Day 2 of Arabian Travel Market 2025 spotlighted the region’s evolving tourism strategies, with industry leaders calling for sustainability, community engagement, and cultural authenticity to be central to growth. Across the content stages, thought-provoking talks ranged from Expo City Dubai’s transformation into a world-class event destination to pioneering discussions on regenerative travel, ESG, and food waste management.

The Future Stage featured sessions on wellness and cultural immersion, with speakers examining how experiential travel is reshaping guest expectations. Visa’s Global Stage panels tackled ESG in the Middle East from a female perspective, while Sabre-led sessions explored the intersection of DEI, wellness, and operational impact in the tourism sector. These sessions collectively reinforced a shared vision: tourism’s future lies in purpose-driven, people-first innovation.

OMRAN and MHD Group unveil ALIĒ NIVAS, a cliffside retreat to transform Musandam Tourism

The newly announced ALIĒ NIVAS is a hyper-luxury boutique resort set to redefine Oman’s tourism landscape. Located in the cliffs of Musandam, the 30-villa retreat will offer haute couture-style experiences with panoramic sea views, private spa suites, and a Michelin-starred dining destination.

As a flagship partnership between public and private sectors, the project is designed to attract ultra-high-net-worth travellers seeking immersive, nature-rich experiences. Operated by Van de Bunt International, under a brand created exclusively for this resort, ALIĒ NIVAS combines world-class hospitality, sustainability, and local impact.

DCT Abu Dhabi introduces hotel face recognition systems

DCT Abu Dhabi has launched a new Face Recognition System in partnership with the Federal Authority for Identity, Citizenship, Customs & Port Security (ICP) to enhance efficiency and safety in hotels across the emirate. Piloted at select properties, the initiative will first roll out to five-star hotels, then expand to all categories. The AI-powered system which captures and analyses biometric data during check-ins aims to shorten check-in times, strengthen guest verification, and supports Abu Dhabi’s global status as the world’s safest city. The program is fully aligned with UAE data protection laws.

flyadeal appoints cabin crew as tourism ambassadors and targets 800 tour guide certifications by 2030

flyadeal announced a unique initiative to position its cabin crew as official tourism ambassadors by leveraging its crew’s diverse, multilingual talents to provide culturally enriching experiences onboard while promoting Saudi Arabia as a top-tier tourism destination.

As part of the plan, up to 800 Saudi crew members will be trained and certified as licensed tour guides by 2030 through accredited courses provided by the Saudi Ministry of Tourism. Once certified, they will not only serve as cultural liaisons in the air but also be eligible to lead official guided tours on the ground, offering visitors an immersive, expert-led experience of Saudi heritage and attractions.

This announcement comes alongside strengthening its trade partnerships including its IATA membership (joined in January 2025), the introduction of easy agency payment mechanisms, and an upcoming GDS integration, making the airline more accessible to international tour operators and travel agents.

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Noteworthy announcements from the floor

Dubai Safari Park sees 67% rise in trade travel sales and unveils new conservation strategy

Dubai Safari Park’s sixth season (launched October 2024) has proven to be the most successful to-date with a 67% rise in travel trade sales and record visitor numbers. Hosting a variety of conservation-focused activations, the park revealed its new conservation strategy supporting this season’s theme of ‘Conservation for the Planet’. The strategy will integrate wildlife conservation into every visitor touchpoint, and for the first time, a portion of ticket revenues will directly fund animal rescue, care, and research. As demand for ethical wildlife tourism grows, the Park continues to expand offerings, such as Junior Park Rangers and Nighttime Safaris, and will open its next season on 14 October 2025 with even more purpose-driven experiences.

Ishraq and Gewan lead major hospitality expansions in Egypt

Egypt is emerging as a new hospitality hub as leading regional players ramp up investments. Ishraq Hospitality announced a strategic partnership with Samco Holding to launch two key projects: Holiday Inn Express Cairo New Capital, a 125-room hotel for leisure and business travellers, and The Five Hotel Apartments, featuring 100 long-stay units. Gewan Hotels & Resorts, also revealed its debut in the Egyptian market with five management agreements, adding over 1,000 rooms to its portfolio. Properties include Tolip Golden Plaza Hotel, Tolip Paradise Resort New Alamein, Tolip Sunrise Resort New Alamein, The V Luxury Resort, and Crystal Lotus Luxury Palace. These properties, set to become part of the brand from 30 April 2025. 

Oman showcases Dhofar Khareef 2025 highlights

Oman’s Ministry of Heritage and Tourism and Dhofar Municipality officially unveiled highlights for Dhofar Khareef 2025. Running from 21 June to 20 September, the monsoon season is set for an expanded programme with revamped attractions like the “Return of the Past” heritage village Athens Square, Awqad Park, Uptown Site, and the new Al Murooj Theater. Tourism leaders revealed major site upgrades, more cultural, family and sporting events, and a global promotional campaign to drive record visitor numbers, building on a 9% rise in 2024.

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In case you missed it

• Saudia Airlines takes off from Dhaka with 398 pilgrims on the first Hajj flight of 2025. 
• Emirates Skywards Miles can now be redeemed for Classic Rewards on flydubai members.
• Dubai named as the first autism certified destination in the Eastern Hemisphere.
• Royal Jordanian reduces net loses and turns in a full-year of operating profits (up 260%) after being impacted by the Gaza conflict. 
• Tunisia announces $24 million initiative to restore forest landscapes and boost climate resilience in rural ecosystems.
• 800-year-old coral colony that has been identified in the Red Sea could help safeguard coral reefs around the globe.
• Al Mouj Muscat welcomes more than 1 million visitors in the first quarter, setting new recor
• Yas Waterworld Yas Island Abu Dhabi announces expansion to open to the public to the summer. 
• Jumeirah announces Jumeirah Asora Bay hotel and residences in La Mer South in Dubai featuring up to 150 keys. 
• Four Seasons will be expanding to launch a luxury resort in Al Zorah, Ajman in 2026.
• Qatar Tourism and Celestyal Cruises partner to deploy two ships (MS Celestyal Discovery and MS Celestyal Journey) to serve the region for the Winter 2025 cruise season. 
• Celestyal has also signed a three-year partnership with Ras Al Khaimah Tourism Development Authority to promote the emirate.
• AROYA Cruises hosted more than 92,000 passengers in its first four months.