Major deals and expansion strategies spice up ATM 2025

Inayat-ur-Rahman, Business Editor

The Arabian Travel Market 2025 entered its second day on Tuesday. The exhibition halls were packed with visitors and exhibitors. Gulf Today shares the candid views, deals and announcement made during the event on Tuesday.

Etihad Airways: Etihad Airways signed a Memorandum of Cooperation (MoC) with the Tourism Authority of Thailand to strengthen the relationship between the Kingdom of Thailand and the national airline of the United Arab Emirates, at Arabian Travel Market 2025.

The agreement aims to promote tourism to Thailand through Etihad’s extensive global network. Aligning with Etihad’s mission to deliver extraordinary travel experiences, the MoC will see both organisations advocating high-quality travel experiences in Thailand through collaborative activities and promotion.

Antonoaldo Neves, Chief Executive Officer of Etihad Airways, said: “Thailand is a very important market for Etihad, this is demonstrated by our continued expansion into the market with two new destinations this year, and further by this Memorandum of Cooperation with the Tourism Authority of Thailand to drive leisure travel. This agreement will help further strengthen our relationship with the Kingdom of Thailand and Etihad’s position in the market, reinforcing our commitment to deliver extraordinary travel experiences.”

Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, said:

“Our partnership with Etihad marks a significant milestone in advancing Thailand’s position as a preferred global destination. With Etihad’s extensive network and world-class service, we are confident that this collaboration will inspire more travellers to explore the rich culture, natural beauty, and wellness offerings of Thailand. Together, we aim to deliver unforgettable experiences and reinforce Thailand’s appeal as a year-round destination for international visitors.”

Rotana expansion: Rotana, the Middle East’s leading hospitality management company, has announced a significant expansion of its regional portfolio, with 12 new hotels set to open across the United Arab Emirates and the Kingdom of Saudi Arabia. These openings

reaffirm Rotana’s position as the region’s most trusted hospitality operator and underline its commitment to shaping the future of tourism in its home markets.

The properties, which include long-stay residences, lifestyle hotels, and full-service premium offerings, form part of Rotana’s strategy to expand its flexible brand portfolio in line with national agendas such as the UAE Tourism Strategy 2031 and Saudi Vision 2030.

“The UAE will always be our home — it’s where Rotana started, and it continues to shape who we are,” said Philip Barnes, Chief Executive Officer of Rotana. “We’ve also been proud to grow alongside Saudi Arabia, a market that has welcomed us and inspired us with its vision. This next chapter is about deepening those relationships and continuing to serve both countries with the care, respect, and commitment they’ve shown us.”

Expansion Across the UAE Rotana’s latest UAE openings showcase the breadth of its brand architecture and its agility in catering to different guest segments and owner expectations.

Reem Island Arjaan by Rotana – Abu Dhabi (280 keys): A premium serviced hotel apartments concept in one of the capital’s fastest-developing waterfront districts, designed for long-stay corporate travellers, families, and digital nomads.

Bloom Arjaan by Rotana – Saadiyat Island, Abu Dhabi (217 keys): A new upscale property offering leisure and wellness-focused stays in the heart of Saadiyat Island’s cultural district, catering to both international visitors and GCC weekenders.

Mangrove Rotana – Ras Al Khaimah (240 keys): This full-service hotel blends eco-tourism, wellness, and leisure, capitalising on Ras Al Khaimah’s emergence as a nature-driven tourism destination.

Significant Growth in Saudi Arabia The latest project involves a significant multi-property development agreement with Memar Development & Investment Company, a well-regarded Saudi real estate company. Through thi spartnership, the following hotels are scheduled to open in the Kingdom in 2025 and 2026:

These properties are part of a larger development pipeline that will bring Rotana’s total KSA presence to 20 hotels by 2027. The projects span commercial zones, heritage districts, and family travel hubs, reflecting the breadth of Saudi Arabia’s new tourism vision and the flexibility of Rotana’s brands to meet local demand.

Additionally, Rotana is actively progressing three new properties in Al Baha as part of a strategy to expand into secondary and tertiary Saudi cities ­— a key element of Saudi Arabia’s effort to diversify its travel infrastructure beyond the primary gateways.

“In Saudi Arabia, we’re seeing the results of our proximity and performance”, said Eddy

Tannous, Chief Operating Officer at Rotana. “Through sustained engagement and consistent delivery, we’ve earned developer trust — not just for what we say, but for how we show up.

That’s what drives long-term success in complex, fast-moving markets.”

“We are not chasing growth for growth’s sake,” said Philip Barnes. “We are expanding in the places we know best - places where we have history, deep relationships, and operational advantage.”

In support of these openings, Rotana will extend its enhanced loyalty programme, Rotana Discovery, across all new markets. Expected to be fully integrated with the Global Hotel Alliance (GHA) by the end of 2025, the platform will connect Rotana guests to a global network of over 30 million members, delivering increased reach, recognition, and value for both travellers and owners.

