Masarra Celebrates a Year of Significant Growth
From a bold idea to a trusted name in destination management, Masarra recognizes its first anniversary characterized by innovation, expansion, and impact. Over the last year, the Abu Dhabi-based Destination Management Company (DMC) has rolled out a new B2B reservations portal, offering access to nearly 850 products and over 500 hotels, while establishing partnerships across Europe, the GCC, and Asia—solidifying its place among the UAE’s foremost and progressive DMCs.
A Vision Brought to Life
Founded in Abu Dhabi with the aim of showcasing the UAE through genuine, well-executed experiences, Masarra has devoted its inaugural year to converting that vision into tangible achievements.
“Our first year has been defined by progress - building digital foundations, trusted partnerships, and a diverse product network that reflects the true spirit of the UAE,” said Asif Parkar, General Manager of Masarra. “We are proud to support Abu Dhabi’s tourism vision through innovation, collaboration, and service excellence.”
Digital Transformation: Connecting the World to the UAE
A cornerstone of Masarra’s success has been the launch of its B2B trade reservations portal—a cutting-edge platform providing real-time connectivity to the global travel market. Now operational with dynamic rates and API integrations, this system allows global partners to access a complete inventory of curated packages, hotels, services, and experiences with remarkable efficiency.
This portal reflects Masarra’s digital-first approach, streamlining operations, accelerating contracts, and setting new benchmarks for scalability across the regional DMC landscape. Upcoming enhancements will introduce AI-driven tools to personalize and optimize user experiences.
Innovation on the Ground: Building Experiences with Heart
Masarra’s offering has rapidly grown to encompass nearly 850 experiences across Abu Dhabi, Dubai, and the Northern Emirates—ranging from desert adventures to cultural journeys that embody the UAE’s spirit. The Masarra Signature Collection, a new initiative launched this year, emphasizes cultural travel, presenting unique experiences like the Emirati-led Ladies-Only City Tour and Emirati Farm & Rural Heritage Experience, each deeply intertwined with Emirati culture and hospitality.
With over 430 hotels on board and over 70 direct partnerships representing more than 22,000 keys, Masarra provides a comprehensive accommodation network in the UAE, collaborating with prestigious brands such as Hilton, Marriott, Accor, IHG, Hyatt, Shangri-La, Anantara, Rotana, and Jumeirah.
Global Reach & MICE Momentum
Masarra’s reach extends beyond the UAE, having participated in leading international trade events including ATM, ITB, WTM, and IBTM, alongside hosting roadshows and sales missions throughout Europe, the GCC, and Asia. These efforts have successfully positioned Abu Dhabi as a premier tourism destination and fostered a strong network of global B2B partnerships, enabling the operation of various MICE programs in the capital, supporting incentive groups and corporate travelers attending major events such as Formula 1® and UFC.
“Our first year proved that showcasing Abu Dhabi through a fresh perspective, highlighting its hidden treasures, diverse products, and authentic experiences, fuels curiosity and stimulates growth for the emirate and the UAE as a whole,” noted Milanka Vukovic, Senior Director of Sales & Business Development.
Reimagining the Guest Experience
Masarra has also transformed the conventional concept of hotel tour desks by launching innovative destination experience lounges in top Yas Island and Abu Dhabi properties. These lounges replace traditional sales counters and encourage open engagement between guests and travel consultants, incorporating interactive VR previews and touchscreen kiosks that showcase an extensive array of experiences, thereby revolutionizing how guests discover and book their adventures.
Looking Ahead
The upcoming year promises sustained innovation. Masarra plans to unveil a signature desert camp experience in Abu Dhabi—a premium retreat merging sustainable glamping with Emirati storytelling and astronomy under the desert sky. Additionally, the company will broaden its multi-emirate itineraries, enriching its suite of curated experiences across the Emirates.
Masarra is set to enhance its digital ecosystem by upgrading its technology capabilities and employing AI to elevate client experience and improve operational efficiencies. Moreover, a new transactional B2C website is anticipated to launch in early 2026, allowing Masarra to directly engage with consumers while continuing to expand its global trade network.
