Abu Dhabi Tourism Targets Longer Chinese Visitor Stays With New Trip.com and Qunar Campaigns

**Emirates News Agency DCT Abu Dhabi

Abul Dhabi’s tourism board is concentrating on extended stays by Chinese visitors after agreements with Trip.com Group and Qunar, announced by the Depa**

Abul Dhabi’s tourism board is concentrating on extended stays by Chinese visitors after agreements with Trip.com Group and Qunar, announced by the Department of Culture and Tourism – Abu Dhabi on September 22, 2026. Trip.com will run a marketing campaign to increase bookings for 2026 and 2027. Chinese bookings made through Qunar promote longer stays and increased activities. Traditionally, the focus for destination marketing boards is increasing visitor arrival numbers. However, increasing length of stay by just one night can boost occupancy rates for hotels and other accommodations, as well as increase patronage for food and beverage outlets and other activities. Chinese visitors have been a key source market in the past years, and data shows that average stay for Chinese visitors has been increasing.

The new China agreements put time at the centre of the trip

The Department of Culture and Tourism – Abu Dhabi, or DCT Abu Dhabi, announced 21 new and renewed trade partnerships at Arabian Travel Market 2026. Two of them address a question beyond how many people arrive: what might persuade visitors from China to spend more time in the emirate?

Under the new Trip.com Group agreement, a 2026–27 campaign will use the company’s distribution network to promote products designed to encourage longer stays. A separate programme with Qunar will promote extended visits, greater visitor spending and deeper engagement with Abu Dhabi’s attractions, according to the official announcement carried by Emirates News Agency. (www.wam.ae)

The announcement does not specify the packages, launch dates or number of additional hotel nights expected from either agreement. Travellers should therefore treat them as marketing plans, rather than as newly available offers.

That distinction matters. A visitor may fly into Abu Dhabi but spend little time exploring it. A longer itinerary could take in more of the emirate, yet whether these campaigns achieve that will only become clear when bookings and stays can be measured.

Chinese guests were already staying longer

This is an extension of an existing trend. DCT Abu Dhabi’s 2025 tourism results recorded 248,494 hotel guests from China, placing it among the emirate’s leading international source markets. Across all accommodation types, the average stay reached 2.9 nights, up 3% from 2024. (Emirates News Agency)

The department also reported a 13% increase in the length of stays by Chinese visitors. That figure makes the latest partnerships more than a bid to bring in another group of travellers: they seek to build on behaviour the destination had already observed. (Emirates News Agency)

Abu Dhabi's tourism board has launched a new campaign with Trip.com and Qunar to attract more Chinese visitors and encourage longer stays in the city. The campaign aims to promote Abu Dhabi's rich cultural heritage and exciting experiences, such as visiting the Sheikh Zayed Grand Mosque or exploring the Louvre Abu Dhabi. By partnering with these popular Chinese travel platforms, Abu Dhabi hopes to increase its visibility and appeal to the growing Chinese tourism market.

DCT has not published a Chinese visitor average stay in the partnership announcement, nor has it set a public target for the Trip.com and Qunar programmes. The 2.9-night figure is the overall accommodation average, not a figure specific to Chinese guests.

Official measure Result What it tells readers Chinese hotel guests, 2025 248,494 China was a significant source market for Abu Dhabi hotels. Average stay across accommodation types, 2025 2.9 nights This is the emirate-wide figure, not a China-only average. Change in stays by Chinese visitors Up 13% DCT reported an existing move towards longer visits. Hotel revenue, 2025 AED 9.1 billion Hospitality is an important part of the visitor economy.

Why an extra night matters to the destination

Abu Dhabi welcomed 5.9 million hotel guests in 2025, while hotel revenue rose 19.5% to AED 9.1 billion, according to DCT Abu Dhabi’s annual report. These are sector-wide results. They do not show how much Chinese visitors spent or how much revenue the new campaigns might generate. (dct.gov.ae)

The commercial logic is clear, even without a forecast. Travellers who add a night need accommodation and may have more time for meals, transport, guides and attractions. Hotels and tour operators could benefit if the campaigns lead to actual bookings; that outcome has not yet been reported.

