DCT Abu Dhabi and Expedia launch Sunshine Pass campaign to showcase it as an all-seasons destination

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has signed a series of strategic partnerships targeted to drive tourism growth and enhance visitor experiences across key international markets. The new initiatives span collaborations with leading travel operators, hotel groups, and destination management companies, and will focus on attracting visitors from Europe, Saudi Arabia, India, and other key markets, while showcasing Abu Dhabi’s diverse offerings and year-round appeal.

DCT Abu Dhabi and Expedia have launched the Sunshine Pass campaign – the latest initiative in their ongoing strategic collaboration. This year-round campaign aims to showcase Abu Dhabi as a destination for all seasons, highlighting its culture, adventure, and wellness offerings to international leisure travellers. Through a multi-channel marketing strategy, the campaign will ensure maximum visibility in key outbound markets, reinforcing Abu Dhabi’s position as a vibrant and appealing destination throughout the year.

Abdulla Yousuf, Director of International Operations at the Department of Culture and Tourism – Abu Dhabi said: “The strategic partnerships signed at Arabian Travel Market 2025 represent a significant step forward in our efforts to position Abu Dhabi as a world-class tourism destination. Targeted collaborations across Europe, Saudi Arabia, India, and other key markets, enable us to enhance Abu Dhabi’s international profile and reinforcing its appeal as a dynamic, year-round destination. Globally and locally, these partnerships underline our commitment to sustainable growth, offering unique, tailored experiences that resonate with diverse global audiences, while ensuring the long-term resilience and innovation of the sector.”