Masarra, an innovative new player in the destination management landscape, announces its launch as a full-service Destination Management Company (DMC).  Founded in October 2024, Masarra is committed to offering bespoke experiences with precision, creativity, and an unwavering commitment to quality and service excellence.

Empowering tour operators globally, Masarra’s mission is to present a seamless platform for delivering exceptional and memorable experiences. The DMC will cater to a wide range of market segments; from FIT and MICE; to Cruise and Weddings. Masarra will ensure offering comprehensive tailored solutions to the unique global travelers’ 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. Committed to excellence, 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 travelers 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. Masarra 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. By showcasing the rich diversity of experiences available in Abu Dhabi, Masarra is set to play a pivotal role in supporting Abu Dhabi’s Tourism Strategy 2030.