Abu Dhabi has set its sights on the global tourism map, unveiling a new blueprint for future growth – the Tourism Strategy 2030. This ambitious plan, spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), seeks to catapult the emirate into a leading tourism destination.
Abu Dhabi has set its sights on the global tourism map, unveiling a new blueprint for future growth – the Tourism Strategy 2030. This ambitious plan, spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), seeks to catapult the emirate into a leading tourism destination, doubling visitor numbers to 39.3 million by 2030 and significantly elevating the sector's contribution to the UAE's GDP from AED 49 billion in 2023 to a staggering AED 90 billion annually.
This bold strategy rests on four key pillars, each meticulously designed to unlock a new wave of tourism growth:
This pillar focuses on creating a vibrant and dynamic visitor experience. New cultural attractions, theme parks and retail experiences will be unveiled, enriching Abu Dhabi's already competitive offer. The culinary scene is slated for a significant transformation with the introduction of culinary schools and a wider array of dining options, catering to diverse palates and positioning itself as a leading culinary destination, a key driver for any destination's competitive set. Notably, hotel room availability is expected to expand to 52,000 by 2030, including accessible and luxury options as well as glamping experiences and even farm stays – catering to a wider range of travellers. This is a really interesting diversification and one that sets it apart from its competitors.
To capture the attention of a global audience, Abu Dhabi will double its promotion and marketing efforts, expanding its reach from 11 to 26 key markets. Strategic partnerships with influential brands and media outlets are central to its market growth, crafting compelling narratives that resonate with diverse demographics. For example, DCT Abu Dhabi has partnered with the fashion brand Vilebrequin which captures Abu Dhabi's vibrant spirit in a limited-edition swimwear collection inspired by the emirate's iconic architecture, coastline and landscapes. This shift towards partner-driven marketing is something that here at the Digital Tourism Think Tank we've seen a significant increase in, partly in recognition of the weight other brands carry amongst their audiences, but also in response to a shift towards first-party data by digital marketers.
Recognising the crucial role of seamless travel, Abu Dhabi is prioritising infrastructure development. This work has already begun with the expansion of the world leading new Terminal A. Future expansion hinges on enhancing the road network, public transportation and other mobility plans to make exploring Abu Dhabi more effortless. Collaborations with airlines will ensure increased flight seat capacity, both regionally and internationally, facilitating easier arrival for visitors.
hope is to create a welcoming environment for both visitors and investors. Simplified regulations for tourism businesses will further incentivise investment and accelerate the sector's growth.Visa Openness Report 2023 highlighting that reciprocal visa exemption among GCC countries grew from 2% in 2018 to 87% in 2023. By streamlining visa applications and reducing processing times, Abu Dhabi's hope is to create a welcoming environment for both visitors and investors. Simplified regulations for tourism businesses will further incentivise investment and accelerate the sector's growth.
The global tourism landscape is experiencing a rapid shift. Travellers are increasingly tech-savvy, relying on digital platforms for planning, booking and sharing travel experiences. Destinations that embrace digital tools and create a seamless online presence are more likely to attract and engage tourists. Furthermore, those who actively invest in supporting their industry through transformation will see the results in productivity enhancements, improved competitiveness of the sector as a whole and reduced dependence on intermediaries, a key goal for many SMEs.
Here at the DTTT, we never stop emphasising the urgency of this digital transformation, highlighting the pressures and opportunities that lie ahead. Furthermore, we highlight that transformation is constant. Artificial Intelligence (AI) is poised to revolutionise personalisation, tailoring experiences to individual preferences. Whereas horizon technologies in the fields of Extended Reality (XR), including technologies like VR and AR, can create immersive virtual experiences that strengthen brand appeal, allowing potential visitors to explore Abu Dhabi's tourism offer from anywhere in the world. This can both drive the product but it also represents the product in its digital, hybrid or immersive real world existence.
A deep commitment to digital transformation is imperative to the successful implementation of Abu Dhabi's Tourism Strategy 2030. Here's where the expertise of the Digital Tourism Think Tank (DTTT) proves invaluable. As a leading voice in the field, DTTT has been a long-standing partner of DCT Abu Dhabi, collaborating on various initiatives for several years.
One such example is the insightful "Backstage Leadership Conversations" podcast series, showcasing the innovation and competitiveness of Abu Dhabi's MICE sector. This series, produced by the DTTT, highlights how ambition has translated into success for Abu Dhabi's booming business events sector. DTTT's work extends beyond showcasing current success; it focuses on the future and the critical role data-driven strategies and digital tools will play in propelling tourism even further, including through writing whitepapers that inform Abu Dhabi's tourism sector of the trends shaping the digital and sustainable transition.
We're proud to be working closely with DCT Abu Dhabi to ensure they are at the forefront of these advancements and welcome this new strategy, shaping the future of Abu Dhabi as a digital tourism leader.
Abu Dhabi's Tourism Strategy 2030, fuelled by data-driven insights and a commitment to digital transformation, presents a compelling roadmap for Abu Dhabi's tourism growth long into the future. By leveraging our continued partnership and embracing emerging technologies, Abu Dhabi is well-positioned to not only achieve its ambitious goals but also set the bar for tourism destinations around the world.Abu Dhabi has set its sights on the global tourism map, unveiling a new blueprint for future growth – the Tourism Strategy 2030. This ambitious plan, spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), seeks to catapult the emirate into a leading tourism destination, doubling visitor numbers to 39.3 million by 2030 and significantly elevating the sector's contribution to the UAE's GDP from AED 49 billion in 2023 to a staggering AED 90 billion annually.
