The travel trade in the Middle East is experiencing a wave of transformation in 2025 as new B2B platforms enter the market, giving regional agents more options than ever before. Among the most notable launches is ZoTrav, a curated marketplace designed for experience-rich travel across the CIS region. The company confirmed its entry into the Middle Eastern market in August 2025, with clear targets of onboarding more than 200 agents during its first year, including at least 100 from the UAE.
ZoTrav’s platform is headquartered in Dubai and supported by operations in Delhi and other partner hubs. It allows agents to access real-time product information, create dynamic itineraries, and connect directly with verified destination management companies. Countries featured on the platform include Kazakhstan, Uzbekistan, Kyrgyzstan, Georgia, Armenia, Azerbaijan, Russia, Tajikistan, and Turkmenistan. Early results have been promising, with 300 agents already signed up in India during the first month of its launch.
Why CIS Destinations Appeal to Middle East Travelers
The expansion comes at a time when demand for CIS destinations from the Middle East continues to rise. According to recent industry reports, Baku in Azerbaijan, Tbilisi in Georgia, and Yerevan in Armenia are now among the most popular short-haul routes from the UAE. Georgia has also been ranked as one of the top 10 outbound destinations for the GCC in 2025, demonstrating how travelers are looking beyond traditional markets to explore new cultural and natural experiences.
By positioning itself as a specialist in these emerging routes, ZoTrav is capitalizing on a growing appetite for alternatives to mainstream destinations. Its curated focus and on-the-ground partnerships are intended to give agents confidence that their clients will receive authentic, quality service during their travels.
Other B2B Platforms Making Moves in 2025
ZoTrav is not alone in recognizing the opportunity. Several other global players have stepped into the Middle Eastern travel technology space this year.
In April 2025, Expedia Group expanded into the UAE by introducing its Travel Agent Affiliate Program. Known as TAAP, the program gives regional agents access to Expedia’s vast global inventory of flights, hotels, and ancillary services. The platform also integrates Emirates NDC content, ensuring that agents can book fares and ancillaries often not available through older systems.
Trip.com Group has also reinforced its presence in the region. At Arabian Travel Market in May 2025, the company announced partnerships with Saudia and Flynas and signed a three-year memorandum of understanding with Visit Oman. The agreements are intended to give Trip.com a stronger foothold in the Gulf while boosting inbound traffic. Data shared at the event showed inbound bookings to the Middle East increasing by 37.5% in the first quarter of 2025 compared with the previous quarter, with Dubai leading the trend.
Meanwhile, Hopper Technology Solutions marked its entry into the Middle East with Jazeera Airways in April 2025. The airline integrated ‘Hopper’s Cancel For Any Reason and Disruption Assistance For Any Reason‘ products into its direct channels, representing Hopper’s first airline partnership in the region. These products allow passengers to purchase flexible add-ons, boosting confidence in uncertain times and helping airlines increase ancillary revenue.
Trip Affiliates Network has also been expanding across the Middle East and Africa during 2025, with a focus on connecting agencies and destination management companies to its B2B technology stack. The network has used trade shows to accelerate adoption, providing solutions for itinerary building, payments, and booking management.
Why These Platforms Matter for Agents
The entry of multiple B2B platforms highlights how the Middle East has become one of the fastest-growing markets for travel technology. For agents, the perks of adopting such platforms are practical and immediate.
Real-time inventory access and dynamic bundling make it easier to meet client demands quickly. Verified local partners, such as those connected through ZoTrav, offer reliability and cultural authenticity in markets where many agents may have little prior experience. Global platforms like Expedia TAAP provide commission on full booking values, giving agents stronger revenue streams, while Hopper’s fintech add-ons create new opportunities for margin growth.
Regional tie-ups are another key benefit. Trip.com’s partnerships with Saudia and Flynas ensure that Gulf-based carriers are represented on global booking platforms, helping agents deliver more localized options. With the GCC states having approved a unified tourist visa in June 2025, multi-country itineraries are expected to become easier to sell, and these platforms are preparing to take advantage.
The Travel Technology Market in 2025
The strength of the travel technology market was on full display at Arabian Travel Market in Dubai earlier this year. Attendance exceeded 55,000 people, with more than 2,800 exhibitors representing 166 countries. Travel Tech, a dedicated segment of the show, grew by nearly 25% year on year, underscoring the demand for digital solutions.
According to ATM’s Travel Trends Report 2025, tourism spend in the Middle East is projected to reach around 350 billion US dollars by 2030. For 2025, regional spend is already 54% higher than in 2019, with annual growth averaging 7% through the end of the decade. These numbers illustrate why global and regional tech providers are rushing to position themselves in the Gulf.
Choosing the Right Platform
For agents, selecting the right platform depends on business priorities. Those focusing on niche destinations in Central Asia or the Caucasus may benefit most from ZoTrav’s verified local partners. Agencies looking for global supply and airline NDC content may find Expedia TAAP and Trip.com better suited. Flexibility-focused operators may prefer Hopper’s add-ons. Meanwhile, TA Network offers broader B2B connectivity for agencies seeking a comprehensive digital stack.
A Market in Transition
As 2025 unfolds, the Middle East is establishing itself as one of the most important regions for global travel technology investment. With inbound momentum strong, outbound demand rising, and visa facilitation underway, the environment is ideal for platforms that can provide reliability, flexibility, and scalability. For travel agents, the arrival of new B2B solutions represents an opportunity to modernize their offerings and meet the evolving expectations of their clients.
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