to connect directly with travel trade partners. This year, we are reflecting on strong travel trade success from our previous season, with B2B ticket sales up by 16% and B2B revenue up 26%. We are also showcasing how we continue to evolve as an immersive tourist attraction, with our focus remaining on conservation at the heart of everything we do.
During ATM this year, we have also shared some teasers on what’s coming up for Season 8, including our new ‘Live More Wild Life’ brand platform that we’re excited to bring to life over the season, encouraging a renewed connection with conservation, nature and discovery

With recent initiatives like “Dine in the Wild,” how are you successfully evolving the park from a family daytime attraction into a premium, experience-led destination?

We’re always looking for ways to expand the park’s offering, creating different ways for different visitors to connect with wildlife and experience the park. As you mention, Dine in the Wild brought a premium dimension to the visit, combining wildlife with food and unique surroundings. We also replicate this format for our Iftar in the wild, which proves to be a hugely successful experience every year.
At ATM, we’ve announced that we will be continuing this approach and introducing the Royal Safari Experience for season 8 – exclusively for our travel trade partners. This experience will offer a private, VIP visit for up to 10 guests.

For our Travel and Tour World audience, how do your strict commitments to animal welfare and international conservation programs make the park a standout partner for eco-conscious B2B trade?

Animal welfare and conservation sit at the heart of what we do – they’re not separate from the visitor experience. Our approach is about giving visitors the opportunity to connect with wildlife while also helping them understand the importance of conservation and responsible care.
Our recent memberships of WAZA and EAZA are important milestones, aligning the park with leading international standards and networks in zoological and conservation work. We also welcomed 144 newborn animals during Season 7, which is a strong reflection of our focus on animal care and successful breeding programmes. This includes the birth of baby Salam, the Southern White Rhino who is classified as Near Threatened by the IUCN.
For travel trade partners, that means they can offer an experience that combines entertainment, education and a genuine connection to wildlife and conservation.

Heading into 2027, what key international source markets and strategic trade partnerships are you prioritising to drive continued growth in inbound leisure tourism?

We’re focused on deepening our presence in key international source markets while continuing to identify new opportunities for growth. This year we’re expanding our market representatives, and have appointed Buzz Marketing in India as our official representative, alongside Action Global for Russia and the CIS.
These partnerships will enable us to build stronger relationships with the travel trade and increase awareness of Dubai Safari Park among international audiences. We’ll continue to focus on markets where there is strong potential for inbound leisure tourism and demand for differentiated wildlife and nature experiences.