To facilitate smoother travel for Chinese visitors, Abu Dhabi International Airport has introduced new passenger logistics and services, including simplified visa procedures and enhanced language support. Passengers can now check-in online and access important travel information through the Abu Dhabi Airports website, making their journey to Abu Dhabi more convenient and enjoyable. Additionally, the airport has increased its capacity to handle more flights from China, providing more travel options for visitors.

A longer visit also offers room for a different kind of itinerary. Instead of fitting the capital’s best-known sights into one day, travellers could spread museums, heritage places and leisure activities across several days.

That possibility helps explain the destination’s recent investment in culture. DCT’s annual report records the 2025 openings of teamLab Phenomena Abu Dhabi, the Natural History Museum Abu Dhabi and Zayed National Museum, alongside the reopening of Al Ain Museum. These are existing places to visit, not attractions created by the new China agreements. (dct.gov.ae)

A fresh phase in Abu Dhabi’s China strategy

Abu Dhabi has worked to attract Chinese travellers for years. The current announcement marks a narrower aim: use major booking platforms to encourage visitors to explore more and stay longer.

The difference is useful for readers following Chinese visitors to Abu Dhabi. A partnership count says little about what changes for a traveller. Details about bookable itineraries, hotel nights and places visited would show whether the strategy has reached the holiday-planning stage.

Trip.com Group’s announced role centres on distribution and marketing across markets. Qunar’s programme centres on long-stay experiences and spending. DCT has not named particular attractions, hotels or prices within those campaigns, so it is too early to describe a specific Chinese-market holiday product. (www.wam.ae)

It is also too early to link the agreements to extra flights. The announcement describes partnerships spanning several parts of the travel industry, including aviation connectivity, but does not announce a new China–Abu Dhabi route as part of these two deals. (www.wam.ae)

How the campaigns fit the 2030 tourism plan

Abu Dhabi’s Tourism Strategy 2030 aims for 39.3 million visitors annually, an AED 90 billion contribution to GDP and 178,000 new jobs in the tourism ecosystem by 2030. Those are emirate-wide ambitions; DCT has not assigned a share of them to Trip.com, Qunar or the Chinese market. (dct.gov.ae)

The new campaign is part of Abu Dhabi's broader strategy to diversify its tourism industry and attract visitors from key markets like China. According to the Department of Culture and Tourism - Abu Dhabi, the city has seen a significant increase in Chinese visitor numbers in recent years, and this trend is expected to continue with the launch of new tourism initiatives and marketing campaigns. By promoting its unique blend of traditional and modern attractions, Abu Dhabi aims to become a top destination for Chinese travelers and a major player in the global tourism industry.

The 2025 results show why length of stay deserves attention alongside arrivals. More guests can support growth, but the time they spend in the destination also shapes demand for rooms and experiences. The new campaigns address that second measure directly.

For local businesses, the opportunity is practical. A restaurant, museum or guide has a better chance of appearing in a visitor’s plans when there is time to see more than one part of the emirate. Whether the platform campaigns produce that effect remains a matter for later results, not a claim that can be made now.

What travellers can act on now

There is no need to wait for the campaigns to plan a longer Abu Dhabi visit. The emirate’s cultural attractions are already open, and travellers can build an itinerary around the time they have available.

Anyone booking through a platform should check what a package actually includes. A hotel listing, attraction ticket and guided visit may have different cancellation conditions, even when they appear within the same trip.

Entry requirements need a separate check. Abu Dhabi’s official visitor guidance says rules depend on nationality and directs travellers to confirm their status through the UAE authorities before departure. A tourism marketing agreement does not change visa policy. (Experience Abu Dhabi)

Questions travellers may have

Are the new Trip.com and Qunar long-stay packages available to book? The 22 September announcement sets out the campaign aims but does not identify a launch date, named package or fare. Check the platforms for current offers and read the booking terms before paying. (www.wam.ae)

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FAQ: Abu Dhabi Tourism Targets Longer Chinese 2026

What is the goal of Abu Dhabi's new campaign? Increase Chinese visitor stays with tailored travel packages.

Which platforms will host the campaigns? Trip.com and Qunar will host the campaigns.

What benefits can Chinese visitors expect? Exclusive deals and personalized itineraries.

When will the campaigns launch? In early 2026, with exact dates to be announced.

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