Abu Dhabi Tourism forges global partnerships at ATM 2025, enhancing its international appeal and setting ambitious targets for 2030.

Abu Dhabi Tourism Forges Global Partnerships at ATM 2025

At the Arabian Travel Market (ATM) 2025, Abu Dhabi’s Department of Culture and Tourism (DCT Abu Dhabi) announced a series of strategic partnerships focused on advancing the emirate’s tourism sector. These efforts align with the Tourism Strategy 2030, which aims to attract over 39 million visitors annually and contribute AED 90 billion to the UAE’s GDP by 2030.

Strategic Collaborations to Expand Global Reach

DCT Abu Dhabi’s initiatives at ATM 2025 featured several agreements designed to improve the emirate’s global tourism profile. Key collaborations include:

  • Rehlat: A partnership to promote Abu Dhabi to digital audiences across the Middle East.
  • TBO.com: An effort to connect with travel agents and customers in Saudi Arabia, Kuwait, Qatar, and Bahrain.
  • Holiday Tribe: Targeting India to attract thousands of new visitors over the next 18 months.

India continues to be a top source market, with over 360,000 Indian hotel guests recorded in 2024—marking a 43% year-on-year increase, according to data from the Department of Culture and Tourism – Abu Dhabi.

Enhancing the Visitor Experience

Abu Dhabi is implementing initiatives that add value to the traveler experience:

  • Etihad Airways’ Abu Dhabi Pass: This offers benefits like free public transport access, SIM cards with data, and discounts at cultural sites.
  • Stopover Programme: Developed with Etihad Airways, this initiative recorded 25,000 bookings in early 2025—a 47% increase from the previous year.

Both programs aim to make Abu Dhabi a competitive and comfortable stopover destination, encouraging longer stays and deeper engagement.

Aligning with Sustainable and Cultural Tourism

DCT Abu Dhabi is integrating sustainability and cultural authenticity into its tourism offerings. Developments in Saadiyat Cultural District, Al Ain, and Al Dhafra highlight a commitment to environmental responsibility and heritage preservation. These regions offer diverse experiences, from desert landscapes to historic sites.

The strategy complements national goals and aligns with the UAE’s Vision 2030.

Looking Ahead

With 1.4 million overnight visitors in the first quarter of 2025 and an 18% growth in hotel revenues, Abu Dhabi’s tourism sector is showing strong momentum. The partnerships announced at ATM 2025 will help the emirate scale globally while maintaining authenticity and sustainability.