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• Department of Culture and Tourism – Abu Dhabi to deliver Tourism Strategy 2030 to ensure emirate’s sustainable growth as global tourism destination

4 April 2024

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His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan , Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council , has approved the new Tourism Strategy 2030 for the emirate. Spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) , the ambitious blueprint signals a new era of expansion and strategic development in the travel and tourism sector.

The strategy seeks to boost visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030 (overnight and same-day), with a 7 per cent year-on-year growth. Moreover, it plans to significantly elevate the tourism and travel sector's contribution to the UAE's GDP, raising it from approximately AED49 billion in 2023 to AED90 billion annually by 2030.

The strategy will generate an estimated 178,000 new jobs by 2030 as the entire tourism infrastructure develops to meet this demand. It intends to almost double international overnight visitors from 3.8 million in 2023 approximately to 7.2 million in 2030, expand hotel room availability from 34,000 in 2023 to 52,000 by 2030, and further enhance the holiday home segment to diversify accommodation options.

His Excellency Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, said: "The Tourism Strategy 2030 marks a pivotal moment in Abu Dhabi’s transformative journey, representing a vital lever in our ongoing evolution. Delivered alongside our key partners, the strategy underscores our steadfast commitment to fostering sustainable growth and strategic development in the travel and tourism sector. Through carefully crafted initiatives that will unlock economic opportunities, amplify our distinctive culture and enhance the emirate’s value proposition, we are laying the foundation for a vibrant and prosperous future that transcends generations."

To achieve the strategy’s goals, 26 key initiatives have been identified across four strategic pillars: Offering and City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing, and Regulations. These pillars form the foundation of Abu Dhabi’s comprehensive approach to realising its ambitious tourism targets and fostering sustainable growth in the sector.

The initiatives will be unlocked through the collective vision of DCT Abu Dhabi, the Abu Dhabi Department of Economic Development (ADDED) , the Department of Municipalities and Transport (DMT) , Abu Dhabi Airports Company (ADAC) , and other key government and private stakeholders, who play a strategic role in bringing Abu Dhabi’s tourism vision to life.

The first pillar, Offering and City Activation, looks to further enhance the overall guest experience by unveiling additional cultural sites, theme parks, retails offerings and new hotel chains. Overall boosting the emirate’s events calendar of year-round concerts, festivals, and family events. The dining landscape will diversify significantly, offering expanded options including the introduction of culinary schools and training programmes.

DCT Abu Dhabi will also more than double its Promotion and Marketing efforts, expanding its international reach from 11 to 26 markets and enhancing synergy within Abu Dhabi's tourism ecosystem. It will also establish strategic global partnerships with media outlets and well-known brands for high-profile collaborations, creating compelling, market-specific content across various touchpoints.

The strategy’s Infrastructure and Mobility pillar will increase hotel room availability across various categories, including accessible and luxury options, glamping, and farm stays. Through valued collaborations, the emirate is set to enhance roads, public transport, and infrastructure, simplifying travel within and boosting visitor inflow through increased flight seat capacity with both local and international airlines.

Lastly, both visitor experience and tourism business operations will be greatly enhanced with streamlined Visa, Licensing and Regulation processes. In collaboration with relevant government agencies, enhanced platforms and processes will reduce time frames for all applications and permits, to improve the ease of doing business and attract investment.

In 2023, Abu Dhabi's tourism sector saw a remarkable surge, welcoming nearly 24 million visitors. The 27 per cent rise in hotel guests and 54 per cent increase in international guests bolstered the economy with an approximate AED49 billion contribution to the UAE’s GDP.

Arrivals from key international markets like India, Russia, the UK, China and Kingdom of Saudi Arabia played a pivotal role in 2023, alongside the numbers attracted by the emirate’s vibrant array of over 150 events, its pristine beaches and natural landscapes, as well as its cultural sites such as Qasr Al Hosn , Qasr al Watan and Sheikh Zayed Grand Mosque , which attracted more than 8.7 million visitors. Offerings across museums, cultural festivals and art exhibitions saw record-setting attendance at Louvre Abu Dhabi and the inaugural Manar Abu Dhabi public art exhibition, underscoring the emirate’s diverse appeal.

Visitor numbers were further boosted by a 44 per cent increase in MICE (Meetings, Incentives, Conferences, and Exhibitions) events. With 960,000 delegates across 2,477 events exploring Abu Dhabi’s attractions and dining options, the food and beverage sector saw a resultant 21 per cent revenue increase. In addition, flagship entertainment events like the MOTN Festival and the Formula 1 Etihad Airways Abu Dhabi Grand Prix , along with cultural milestones such as the Al Hosn Festival and the Liwa Festival, further solidified Abu Dhabi’s position as a global centre for leisure and tourism.

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Department of culture and tourism - abu dhabi to deliver tourism strategy 2030 to ensure emirate's sustainable growth as global tourism destination.

The Strategy aims to attract over 39 million visitors by 2030 & tourism sector to contribute AED 90 billion to UAE GDP

Tourism Strategy 2030 will create 178,000 new jobs, increase hotel room supply to 52,000 and boost international overnight visitors to over 7 million

ABU DHABI , UAE , April 3, 2024 /PRNewswire/ -- His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan , Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, has approved the new Tourism Strategy 2030 for the emirate. Spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), the ambitious blueprint signals a new era of expansion and strategic development in the travel and tourism sector.

The Strategy seeks to boost visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030 (overnight and same-day), with a 7% year-on-year growth. Moreover, it plans to significantly elevate the tourism and travel sector's contribution to the UAE's GDP, raising it from approximately AED 49 billion in 2023 to AED 90 billion annually by 2030.

The Strategy will generate an estimated 178,000 new jobs by 2030 as the entire tourism infrastructure develops to meet this demand. It intends to almost double international overnight visitors from 3.8 million in 2023 approximately to 7.2 million in 2030, expand hotel room availability from 34,000 in 2023 to 52,000 by 2030, and further enhance the holiday home segment to diversify accommodation options.

