Abu Dhabi has its eyes set on one of the world’s largest tourism markets, and the tourism board is pulling out all the stops to win them over. 

That market is, of course, Asia Pacific, and according to the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), it’s the UAE city’s fastest growing market with travellers from countries such as India, China, and South Korea, playing a significant role in Abu Dhabi’s growth strategy.

To enhance the city’s reach across the Asia Pacific region, DCT Abu Dhabi recently set up local presence in South Korea, established strategic partnerships with popular online platforms, hosted K-pop superstars in the UAE, and even held the first APAC Travel Marketplace in Al Ain. 

In an exclusive interview with Rihlat Travel News, Abdulla Yousuf Mohammed (AYM), Director of International Operations for DCT Abu Dhabi, said the tourism board is committed to boosting visitor numbers from Asia and plans to do so through both direct consumer marketing and equipping industry professionals with the tools they need to sell the city. Here, he shares insights on how DCT Abu Dhabi is strengthening its presence in the Asian market, including the creative initiatives the tourism board is implementing to ensure all eyes are on the emirate.

What data-driven insights has DCT Abu Dhabi gathered on Asian tourist behaviour, preferences, and demographics to inform its tourism strategy and partnerships with the online players?

AYM: At DCT Abu Dhabi, it is essential we leverage various data points to understand traveller behaviours and preferences, shaping our strategies and those of our travel partners. Beyond tracking key metrics such as guest nights, average length of stay, and revenue, we also place emphasis on analysing the customer journey to better understand our travellers and support stakeholders. This includes the fast-growing Asia-Pacific (APAC) region, which is a key driver of growth. Our analysis highlights the significant potential of key markets like India and China, alongside emerging opportunities in South Korea, where we recently established a representative office.

To enhance our reach and improve accessibility across the APAC region, we have partnered with leading online platforms such as Trip.com, Agoda, and MakeMyTrip. These collaborations are instrumental in connecting with diverse segments, enhancing mutual value, and tailoring our offerings to meet the preferences of diverse travellers.

How is Abu Dhabi planning to tailor its cultural experiences to appeal to Asian tourists?

AYM: Abu Dhabi is home to more than 200 nationalities, which naturally enriches and diversifies our tourism landscape and offerings. This includes a wide range of dining options representing multiple Asian cuisines, multicultural hospitality and tourism staff, and experiences such as concerts and festivals that resonate with Asian audiences. This multifaceted approach allows us to craft bespoke experiences that go beyond a typical visit, ensuring every traveller feels comfortable in Abu Dhabi.

How is Abu Dhabi differentiating itself from other Middle Eastern destinations that are either already gaining popularity with Asian tourists or also competing for them?

AYM: Abu Dhabi sets itself apart as a global destination through its unique cultural heritage, award-winning attractions, year-round calendar of events and unmatched selection of experiences for every traveller. From Louvre Abu Dhabi and Sheikh Zayed Grand Mosque to the UNESCO World Heritage Sites in Al Ain, the emirate offers an authentic connection to culture that travellers are increasingly seeking out. This is complemented by world-class entertainment destinations like Warner Bros. World Abu Dhabi, Ferrari World Abu Dhabi, and Yas Marina Circuit.

For our trade partners, Abu Dhabi’s diverse offerings form the foundation of trade collaborations and partnerships aimed at APAC markets. By integrating tradition, innovation, and unique experiences, Abu Dhabi positions itself as a highly competitive and memorable destination, empowering partners to meet the evolving demands of Asian travellers.

Will Abu Dhabi consider incorporating Asian cultural events and festivals into its tourism calendar to add to the appeal?

AYM: For years, Abu Dhabi has hosted events featuring celebrated talents and themes from across Asia. These include major concerts by K-pop superstars like Blackpink, performances by Indian icons such as A.R. Rahman and Diljit Dosanjh, as well as gatherings like the Animenia anime festival.

