In the presence of H.E. Abdulla bin Touq Al Marri

Ministry of Economy and Tourism signs 3 MoUs to enhance tourism innovation, promotion, and development of experiences and products

Signing takes place on the sidelines of Arabian Travel Market 2026

 The Ministry of Economy and Tourism announced the signing of three Memoranda of Understanding (MoUs) with RADX L.L.C, NG9 Ventures LLC SPC, and Expedia Group Advertising. The agreements aim to enhance the UAE’s tourism sector by harnessing innovation, advanced technologies and data to create world-class experiences and products, boost destination marketing, and drive global market expansion in partnership with the private sector.

The MoUs were signed on the sidelines of Arabian Travel Market (ATM) 2026, in the presence of H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism. They were signed by H.E. Juma Al Kait, Acting Undersecretary of the Ministry of Economy and Tourism; Mansoor Marzouk, Founder and CEO of RADX L.L.C; Alaa Samir Salman Al Ali, Group CEO of NG9 Ventures LLC SPC; and Guillaume Massey, Senior Manager of Destination Management Organisation (DMO) Partnerships at Expedia Group Advertising.

Leveraging AI to develop tourism services

The Ministry of Economy and Tourism will collaborate with RADX L.L.C, a UAE-based technology platform developing interactive AI solutions such as smart tour guides, destination discovery, and trip planning, in developing and implementing joint tourism initiatives. The move falls within framework of supporting innovation and digital transformation in the tourism sector.

The partnership focuses on leveraging AI solutions and digital technologies across various stages of the visitor journey and developing applications based on spatial intelligence, computer vision and location-based services. It also covers multilingual tourism information and guidance, intelligent personalisation solutions, and digital tourism guides and experiences. The cooperation further includes implementing pilot projects, organising workshops, introductory sessions and capacity-building programmes, as well as exchanging knowledge and expertise in smart tourism, AI, digital transformation and visitor experience design.

Enhancing destination and experience marketing

In the area of tourism marketing, the Ministry is collaborating with NG9 Ventures LLC SPC, an Abu Dhabi-based holding group operating in investment management, hospitality, real estate development and media, to promote the UAE’s diverse tourism offerings, destinations and experiences, enhancing the country’s attractiveness to various visitor demographics. The cooperation also supports innovative ideas and initiatives and the exchange of knowledge and expertise in tourism promotion and marketing, innovation and advanced technologies.

The cooperation includes developing the overall framework for the ‘Visit UAE’ national identity and exploring initiatives that showcase the UAE’s tourism destinations and experiences. It will also contribute to strengthening tourism campaigns, programmes and events and exchanging best practices in tourism, innovation, digital transformation and advanced technologies.

Leveraging data and global marketing networks to boost tourism

The Ministry’s partnership with Expedia Group Advertising, a US-based global company specialising in travel technology and digital travel and hotel bookings, will leverage data, tourism insights and global marketing networks to reinforce the UAE’s position as a global destination, expand reach among target traveller segments and drive tourism demand. It will also facilitate the exchange of knowledge and expertise in tourism marketing.

Areas of cooperation include developing a joint platform for insights and data on travel demand, audience trends, and destination performance; implementing annual integrated marketing campaigns under the ‘Visit UAE’ national identity in priority markets; and developing a unified UAE tourism content hub featuring bookable itineraries for each emirate.

Furthermore, the partnership will support the development of bookable tourism products and experiences through Expedia channels, exploration of AI-powered travel solutions, and performance monitoring across tourism brand growth, inbound tourism, length of stay, visitor spending and GDP contribution.