How to Make Abu Dhabi a Real Destination and Not Just a Stopover
Photo Credit: The Louvre in Abu Dhabi opened last fall to much fanfare, but much more needs to be done to make UAE a real destination. Flickr / John Campbell
Skift Take
Abu Dhabi has a long way to go to become a destination and not just a stopover. Here are some ideas.
On Experience
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here.
The launch of the Louvre in Abu Dhabi was a global press event last fall. The event drew fawning coverage from the predictable outlets ranging from the Financial Times to CNN Style to The New York Times and every design and travel publication imaginable.
It had been in the works for some time: The deal originated back in 2007 with a $525 million agreement for the rights to the name as well as management advice and assistance to the tune of nearly a $1 billion more over time.
Observers saw the launch as cultural validation for Abu Dhabi, long seen as Dubai’s more thoughtful, conservative and staid little brother. While Dubai seems to be designed by a 6-year-old with an Amex Black card — think shark tanks and ski hills in the mall — Abu Dhabi was the more thoughtful, considered city.
It would be easy to be caught up in the glamorous, Instagram friendly swirl of the Louvre’s launch event, replete with expensive PR campaigns, influencers shuttled to the location, and a few
