The Department of Culture and Tourism – Abu Dhabi has announced the continuation and expansion of its partnership with Amadeus, a travel technology provider.
The announcement was made at World Travel Market London. The renewed collaboration through Amadeus Digital Media targets over 60 percent growth in visitor numbers to Abu Dhabi through Amadeus’ platforms compared to the previous year.
The initiative will use AI-powered programmatic campaigns to target travellers who are seeking their next destination. The focus is to engage consumers who may not have previously considered Abu Dhabi as a travel destination, expanding the emirate’s reach.
The collaboration is expected to bring benefits to Abu Dhabi‘s industry stakeholders, including hoteliers and travel agents, by increasing exposure to a wider consumer base and driving booking conversions.
“Our long-standing partnership with Amadeus has been instrumental in showcasing Abu Dhabi’s diverse offering to a global audience. This expanded collaboration is pivotal to our journey to achieve the ambitious goals set out in our Tourism Strategy 2030. By harnessing Amadeus’ advanced technology and extensive reach, we are not only aiming for escalated growth in visitor numbers but also strategically building destination awareness in new and emerging markets,” Saleh Mohamed Al Geziry, Director-General for Tourism at DCT Abu Dhabi said in a statement.
Campaigns from the renewed partnership will target diverse consumer segments. Abu Dhabi’s cultural heritage, adventures, family-friendly attractions, and coastal landscapes will be featured worldwide.
“Our collaboration with DCT Abu Dhabi exemplifies our shared commitment to transforming travel through data-driven insights and innovative technology. By combining Amadeus technology and market intelligence with DCT Abu Dhabi’s visionary approach, visitor outreach can be refined to create meaningful, personalised journeys that truly understand and inspire. Together, we’re not only reaching new audiences but also setting new standards for tourism excellence – ensuring every experience resonates with today’s global traveler,” Jan Tissera, President, International, Global Accounts and Destinations, Hospitality, Amadeus added.
The enhanced partnership is a cornerstone of Abu Dhabi’s Tourism Strategy 2030 to increase visitor numbers and solidify the emirate’s position as a global destination. The partnership builds on several years of marketing campaigns.