Moving forward, DCT Abu Dhabi remains committed to expanding its calendar and strengthening the emirate’s position as a destination that celebrates global cultures, while delivering inclusive attractions for travellers from all backgrounds.

What can Asian travellers expect/look forward to with the current partnerships with AGODA and Trip.com?

AYM: As part of the global partnership, DCT Abu Dhabi and Trip.com Group will continue to provide high-quality travel experiences that highlight the best of Abu Dhabi. Asian travellers can look forward to seasonal highlights, curated group tours and multi-day itineraries.

Through DCT Abu Dhabi’s partnership with leading global online travel agency Agoda, travellers are encouraged to book longer stays in the emirate, so they can experience the many cultural, historical, and natural wonders on offer.

How is DCT working with other regional tourism boards to promote the Middle East as a destination for Asian tourists?

AYM: As a founding member of Cruise Arabia, DCT Abu Dhabi is collaborating with regional tourism entities to foster the growth of the region’s cruise tourism industry.

Through our agreement with the Dubai Department of Economy & Tourism, Bahrain Tourism and Exhibitions Authority, and the Ministry of Heritage & Tourism of the Sultanate of Oman, we jointly attend and implement promotional initiatives at trade-shows, exhibitions and events aimed at showcasing the region as a premier destination for cruise tourism.

With the emirate’s state-of-the-art Abu Dhabi Cruise Terminal and the region’s only dedicated cruise stopover beach on Sir Bani Yas Island, cruise tourism is an important pillar in DCT Abu Dhabi’s tourism strategy. With the invaluable support of these partners, DCT Abu Dhabi is dedicated to advancing the UAE’s tourism industry, while preserving Abu Dhabi’s legacy and promoting its diverse cultural heritage.

Are there any plans to collaborate with other types of Asian travel trade partners to promote Abu Dhabi as a destination?

AYM: One of the significant milestones for DCT Abu Dhabi this year was hosting the inaugural APAC Marketplace, which brought together media and trade partners from across the region. The success of the event highlighted our strong ongoing relationships with travel trade partners, travel agents, and media across Asia. We continue to nurture and strengthen these connections through consistent communication, FAM trips, initiatives such as our annual Experience Abu Dhabi Roadshows, and more.

Additionally, we recently opened a representative office in South Korea and are preparing to launch another in Japan, reinforcing our commitment to the APAC region. These efforts ensure we’re fostering even stronger partnerships to elevate Abu Dhabi’s profile as a premier destination while driving growth for our collaborators.

These collaborations are key to increasing visitor numbers from APAC, supporting the emirate’s ambitious goal of welcoming 39.3 million annual visitors by 2030 and contributing to Abu Dhabi’s economy and tourism ecosystem.

How is DCT preparing local tourism providers to cater to Asian visitors? What are the available tools now and what is in the pipeline for ongoing information, education, and resources?

AYM: Our Experience Abu Dhabi E-Learning Platform offers travel trade partners a chance to become certified as ‘Experience Abu Dhabi Experts’, and is available in Mandarin, Korean, Hindi, and Urdu. The program introduces travel trade partners to the necessary information to become a certified Experience Abu Dhabi Expert and offer one-of-a-kind experiences to their clients – https://www.experienceabudhabiexperts.com/

Additionally, DCT Abu Dhabi’s global roadshows connect with key markets, sharing the Emirate’s attractions and opportunities with international partners, including those in the APAC region. These efforts have been particularly active and impactful in 2024.

In India, DCT Abu Dhabi conducted two roadshows across six major cities, engaging 1,460 travel agents and providing training to 5,400 agents. In China, a roadshow visited three key cities – Hangzhou, Chengdu, and Qingdao – complemented by four DCT-hosted workshops attended by 170 travel agents. Additionally, six joint workshops with travel agencies led to the training of 1,259 sub-agents. In South Korea, a roadshow was held in Seoul, alongside 17 workshops where 188 agents received comprehensive training.