DCT Abu Dhabi And Expedia Group Expand Partnership To Boost International Visitor Growth

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has expanded its partnership with Expedia Group, a leading online travel agency. This collaboration was formalised at the World Travel Market 2025. The agreement, signed by Saleh Mohamed Al Geziry from DCT Abu Dhabi and Jennifer Andre from Expedia, will focus on targeted advertising campaigns across 15 key markets using Expedia's platforms.

This enhanced partnership aims to elevate awareness and interest in Abu Dhabi's unique tourism offerings globally. By leveraging the success of the earlier Sunshine Pass campaign, this collaboration seeks to position Abu Dhabi as a premier year-round destination. It will highlight the emirate's rich cultural heritage and diverse attractions to inspire deeper exploration.

Saleh Mohamed Al Geziry emphasised the importance of strategic partnerships with global travel leaders like Expedia Group for sustained tourism growth. He stated: "Strategic partnerships with global travel leaders like Expedia Group are fundamental to our long-term vision for sustained tourism growth across diverse markets. This expanded collaboration will significantly strengthen Abu Dhabi's global promotion, highlighting our unique cultural and tourism attractions."

The partnership aims to maximise Abu Dhabi’s appeal as a vibrant destination through prominent visibility across Expedia Group’s network. Planned initiatives will target visitors for the upcoming winter sun holiday period and beyond, showcasing Abu Dhabi's diverse attributes across popular brands.

Jennifer Andre expressed excitement about deepening the partnership with DCT Abu Dhabi. She said: "We’re thrilled to deepen our partnership with DCT Abu Dhabi and bring the emirate’s vibrant culture, stunning landscapes, and year-round appeal to travelers across the globe." The campaign will be featured on Expedia Group’s full suite of brands, enhancing visibility for Abu Dhabi on the global stage.

This collaboration will not only drive visibility but also facilitate seamless access to booking services for flights, hotels, cruises, and tours. By ensuring easy access to these services, travellers can discover and book experiences in this extraordinary destination effortlessly.

The initiative builds on previous successes by intensifying promotional efforts for Abu Dhabi as a top-tier destination. It encourages exploration of its cultural heritage and attractions while creating lasting value for its tourism sector.

By focusing on strategic consumer advertising campaigns, this partnership aims to inspire global traveller interest in Abu Dhabi’s offerings. It highlights the emirate's appeal as a year-round destination suitable for every type of visitor.

With inputs from WAM