H.E. Mohamed Khalifa Al Mubarak , Chairman of DCT Abu Dhabi, said :  "The Tourism Strategy 2030 marks a pivotal moment in Abu Dhabi's transformative journey, representing a vital lever in our ongoing evolution. Delivered alongside our key partners, the Strategy underscores our steadfast commitment to fostering sustainable growth and strategic development in the travel and tourism sector. Through carefully crafted initiatives that will unlock economic opportunities, amplify our distinctive culture and enhance the emirate's value proposition, we are laying the foundation for a vibrant and prosperous future that transcends generations."

Fostering sustainable growth across four strategic pillars

To achieve the Strategy's goals, 26 key initiatives have been identified across four strategic pillars: Offering and City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing, and Regulations. These pillars form the foundation of Abu Dhabi's comprehensive approach to realising its ambitious tourism targets and fostering sustainable growth in the sector.

The initiatives will be unlocked through the collective vision of DCT Abu Dhabi, the Abu Dhabi Department of Economic Development (ADDED), the Department of Municipalities and Transport (DMT), Abu Dhabi Airports Company (ADAC), and other key government and private stakeholders, who play a strategic role in bringing Abu Dhabi's tourism vision to life.

The first pillar, Offering and City Activation , looks to further enhance the overall guest experience by unveiling additional cultural sites, theme parks, retails offerings and new hotel chains. Overall boosting the emirate's events calendar of year-round concerts, festivals, and family events. The dining landscape will diversify significantly, offering expanded options including the introduction of culinary schools and training programmes.

DCT Abu Dhabi will also more than double its Promotion and Marketing efforts, expanding its international reach from 11 to 26 markets and enhancing synergy within Abu Dhabi's tourism ecosystem. It will also establish strategic global partnerships with media outlets and well-known brands for high-profile collaborations, creating compelling, market-specific content across various touchpoints.

The Strategy's Infrastructure and Mobility pillar will increase hotel room availability across various categories, including accessible and luxury options, glamping, and farm stays. Through valued collaborations, the emirate is set to enhance roads, public transport, and infrastructure, simplifying travel within and boosting visitor inflow through increased flight seat capacity with both local and international airlines.

Lastly, both visitor experience and tourism business operations will be greatly enhanced with streamlined Visa, Licensing and Regulation  processes. In collaboration with relevant government agencies, enhanced platforms and processes will reduce time frames for all applications and permits, to improve the ease of doing business and attract investment.

Building on the success of 2023

In 2023, Abu Dhabi's tourism sector saw a remarkable surge, welcoming nearly 24 million visitors. The 27% rise in hotel guests and 54% increase in international guests bolstered the economy with an approximate AED 49 billion contribution to the UAE's GDP.

Arrivals from key international markets like India , Russia , United Kingdom , China and Kingdom of Saudi Arabia played a pivotal role in 2023, alongside the numbers attracted by the emirate's vibrant array of over 150 events, its pristine beaches and natural landscapes, as well as its cultural sites such as Qasr Al Hosn, Qasr al Watan and Sheikh Zayed Grand Mosque, which attracted more than 8.7 million visitors. Offerings across museums, cultural festivals and art exhibitions saw record-setting attendance at Louvre Abu Dhabi and the inaugural Manar Abu Dhabi public art exhibition, underscoring the emirate's diverse appeal.

Visitor numbers were further boosted by a 44% increase in MICE (Meetings, Incentives, Conferences, and Exhibitions) events. With 960,000 delegates across 2,477 events exploring Abu Dhabi's attractions and dining options, the food and beverage sector saw a resultant 21% revenue increase. In addition, flagship entertainment events like the MOTN Festival and Formula 1 Etihad Airways Abu Dhabi Grand Prix, along with cultural milestones such as the Al Hosn Festival and the Liwa Festival, further solidified Abu Dhabi's position as a global centre for leisure and tourism.

About the Department of Culture and Tourism – Abu Dhabi : The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi's culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi's wider global ambitions.

By working in partnership with the organisations that define the emirate's position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate's potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture and tourism industries.

DCT Abu Dhabi's vision is defined by the emirate's people, heritage and landscape. We work to enhance Abu Dhabi's status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought.

To learn more about the Tourism Strategy 2030, please visit:  https://dct.gov.ae/en/who.we.are/tourism.strategy.2030.aspx

For more information about the Department of Culture and Tourism – Abu Dhabi and the destination, please visit: dct.gov.ae and visitabudhabi.ae

Video - https://mma.prnewswire.com/media/2379046/DCT_Abu_Dhabi_Tourism_Strategy_2030.mp4 Photo - https://mma.prnewswire.com/media/2378978/DCT_Abu_Dhabi_Chairman_HE_Mohamed_Khalifa_Al_Mubarak.jpg

View original content to download multimedia: https://www.prnewswire.com/news-releases/department-of-culture-and-tourism--abu-dhabi-to-deliver-tourism-strategy-2030-to-ensure-emirates-sustainable-growth-as-global-tourism-destination-302107628.html

SOURCE Department of Culture and Tourism - Abu Dhabi

Abu Dhabi’s Ambitious 2023 Roadmap Focuses on Culture to Boost Tourism

Peden Doma Bhutia , Skift

June 28th, 2023 at 2:00 AM EDT

Abu Dhabi acknowledges that culture serves as a unique and compelling attraction that sets it apart from other destinations, helping the emirate to attract tourists seeking authentic cultural experiences.

Peden Doma Bhutia

Middle East Travel Roundup

Get the latest news from the Middle East in one easy-to-digest newsletter.

The Department of Culture and Tourism — Abu Dhabi has announced its growth roadmap for 2023, aiming to promote and advance the culture and tourism sectors in Abu Dhabi. The emirate plans to attract over 24 million visitors in 2023 , an increase from 18 million in the previous year.

