Abu Dhabi’s Ambitious 2023 Roadmap Focuses on Culture to Boost Tourism
Photo Credit: Sheikh Zayed Mosque in Abu Dhabi. Pexels / Madtur
Skift Take
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.
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
