MENA destinations are celebrating the holy month with a range of cultural events, tourism initiatives, and traditional festivities – from the Ramadan programmes in the UAE to Saudi Arabia’s “Ramadan Lights” campaign. Plus we look at Oman’s new adventure activities and restored historical landmarks, Qatar’s Throwback Food Festival, and Jordan’s surge in outbound tourism spending.
Etihad Airways and DCT Abu Dhabi launch digital Abu Dhabi Pass
Etihad Airways and the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) have introduced the Abu Dhabi Pass, a digital initiative aimed at enhancing the visitor experience in the emirate. Launched at ITB Berlin 2025, the pass offers Etihad passengers and all visitors benefits such as a tourist SIM card with 10GB data, unlimited access to public buses, and 24-hour use of the hop-on-hop-off tourist bus network. Users also receive 15% discounts at cultural venues like Qasr Al Watan and Louvre Abu Dhabi, as well as special rates at Yas Island attractions, including Ferrari World Abu Dhabi and Warner Bros. World™ Abu Dhabi. The pass provides deals at over 200 restaurants and savings on experiences like desert safaris and guided city tours.
Egypt showcases rich heritage at ITB Berlin 2025, gears up for Grand Egyptian Museum opening
At ITB Berlin 2025, Egypt presented its diverse tourism offerings and rich cultural heritage through a pharaonic temple-inspired pavilion, inaugurated by Minister of Tourism and Antiquities Sherif Fathi. The pavilion featured immersive displays, including replicas of King Tutankhamun’s treasures, and highlighted the forthcoming Grand Egyptian Museum (GEM), set to officially open on 3 July 2025. The GEM, spanning 50 hectares, will be the world’s largest museum dedicated to a single civilisation, showcasing over 5,000 artefacts from King Tutankhamun’s tomb and a 36-foot statue of Ramses II, among other treasures. The museum’s grand opening is expected to attract visitors from around the world, boosting Egypt’s tourism industry and solidifying its position as a premier cultural destination.
Saudi revs up tourism ambitions with star-studded lineup and global outreach
Saudi Arabia is making a significant push to establish itself as a major player in the global tourism market. At ITB Berlin 2025, the kingdom unveiled an immersive exhibition called “Saudi Land,” showcasing its rich cultural heritage and modern attractions. This effort is part of Saudi Arabia’s ambitious tourism drive, which aims to attract 150 million annual visitors by the end of the decade. The kingdom is also strengthening ties with the Indian travel trade, eyeing a significant share of the lucrative Indian tourism market.
Saudi’s tourism sector has already seen significant growth, with 2.5 million sports tourists visiting the kingdom over the past four years. The inaugural Saudi Arabian Grand Prix in Jeddah in 2021 attracted spectators from 160 countries, created 20,000 jobs, and generated SR900 million ($240 million) in economic impact. To further boost tourism, Saudi Arabia has announced a star-studded lineup for the Formula 1 STC Saudi Arabian Grand Prix, featuring global superstar Jennifer Lopez, Grammy-winning artist Usher, and electronic music group Major Lazer Soundsystem.
Sharjah strengthens position as key travel and tourism hub
Sharjah is enhancing its status as a central hub for travel and tourism by participating in global events like ITB Berlin 2025. The emirate showcased its diverse cultural heritage, modern infrastructure, and sustainable tourism initiatives, aiming to attract a broader spectrum of international visitors. Sharjah’s efforts include developing new tourist attractions, promoting eco-tourism, and investing in hospitality sectors to provide unique experiences that blend tradition with modernity.
Oman unveils comprehensive masterplan for Salalah redevelopment
Oman’s Ministry of Housing and Urban Planning announced a masterplan for redeveloping Salalah, covering 7.3 sq km. Designed by Sasaki, the New City Salalah plan includes over 12,000 residential units for 60,000 residents across four walkable neighbourhoods. The development features 3.5 million sqm of open space and parks, 200,000 sqm of retail and hospitality space, 100,000 sqm of cultural amenities, two hospitals, and integrated transport links. A new 6km-long public beach and pedestrianised marina are also planned. The project aligns with Oman’s Vision 2040, aiming to enhance Salalah’s appeal as a year-round destination. Construction is set to begin later this year, with Phase 1 delivering 5,827 residential units.
Morocco strengthens tourism ties at ITB Berlin 2025
Morocco has secured strategic partnerships with major travel companies, including Expedia, Condor, Alltours, and Discover Airlines at ITB Berlin 2025. These collaborations aim to enhance Morocco’s presence in the German tourism market, reflecting the country’s commitment to expanding its global tourism reach. The agreements are expected to increase tourist arrivals from Germany, aligning with Morocco’s goal to attract 17 million tourists by 2026 and 26 million by 2030. These efforts underscore Morocco’s strategy to diversify its tourism markets and strengthen its position as a leading destination in North Africa. The partnerships also highlight the importance of the German market in Morocco’s tourism development plans. By collaborating with reputable travel companies, Morocco aims to offer tailored experiences to German tourists, enhancing their travel experiences and satisfaction.