To achieve this, Experience Abu Dhabi , the destination brand of DCT Abu Dhabi, will launch 22 creative campaigns targeting more than 40 international markets. These campaigns include market-specific initiatives, such as an Arabic-first campaign video for the GCC featuring Egyptian actors Ahmed Helmy and Mona Zaki , and a two-year brand ambassadorship with Bollywood star Ranveer Singh to engage Indian audiences.

Abu Dhabi’s appeal as a year-round tourism destination will be highlighted through the promotion of diverse experiences, including the cultural oasis of Al Ain. The Abu Dhabi Calendar will showcase a variety of events and experiences, collaborating with global partners such as Ultimate Fighting Championship (UFC), NBA, and Formula 1, as well as hosting retail festivals and culinary events.

DCT Abu Dhabi said that its efforts in 2022 resulted in a significant growth in visitor numbers, with 18 million visitors recorded, a 17% increase from the previous year. The department’s initiatives included exhibitions, arts programs, and cultural festivals that attracted over 245,000 students.

In terms of tourism, Abu Dhabi achieved a hotel occupancy rate of over 70% in 2022 , surpassing the Middle East average. The number of overnight hotel guests increased by 24% to 4.1 million compared to 2021, resulting in an 18% year-on-year increase in revenue per available room . Additionally, the emirate hosted over 600,000 MICE visitors and 1,210 MICE events in 2022.

Toluna Study Sheds Light on Travel Trends to Al-Medinah

Visitors from Saudi Arabia to Al-Medinah preferred staying in hotels near the Prophet’s Mosque , according to a study conducted by global market research and technology provider Toluna . The study on visitor preferences and spending habits in Al-Madinah, focused on travelers from the United Arab Emirates (UAE) and Saudi Arabia.

UAE visitors showed a higher preference for accommodation close to transportation hubs , according to the study. Rental cars were popular among UAE visitors, while visitors from Saudi Arabia preferred using their private vehicles or public transportation .

The study also revealed that a substantial portion of respondents expressed a desire to visit Al-Madinah twice a year. Shedding light on how many days visitors need to explore the city, the study revealed that three, five or seven days are the top-ranking answers for visitors from both UAE and Saudi Arabia. However, for the majority of UAE visitors (24 percent) a 7-day visit is the ideal period whereas 23 percent of visitors from Saudi Arabia think the sweet spot is five days .

Abu Dhabi Airport Expects 900,000 Passengers During Eid Break

Abu Dhabi Airports issued its projected passenger figures in anticipation of an increase in traffic at Abu Dhabi International Airport (AUH), before and during Eid Al Adha . Between June 23 and July 7 , Abu Dhabi Airports estimates over 900,000 passengers will pass through the airport, with over 5,000 flights across 109 destinations in 59 countries . The airport also expects that June 24 , June 25 and July 2 will be the busiest days . The owner and operators of the emirate’s five airports expect to serve almost 65,000 passengers on these dates, according to a press statement.

Saudi Arabia Sets Sights on Tourism Supremacy, Ready to Copy France

Saudi Arabia wants to triple the contribution to the economy of its tourism industry by 2030 . The goal is to attract 100 million tourists by 2030 , comparable to France’s tourism numbers. Speaking at the French-Saudi Investment Forum , Saudi Arabia’s Minister of Tourism, Ahmed Al Khateeb , highlighted the opportunity for Saudi Arabia to reach France’s level of contribution to the economy from tourism.

While Saudi Arabia has seen success since 2019, with increasing international tourist arrivals and improved rankings, it aims to further grow its tourism sector. The country aims to create cultural destinations, showcasing its rich heritage, UNESCO sites , and natural attractions like the Red Sea coast and mountains. Additionally, plans are underway to build a Saudi version of the Champs-Élysées boulevard as part of the Diriyah Gate giga-project, emphasizing the country’s aspirations to offer diverse experiences to global travelers.

Fragomen Launches Business Traveler Offering in UAE

Fragomen , a provider of immigration services, has launched its business traveler offering , Nomadic , in the United Arab Emirates (UAE). Nomadic looks to provide solutions for short-term immigration programs and compliance needs, catering to the growing demand for efficient and innovative tools in business travel. The Middle East region, including the UAE, is experiencing a robust recovery in business travel , surpassing other regions globally, according to the Global Business Travel Association .

In the UAE alone, the number of visitors during the first half of 2022 was nearly triple the number recorded in first half of 2021 . Fragomen’s expansion into the UAE aligns with its growth strategy and aims to enhance its service offerings in the market. As the UAE and other regional business hubs attract global talent and entrepreneurs, Fragomen has said it aims to provide customized solutions for both corporate clients and individuals.

Jumeirah Group Enhances Luxury Wellness Offering with Appointment of Vice President for Wellbeing

Jumeirah Group has appointed Niamh O’Connell as its first vice president of wellbeing , group and corporate, as part of its efforts to enhance the wellness experience for luxury travelers . With almost 30 years of experience in luxury wellness and hospitality across various regions, O’Connell will collaborate with Jumeirah Group’s hotel and operations teams to develop a comprehensive wellbeing strategy . This strategy will cover spa services, fitness programs, longevity initiatives, therapies, holistic wellness, branding, design, and programming.

The CEO of Jumeirah Group, Katerina Giannouka , highlighted the evolving relationship between guests and wellbeing. “This is a new role we deemed essential as we begin to invest strongly in advancing our wellbeing offering through new concepts, therapies and partnerships, designed to enrich the life and wellness experience of our guests while staying at Jumeirah Hotels & Resorts,” Giannouka said. O’Connell said she aims to inspire a new approach to wellbeing across Jumeirah’s hotels and resorts, focusing on lifelong learning, longevity, and inclusivity.