Eddy Tannous stated, “The UAE has always been our innovation testbed. But what makes that innovation work is how closely we stay connected to our owners. We’re not just launching new properties — we’re building deep, high-trust partnerships that allow us to test, learn, and scale

Al Bandar Rotana: Al Bandar Rotana and Al Bandar Arjaan by Rotana proudly participated in the Arabian Travel Market (ATM) 2025, with General Manager Ayman Ashor and the Sales team leading the representation of the properties at one of the most influential travel and tourism events in the region.

Recognized as the leading international travel and tourism exhibition in the Middle East, ATM has grown over the years to surpass even some of the most prominent global travel shows. This year’s edition brought together tour operators, travel managers, and key decision-makers from across the globe, reinforcing Dubai’s status as a hub for international tourism collaboration.

Under the leadership of Ashor, our participation at ATM reflected a continued commitment to visibility and partnership development. The exhibition served as a valuable platform to align with our partners, evaluate production performance, and finalize new agreements that will secure the steady flow of tourism to our properties in the upcoming year.

The event was a great success. The Al Bandar team was delighted to engage with top travel partners from all major source markets, ensuring strong momentum as we head into the next travel season. The presence of our leadership and sales force not only reaffirmed our dedication to the market but also strengthened strategic ties that continue to drive mutual growth.

HMH: Hospitality Management Holdings (HMH), a leading hotel management company in the Mena region, marked a significant milestone at Arabian Travel Market (ATM) 2025, marking 15 consecutive years of participation in the region’s premier travel and tourism exhibition. This year’s event proved particularly successful as HMH secured multiple strategic agreements that reinforce its expanding presence across the GCC and demonstrate its ongoing commitment to the region’s hospitality sector.

During the exhibition, HMH marked two significant milestones that highlighted its regional growth strategy and broader GCC tourism objectives – the signing of an MoU for a new hotel property in Dammam and an HMA for Corp Makkah Al Naseem Hotel. These developments form part of HMH’s comprehensive expansion strategy in Saudi Arabia, reinforcing its commitment to the Kingdom’s thriving hospitality sector.

Haytham Abdelaziz, Chief Operating Officer of HMH, stated: “ATM continues to serve as our principal platform for establishing valuable relationships, exploring innovative solutions, and accessing cutting-edge hospitality technologies. Reaching 15 years of continuous participation is an achievement we take great pride in, and we’re even more proud to announce partnerships that reflect our ambitious regional vision. These agreements support our long-term strategy to deliver quality hospitality solutions that align perfectly with Saudi Vision 2030. We’re particularly excited about entering new markets while simultaneously strengthening our presence in Saudi Arabia’s most spiritually significant destinations.”

This strategic expansion underscores HMH’s commitment to diversifying its portfolio and bringing its expertise to promising new markets. The Dammam agreement and ongoing operations in Jubail, Yanbu, Khobar, and Makkah demonstrate the group’s confidence in Saudi Arabia’s robust hospitality sector and its potential for sustained growth. Over the past fifteen years, HMH has consistently used Arabian Travel Market (ATM) as a platform to announce new projects, develop strategic partnerships, and reinforce its position as a key player in the region’s hospitality industry.

Barbados Tourism: Barbados Tourism Marketing Inc. (BTMI) has reported a robust 31% year-on-year increase in arrivals from the Gulf Cooperation Council (GCC) region in 2024, as the island continues to interest the travellers seeking authentic, high-end Caribbean escapes.

The UAE led the visitor numbers, followed by the Kingdom of Saudi Arabia, with increases of 30% and 36%, respectively. Oman also emerged as a standout market, registering an impressive 104% increase in travellers to Barbados compared to the previous year.

This regional upswing reflects a growing appetite for long-haul, luxury leisure travel among GCC residents, particularly to culturally rich destinations like Barbados. The island’s appeal lies in its pristine beaches, vibrant culinary scene, and a wide range of family-friendly and wellness-focused experiences. The presence of luxury family all-inclusive resorts also serves as a value-add for family travellers from the region.

“We are incredibly proud to see Barbados striking a chord with discerning travellers from the GCC who seek authenticity, luxury and enriching experiences. This upward momentum fuels our commitment to deepening strategic investments in the region and amplifying Barbados’ unique appeal on the global stage. The appointment of our new Director of Emerging Markets, Kyle Gittens, coupled with the impressive growth in arrivals from the GCC, highlights our dedication to expanding Barbados’ international footprint and welcoming new audiences to our island,” said CEO of the BTMI, Andrea Franklin.

“The GCC continues to show strong potential as an emerging source market,” said Kyle C. Gittens, Director of Emerging Markets, BTMI. “Travellers from this region are seeking unique, meaningful experiences and Barbados delivers on that promise—from immersive island culture to unmatched hospitality. We are encouraged by the growth and are committed to further strengthening our presence in the market.”