Abu Dhabi - UAE

In a step that reflects the national carrier’s vision to expand the horizons of the traveler’s experience, Etihad Airways signed a memorandum of understanding with “ROX”, a global leader in the field of artificial intelligence technology and smart mobility, to explore frameworks of joint cooperation, with the second season of the “ROX Grand Tour of Africa” being the launching pad for this innovative partnership.

An exceptional trip that combines air and land

Under the agreement, which was signed during the opening of the ROX Advanced Artificial Intelligence Manufacturing Center in Abu Dhabi, the tour vehicle - which will roam the African continent across its diverse terrain - will be decorated with the Etihad Airways logo, in addition to the two parties cooperating in producing joint content and innovative marketing activities that tell stories of adventure and exploration throughout Africa.

This partnership constitutes a promising platform that aims to study the links between air travel, land travel experiences, and exploring tourist destinations on the African continent, thus enhancing Abu Dhabi’s position as a starting point for exceptional adventures.

The Arab tourist and investor are on a date with unique experiences
This partnership represents a qualitative leap of interest to Arab tourists and investors alike, as it opens the door to a new concept of integrated travel that combines the luxury of aviation and land adventure experiences. While Etihad Airways continues to strengthen its network in Africa through strategic partnerships with local carriers, this step provides the Arab traveler the opportunity to explore the African continent in a different tourism format, combining luxury and challenge.

As for the investment level, cooperation with the company "ROX" - which specializes in the field of smart vehicles - reflects Abu Dhabi's tendency to attract leading international companies in the technology and transportation sectors, which creates a fertile environment for Arab investments in the fields of sustainable tourism and modern travel technologies.