Salam Air Adds Fujairah as a Destination

Omani low-cost carrier SalamAir is expanding its network by adding UAE’s Fujairah as a new destination. Starting July 12 , the airline will operate four weekly flights to Fujairah on Mondays and Wednesdays. This addition responds to the increasing demand for affordable air travel options among both leisure and business travelers. Fujairah joins SalamAir’s list of 39 destinations across 13 countries. Mohamed Ahmed, the airline’s CEO expressed enthusiasm for the new route, highlighting the convenient connections it offers to other sought-after destinations. The expansion of its network not only meets the demand for affordable travel but also contributes to job creation and business opportunities in Oman, the airline said in a release.

Sardinia Eyes UAE Tourism Market 

Italian island Sardinia has announced that FlyDubai will operate flights from Dubai to Olbia on Tuesdays, Thursdays, and Saturdays. This move aims to enhance tourism flow from the United Arab Emirates (UAE) to Sardinia. The direct route offers return fares starting at 2,600 AED and allows UAE citizens to stay in Italy visa-free for up to 90 days . Sardinia seeks to build closer ties between the two countries, showcasing its outdoor activities, cultural experiences, and gastronomic tours. Italy, a popular summer destination for UAE tourists, sees 2.47 million visitors from the country annually. With COP28 coming to the UAE later this year, Sardinia is investing heavily in sustainable development to highlight its ‘eco-tourism’ approach.

Shurooq Redefines Luxury Hospitality in Sharjah

The Sharjah Investment and Development Authority (Shurooq) has unveiled The Serai Wing, Bait Khalid Bin Ibrahim , an exclusive addition to its luxury hospitality portfolio. The project expands upon The Chedi Al Bait , Sharjah and combines heritage and culture to offer a unique historical and tourist experience, a release from Shurooq stated.

The 12-key boutique wing is housed in a meticulously restored 20th-century pearl merchant’s family home in the heart of Sharjah district, featuring private pools and outdoor seating areas. The project aligns with Shurooq’s vision of reinforcing Sharjah’s position as a premier travel and luxury hospitality destination, celebrating the rich heritage of the region.

“Visitors from the UAE and the wider region are welcome to our new addition, which provides them with an opportunity to explore the history and aesthetics of the Heart of Sharjah,” said Ahmed Obaid Al Qaseer , CEO of Shurooq.

Red Sea Global Announces Al-Ahli Saudi Football Club Sponsorship Deal

Red Sea Global (RSG), the developer of tourism destinations Amaala and The Red Sea , has signed a sponsorship deal with Saudi Arabia’s Al-Ahli Football Club . As the platinum sponsor, the developer’s logo will be displayed on the players’ jerseys during local and global competitions, offering commercial and marketing advantages.

The sponsorship aligns with Red Sea Global’s social responsibility and commitment to promoting sports initiatives while contributing to the sustainability of the sports sector in Saudi Arabia, a release from the developer states. Al-Ahli FC, with its long history and strong fan base, is seen as a key partner in shaping the present and future of the country. The Red Sea destination, which includes resorts, an international airport, hotels, residential properties, marinas, and leisure facilities, is set for gradual completion by 2030 . Three resorts at The Red Sea will open this year along with the first phase of the Red Sea International Airport. A further 13 hotels will open in 2024 .

Jordan Airport Welcomes TUS Airways’ Inaugural Flight from Larnaca

Jordan ’s Queen Alia International Airport has welcomed TUS Airways ‘ first flight from Larnaca, Cyprus . TUS Airways will operate two weekly flights between Amman and Larnaca on Tuesdays and Fridays. The addition of TUS Airways to Queen Alia Airport’s airline network is part of the airport’s efforts to expand its routes and meet passenger needs.

Nicolas Claude , CEO of Airport International Group, expressed excitement about the new travel option, emphasizing the airport’s commitment to offering a welcoming experience for passengers. Philip Saunders , the chief commercial officer of TUS Airways, expressed enthusiasm for the introduction of flights between Amman and Larnaca, emphasizing the significance of this destination for their network. He expressed confidence that this new service will enhance the tourism and trade connections between Jordan and Cyprus while providing customers with a cost-effective travel option between the two countries.

Ritz-Carlton Abu Dhabi, Grand Canal Launches On-Site Vertical Farm

The Ritz-Carlton Abu Dhabi, Grand Canal has introduced an innovative on-site vertical farm , showcasing its commitment to sustainability and farm-to-table dining . Led by General Manager Christian Hoehn and Executive Chef Vitaly Medvedev , the project emphasizes locally sourced ingredients and fresh, flavorful cuisine, a release from the hotel stated.

The vertical farm not only looks to ensure the availability of exceptionally fresh produce but also aims to reduce the carbon footprint associated with ingredient transportation. By nurturing a sustainable ecosystem within the hotel, this initiative leads the industry in responsible sourcing, a release from the hotel stated.

“Our vertical farm is the first step in the right direction, allowing us to be pioneers within our industry. We can now deliver incredibly fresh products from our garden directly to the table within a matter of hours,” chef Medvedev shared. The Ritz-Carlton Abu Dhabi, Grand Canal aims to set an example for the industry and encourages widespread adoption of sustainable practices.

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Tags: abu dhabi , asia monthly , corporate travel , cyprus , dubai , flydubai , italy , jordan , jumeirah , oman , red sea global , ritz-carlton , saudi arabia , uae

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Tourism & Culture From The Report: Abu Dhabi 2019 View in Online Reader

The last 10 years have seen Abu Dhabi’s visitor appeal grow rapidly thanks to the government’s prioritisation of tourism and culture as part of the emirate’s long-term strategy for economic diversification. With an array of high-end accommodation already in place and Louvre Abu Dhabi shining as the emirate’s latest addition to a growing number of attractions, sector authorities are looking to further expand offerings by developing new segments such as cruise tourism, medical tourism and ecotourism, as well as by continuing to develop and promote Abu Dhabi’s identity as a destination for authentic cultural and historical experiences. This chapter contains interviews with Mohamed Khalifa Al Mubarak, Chairman, Department of Culture and Tourism – Abu Dhabi; and Saif Saeed Ghobash, Undersecretary, Department of Culture and Tourism – Abu Dhabi.

