The UAE tourism market is one of the most competitive and dynamic in the world. Visitors expect world-class experiences, seamless logistics, and unforgettable adventures delivered at the highest standards. While operators face constant pressure to innovate and stand out, breaking into this market is far from easy. Challenges such as limited access to fleets and desert camps make it harder for new companies, especially those without their own facilities.
Desert Rose Tourism started off facing the same challenges but eventually forged a robust and promising path for itself. Initial operations depended on hiring vehicles and using other companies’ camps, which increased costs and made competing with established players difficult. Step by step, strategic partnerships were built, costs were optimized, and the business began to grow.
From these humble beginnings, Desert Rose Tourism has emerged as one of the UAE’s trusted tourism partners. The company now operates its own fleet and signature desert camps, including a 1,000-guest facility and a premium camp for 250–300 guests offering overnight, resort-style stays. Positioned as a fully integrated operator, Desert Rose delivers end-to-end experiences that meet global standards while staying rooted in personalized service.
Sands to Success
The founder, Anshar Hamza’s journey began in 1998 when he first traveled abroad to Fujairah, UAE. He worked for three years with the Government of Fujairah as a messenger. In 2003, he moved to Abu Dhabi and joined an ADNOC group company, FTV Proclad, as an Assistant PRO. His role connected him with HR, procurement, finance, administration, and sales, allowing him to gain broad functional exposure.
After gaining this experience, he developed a passion for tourism and travel. Wanting to explore the world, he approached a friend in the tourism sector to better understand the industry. Later in 2006, he started working as a freelancer and went on to work with several tourism companies in Dubai and Abu Dhabi, including Desert Rose Tourism.
During his term at Desert Rose, Anshar built a strong relationship with Angie, the German owner of the company. By 2011, Angie wanted to close the business due to lack of employees and interest. She offered to hand over the company, and Anshar eventually bought the license from her.
In July 2011, he re-launched the company with just three employees: himself, a lady staff member and a driver. With only one vehicle and no facilities, marketing was difficult in a highly competitive industry. However, Anshar used his contacts in hotels and the local market to secure business. His first-month turnover was AED 30,000 with a profit of AED 107.
Thereafter, the company focused on reducing profit margins and growing its customer base, a strategy that proved successful. In the second month, turnover doubled to AED 60,000. Within a short time, monthly revenue crossed AED 1 million. His vision and market connections helped Desert Rose Tourism grow steadily into a successful enterprise.
A Landmark in Desert Events
Desert Rose leads the UAE’s event industry, offering experiences that combine cultural richness with world-class hospitality. It hosts grand Indian weddings and Sangeet Nights at its Desert Rose Camp, creating memorable moments under the stars.
Furthermore, Desert Rose manages international events, including the Amazing Race challenge, private desert dinners for UFC players, and gala dinners for Formula One racers, showcasing creativity and flawless coordination. For embassy delegates during COP28, Desert Rose also handled fleet operations. Additionally, the company also organizes annual school programs, team-building activities and corporate desert dinners.
In addition, Desert Rose partners with government events in Abu Dhabi, promoting culture, innovation, and the UAE’s global vision, consistently delivering authentic, sophisticated, and high-quality experiences.
Where Vision Meets Action
Desert Rose envisions Abu Dhabi as a premier global tourist destination that celebrates the UAE’s values, heritage, culture, and natural beauty while delivering exceptional service. The company’s mission is to nurture, promote, and develop a sustainable tourism industry that benefits both visitors and the local community.
Its core goal is to offer guests the best leisure and holiday experiences, complete with exciting adventures and memorable moments.
To achieve this, Desert Rose continuously enhances the quality of its services while creating value not just for customers, but also for employees, shareholders, and business partners.
Quality remains the company’s defining value. Desert Rose trains its team to exceed customer expectations on every visit and follows a 100 percent satisfaction policy. Guests who
are not fully satisfied receive a refund. This commitment to excellence, coupled with an active process of reviewing both positive and negative feedback, allows the company to consistently upgrade its offerings and maintain world-class standards.
Over the years, more than one million customers have experienced its services, building a strong reputation that drives word-of-mouth recommendations. Desert Rose has received the TripAdvisor Award for Best Service Provider in the UAE every year since 2016, continuing through 2025. In 2018, it was also honored with the Big Bus Tour Partner Award, recognizing its significant collaborations and contributions to the regional tourism ecosystem. Together, these achievements reflect Desert Rose’s dedication to excellence, customer satisfaction, and its vision of positioning Abu Dhabi as a globally celebrated travel destination.