Abu Dhabi has set its sights on the global tourism map, unveiling a new blueprint for future growth – the Tourism Strategy 2030. This ambitious plan, spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), seeks to catapult the emirate into a leading tourism destination, doubling visitor numbers to 39.3 million by 2030 and significantly elevating the sector's contribution to the UAE's GDP from AED 49 billion in 2023 to a staggering AED 90 billion annually.
This bold strategy rests on four key pillars, each meticulously designed to unlock a new wave of tourism growth:
This pillar focuses on creating a vibrant and dynamic visitor experience. New cultural attractions, theme parks and retail experiences will be unveiled, enriching Abu Dhabi's already competitive offer. The culinary scene is slated for a significant transformation with the introduction of culinary schools and a wider array of dining options, catering to diverse palates and positioning itself as a leading culinary destination, a key driver for any destination's competitive set. Notably, hotel room availability is expected to expand to 52,000 by 2030, including accessible and luxury options as well as glamping experiences and even farm stays – catering to a wider range of travellers. This is a really interesting diversification and one that sets it apart from its competitors.
To capture the attention of a global audience, Abu Dhabi will double its promotion and marketing efforts, expanding its reach from 11 to 26 key markets. Strategic partnerships with influential brands and media outlets are central to its market growth, crafting compelling narratives that resonate with diverse demographics. For example, DCT Abu Dhabi has partnered with the fashion brand Vilebrequin which captures Abu Dhabi's vibrant spirit in a limited-edition swimwear collection inspired by the emirate's iconic architecture, coastline and landscapes. This shift towards partner-driven marketing is something that here at the Digital Tourism Think Tank we've seen a significant increase in, partly in recognition of the weight other brands carry amongst their audiences, but also in response to a shift towards first-party data by digital marketers.
Recognising the crucial role of seamless travel, Abu Dhabi is prioritising infrastructure development. This work has already begun with the expansion of the world leading new Terminal A. Future expansion hinges on enhancing the road network, public transportation and other mobility plans to make exploring Abu Dhabi more effortless. Collaborations with airlines will ensure increased flight seat capacity, both regionally and internationally, facilitating easier arrival for visitors.
hope is to create a welcoming environment for both visitors and investors. Simplified regulations for tourism businesses will further incentivise investment and accelerate the sector's growth.Visa Openness Report 2023 highlighting that reciprocal visa exemption among GCC countries grew from 2% in 2018 to 87% in 2023. By streamlining visa applications and reducing processing times, Abu Dhabi's hope is to create a welcoming environment for both visitors and investors. Simplified regulations for tourism businesses will further incentivise investment and accelerate the sector's growth.
The global tourism landscape is experiencing a rapid shift. Travellers are increasingly tech-savvy, relying on digital platforms for planning, booking and sharing travel experiences. Destinations that embrace digital tools and create a seamless online presence are more likely to attract and engage tourists. Furthermore, those who actively invest in supporting their industry through transformation will see the results in productivity enhancements, improved competitiveness of the sector as a whole and reduced dependence on intermediaries, a key goal for many SMEs.
Here at the DTTT, we never stop emphasising the urgency of this digital transformation, highlighting the pressures and opportunities that lie ahead. Furthermore, we highlight that transformation is constant. Artificial Intelligence (AI) is poised to revolutionise personalisation, tailoring experiences to individual preferences. Whereas horizon technologies in the fields of Extended Reality (XR), including technologies like VR and AR, can create immersive virtual experiences that strengthen brand appeal, allowing potential visitors to explore Abu Dhabi's tourism offer from anywhere in the world. This can both drive the product but it also represents the product in its digital, hybrid or immersive real world existence.
A deep commitment to digital transformation is imperative to the successful implementation of Abu Dhabi's Tourism Strategy 2030. Here's where the expertise of the Digital Tourism Think Tank (DTTT) proves invaluable. As a leading voice in the field, DTTT has been a long-standing partner of DCT Abu Dhabi, collaborating on various initiatives for several years.
One such example is the insightful "Backstage Leadership Conversations" podcast series, showcasing the innovation and competitiveness of Abu Dhabi's MICE sector. This series, produced by the DTTT, highlights how ambition has translated into success for Abu Dhabi's booming business events sector. DTTT's work extends beyond showcasing current success; it focuses on the future and the critical role data-driven strategies and digital tools will play in propelling tourism even further, including through writing whitepapers that inform Abu Dhabi's tourism sector of the trends shaping the digital and sustainable transition.
We're proud to be working closely with DCT Abu Dhabi to ensure they are at the forefront of these advancements and welcome this new strategy, shaping the future of Abu Dhabi as a digital tourism leader.
Abu Dhabi's Tourism Strategy 2030, fuelled by data-driven insights and a commitment to digital transformation, presents a compelling roadmap for Abu Dhabi's tourism growth long into the future. By leveraging our continued partnership and embracing emerging technologies, Abu Dhabi is well-positioned to not only achieve its ambitious goals but also set the bar for tourism destinations around the world.Abu Dhabi has set its sights on the global tourism map, unveiling a new blueprint for future growth – the Tourism Strategy 2030. This ambitious plan, spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), seeks to catapult the emirate into a leading tourism destination, doubling visitor numbers to 39.3 million by 2030 and significantly elevating the sector's contribution to the UAE's GDP from AED 49 billion in 2023 to a staggering AED 90 billion annually.
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