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Interview:Mohamed Khalifa Al Mubarak How are Abu Dhabi’s partnerships with international institutions such as the Louvre acting as catalysts for broader cultural investment? MOHAMED KHALIFA AL MUBARAK: The inter-governmental agreement that led to the development of the Louvre Abu Dhabi is unprecedented in scope, and is representative of our belief in reaching out to leading institutions around the world to ensure that cultural developments in the UAE are in line with international standards,…

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Diverse offerings: Saif Saeed Ghobash, Undersecretary, Department of Culture and Tourism – Abu Dhabi, on working with cultural venues and local businesses to encourage visits to the emirate OBG plus

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Abu Dhabi DCT Releases Annual Report 2022

The Abu Dhabi Department of Culture and Tourism for the Development.

The DCT – Abu Dhabi Department of Culture and Tourism published in August the release of its Annual Report 2022 .

Created with the aim of promoting sustainable growth of the culture and tourism and creative industries sectors, fueling economic progress and helping to realize broader global ambitions, the department coordinates investments, provides innovative solutions, tools, policies and the best systems to support culture, tourism and creative industries, to enhance the United Arab Emirates’s capital status as a place of authenticity, innovation and unparalleled experiences through traditional hospitality, pioneering initiatives and creative thinking.

Reflecting the promise to boost, safeguard and advance Abu Dhabi as a cultural and tourism destination , the report highlights the organization’s commitment to achieving strategic goals, bringing to light a number of interesting figures for 2022:

• 18 million visitors
• 3 million people visiting cultural sites, with a 99% satisfaction rate
• +70% of hotel capacity
• 4.1 million overnight stays (up 24% from 2021)
• More than 1,200 MICE events organized by ADCEB, with a total of 603,000 visitors
• 246,000 of students visiting the emirate’s cultural sites
• +78% awareness in 12 strategic markets
• Record 80 galleries from 28 countries at Abu Dhabi Art Fair 2022
• 260,000 visitors per Arabic Language Center at Abu Dhabi International Book Fair, Al Ain Book Festival and Al Dhafra Book Festival

The growth underscores the Emirate ‘s vision and its ability to offer exceptional cultural, tourism and hospitality offerings .

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Abu Dhabi Tourism and Cultural Authority Report

Introduction, industry’s dominant features, swot analysis, broad macro-environment, porter’s five forces, porters diamond – abu dhabi tourism, value, rarity, imitability and organization (vrio) analysis, final analysis and final questions, generic strategy, works cited.

In recent years, the United Arab Emirates (UAE) has been investing heavily in the tourism industry upon the realization of the potential of the sector to grow the Emirate’s economy. Currently, the UAE is regarded as one of the internationally preferred tourist destination.

Abu Dhabi’s primary determination is the development of tourism based on cultural infrastructure. Since 2004, Abu Dhabi government has invested heavily towards the development of local cultural districts and large scale strategies to transform metropolitan areas founded on abstract basis of cultural infrastructure. Outlined in the emirate’s Vision 2030 plan, the development includes the concept of tourism as an economic activity. Among the contributing features to the rapidly increasing domestic and international tourism is political stability. The Middle East and the Arab countries have been experiencing political instability. The UAE is politically stable and financially endowed. Economic resources are largely derived from the exportation of oil.

The UAE is among the world’s strongest economies. It has natural resources in the form of oil. The oil earns the emirates billions of dollars. In this regard, Abu Dhabi has utilized the financial endowment to construct and develop world-class airport facilities. It has lounges fitted with cutting edge technology. Tourists and businesspersons can access the internet and subsequently their bank accounts and email from the comfort of these lounges. Abu Dhabi Gold is a world renowned facility that offers services to virtually every tourist.

Abu Dhabi has high quality of road network, almost perfect port system and commendable airport infrastructure. These ensure that incase of failure of one system, the others effectively act as an alternative. Therefore, tourists are never stranded due to failure of one facility. These facilities include Metro, public buses, taxi and water transport. The authorities responsible for running these systems are highly trained. In fact, Abu Dhabi is one of the economies that source trained and skilled manpower from abroad to ensure effective running of its systems. Foreigners are known to apply for employment in Abu Dhabi in large numbers due to the lucrative opportunities offered.

Tourists seek to utilize every moment of their vacation to access as many sites as possible. Abu Dhabi entertainment and heritage places have welcoming and flexible opening times. These places can be accessed even at night offering an opportunity for those who may be engaged in other activities during the day. Effectively, the strategy converts Abu Dhabi into a 24-hour economy. In case of flight delays, travellers can access heritage places as they await their flight.

Statistics indicate that UAE is among the leading countries in terms of safety and security. The security system implemented by the government is based on the fact that the country lies in a region of instability. In the neighboring countries, terrorism is a typical occurrence. The government has prioritized security to ensure that the economy is not hindered by insecurity particularly terrorism. Surveillance trucks can be seen throughout the emirates with uniformed police in major tourist sites and malls. Undercover police are also said to roam the streets in large numbers.

The UAE is an emerging and fast growing economy. Prior to the development of proper infrastructure to harness and sell oil, the country virtually had no tourists due to its poor transportation network. Majority of the people were living in abject poverty. As the infrastructures improved upon trading in oil, every citizen is now engaged in economic activities. Consequently, Abu Dhabi has feeble national tourism. The domestic tourists are few and hence do not contribute significantly to national tourism (Hernandez par. 4).