I am very proud of my journey, starting with just three employees and growing to where we are today, with our hard work and commitment to excellence earning Desert Rose prestigious international recognition
Re-defining Quality
Word of mouth remains Desert Rose’s strongest form of promotion, with countless guests recommending its services to friends and family visiting the UAE. This unwavering focus on quality and reliability has enabled the company to sustain and grow, even under challenging market conditions.
To reinforce its commitment to excellence, the company is ISO 9001:2015 certified, ensuring that its quality management systems meet globally recognized standards and consistently deliver superior service. In addition, Desert Rose has obtained the UAE’s In-Country Value (ICV) Certification, demonstrating its contribution to the national economy through local procurement, job creation, and sustainable resource use.
With respect to technology, Desert Rose drives growth through optimized portals and websites, generating 60–70 percent of its business online. Constant market analysis and competitor benchmarking keep the company ahead, ensuring steady, sustainable growth.
End-to-End Services
Desert Rose delivers a diverse portfolio of services, including corporate events, conferences, destination weddings, hotel bookings, group tours, and seamless transportation solutions. The company has proudly hosted several grand Indian weddings at its signature desert camp, creating unforgettable celebrations under the stars.
With a goal to attract more visitors to the UAE through personalized and memorable travel experiences, the company actively collaborates with the Abu Dhabi Tourism Authority as part of its marketing team. When the authority participates in exhibitions or roadshows worldwide, Desert Rose Tourism showcases its products and packages, helping expand its customer base.
Headquartered in Abu Dhabi, DRT Group has steadily grown into a diversified enterprise with a strong international presence. Over the years, the group has expanded its footprint to Dubai and the United Kingdom, making significant strides in the tourism and hospitality sector.
Today, Desert Rose has grown into the DRT Group of Companies, a dynamic portfolio that embodies innovation, quality, and service excellence. The group’s diverse operations span multiple sectors, including Desert Rose Tourism, which specializes in premium hospitality and destination management; Golden Shine Facilities Management, offering comprehensive property and facility care solutions; and Emirates Adventure Transport, providing logistics and transportation services for both offshore and onshore operations. The portfolio also includes Desert Rose Village
& Resort, a unique destination for leisure and relaxation; Wardat Al Zahara Desert Camp, an authentic Arabian experience capable of hosting up to 1,000 guests; and Hill Forest Resort in Kerala, India, which is a tranquil retreat offering nature-based tourism, wellness experiences, and a peaceful escape for travelers. With a vision to create exceptional experiences and a commitment to excellence, DRT Group continues to expand its global footprint while showcasing the UAE’s rich heritage and hospitality to the world.
Crafting a Comprehensive Network
Desert Rose is now a full-service provider for agencies across the UAE. The company owns a diverse fleet of luxury cars, buses, and coaches and has built strong ground-handling infrastructure in Abu Dhabi. It also serves as a ground handler for Emirates Airlines, Etihad Airways, and several Dubai-based agencies. When agencies bring groups to Abu Dhabi, Desert Rose provides all transportation and logistics with its own fleet, no services are outsourced.
This growth marks a complete transformation since 2011, when the company had no facilities. Today, Desert Rose owns and manages all operations in-house under the Desert Rose Group. “I am very proud of my journey from starting with just three employees to reaching where we are today. Our hard work and commitment to excellence have earned Desert Rose prestigious international recognition”, states Anshar Hamza, Founder, Desert Rose Tourism.
Strength in Unity
Desert Rose considers its team the foundation of its success. The company believes that a strong and committed team is essential for long-term growth. From the beginning, the same core employees have remained with the company.
During COVID-19, the company supported its team by granting over a year and a half of extended leave. Remarkably, employees chose to stay and wait for operations to return to normal rather than seek work elsewhere. This loyalty reflects the strong bond between the team and the company. “Our employees love working with us, and their dedication remains the driving force behind the company’s success”, states Anshar.
A Robust Future Roadmap
Desert Rose is expanding its footprint internationally with a landmark project in India. The company is developing a hill-forest resort in Kerala, near Calicut Airport, with construction already underway. This new resort represents a significant milestone and marks the next phase in the company’s growth and global expansion.
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