Abu Dhabi, UAE – Abu Dhabi has strengthened its presence and position in the global tourism and travel sector and is a leading destination for conferences, exhibitions, incentives and entertainment. Through its global and local promotional efforts, it participated strongly last year in dozens of international forums and trade fairs, and organized local exhibitions. In addition to 40 introductory programs for its partners in the sector.
Effective global participation
In detail.. The department participated in the World Exhibition for Incentive Tourism, Meetings and Events at IBTM World, with the participation of 32 exhibiting companies. She also participated in the IMEX America exhibition with the participation of 10 exhibitors. She also participated in the IMEX Frankfurt exhibition, with the participation of 27 exhibitors.
Abu Dhabi organized a number of local exhibitions and 40 introductory programs. This provided sector partners with in-depth insights into the destination and its services in the meetings, incentives, conferences and exhibitions sector.
One of the most prominent of these events is the United Networks Conference of International Corporate Event Organizers. The 13th edition of the Arab Meetings and Luxury Travel Conference “Malt”, the “Meet Me” Forum, and the exchange event between networks of destination management companies. In addition to the “In Voyage” event, and the “Lube” conference for meetings, incentives, conferences and exhibitions.
Strengthening global presence
Abu Dhabi has strengthened its presence in these forums, including the World Travel Market, the Arabian Travel Market, and the Berlin International Tourism Fair. Investing in these participations to consolidate its position as a culture-led destination and a long-term partner for the global tourism sector.
Through an integrated narrative that combines branding, public relations, partnerships, and performance-based marketing, each platform has been employed to announce key partnerships. Clearly enhancing leadership narratives and engaging with industry audiences is part of the pavilions’ sustainability-based design. Launching campaigns for influential advertisements and interaction programs designed specifically for markets, these participations achieved tangible spread while deepening relationships with sector partners around the world, according to the department.
Exploring new cooperation horizons
Last December, the Department of Culture and Tourism Abu Dhabi also participated in the World Luxury Travel Market exhibition. Which was held in Cannes, France. This is to communicate with the most prominent pioneers and entities working in this sector, to study ways to deepen existing partnerships and explore new horizons of cooperation. Consolidating Abu Dhabi’s presence in major tourism markets. The department highlights the components of luxury tourism in Abu Dhabi. Offering a complete blend of the finest hospitality experiences, culinary arts offerings, and cultural attractions that embody its authentic identity and enrich the experience of its visitors.
Driving sustainable tourism growth
Last November, the department participated in the 2025 World Travel Market in London. The department has signed eight sales incentive agreements with a number of the UK’s leading travel and tourism agencies and platforms. This is within the framework of its initiatives aimed at driving sustainable tourism growth in the emirate. And enrich the experiences of its visitors from the United Kingdom, as it is one of its most important global markets.
The agreements define frameworks for cooperation with tour operators and destination management companies to allow larger sectors of visitors. Whether new or returning to explore Abu Dhabi or potential travelers. To enjoy the emirate’s hotels, landmarks and inspiring experiences.
These partnerships focus on attracting more visitors from across the UK to Abu Dhabi. By highlighting its exceptional qualities as a vibrant, favorite destination all year round. During the London travel market, the department achieved 2.3 million interactions and 373 partnerships.
sustained growth
In March 2025, the department participated in the World Tourism Exchange Berlin 2025. It revealed new strategic initiatives and partnerships that enhance the sustainable growth of the tourism sector in the emirate.
At the end of April last year, the department participated in the Arabian Travel Market, which is held annually in Dubai. It achieved 527 million media reach, 19.3 million social media impressions, and 2.4 million video views.
Last February, the department participated in the “Vitor 2026” exhibition in the Spanish capital, Madrid.
During the event, the department highlighted the diversity of tourism components in the emirate. From authentic culture, adventure experiences, luxury, entertainment and culinary arts to recreation shows and the finest hospitality services.
Vitor 2026 saw Abu Dhabi crowned “Distinguished Destination of the Year” by the Federation of Spanish Travel Agencies. Carlos Garrido de la Cerva, President of the Federation, praised the tourist destination of Abu Dhabi, describing it as a world leader.
