The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has announced the signing of nine joint marketing programmes (JMPs) during World Travel Market (WTM) 2024, held in London. These strategic agreements, established with leading global travel brands, are designed to amplify Abu Dhabi’s presence in key source markets and support its objective of welcoming 39.3 million visitors by 2030.
The newly signed JMPs include collaborations with top-tier travel operators, such as MakeMyTrip of India; Best at Travel PLC (UK), Destination2 (UK), Travel Republic (Dnata Travel Group) (Global), Luxury Holidays To LTD (UK), Kenwood Travel (UK), Southall Travel (UK), Trailfinders (UK), and We Love Holidays Limited (UK).
Through these partnerships, DCT Abu Dhabi aims to leverage the reach and influence of trusted travel brands to broaden awareness of Abu Dhabi as a premier global destination. The JMPs are set to bolster year-on-year hotel guest arrivals by showcasing the emirate’s diverse array of experiences, from cultural heritage sites and family-friendly activities to natural retreats and luxury offerings, creating substantial value for both Abu Dhabi and its partners.
Abdulla Yousuf, director of International Operations at DCT Abu Dhabi, said: “We’re pleased to be collaborating with leading travel operators to further Abu Dhabi’s growth across our priority source markets. This demonstrates our commitment to working closely with key travel trade partners to ensure Abu Dhabi remains at the forefront of the global travel ecosystem. These partnerships enable us to develop compelling experiences for visitors and increase Abu Dhabi’s visibility on an international scale.”
This year, DCT Abu Dhabi has launched a series of impactful initiatives to enhance its market reach across key regions globally, hosting roadshows and familiarisation trips that bring Abu Dhabi’s diverse offerings directly to global travel professionals. These initiatives provided agents and operators from various markets, such as the UK, India, Egypt, CIS, Germany and Benelux, with immersive experiences of the emirate’s unique attractions—from its cultural landmarks and luxury resorts to its natural landscapes and vibrant event calendar.
Through these global engagements, DCT Abu Dhabi continues to strengthen connections with the international travel trade industry, fostering deeper understanding and enthusiasm for Abu Dhabi as a premier travel destination.
These efforts align with DCT Abu Dhabi’s overarching Tourism Strategy 2030, which aims to position Abu Dhabi as a leading global tourism hub by investing in strategic partnerships and high-impact activations in key international markets. Through sustained collaboration, DCT Abu Dhabi will continue to increase its global footprint and attract diverse visitor segments, helping to establish Abu Dhabi as a destination of choice for travellers worldwide.