The UAE is composed of several emirates. Each emirate runs its own affairs. There is low collaboration between diverse emirates in view of economic activities such as tourism considering that Abu Dhabi has established its own agency to oversee tourism activities. The agency accountable for cultural growth is Abu Dhabi Tourism and Cultural Authority (TCA). TCA was formed upon the realization that other emirates were concerned with other economic activities while Abu Dhabi considered tourism and cultural development as one of its major economic activities to complement oil trade.

Opportunities

Abu Dhabi stands the chance to make tourism an economic opportunity. Upon marketing itself as a preferred tourist destination, the emirate will become a hub in the region considering the cultural heritage it enjoys. The emirate has the opportunity to market itself the global arena in tourism. There are many sites that are yet to be attended in terms of finance. The government requires making these sites accessible in terms of infrastructure and marketing.

Tourism is an economic activity conducted by many countries. Abu Dhabi tourism faces cutthroat competition from countries that are rich in culture, sufficient wildlife and natural sceneries. International competition comes from globally popular tourist destinations such as Kenya, Malaysia and South Africa.

There are new tourist destinations that are emerging in the marketplace. The result is decrease in the number of visitors to Abu Dhabi. The Abu Dhabi government requires investing heavily in the effort to market itself as a permanent tourist destination.

Security is paramount for any economy. The emirate lies in a region of security instability emerging from terrorist threats. As a result, there is vigorous identification processes in its airports that discourage tourists from making a return tour to the emirate.

The UAE is substantially politically stable. Typically, Emiratis are conservative. The UAE is among the most open-minded countries in the Gulf. In Abu Dhabi, other cultures and spiritualties are accepted. However, the country leadership is authoritarian. The Arab Spring did not affect Abu Dhabi reflecting the stability of the leadership. In 2012, tourism was slightly impacted when the government imposed internet restrictions to avert the possibility of the Arab Spring hitting the country.

Prior to the discovery of oil, Abu Dhabi largely depended on fishing and the weakening pearl industries. Abu Dhabi became the first emirate to export oil. The society and the economy transformed rapidly. The Abu Dhabi community enjoy affluent living standard derived from oil wealth. The government sought to minimize the dependency on oil through diversification to other economic activities. It created business opportunities and vigorously pursued the development of tourism (Patrice par. 7).

Socio-cultural

Abu Dhabi has undergone huge transformation for the last six decades. It was a small village engaging in fishing with a population of 5,000 inhabitants. The discovery of oil contributed to the transformation of lifestyle due to improved living standards. The Emiratis are welcoming and Abu Dhabi is hospitable. They are essentially liberal and tolerate different cultures. The most common cultural event is camel racing that has been in existence for decades. The event attracts many tourists from different global locations (Gems 20).

Technological

Abu Dhabi is technologically advanced. It has a telecommunication capacity that allows it to be the centre of communication services for the Gulf region. The technology sector includes wired and wireless services. There is high-density data transmission that allows businesspersons to continue with their transactions while on holiday. The emirate’s financial ability allows it to acquire and adopt emerging technologies.

In 2012, Abu Dhabi president issued a legal notice to found the Abu Dhabi Authority for Tourism and Culture. The TCA is meant to promote tourism with domestic legacy as the hinge of tourism growth. The legal structure of the emirate does not inhibit tourism. The law is structured in such a way that visitors from all global locations are welcomed without restrictions except where national security is threatened.

Environmental

TCA has been mandated to ensure that tourism thrives in Abu Dhabi. The responsibility includes the creation of an appropriate environment where entrepreneurs can invest in diverse ventures to promote business and tourism. In 2010, TAC initiated the world’s first Environment, Health and Safety Management System (EHSMS) for the whole leisure industry. The initiative is aimed at ensuring progressive local sector reaction and support. The initiative covers all the emirate’s hospitality facilities. Currently, Abu Dhabi has the largest concentration of accommodation facilities with EHSMS compliance globally. The programme was designed with mutual tourism sector collaboration. It affords systematic EHS training to the industry partnersThe programme also ensures a built-in classification on environmental performance for TCA’s desert camp categorization system (Rettab and Mellahi 14).

Threat of Substitute Products

The range of tourist attraction packages in Abu Dhabi is limited. The packages include world-class hotels, lounges and airports, camel racing, cultural sites and desert camps. Competing countries such as South Africa, Kenya and Malaysia may have the capacity to construct and develop world-class airports, lounges and hotels as is currently the case. However, the competitors will not enjoy the natural setting of camel racing. Camel racing is part of the Abu Dhabi heritage. In addition, these countries lack vast deserts where tourists can practice cultural activities such as falconry. Falconry is entrenched in the UAE community culture as a sport. Tourists visit Abu Dhabi en-route to the falconry sites. Many remain in the emirate for weeks practicing falconry (Nicoleta 47).

Intensity of Competitive Rivalry in the Industry

Abu Dhabi is rapidly facing positive growth in tourist arrivals. It is among the few outstanding benign destinations in the Middle East and North Africa. The positive economic expansion places Abu Dhabi in a financial capacity to invest substantially in its tourism infrastructure. Regardless of competition from Dubai, Qatar and Oman, Abu Dhabi’s suitable position as a luxury, high-end destination appear to be favoring Abu Dhabi. However, other countries that are frequented by tourists pose a threat to Abu Dhabi’s tourism. Countries such as Kenya have a wide range of tourist attractions including the seasonal Wild Beast migration.

During this season, the number of tourists to Abu Dhabi reduces significantly. Kenya has advantage over Abu Dhabi considering that it lies along the equator. The weather is favorable throughout the year with many different sites to visit including the Great Rift Valley and the famous Maasai Mara game reserve where wild animals can be viewed in their natural setting.

Threat of New Entrants

Many countries have realized the lucrative business that is accompanied by tourism. Emerging and developing economies are investing heavily in the effort to make tourism an economic activity. Many countries in Asia and Africa are beginning to open their locations as prospective tourist destinations. They are investing heavily in technology and infrastructure as well as vigorously marketing their destinations. The availability of the internet in these places means that tourists can camp in these places and continue communicating with business associates, families and access the global current affairs at the click of a button.

