Elevate DMC, a leading global destination management company, is looking to expand its footprint after its recent launch into Saudi Arabia and Qatar.

Speaking to Rihlat Travel News ahead of this year’s Arabian Travel Mart (ATM), Samir Hamadeh, Elevate DMC’s CEO, said the company is considering expansion to destinations with demand.

“Elevate is actively exploring opportunities to expand its presence beyond its current destinations,” Mr Hamadeh said. 

He continued, saying that growth and sustainability go hand-in-hand for the company, along with collaborations with partners such as Virgin Atlantic, Apple Leisure Group and more.

“Through a combination of data-driven connectivity and meaningful community engagement, Elevate is shaping a tourism model that balances scalability with sustainability.”

Read on more for more of our chat with Mr Hamadeh: 

1. What are the most significant trends defining the Middle East right now, particularly in terms of the types of activities and experiences, and how is Elevate responding to these trends?

As demand grows for immersive cultural experiences, wellness-focused travel, sustainable tourism, and set-jetting – where travellers seek destinations featured in films and TV shows, we’re seeing a significant shift in traveller preferences. Business-leisure, or ‘bleisure’ travel, is also on the rise, particularly in dynamic business hubs like Dubai that offer a rich mix of leisure and cultural attractions. At Elevate, we’re adapting to these evolving trends by expanding our portfolio to include curated local experiences, wellness-led itineraries, and purpose-driven partnerships that champion responsible tourism. We’re also designing cinematic-inspired journeys that highlight Dubai’s role as a global filming destination, creating tailored experiences around iconic locations seen on screen.

2. What travel trends do you foresee over the next 3–5 years, and how is Elevate positioning itself to capitalise on these trends?

Travel is very personal, and is obviously impacted by economical and geo-political situations across the globe, and we are lucky to be located in a destination that has always been a safe haven for tourists who are seeking either a relaxing or a vibrant holiday.

We are always capitalising on these trends by attracting new flight route opportunities, or tour operators that are looking for an alternative to other less performing destinations.

These initiatives are being developed in close conjunction with local tourism boards and other tourism stakeholders within the destination. 

3. What are Elevate’s biggest source markets / countries currently, and what are their preferences / travel behaviour? Are there any new / emerging markets you are prioritising for growth in the next few years?

Elevate’s top source markets include the UK, Europe, & Russia, with preferences range from family relaxing holidays, cultural and culinary experiences, adventure and experiential, to luxury and lifestyle short breaks.

There is a significant focus from our team to grow our business further from Australia and the Americas, with a heavy investment into the development of these markets.

4. How is technology transforming the traveller experience in the Middle East and what innovations is Elevate leveraging to stay ahead?

Connectivity forms the foundation of Elevate’s strategy—across physical, digital, and emotional touchpoints. Strategic alliances with Virgin Atlantic and regional carriers enhance access to key destinations, while proprietary tech platforms such as GoElevate and Yalator provide instant B2B solutions and streamlined guest services. On the ground, in-destination teams foster transparent human connections, reinforcing a brand experience rooted in understanding and care. Investment is also underway in hybrid and electric vehicle fleets to promote sustainable mobility within destinations. Collectively, these initiatives contribute to a forward-thinking travel ecosystem tailored to meet the needs of today’s traveller and adapt to the demands of the future.

5. What strategic partnerships or collaborations is Elevate pursuing to enhance traveller experiences and solidify Dubai’s position as a global tourism leader (including co-ops with tourism boards, travel agents, and other local DMCs)?

For Elevate, growth and sustainability are interconnected priorities. Collaborations with global and key partners such as Virgin Atlantic, Apple Leisure Group, and Luxury Escapes are expanding international reach, while investments in hybrid-electric fleets and responsible travel infrastructure reinforce long-term environmental goals. Partnerships with institutions like Al Jalila Children’s Hospital and Mawaheb further highlight a strong commitment to social impact. Through a combination of data-driven connectivity and meaningful community engagement, Elevate is shaping a tourism model that balances scalability with sustainability.

6. Are there any plans for Elevate to expand to include other countries in the region?

Elevate is actively exploring opportunities to expand its presence beyond its current destinations, and the latest expansion was into Thailand, Qatar, and the Kingdom of Saudi Arabia. This expansion is in line with the demand from our international partners, and the last example was the launch of the new Virgin Atlantic flight to Riyadh, which started its operations on the 23rd of April 2025.

Arabian Travel Mart 2025 takes place from 28 April to 1 May at the Dubai World Trade Centre. Click here to read more directly from the show’s Director for the Middle East, Danielle Curtis.