Abu Dhabi’s Department of Culture and Tourism aims to welcome 24 million visitors to the emirate this year after attracting 18 million in 2022, the undersecretary told reporters on Thursday.
Several new attractions were launched recently, including SeaWorld Yas Island, Pixoul Gaming, Adrenark Adventure and Snow Abu Dhabi, which the DCT believes will provide a boost to its tourism targets by incentivising visitors to return and enjoy these new experiences.
After demonstrating a strong performance in 2022, the Department noticed the rise of an interesting trend. Community awareness of Emirati heritage increased to 80 percent, with many tourists saying that Emirati cultural experiences were a major highlight during their visit.
“With culture at the heart of everything we do, we have set bold and ambitious targets for 2023 as we promote, protect and progress the culture and tourism sectors in Abu Dhabi,” Al Hosani said.
The DCT’s Undersecretary Saood Al Hosani told reporters that culture is at the heart of Abu Dhabi’s plans and assured that the Department would continue its mandate to promote Emirati heritage in an effort to further strengthen its cultural identity.
The Department has already inscribed two new Intangible Cultural Heritage elements into the UNESCO ICH lists, including Alheda’a, the ancient art of camel calling and the date palm. It also organised a variety of major cultural events and festivals last year, including Abu Dhabi Art, Al Hosn Festival, the Handicrafts Festival, the Maritime Heritage Festival, and Abu Dhabi and Al Ain Book Fairs.
“All of these plans contribute to our position as a key platform for culture and creativity, where thought leadership, cross-cultural exchange, and innovation thrive. Central to this, we are proud to continue the development of key museums for Abu Dhabi, such as Zayed National Museum, Natural History Museum Abu Dhabi and Al Ain Museum, while also hosting cultural events such as the upcoming Culture Summit Abu Dhabi later this year,” the DCT Abu Dhabi Undersecretary said.
“In this sixth edition we will once again convene leaders from the field of arts, heritage, media, museums, public policy and technology – identifying ways in which culture can transform societies and communities worldwide.”
DCT Abu Dhabi also revealed that hotel occupancy rates for 2022 exceeded 70 percent, surpassing the Middle East average. This include a 24 percent increase in overnight hotel guests to 4.1 million, when compared with 2021, while the average length-of-stay per visitor was three nights, accounting for a significant 18 percent year-on-year increase in revenue per available room compared to 2021.
Experience Abu Dhabi, the destination brand of the Department, will be hosting a series of authentic Emirati experiences, including showcasting the city’s “living oasis” in Al Ain for regional visitors and culture-seekers.
According to the Department, Experience Abu Dhabi will reach more than 40 markets internationally throughout 2023, with 22 creative campaigns. It has introduced a series of market-specific campaigns for 2023, including an Arabic-first campaign video for the GCC starring Ahmed Helmy and Mona Zaki, and signed a two-year brand ambassadorship deal with Bollywood star, Ranveer Singh to resonate with Indian audiences.
Abu Dhabi’s year-round events and experiences are clustered together under the action-packed Abu Dhabi Calendar, with family-friendly entertainment and concerts, complemented by collaborations with global IP partners, such as the UFC, NBA and Formula 1. This also includes seasonal retail festivals, a rich culinary scene and other drivers of growth and visitation.
“We are progressing Abu Dhabi by creating new job and career opportunities and enabling growth across the culture sector throughout the culture and creative industries (CCI) while enabling business and leisure tourism to thrive,” Al Hosani added.
“Our purpose is to share Abu Dhabi with the world and enrich lives.”
Follow us on
