As global travel trends shift toward authenticity, sustainability, and deeper cultural engagement, a new player is helping to reshape how the world experiences the UAE. Masarra, a bold new initiative in destination management, is on a mission to reveal Abu Dhabi’s hidden gems and redefine what it means to explore the emirate.
In this exclusive interview, Asif Parkar, General Manager at Masarra DMC, shares how they’re bringing Abu Dhabi’s lesser-known stories to life on the global stage, forging meaningful partnerships, and ensuring every journey offers not just a destination—but a deeper connection.
Masarra focuses on showcasing Abu Dhabi’s hidden gems. Could you share some examples of these experiences and how they reflect the emirate’s cultural and natural diversity at international showcases?
At Masarra, our mission is to redefine how travelers experience Abu Dhabi and the UAE, moving beyond iconic landmarks to reveal the soul of the emirate.
One of our signature experiences, The Soul of Al Ain: Hayakum, offers a deeply personal connection to Emirati heritage. Guests participate in traditional artisan workshops, hear stories passed down through generations, and enjoy a farm-to-table meal hosted by local Emirati women. It’s a rare opportunity to experience the warmth and authenticity of Emirati hospitality firsthand.
In Al Ain, our guided tours explore the UNESCO-listed oasis systems and the historic falaj irrigation channels that have supported life for centuries. These aren’t just sightseeing visits—they’re immersive encounters with the living heritage of the “Oasis City.”
Culturally, we design curated journeys through iconic sites like the Louvre Abu Dhabi and Qasr Al Hosn, while also highlighting lesser-known treasures such as the Cultural Foundation or artist-led walks that reveal the city’s evolving creative scene. These experiences offer depth, context, and a human connection to place.
From a nature perspective, our island-hopping retreats uncover untouched marine reserves and eco-conscious escapes. Whether kayaking through the Jubail Mangroves or relaxing on a remote island with no fixed agenda, these experiences reflect the emirate’s natural diversity and growing emphasis on sustainability.
At global tourism exhibitions, we don’t just showcase these offerings—we bring them to life. Through digital touchpoints and live storytelling, our booth becomes a gateway to these immersive journeys, helping partners and visitors not only understand what we do, but feel the curiosity, connection, and transformation that define a Masarra experience.
How does Masarra leverage global trade shows and tourism exhibitions to introduce new ideas and build strategic partnerships?
Global trade shows and tourism exhibitions play a key role in how Masarra builds visibility, introduces new ideas, and forms meaningful partnerships. These platforms allow us to engage directly with industry leaders, tour operators, and innovators—showcasing not only our product offering but also our vision for a more agile and experience-driven approach to destination management.
Events like the recent Arabian Travel Market, where we made our official debut, are valuable touchpoints to align with global travel trends, explore collaborative opportunities, and highlight how we’re combining cultural insight, sustainability, and technology to shape the future of travel in the UAE.
Image Courtesy; Kevin Villaruz/Pexels
Still, in our first year, Masarra is focused on building relationships that go beyond a single event—partnerships that help us co-create smarter, more immersive travel experiences for a global audience.
How does Masarra contribute to preserving and celebrating the UAE’s cultural heritage while balancing modern traveler expectations? Why is it essential to make travel more inclusive and sustainable for everyone around the globe?
Abu Dhabi itself is a living testament to this harmony—blending the timeless charm of historic oases with the sleek innovation of contemporary landmarks. At Masarra, we reflect this same spirit across every journey we curate.
Our mission is to create experiences that offer a genuine connection to the UAE’s heritage—through intimate cultural encounters, access to lesser-known sites, and meaningful engagement with local communities. But we’re also reimagining travel with modern convenience and inclusivity in mind. From booking to departure, every journey is powered by seamless digital operations, smart technology, and a focus on accessible tourism through universal design principles.
As part of this commitment, we’re embedding accessibility across our guest experience touchpoints—both digital and physical. Our website and digital tools are being developed in line with the W3C Web Content Accessibility Guidelines, incorporating features such as screen reader compatibility, keyboard navigation, high-contrast text options, and intuitive layouts.
