Abu Dhabi’s mission is to become one of the world’s ‘most compelling destinations’, through attractions, experiences, innovative offerings, but most importantly, preservation of culture.
Rihlat Travel News spoke directly to a visionary leader guiding Abu Dhabi’s tourism industry, H.E. Saleh Mohamed Al Geziry, Director General Tourism Sector at Department of Culture and Tourism Abu Dhabi, who told us that investment is being made to “strike a balance between local perspective and global outlook”.
“We are investing in attractions and experiences that are innovative and complement the destination offering,” Al Geziry said.
This, of course, does include the recently announced Disney theme park as well as securing major music events such as Coldplay. And it’s all working, with Abu Dhabi welcoming more travellers in 2024 than ever before. Catch up on the record-breaking year, here.
Technology is also another area of interest for the city, and according to Al Geziry is being used to enable to transform the visitor experience.
“For instance, the Abu Dhabi Pass, developed in partnership with Etihad Airways, transforms the visitor journey into a seamless digital experience, offering simplified access to attractions and services,” he explained. “Similarly, our updated visa policies, including recent easements for Indian travellers, demonstrate our commitment to enhancing connectivity and reducing barriers for international guests.”
Read on for our full interview:
How is DCT Abu Dhabi balancing rapid tourism growth with the preservation of cultural authenticity, environmental sustainability, and long-term destination stewardship?
At DCT Abu Dhabi, we are committed to striking the right balance between growth and responsibility. It is with that commitment in mind that we are aligned with the Tourism Strategy 2030, which is designed to foster sustainable development whilst safeguarding Abu Dhabi’s rich heritage, cultural sites, and natural environment.
We are continuously advancing our sustainability efforts through initiatives such as the Retrofit Summit, focused on enhancing the energy efficiency of existing hotels and venues. Others include new sector-specific sustainability guidelines, a pledge towards net zero carbon for all events by 2050, a carbon calculator to estimate the carbon footprint of hotels across Abu Dhabi, and a sustainability audit for all hotels in the emirate.
We are also aiming for sustainable growth in Abu Dhabi’s culture and tourism landscape. We are investing in the future of the sector – our youth and future leaders – through initiatives such as our Tourism Youth Summer Camp, creating meaningful job opportunities across tourism, culture, gastronomy and more, and building robust frameworks for the next generations.
What upcoming innovations within the Offering and City Activation pillar can we expect over the next 3–5 years, and how will they elevate Abu Dhabi’s competitive edge and visitor experience?
Offering and City Activation is one of the four pillars of the Tourism Strategy 2030 that will transform Abu Dhabi into one of the world’s most compelling destinations. We are investing in attractions and experiences that are innovative and complement the destination offering, striking a balance between local perspective and global outlook. We are empowering our visitors and meeting them where they are, with an abundance of things to do at their own pace and based on their personal interests.
We recently opened teamLab Phenomena Abu Dhabi, reinforcing the emirate’s position as a leading centre for arts, culture and innovation. The Saadiyat Cultural District will continue to expand, with iconic institutions such as the Zayed National Museum and the Natural History Museum Abu Dhabi set to open later this year. Also in the pipeline is the Sphere Abu Dhabi, which will be a major year-round draw for residents and global visitors, offering opportunities to experience events and concerts in a remarkable new setting.
The future will also see the opening of Harry Potter World at Warner Bros. World Abu Dhabi, Yas Island.
A cornerstone of the Offering and City Activation pillar is our year-round events calendar, packed with sports, music, entertainment, and more. The Abu Dhabi Calendar features a rich schedule of events that appeal to every type of visitor, with something for all ages, including popular events such as the NBA Abu Dhabi Games, the Formula One Abu Dhabi Grand Prix, concerts and performances by the world’s biggest musicians and comedians, unmissable festivals, and much more.
We’re also investing in innovative hospitality experiences, including eco-resorts like Earth Mangroves Abu Dhabi and exclusive desert retreats such as the Liwa Hotel, Autograph Collection.
At DCT Abu Dhabi, we continue to work to elevate and deliver on our promise of welcoming the world to Abu Dhabi. In collaboration with our key stakeholders and partners, we have developed the Visitor Experience Quality Assurance Framework, an evolving set of standards and guidelines for all culture and tourism assets, standardising and enhancing visitor experience across key touchpoints.
The Visitor Experience Academy trains and empowers the frontline workforce that serve as the face of Abu Dhabi’s tourism and culture sectors, while the Visitor Experience Monitoring Hub provides actionable insights into every aspect of the visitor journey, ensuring that Abu Dhabi remains ahead of the curve in delivering tailored, seamless experiences.
In what ways is DCT Abu Dhabi leveraging technology to enhance processes such as visa facilitation, licensing, and regulation — and what will this mean for tourism operators and investors?
