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, which were established with leading travel brands, aim to enhance Abu Dhabi’s position in key source countries and support the country’s goal of welcoming 39.5 million visitors by 2030.
The JMPs that have been signed include collaborations between top-tier travel operators like MakeMyTrip of India and Best at Travel PLC of UK, Destination2 of UK, Travel Republic (Dnata Travel Group), (Global), Luxury Holidays to LTD (UK), Kenwood Travel of UK (UK), Southall Travel of UK (UK), Trailfinders of UK (UK), We Love Holidays Limited of UK.
DCT Abu Dhabi hopes to leverage the reach of trusted travel brands and their influence to promote Abu Dhabi as an international destination. The JMPs aim to boost hotel guest arrivals in Abu Dhabi by showcasing its diverse range of experiences. From cultural heritage sites and family activities to natural retreats to luxury offerings, the JMPs create substantial value for Abu Dhabi and its partner.
Abdulla Yousuf is the director of International Operations for DCT Abu Dhabi. He said: “We are delighted to be collaborating to further Abu Dhabi’s growth in our priority source markets. This shows our commitment to working with key travel partners to ensure Abu Dhabi stays at the forefront of global travel ecosystem. These partnerships allow us to create compelling experiences for visitors, and increase Abu Dhabi’s visibility on a global scale.”
This year DCT Abu Dhabi launched an array of initiatives to increase its market presence in key regions worldwide. Roadshows and familiarisation visits were organized to bring Abu Dhabi’s diverse offerings to travel professionals around the world. 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.
DCT Abu Dhabi is strengthening its relationships with the international travel industry through these global engagements. This helps to foster a greater understanding of Abu Dhabi and its status as a premier tourist destination.
These efforts align with DCT Abu Dhabi’s Tourism Strategy 2020, which aims at positioning Abu Dhabi as a global tourism hub through strategic partnerships and high impact activations in key markets. DCT Abu Dhabi, through sustained collaboration, will continue to expand its global footprint and attract diverse visitors segments, helping to establish Abu Dhabi a destination of preference for travellers worldwide.
