Abu dhabi: The Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi) and Expedia Group have announced a significant expansion of their strategic partnership, formalised at World Travel Market (WTM) 2025. This multi-year agreement aims to drive international visitor growth by implementing targeted consumer advertising campaigns and initiatives across 15 key source markets on Expedia Group brand sites and apps, including Expedia, Vrbo, and Hotels.com.
According to Emirates News Agency, the partnership was signed by Saleh Mohamed Al Geziry, Director General of Tourism at DCT Abu Dhabi, and Jennifer Andre, VP of Business Development at Expedia Group Advertising. The collaboration seeks to boost awareness and inspire global traveler interest in Abu Dhabi's tourism offerings. Building on the success of the Sunshine Pass campaign launched earlier this year, the expanded partnership will intensify promotional efforts and position Abu Dhabi as a premier year-round destination, encouraging exploration of its cultural heritage, activities, and attractions.
Saleh Mohamed Al Geziry emphasized the importance of strategic partnerships with global travel leaders like Expedia Group for sustained tourism growth. He stated that the collaboration would strengthen Abu Dhabi's global promotion by highlighting its unique cultural and tourism attractions, aiming to showcase the emirate's appeal as a year-round destination.
The partnership will leverage Expedia Group's expansive network to maximize Abu Dhabi's appeal as a world-class destination. Planned initiatives will target visitors for the upcoming winter sun holiday period and beyond, showcasing diverse attributes across Expedia Group's brands while providing seamless booking services.
Jennifer Andre expressed enthusiasm about deepening the partnership with DCT Abu Dhabi, highlighting the aim to bring the emirate's culture and landscapes to travelers worldwide. The campaign will drive visibility for Abu Dhabi on the global tourism stage and simplify the process for travelers to discover and book experiences in the destination on Expedia Group's platforms.