Asif Parkar joined Masarra Destination Management LLC in May last year as the General Manager. With a mission to elevate the region’s tourism offerings, Masarra carefully selects, packages and curates products that provide clients with immersive and authentic experiences across Abu Dhabi and the UAE. Parkar’s early appointment was instrumental in shaping the brand, building the team and preparing the business for a successful launch in November 2024.

 

We speak to Parkar about his goals and motivations, the role of technology and the evolving nature of the DMC landscape.

 

What motivates you to drive innovation and business transformation within the tourism sector?

 

Masarra is driven by the evolving needs of today’s travel industry, where personalisation, innovation and sustainability are no longer optional—they are essential. As travellers increasingly seek more meaningful, tailored experiences, we see a clear opportunity to reshape the role of a destination management company. By embedding advanced technology, elevating service quality, and prioritizing responsible travel, Masarra aims to set a new standard—one that empowers travel agencies and hospitality partners to meet modern expectations and thrive in a fast-changing landscape.

 

Global trade shows and tourism exhibitions play an important role in this transformation. They bring together industry leaders, innovators and stakeholders from around the world, providing the ideal platform to showcase advancements, share ideas, and form partnerships that move the sector forward.

 

For Masarra, these platforms are a space to demonstrate vision, engage with collaborators and drive meaningful conversations that shape the future of destination management.

 

How does Masarra align its initiatives with Abu Dhabi’s Tourism Strategy 2030, and what role do you see the company playing in shaping the emirate’s future as a global travel destination?

 

Masarra aligns seamlessly with Abu Dhabi’s Tourism Strategy 2030, which aims to position the emirate as a premier global travel destination. The company contributes by offering customised experiences across various travel segments (FIT, MICE, cruise tourism, weddings) while ensuring excellence in quality, health, and safety standards.

 

Masarra also strengthens Abu Dhabi’s appeal as a destination by spotlighting its rich diversity, including pristine natural islands, the vast Al Dhafra desert, UNESCO-listed oases, museums, cultural attractions, and theme parks. By developing fully accessible and sustainable travel experiences, Masarra supports the emirate’s long-term vision for responsible tourism.

 

Trade and travel shows are crucial for the tourism economy, fostering networking, industry collaboration, and exposure to new innovations. They provide a platform for companies like Masarra to showcase their contributions and attract international partnerships, further boosting Abu Dhabi’s global reputation.

 

Could you elaborate on how Masarra will be leveraging digital connectivity to provide seamless access to its portfolio for trade partners and travellers?

 

Masarra is building a digital-first ecosystem designed to make travel planning more seamless, personalised, and accessible for both trade partners and guests. By integrating digital booking tools, real-time itinerary management, and eventually immersive previews and AI-driven recommendations, we aim to simplify engagement while enhancing service quality.

 

These tools are more than just innovations—they're enablers of better travel. Trade partners will be able to tailor packages more efficiently, and travellers will enjoy intuitive access to curated journeys that match their interests, preferences, and needs. This foundation ensures Masarra remains a responsive and forward-thinking DMC, aligned with both guest expectations and Abu Dhabi’s vision for smart, connected tourism.

 

How do you see technology reshaping the travel experience through more personalised and immersive journeys, and how is Masarra integrating this into its future offering?

 

Technology is playing an increasingly central role in how travelers discover, plan, and experience their journeys—moving beyond generic itineraries toward more personalised, immersive, and seamless travel. At Masarra, we see technology as a key enabler in delivering experiences that are tailored, intuitive, and future ready.

 

We’re currently developing a range of digital solutions designed to enhance the guest journey, including immersive storytelling and virtual previews that help bring destinations to life before the journey begins, as well as real-time customization tools that will allow travellers to shape their itineraries with flexibility and ease. These concepts are part of a broader digital roadmap that will allow Masarra to offer a more connected and responsive experience—ensuring that every traveller feels personally engaged from the moment they begin planning, right through to their return home.

 

How do you see partnerships formed at global tourism exhibitions, such as ATM, contributing to collective progress in tech-enabled tourism solutions?

 

Global tourism exhibitions like ATM serve as vital platforms for collaboration, and Masarra views the partnerships formed during these events as essential drivers of progress in tech-enabled tourism. By engaging with industry leaders, technology providers, and travel innovators, we are strengthening our ability to adopt emerging digital tools, improve connectivity, and deliver more refined and personalised travel experiences.

 

These partnerships are key to advancing smart tourism solutions through AI and automation, promoting sustainable and responsible travel practices, and fostering cross-sector collaboration that benefits the broader industry. Through our presence at exhibitions like ATM, Masarra continues to reinforce its position as a digitally driven DMC, committed to shaping the future of high-quality, technology-enabled travel.

 

How is Masarra redefining what it means to be a DMC in today’s travel landscape?

 

Masarra was established not just to manage destinations—but to reimagine how they’re experienced. We go beyond logistics and bookings to deliver meaningfully curated journeys rooted in cultural authenticity, operational excellence, and forward-thinking design. Whether it’s an immersive desert gathering hosted by local experts, or a frictionless MICE program tailored for international clients, every Masarra journey blends precision, creativity, and purpose.

 

Our ambition is to be the UAE’s next-generation DMC—digital-first, culturally grounded, and experience-driven. -TradeArabia News Service