Masarra, an innovative new player in the destination management landscape in Abu Dhabi, has launched a full-service destination management company (DMC), a platform that will cater to a wide range of market segments – from FIT (free independent travellers) and MICE (meetings, incentives, conferences & exhibitions) to cruise and weddings.
Founded in October 2024, Masarra said it is committed to offering bespoke experiences with precision, creativity, and an unwavering commitment to quality and service excellence.
Masarra will ensure offering comprehensive tailored solutions to the unique global travellers’ needs. The company aims to advance the industry by seamlessly combining pioneering technology with local expertise, curating customised journeys for both business and leisure travellers.
Masarra will ensure the highest standards of quality, and health and safety across all its services by partnering with selected luxury hotels, adventure operators, cultural institutions, and local entities.
“As a digitally enabled DMC rooted in Abu Dhabi, Masarra will bring a fresh approach to destination management,” said Asif Parkar, General Manager of Masarra.
“Our aim is to not only promote iconic destinations but also spotlight hidden gems through unique, personalised experiences.
“We are here to disrupt the tourism industry by offering innovative solutions that respond to the needs of modern travellers while supporting the region’s long-term vision for sustainable tourism.
“As a reliable in-destination delivery partner, we will ensure maximum visitor satisfaction at every stage of the journey.”
Masarra is also committed to creating inclusive experiences, developing products that are fully accessible. The company will foster sustainability through collaborations with local communities to promote responsible tourism.
Masarra’s team of highly experienced professionals and expert guides go beyond expectations, delivering bespoke journeys that blend tradition with innovation to surprise and delight travellers.
It will create a comprehensive range of services, including airport meet-and-assist, curated tours, meetings, incentives, golf and adventure activities, and premium transportation.
The portfolio showcases Masarra’s core products and experiences, with ambitious plans for further inclusion, diversification, and expansion beyond the UAE.
Masarra’s focus is to highlight the full spectrum of Abu Dhabi’s cultural, natural, and historical landmarks, including the emirate’s pristine natural islands, the vast deserts of Al Dhafra, the UNESCO-listed oases of Al Ain, as well as museums, cultural attractions, entertainment experiences and world-class theme parks.