Technology is a key tool that we explore in order to enable our tourism ecosystem. For instance, the Abu Dhabi Pass, developed in partnership with Etihad Airways, transforms the visitor journey into a seamless digital experience, offering simplified access to attractions and services. Similarly, our updated visa policies, including recent easements for Indian travellers, demonstrate our commitment to enhancing connectivity and reducing barriers for international guests.
Further strengthening this technological transformation is the adoption of face recognition technology in Abu Dhabi’s hotels, reinforcing the emirate’s distinction as the safest city in the world. Developed in partnership with the Federal Authority for Identity, Citizenship, Customs & Port Security (ICP), this technology helps to enhance the visitor experience by streamlining check-in procedures and ensuring secure identity verification, creating a smoother guest experience.
For tourism operators and investors, these advancements mean greater efficiency, reduced administrative burdens, and increased opportunities to tap into Abu Dhabi’s growing market.
As Abu Dhabi tracks towards 39 million visitors by 2030, how is the emirate’s tourism infrastructure evolving to meet demand — and what major developments are planned or launching this year?
To accommodate our visitation target, we are significantly expanding our tourism infrastructure. This includes increasing hotel room capacity from 34,000 to 52,000 rooms, with new properties like Mondrian Abu Dhabi and Earth Mangroves Abu Dhabi redefining urban luxury.
Major developments launching soon include further institutions within the Saadiyat Cultural District, and Hudayriyat Island’s transformation into a hub for sports and adventure. These projects reflect our commitment to delivering world-class experiences while ensuring Abu Dhabi remains accessible, welcoming, and equipped to handle growing demand.
How is DCT Abu Dhabi collaborating with travel trade partners on global promotion and marketing efforts? Could you share current initiatives, future campaigns, and how providers can get involved?
We strongly believe in the power of partnerships, and this is at the heart of our approach to global marketing efforts. We work closely with travel trade partners, airlines, and media outlets to amplify Abu Dhabi’s appeal through joint marketing partnerships (JMPs) and targeted campaigns, with partners such as Etihad and Celestyal Cruises. We ensure we run impactful campaigns that share Abu Dhabi with diverse audiences, continuously improving awareness and targeting key travel moments so that travellers consistently consider the emirate for their next holiday.
To deepen engagement with international travel trade markets, DCT Abu Dhabi hosts Experience Abu Dhabi Roadshows across tier 1 and tier 2 regions annually, showcasing the emirate’s wide range of cultural, adventure, and family-friendly experiences, as well as new developments, upcoming events, and travel packages tailored for travellers from those markets. Additionally, our Experience Abu Dhabi Experts training programme, available in 13 languages, features specialised content across nine modules covering various facets of Abu Dhabi’s tourism sector, allowing travel agents to create more attractive and customised products for their clients.
We also host globally significant events that elevate Abu Dhabi’s profile within the travel industry. These include the ITAKA Top Sellers Conference, which took place in the emirate in April, and the Skift Global Forum East, which will gather industry leaders in Abu Dhabi in Q4 2025 to explore the future of travel.
Which international source markets will be prioritised over the next three years, and what factors are informing this strategic focus?
Our strategy prioritises a variety of key international source markets. Our tier 1 markets include China, France, Germany, India, Kuwait, the Russian Federation, Saudi Arabia, the UK, the USA, and Italy. Simultaneously, we are expanding our reach into tier 2 markets such as Oman, Spain, Armenia, Bahrain, Belgium, Egypt, Kazakhstan, the Netherlands, Qatar, South Korea, Poland, Romania, Uzbekistan, Canada, and Japan, which represent emerging opportunities for sustainable growth.
This is informed by data-driven insights, research and emerging travel trends. Vital to our market approach is the enhancement of air connectivity, a key pillar of Abu Dhabi’s Tourism Strategy 2030. The recent launch of the Zayed International Airport and the expansion of airline routes will significantly improve accessibility from these targeted source markets, making it easier than ever for international visitors to experience all that Abu Dhabi has to offer.
In parallel, visa, licensing, and regulatory initiatives are being streamlined to create a more inviting and accessible environment for visitors.
Beyond marketing, what broader opportunities exist for tourism stakeholders to partner with DCT Abu Dhabi and actively contribute to the delivery of the Tourism Strategy 2030?
We welcome stakeholders and partners to collaborate with DCT Abu Dhabi across a range of avenues such as experience creation, sports, hospitality, events and sustainability initiatives. There are numerous opportunities to shape Abu Dhabi’s tourism landscape in impactful ways, as demonstrated by our numerous successful partnerships with global IPs such as EuroLeague Basketball, Etihad Airways, Mubadala, ITAKA, and many others.
Entities can also benefit from programmes like the Abu Dhabi Culinary Fund, which incentivises top-tier restaurants to establish themselves in Abu Dhabi, and our MICE-focused initiatives, which support the hosting of large-scale business events in the emirate. By partnering with us, stakeholders can play an active role in achieving the goals of the Tourism Strategy 2030, being part of Abu Dhabi’s growth story and driving mutual success.
Also read: Appealing to APAC tourists: an exclusive interview with DCT Abu Dhabi
