The deal was formalised when His Excellency Saleh Mohamed Al Geziry, Director General of Tourism at DCT Abu Dhabi, and Jennifer Andre, Vice-President of Business Development at Expedia Group Advertising, signed the agreement. It builds on a prior campaign named “Sunshine Pass” and ushers in expanded promotion of Abu Dhabi as a year-round destination, emphasising cultural heritage, adventure and family-friendly experiences.
DCT Abu Dhabi said the strategic tie-up was central to its long-term strategy to sustain tourism growth across multiple source markets. The partnership will leverage Expedia Group’s “full suite of brands” to maximise destination visibility and enable seamless bookings for flights, hotels, cruises and tours. Jennifer Andre commented that the collaboration will make it “easier than ever for travellers to discover and book experiences” in the emirate.
The marketing initiative targets 15 major outbound markets spanning North America, Europe, Asia-Pacific and the Gulf region, reflecting a broad geographic outreach. The focus is on promoting Abu Dhabi’s diverse offering—from its heritage sites to nature and wellness attractions—and converting global advertising efforts into actual visitor bookings.
Analysts note that this collaboration comes at a time when Abu Dhabi is intensifying its international tourism ambitions under its Tourism Strategy 2030, which sets a target of welcoming around 39.3 million visitors annually by the end of the decade. Previous efforts include partnerships with regional travel platforms and major hotel groups, but the tie-up with Expedia Group signals a further elevation of global outreach.
Industry observers highlight that consumer-facing digital platforms such as Expedia now play a key role in shaping destination choice and travel planning. By integrating destination branding with booking channels, DCT Abu Dhabi aims to shorten the path from awareness to purchase. The partnership is expected to intensify during the winter sun holiday period and beyond, indicating a year-round promotional intent rather than seasonally-limited campaigns.
On the flip side, generating meaningful visitor growth in target markets remains challenging. With global travel competition high, especially among sun and culture destinations, the success of the campaign will hinge on converting awareness into booked travel and actual visitation. Local tourism service providers will need to align infrastructure, guest experience and service quality to meet increased demand and maintain destination reputation.
Despite these challenges, DCT Abu Dhabi’s choice to deepen collaboration with a heavyweight global OTA reflects a strategic shift towards data-driven marketing, broader digital ecosystems and multi-market reach. For Expedia Group, the partnership enhances its destination-marketing role and strengthens its value proposition beyond being simply a booking engine.
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