Image Credits: Masarra | Cropped by GBN
The products and experiences we’re currently developing are being designed with universal access in mind, incorporating accessible pathways, inclusive signage, and thoughtful lighting to ensure safe, dignified navigation for all guests. As we expand, our team will continue to consult with accessibility specialists to review, adapt, and improve our offerings—ensuring that our experiences are not only welcoming but truly inclusive for all.
Preserving cultural heritage is more than storytelling—it’s about protecting identity and enabling participation. By working closely with local partners and ensuring authenticity in everything we offer, we don’t just showcase traditions—we help guests truly experience them. And by prioritizing inclusive and sustainable practices, we ensure these experiences are open to everyone, enriching lives across the globe while safeguarding them for generations to come.
In what ways are you supporting local communities and businesses through your curated experiences? How is this enhancing the sustainability initiatives taken up by the UAE?
Supporting local communities and businesses is at the core of how Masarra curates its experiences. From the outset, we’ve made it a priority to work closely with Emirati entrepreneurs, cultural experts, and independent operators to ensure our offerings are deeply rooted in the local context.
This includes partnering with family-run desert experiences that invite guests into authentic Emirati spaces—where they might learn traditional coffee-making by a campfire, hear stories passed down through generations, or meet the animals that are part of Bedouin heritage. We offer Emirati-led culinary and heritage tours and collaborate with homegrown artists, storytellers, and craftspeople. These partnerships allow us to create rich, immersive experiences for visitors while generating direct economic benefits for local communities.
Image Courtesy: Mikhail Nilov @ Pexels | Cropped by GBN
In parallel, we’re committed to nature-based tourism that supports conservation efforts and encourages low-impact travel across protected areas and marine reserves.
Together, these initiatives not only enhance the traveler experience but actively contribute to the UAE’s broader sustainability agenda—supporting cultural preservation, economic inclusion, and responsible tourism in line with Abu Dhabi’s Tourism Strategy 2030.
How is Masarra introducing technological innovations and experiences to the world of travel and tourism? Why is it important to showcase it to the world?
At Masarra, we believe technology should enhance—not replace—the richness of travel. As a newly launched DMC, we’re working on building a digital-first ecosystem that makes every stage of the journey more seamless, personalized, and accessible for travelers and trade partners alike.
Our roadmap includes intuitive booking platforms, AI-powered itinerary planners, and virtual destination previews—tools designed to simplify planning, refine recommendations, and offer a deeper sense of connection before the journey even begins. While some features are still being rolled out, they reflect our long-term vision for a smarter, more responsive tourism model.
Rep. Image | Courtesy: Iva Prime @ Pexels | Cropped by GBN
Showcasing these innovations to our global markets is essential. It allows us to demonstrate how Masarra is reimagining destination management—blending cultural authenticity with emerging digital tools to meet evolving traveler expectations. Ultimately, it’s about positioning Abu Dhabi as a forward-thinking destination and inviting the world to experience it in new, more meaningful ways.
How is Masarra ensuring Abu Dhabi’s hidden gems resonate with international audiences at global tourism exhibitions?
At all global tourism exhibitions, roadshows, and events, Masarra is committed to presenting a fresh and compelling perspective on Abu Dhabi—one that goes beyond the familiar landmarks to highlight the emirate’s hidden gems.
We shine a light on lesser-known experiences, from the tranquility of mangrove forests and untouched islands to UNESCO-recognised heritage sites and immersive cultural encounters led by local experts. Through interactive storytelling, immersive visual content, and strategic collaborations with international travel partners, we ensure these unique experiences resonate with global audiences.
Our aim is to position Abu Dhabi as a destination of depth and diversity—where nature, culture, and modern luxury intersect. Masarra acts as the gateway to these discoveries, helping the world see that Abu Dhabi is not just a place to visit, but a place to truly explore.