Earlier this week…
UAE celebrates Ramadan 2025 with cultural experiences
Dubai and Abu Dhabi have unveiled a range of cultural experiences to celebrate Ramadan 2025. In Dubai, a comprehensive programme of events will run from 1 to 30 March, featuring traditional feasts, community gatherings, shopping festivals, and family-friendly activities. Highlights include the Nad Al Sheba Sports Tournament 2025, the SKECHERS Performance Run, and the Ramadan District at Jumeirah Emirates Towers.
In Abu Dhabi, families can enjoy serene experiences, such as dining at the Observation Deck at 300, offering panoramic views of the city, and the Shangri-La Qaryat Al Beri Ramadan Village, providing traditional flavours in a scenic setting. Other notable offerings include suhour gatherings at the Oasis Tent, traditional music and performances at Umm Al Emarat Park, and beachside iftars under the stars at Bab Al Nojoum.
Saudi celebrates Ramadan with ‘Ramadan Lights’ and extended metro hours
Saudi Arabia has launched the ‘Ramadan Lights’ campaign to celebrate the holy month, illuminating key locations across Riyadh and Jeddah. Notable sites such as Al Ghadeer Walkway, Olaya Street, and the Jeddah Corniche have been adorned with decorative lights and installations. To further facilitate celebrations, Riyadh’s public transport network has announced extended operating hours. The Riyadh Metro will operate until 2 AM from Sunday to Thursday, with services extended until 3 AM on Fridays. Public transport buses will also adjust their schedules, operating daily from 6:30 AM to 3 AM, providing greater flexibility for the increased activities during Ramadan.
Ras Al Khaimah unveils new marketing film and Trip.com partnership
Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched a captivating new marketing film, ‘Not a Vacation…Our Vacation’, showcasing the emirate’s unique blend of hidden gems, deep-rooted traditions, and thrilling outdoor experiences. Meanwhile, the tourism board has also strengthened its partnership with Trip.com, signing a new MOU to boost tourism from China through strategic marketing initiatives, immersive storytelling, and exclusive travel offerings. Building on the success of their existing collaboration, which has generated over 17.5 million page impressions and driven a 22% increase in hotel bookings, the partnership is set to introduce a flagship Ras Al Khaimah Star Hub store on Ctrip and enhance the travel experience for Chinese tourists visiting the emirate.
Qatar celebrates heritage and strengthens ties with Thailand
Visit Qatar has launched the second edition of the Throwback Food Festival at Doha’s Old Port, celebrating the nation’s rich heritage through traditional cuisine and cultural experiences. The festival features interactive initiatives like ‘Dakkan’, which recreates old Qatari souks, offering traditional foods, traditional games, storytelling sessions, and live musical performances. In other news, Qatar and Thailand have signed a visa exemption agreement for diplomatic and official passport holders. This agreement aims to strengthen bilateral relations, facilitate official travel, and enhance diplomatic engagements between the two nations.
Zayed National Museum partners with Bahrain National Museum to promote cultural heritage
The Zayed National Museum in the UAE has signed a memorandum of understanding with the Bahrain National Museum to enhance cooperation in various cultural fields, including conservation and museum management. This partnership aims to facilitate the exchange of expertise and promote the rich historical heritage of both nations. The agreement includes developing exchange programmes, organising joint exhibitions, and creating materials and programmes for these exhibitions. There will also be initiatives to improve the skills of museum curators and staff, and to engage targeted groups with the collections and exhibits of both museums through activities, events, seminars, and lectures.
Oman boosts tourism with new adventure activities and restored historical landmarks
Oman’s Ministry of Heritage and Tourism (MHT) has joined forces with local companies to enhance adventure tourism in the Dhofar region. Three mountain trails are being developed in Ain Hasheer, Tabaldi, and Ain Ghaydh, featuring clear signage and markings to guide visitors. Furthermore, a via ferrata track is being introduced in Jabal Samhan amidst Dhofar’s rugged mountains.
In addition, Oman’s South Al Batinah governorate has seen a significant surge in visitors to its historical landmarks, with a 15.8% increase in 2024. The governorate welcomed 56,203 tourists, with November recording the highest footfall. Wakan village, famous for its apricot blossoms, attracted 36,759 visitors, a 4.1% rise. The growth in tourism has led to the expansion of facilities, with 162 licensed establishments, including resorts, hotels, and guesthouses, by the end of 2024.
Egypt celebrates Ramadan with cultural events, strengthens ties with African tourism and Wego
Egypt’s Ministry of Tourism and Antiquities is inviting international travellers to experience the country’s rich cultural heritage during Ramadan. A series of events, including community gatherings, night markets, and traditional culinary delights, will allow visitors to immerse themselves in authentic Iftar meals, explore bustling markets, and indulge in local sweets.
Egypt is also strengthening its presence in African tourism through strategic investments and private sector collaboration, prioritising sustainable tourism practices and eco-friendly facilities. Collaborations with organisations like the International Finance Corporation (IFC) and the Egyptian Tourism Authority’s renewed partnership with Wego will support these tourism projects and promote Egypt’s rich heritage and diverse travel experiences, while prioritising sustainability and heritage conservation.
Jordan sees surge in outbound tourism spending and traveller numbers
In January 2025, Jordan experienced a 29.4% increase in spending on outbound tourism, reaching $184.9M compared to $142.9M in the same period last year. The number of Jordanians travelling abroad for tourism purposes also rose by 16.5%, totalling 159,085 compared to 136,538 in January 2024.
