While the travel industry is navigating uncharted waters, the Middle East is riding the wave with resilience and innovation.
Despite global challenges including climate change and shifting consumer behaviours, the region has bounced back stronger than ever, with international tourist arrivals soaring 32% above 2019 levels. Day 3 of ATM saw industry experts discuss the secrets behind this success, from tailoring approaches to meeting traveller expectations to showcasing the region’s commitment to sustainability. With cruise lines operating under strict environmental regulations and destinations investing in green infrastructure, the Middle East is proving itself to be a forward-thinking and trusted destination.
Day 3 of ATM also saw the Dubai Department of Economy and Tourism (DET) winning the Sustainable Stand Award for its eco-friendly exhibition stand, which showcased sustainable practices such as reusing materials, locally sourcing ingredients, and reducing carbon emissions. Other award winners included Oman Ministry of Heritage & Tourism for Best Stand Design, Kerzner International Management for Best Stand for Doing Business, and Malaysian Tourism Promotion Board for Best Stand Feature. The awards recognised innovative approaches to sustainability, functionality, and aesthetics in stand design.
Other key highlights from the day include:
DCT Abu Dhabi unveils reseller portal for Abu Dhabi Pass
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched a dedicated online reseller portal for the Abu Dhabi Pass, enabling travel agents and Destination Management Companies (DMCs) to access wholesale rates and expand their offerings. The portal provides access to more than 70 attractions, including cultural landmarks like Qasr Al Watan, Yas Island theme parks, dining outlets, and local tours.
Designed to streamline distribution, the portal includes a self-service dashboard for real-time sales tracking and simplified transactions. Subscriptions are available monthly (AED 99) or annually (AED 499), with a limited-time cashback offer equivalent to the annual fee. Added visitor perks include a complimentary 10GB tourist SIM card and hop-on hop-off bus access.
China Eastern and Etihad launch joint venture as Etihad’s corporate travel programme starts
Etihad Airways and China Eastern Airlines have officially launched their strategic JV which was announced in June 2024. Now they are celebrating the start of direct flights between Shanghai and Abu Dhabi. China Eastern’s inaugural flight landed on 28 April and the route will operate four times a week, increasing to daily service from 12 September 2025. The JV enhances connectivity between major Chinese cities and the Middle East and Africa, marking the first of this type of partnership between a Middle Eastern and Chinese airline. A new loyalty agreement also takes effect from 1 June 2025, allowing Etihad Guest and Eastern Miles members to earn and redeem miles across both networks.
Etihad Airways has also unveiled Etihad for Business, a new corporate travel programme launched at Arabian Travel Market 2025. The initiative offers businesses of all sizes access to tailored benefits, including special fares, priority services, and a dedicated travel management platform. Larger companies can also enjoy personalised account support and customised solutions. Combining digital efficiency with personalised service, the platform enables seamless booking, expense management, and performance tracking.
RAKTDA signs MoU’s for blockchain-based travel rewards and UAE’s first cross-emirate hiking trail
Ras Al Khaimah Tourism Development Authority (RAKTDA) has signed an MoU with Web3 innovator, Open World, to introduce blockchain-powered travel rewards. The initiative will explore tokenised tourism experiences, allowing travellers to earn digital rewards, access exclusive perks, and enjoy secure blockchain transactions. Targeting tech-savvy, digital-first travellers, especially from North America, Europe, Asia, and the Middle East, the programme aims to stimulate off-peak travel and drive revenue through flexible public-private partnerships across the tourism sector.
RAKTDA also signed an MoU with Fujairah Adventures to create the UAE’s first cross-emirate adventure tourism experience, connecting rugged mountain trails, coastal paths, and cultural landmarks across both emirates. Announced at Fujairah’s International Conference on Adventure Tourism, the initiative will link Ras Al Khaimah’s iconic Jebel Jais and Fujairah’s heritage trails, including the Altaybbah Historic Route and Seven Summits Hike, into a seamless multi-day trekking corridor.
Noteworthy announcements from the floor
Global Hotel Alliance and ExploreTECH launch customised White Label Solution for hotels
Global Hotel Alliance (GHA) has partnered with ExploreTECH to launch a customised White Label Solution, streamlining tech procurement for more than 850 hotels across 100 countries. The platform allows GHA brands and properties to discover, evaluate, and adopt brand-approved technology solutions in one place, improving efficiency, visibility, and vendor communication. As ExploreTECH’s first enterprise client, GHA aims to optimise its operations and provide preferential pricing to member hotels. The partnership represents a key milestone for both companies, as they push forward digital transformation in hospitality procurement.
Fujairah lands daily IndiGo flights to Mumbai and Kannur
Fujairah International Airport has partnered with IndiGo to launch direct daily flights to Mumbai and Kannur from 15 May, strengthening UAE-India connectivity. The new routes mark IndiGo’s 41st international destination and fifth in the UAE, expanding access to high-demand Indian cities. The move is expected to boost Fujairah’s tourism, trade, and regional travel links while offering travellers modern aircraft and reliable, on-time service.
AlUla Forges Partnership with Almosafer Activities
AlUla has partnered with Almosafer Activities, a tours and activities platform, to offer seamless access to its heritage, adventure, and natural wonders experiences. The collaboration enables Almosafer and Klook to market and sell AlUla’s curated content, showcasing heritage site tours, adventure activities like abseiling, ziplining, and rock climbing, as well as natural wonders.
Oman’s OMRAN Group achieves global sustainability standard
OMRAN Group, Oman’s tourism development company, has secured international verification for 16 of its hotels under the World Travel & Tourism Council’s Hotel Sustainability Basics program, making them the first in Oman to achieve this globally accredited standard. The verified hotels have implemented measures to reduce environmental impact, promote social sustainability, and support local communities.
In case you missed it
- Accor and Wego partner to boost traveller engagement and expand on global distribution across MENA.
- Expedia’s travel agent affiliate program now available in the UAE.
- Cruise Saudi unveils new private island plans for Northern Red Sea, coming 2027.
- Egyptian Tourism and Antiquities Ministry, also attended by the Bahrain delegation, held a workshop for tourism companies and travel agents to promote cooperation from operators in both countries.
- 10% visitation number growth across Saadiyat and Yas Islands in 2024, according to Miral.
- DCT Abu Dhabi and Qatar Tourism announce partnership to create a twin-centre holiday offer, combining Doha and Abu Dhabi into a multi-city itinerary for a single trip.
- UAE aiming to attract more Chinese students in higher education to boost visitor numbers.
- RAKTDA signs MoU with Huawei to boost innovation in the tourism market, awareness and integrate smart technology.
- flydubai wins “Airline with the Best Connectivity in the Middle East” for the second year running at the 2025 Business Traveller Middle East Awards.
- Emirates and Kuwait Airways sign MoU to extend partnership and support each others’ commercial operations.
- Air Cairo will up their flights to Sharjah from four times per week to daily starting 17 June.
- Wizz Air Abu Dhabi offers 15% discounts on selected flights to and from Abu Dhabi (for bookings made for travel between 1 May and 30 June 2025).
