Abu Dhabi Department of Culture and Tourism Partner Content

Abu Dhabi's new tourism strategy aims high with targeted investments to boost visitor numbers and solidify its position as a top global travel destination.

Abu Dhabi is strengthening its global tourism profile with major infrastructure leaps, including a new airport terminal set to improve connectivity and visitor experiences in line with its expansive tourism vision.

Changing travel patterns offer new opportunities to capture demand, but destinations need to adapt their marketing accordingly. With Abu Dhabi’s new ‘One Summer Isn’t Enough’ campaign, the destination is transforming the UAE’s largest emirate into a year-round destination.

​​As the luxury travel landscape becomes increasingly competitive, destinations are thinking more strategically about how they can showcase the diversity of their nature-based and cultural offerings. For Abu Dhabi, this means spotlighting Saadiyat Island, a vibrant leisure, residential, business, and cultural hub.

Now that pandemic-era travel restrictions have been lifted, Abu Dhabi is positioning itself to compete on a larger scale globally. The new “Experience Abu Dhabi: Find Your Pace” campaign seeks to capitalize on growing travel demand by spotlighting the unique and diverse experiences the destination offers.