Abu Dhabi used this year’s World Travel Market (WTM) in London to emphasize its growing importance as an all-year destination, revealing significant cultural advancements, as well as securing a number of strategic agreements to strengthen ties with UK travel professionals.
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) confirmed the establishment of eight new sales partnerships during WTM 2025, highlighting the UK’s key position as one of the emirate’s most crucial international markets. The alliances were reached with several companies including Southall Travel, Luxury Holidays, Best At Travel, Destination2, Kenwood Travel, Elevate, DialAFlight, and loveholidays.
Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi, stated: “The new strategic partnerships signed by DCT Abu Dhabi with eight travel and tourism sector companies based in the UK is another step forward in our long-term strategic goal to reach an even wider audience – first-time visitors, returning guests, and potential travelers – from one of our most important international markets.”
Cultural Momentum on Saadiyat Island
A significant focus of Abu Dhabi’s promotion at WTM was its rapidly evolving cultural scene. The emirate is gearing up for the openings of several world-class institutions, such as the Guggenheim Abu Dhabi and the Zayed National Museum, heralding what officials describe as a new era of cultural exploration for Saadiyat Island.
These notable attractions will join the Louvre Abu Dhabi in transforming the district into a vibrant center of creativity and heritage. Additionally, high-profile cultural events like NOMAD and Frieze are slated to have their inaugural editions in Abu Dhabi soon. Nearby, Jumeirah Saadiyat Island is set to establish itself as a tranquil beachfront hub for visitors eager to access the district’s offerings.
The newly forged agreements are designed to broaden access to Abu Dhabi’s hotels, attractions, and experiences for both newcomers and returning UK tourists. By collaborating with operators across various specialist markets, DCT Abu Dhabi aims to reinforce its Tourism Strategy 2030 while enhancing the emirate’s visibility in an increasingly competitive global travel landscape.
Looking Ahead to M&I Expo 2026
DCT Abu Dhabi also underscored its upcoming role as the host of the inaugural M&I Expo, scheduled for April 14-16, 2026, at the Abu Dhabi National Exhibition Centre (ADNEC). Announced earlier this year, this event will be organized in partnership with Worldwide Events and will welcome a curated group of leading international buyers and suppliers in the MICE sector.
Over three days, delegates will participate in personalized meetings, networking events, and immersive destination experiences, further enhancing Abu Dhabi’s profile in the global MICE market.
With an enriched cultural offering, growing UK collaboration, and a comprehensive lineup of strategic events, Abu Dhabi is strategically positioning itself as a destination that caters to a wide array of traveler interests. As the emirate progresses towards its Tourism Strategy 2030 objectives, WTM 2025 served as a pivotal platform to showcase its aspirations and commitment to attracting more visitors year-round.
