Abu Dhabi has made remarkable strides in its quest to become a leading global tourism hub. Its impressive performance in 2023 has set the stage for an even more robust tourism growth this year and beyond. In this interview, His Excellency Saleh Al Geziry, director general for tourism at DCT Abu Dhabi, shares the four pillars of Abu Dhabi’s tourism strategy that will further enhance and strengthen its tourism industry.
Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and chairman of the Abu Dhabi Executive Council recently approved the Abu Dhabi Tourism Sector Strategy 2030. What are the focal points of this strategy?
Abu Dhabi’s Tourism Strategy 2030 has set ambitious goals that serve as our guide to further drive the emirate’s growth as a premier global tourism destination. We are keen to fulfill our mission to significantly increase visitor figures from nearly 24 million in 2023 to more than 39 million by 2030, encompassing both overnight stays and same-day visits – leading to a 7 percent annual growth in tourism.
This builds into the overarching plan for Abu Dhabi’s tourism and travel sector to contribute even more to the UAE’s GDP, from around AED 49 billion in 2023 to AED 90 billion annually by 2030. To achieve these objectives, DCT Abu Dhabi’s strategy will focus on 26 initiatives under four key pillars: Offering & City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing & Regulation.
What are the new cultural and tourism projects coming up in Abu Dhabi?
At the core of Abu Dhabi’s vision for the tourism sector is a commitment to preserving and celebrating the Emirate’s rich and unique cultural heritage and prioritizing authentic experiences.
This vision is embodied in the development of key projects like the Saadiyat Cultural District, home to Louvre Abu Dhabi, Manarat Al Saadiyat, and Berklee Abu Dhabi, and the rapid expansion that is currently underway. Cultural landmarks that are in the pipeline for the coming years include the Guggenheim Abu Dhabi, Zayed National Museum, Natural History Museum Abu Dhabi, and teamLab Phenomena Abu Dhabi.
Abu Dhabi will also broaden its tourism appeal with new attractions across Yas Island, Hudayriyat Island, and Al Ain. In the next few years, we will welcome several renowned hotel brands to the Emirate, and innovative culinary initiatives in collaboration with the Erth Culinary School Alain Ducasse and Le Cordon Bleu Abu Dhabi. In addition to elevated hospitality and culinary offerings, our expanded events portfolio and an increase in hotel room supply and holiday homes will allow us to cater to a growing influx of travellers.
DCT Abu Dhabi recently extended the 10 percent tourism fee waiver on event tickets until the end of the year. How do you see that translating into tourist footfall and tourism growth compared to the previous year?
We believe in the power of partnerships, and this extends to the impact-driven organizations and individuals behind some of Abu Dhabi’s most significant events. By implementing the tourism fee waiver, we’ve alleviated some of the financial pressure associated with planning events, enabling our partners to concentrate on enhancing their marketing efforts, engaging with audiences, and implementing strategies that attract more attention and, subsequently, more visitors to both their events and to Abu Dhabi as a whole.
This initiative has also had the effect of bolstering Abu Dhabi’s reputation as a desirable location for hosting and participating in events, cultivating a more dynamic tourism and entertainment landscape.
The work of event organizers and what we do at DCT Abu Dhabi is interconnected, and we see it as our responsibility to support one another as we strive towards our shared objective: to continually position Abu Dhabi as a top choice destination for travellers around the globe, as well as an incredible place to live, work and play.
What other ways of boosting tourism is the Abu Dhabi government adopting?
The Tourism Strategy 2030 sets out a clearly defined, yet diverse and all-encompassing way forward for boosting tourism. Its four pillars form the foundation of Abu Dhabi’s comprehensive approach to realizing its ambitious tourism targets and fostering sustainable growth in the sector.
The first pillar, Offering and City Activation, strives to enhance the guest experience through additional cultural sites, theme parks, retail offerings and new hotel chains, as well as new events on the emirate’s year-round calendar concerts, festivals, and family events. Abu Dhabi’s dining landscape will also be diversified, offering not just new restaurants openings but also with the introduction of culinary schools and training programs.
DCT Abu Dhabi will also more than double its promotion and marketing efforts, expanding its international reach from 11 to 26 markets and enhancing synergy within Abu Dhabi’s tourism ecosystem. It will also establish strategic global partnerships with media outlets and well-known brands for high-profile collaborations, creating compelling, market-specific content across various touchpoints.
The strategy’s infrastructure and mobility pillar will increase hotel room availability across various categories, including accessible and luxury options, glamping, and farm stays. Through valued collaborations, the emirate is set to enhance roads, public transport, and infrastructure, simplifying travel within the emirate and boosting visitor inflow through increased flight seat capacity with both local and international airlines.
Lastly, both visitor experience and tourism business operations will be greatly enhanced with streamlined visa, licensing and regulation processes. In collaboration with relevant government agencies, we will reduce timeframes for all applications and permits, to improve the ease of doing business and attract investment.
How does DCT Abu Dhabi ensure sustainable practices are incorporated into its strategies?
As a destination, we are conscious of the needs of global travellers who are increasingly seeking eco-friendly experiences. Last year, we introduced our Sustainable Tourism Guidelines aimed at the tourism industry. The guidelines help raise awareness among our tourism stakeholders, promoting the adoption of eco-friendly practices throughout the sector. This year we are formally launching the Carbon Calculator specifically designed for hotels. As a formal mandate, the Carbon Calculator will be used as a tool for enhancing transparency, responsibility, and collaborative efforts within the industry.
Our commitment to sustainability also means safeguarding our existing assets, so we have taken significant strides in protecting both our traditional and modern heritage. Our Modern Heritage Conservation Initiative is a testament to this effort, aimed at conserving 64 buildings and sites pivotal to Abu Dhabi’s cultural essence.
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