The Power of Buyers

In tourism, the buyers are the visitors to a particular destination. These buyers are attracted by various things. These include sceneries they have never seen before, quality of service at the destination, political stability and the accessibility of the destination. Considering that there are many global locations that act as tourists attractions, the Abu Dhabi government has no power over the ‘buyers’. It is the prerogative of the ‘buyer’ to determine whether or not to travel and to what destination. The government hence must market its tourism as an attractive package with value for money.

Abu Dhabi continues to be financially endowed as it exports oil to global consumers. The country gets billions of dollars from the sale of oil. The government has been investing the revenue to develop its infrastructure. Abu Dhabi is currently among the global locations with sophisticated transportation and communication infrastructures. It has world-class hospitality facilities such as lounges and hotels. The government has taken advantage of financial endowment to market Abu Dhabi as a destination of choice.

The UAE is politically stable and lies at a strategic position on the Gulf where the neighbors are in constant conflicts. The country acts as the entry point into the Gulf. It has managed to pose itself as the communication hub of the Gulf. The efficient utilization of oil money has enabled Abu Dhabi to take advantage of these factors to emerge as preferred tourist destination.

Tourism cannot be termed as scarce considering the many global destinations in all continents. Every country has a unique attraction that an individual may want to see. World-class hospitality facilities spread across the globe. Super-infrastructures are virtually found in every country. Communication is availed in every place through satellites and the internet (Lemelin et al. 77). The only rare aspect of tourism that is unique to Abu Dhabi is the combination of camel racing, falconry and desert camping making Abu Dhabi unique as a tourist destination. No other country enjoys this unique combination of tourist attractions.

Imitability

The uniqueness of Abu Dhabi tourism industry arise from the combination of falconry, desert camping and camel racing. Camel racing has been attempted in other desert countries such as northern Kenya and most North Africa countries where the inhabitants perceive it as a traditional sport. However, it does not attract as many tourists as it does in Abu Dhabi. Falconry has also been practiced in European countries. Desert camping has also been practiced in some desert countries. However, the combination of the three attractions has not been duplicated anywhere else in the world.

Organization

The Abu Dhabi government appreciates the economic value of tourism. It has put considerable effort towards growing the industry. The launching of TCA was an indication of the value the government place on tourism. The authority is expected to ensure the prosperity of culture as an essential element of tourism. Since its launch, the initiative has made significant steps towards the achievement of the emirate’s Vision 2030. The UAE leadership in general supports the development of tourism in the region.

Abu Dhabi has a vibrant entrepreneurial, cultural, entertainment and sports industries. The fast growing hospitality industry facilitated by well-performing oil trade and availability of skilled manpower makes the emirate a tourist destination of choice. Abu Dhabi has a positive appeal to tourists considering the large number of islands and diverse landscape, cultural and heritage assets. The unique combination of falconry, desert camping and camel racing makes the emirate one of the leading competitors for market share in the tourism industry. In enhancing the marketing of the tourism destination, TCA has launched numerous international offices in Europe. There are plans to roll out others in different global locations.

The significance of sustainable development to the tourism industry has been identified as essential in safeguarding the culture of the Emiratis by TCA. The authority actively implements an all-inclusive sustainable tourism structure as an aspect of sustainable development plan. The structure is focused on the development of long-term destination competitiveness. It seeks to ensure tourist experience through the support of the realization of a world-class products and services delivery. To realize this goal, the government ensures the existence of political stability. The Vision 2030 advocates for the industry to embrace workforce pool of fine-trained professionals. The skilled personnel should be dedicated to the preservation and protection of Abu Dhabi’s heritage, culture and environment. The interests of tourism stakeholders should also be given priority according to TCA.

For Abu Dhabi to compete effectively with existing and emerging tourist destinations globally, the government requires investing heavily in the expansion and upgrading of its tourism and cultural offering. Significant initiatives need to be implemented. The Saadiyat Island Cultural District is a good beginning for the promising prosperity of the tourist industry in the emirate. The emirate’s globally renowned museums and cultural institutions will be exposed to the outer world.

Considering that other countries are rapidly opening their space for tourism as an economic activity, we are yet to see whether or not the current efforts by the TCA will make a difference and win Abu Dhabi a bigger market share. Further, the emirate occasionally imposes censorship on the use of the internet attracting global accusations from different quarters. It remains speculative whether or not the emirate will consider reviewing its media policy.

Dominant forces acting in the Abu Dhabi tourism is competition. Other countries are making significant efforts in ensuring that tourism thrives as an economic activity. The TCA was established to ensure that emirate’s cultural heritage and tourism was sustained globally. The efforts made by the authority are credible to make tourism an economic activity. Considering the efforts that are made by the UAE government, the region will become a tourism hub in the next few years.

Supply Chain

Abu Dhabi government incurs expenses in marketing its tourism worldwide. In essence, it has international offices in virtually all countries that have the financial capacity in terms of GDP. The emirate has noteworthy world-class airports. It allows private planes to tour the emirates cultural sites.

Abu Dhabi has made significant steps in ensuring that it diversifies its economic activities. The emirate does not solely depend on oil exportation. The emirate has “Strategy and Policy Division”. The department runs relevant policies that ensure supportive decision making in regard to tourism. The authorities focus on tourism as an alternative economic activity.

Gems, Soren. Socio-Cultural Impacts of Tourism in Abu Dhabi: Analyzing Attitudes, Beliefs, and Behavior of Locals towards, Frankfurt, German : VDM Verlag Dr. Müller, 2008. Print.

Hernandez, Vittorio. Oil Trader Vitol, Abu Dhabi Investment Commission to Buy Shell’s Geelong Refinery Petrol Stations for $2.4B. 2014. Web.

Lemelin, Harvey et al. Last Chance Tourism: Adapting Tourism Opportunities in a Changing World. 2013. London, UK: Routledge, 2013. Print.

Nicoleta, Ecaterina. “The Competitive Advantage Theory as a Growth Strategy.” Management Marketing 1.1(2009): 1-40. Print.

Patrice, James. United Arab Emirates Profile . 2013. Web.

Rettab, Brik and Kelly Mellahi. “Corporate Social Responsibility and Corporate Governance in the United Arab Emirates.” Dubai Chamber Center for Responsible Business 21.2 (2010):1-25. Print.

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Abu Dhabi unveils carbon calculator for hotels

Launched at Arabian Travel Market, the Carbon Calculator is a mandatory tool for all hotels within the emirate to track and quantify carbon emissions

In a move to encourage and enable sustainability efforts within the emirate’s hospitality sector, the Department of Culture and Tourism- Abu Dhabi (DCT Abu Dhabi) has launched its ‘ Carbon Calculator’.

The   initiative   aligns   with   Abu   Dhabi’s overall vision   of   becoming   a sustainable tourism destination

Launched at the Arabian Travel Market (ATM) show, the tool is set to transform the way hotels in the UAE’s capital manage and mitigate their ecological footprint, supporting the UAE’s ambitious Net Zero by 2050 strategic initiative.

Designed as a mandatory tracking mechanism for all hotels across Abu Dhabi, the Carbon Calculator provides a comprehensive platform for quantifying carbon emissions and identifying areas of high consumption, particularly within energy and water usage.

It has been developed in consultation with industry representatives and government stakeholders, including the Environment Agency – Abu Dhabi (EAD) and the Department of Energy Abu Dhabi.

What the Carbon Calculator tracks

By tracking key indicators such as fuel, gas, electricity, and water consumption and converting this data into a standardised unit of measurement (kgCO2e), the tool enables hotels to analyse their environmental impact and implement targeted strategies for emission reduction.

Saleh Mohammed Al Geziry, director general of Tourism at DCT Abu Dhabi, emphasised the significance of the Carbon Calculator in shaping a greener future for the emirate’s hospitality industry, stating, “By empowering hotels to assess and own their environmental impact, we are encouraging the adoption of eco-friendly tourism practices to ultimately attract a higher number of environmentally conscious tourists.”

Dr Shaikha Salem Al Dhaheri, secretary general of EAD, praised the industry’s proactive role in reducing carbon emissions, stating, “The Carbon Calculator of DCT is a tool that showcases how this important entity is adopting digital technology for the greater good of an eco-friendly tourism sector.”

With mandatory monthly reporting and dynamic dashboards for insights and analysis, the Carbon Calculator represents a significant step forward in driving sustainability within Abu Dhabi’s hospitality sector.

By encouraging collaboration and collective action, the tourism body aims to onboard all hotels in the emirate and set a new standard for eco-friendly tourism practices.

How Dubai is encouraging sustainable practices in the hotel industry

In related news, in March last year, Dubai’s Department of Economy and Tourism relaunched its ‘Carbon Calculator’ tool to measure the carbon footprint within Dubai’s hospitality sector.

Since its launch in January 2017, Dubai Sustainable Tourism’s Carbon Calculator, part of the Tourism Dirham Platform, has been measuring the carbon footprint of hotels across Dubai.

Read:  Dubai Sustainable Tourism Stamp: DET awards 70 hotels; see list

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Abu Dhabi investment group Alpha Dhabi scores with Dh14.2b in Q1-2024 revenue

Business markets.

• Travel & Tourism

Alpha Dhabi's financials feel full boost from pipeline of transactions

Dubai: Alpha Dhabi recorded one of the highest revenues by a UAE-listed company for the first quarter of 2024, with Dh14.2 billion. And backed that up with a whopping 232 per cent gain in profit from operations.

Total assets ended the quarter at Dh147 billion, with the Abu Dhabi headquartered investment company stitching together multiple deals to keep the pipeline running strong. “Overall, our results for the quarter tell a story of continual year-on-year growth, sending a strong signal about our commitment to vital sectors in the UAE's present and future economy," said Mohamed Thani Alrumaithi, Chairman.

Alpha Dhabi, which employs around 95,000 across its portfolio, has stakes in blue-chips such as the master-developers Aldar and Q Holding, the healthcare entity PureHealth, and in the new-gen digital bank Wio.

“Alpha Dhabi has started 2024 in the same way as we finished 2023 - by delivering strong performance and building on our relentless growth momentum," said Hamad Al Ameri, CEO. "Our record revenue of Dh14.2 billion reflect the pace at which we're moving to capture opportunities across our diversified portfolio and throughout the investment landscape.

"Fundamentally, we're primed to continue making investments that position us for future growth and that deliver meaningful impact across our vibrant economy."

Net debt totalled Dh5.2 billion as of end March 2024.

More deals coming

"Alpha Dhabi is strategically poised to forge further ahead its growth ambitions, which will include further possibilities for acquisitions and geographical diversification," the statement said.

The company has eight operating verticals which oversee 250 plus businesses in the Middle East, Europe, Asia and North America, 'each of which is committed to being elevated to achieve its potential'. (Abu Dhabi's investment powerhouses have been gunning for greater geographical diversity, whether that's into the Americas or the Far East.)

Currently, its industrial, real estate and construction interests represent 37 per cent, 33 per cent and 18 per cent of Alpha Dhabi's total revenue from the first 3 months of 2024.

"As we chart the path forward into 2024, our aim is to build on this energy by unlocking exciting opportunities here in the UAE as well as expanding our global footprint," the CEO added. "To do this, we will be both active and agile by exploring possibilities, including the adoption of AI solutions, that expand and add depth to our portfolio, ultimately taking the Alpha Dhabi growth story boldly forward to newer, greater heights."

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