How Abu Dhabi Plans to Attract 39.3 Million Visitors by 2030 and Dominate Global Tourism, An Exclusive Insight

Monday, November 24, 2025

In an exclusive interview with Travel and Tour World (TTW), the spokesperson from Abu Dhabi Department of Culture and Tourism reveals exciting insights into the emirate’s bold plans to achieve its ambitious target of 39.3 million visitors by 2030. As part of its Tourism Strategy 2030, Abu Dhabi aims to position itself as one of the world’s top five destinations for tourism growth. In this in-depth conversation, we uncover the key initiatives being rolled out this year to enhance connectivity, diversify experiences, and cater to the growing demand, especially from India. Join us as we delve into Abu Dhabi’s dynamic tourism landscape and discover how it’s set to transform global travel.

Abu Dhabi’s Tourism Strategy 2030 aims to increase visitor numbers to 39.3 million by 2030. What specific initiatives are being implemented this year to achieve this ambitious target?

Abu Dhabi’s Tourism Strategy 2030 sets a clear vision to position the emirate among the world’s top five destinations for tourism growth. We’re focused on continuing to expand connectivity, diversify experiences across the emirate, and strengthen our partnerships with the global travel trade – all central to our 2030 tourism vision. India plays a critical role in this vision; it is Abu Dhabi’s largest international source market, representing around 10% of all international visitors in 2024.

To sustain this momentum, we continue to roll out joint marketing programmes with leading Indian travel operators, tactical seasonal offers such as Diwali and summer family campaigns, and expanded air connectivity through Etihad Airways and partner carriers.

We are also scaling up live tourism through year-round programming, from global cultural showcases and major sporting events to new family-friendly attractions. Collectively, these efforts support our goal of not just driving tourism, but ensuring longer stays and higher visitor satisfaction from key markets like India.

With the anticipated opening of the Zayed National Museum and the recently opened teamLab Phenomena, how do these cultural attractions align with Abu Dhabi’s broader tourism objectives?

Emirati cultural heritage is central to Abu Dhabi’s identity and tourism vision, with a profound respect for traditions passed down through generations. Cultural tourism is intertwined with authentic visitor experiences, inviting the world to experience the authenticity of Abu Dhabi through landmarks like the Sheikh Zayed Grand Mosque, Qasr Al Hosn, and the UNESCO World Heritage Sites in Al Ain Region.

Additionally, Saadiyat Cultural District, a monumental project already home to Louvre Abu Dhabi and teamLab Phenomena Abu Dhabi, will soon host the Zayed National Museum, Natural History Museum Abu Dhabi, and Guggenheim Abu Dhabi, creating a global hub boasting the highest concentration of cultural experiences. For Indian travellers, culture and heritage rank among the most appealing aspects of a destination, with more than 1 in 10 Indian visitors citing cultural experiences as a primary reason to visit. Abu Dhabi’s cultural offering provides Indian travellers even more reasons to extend their stay.

The introduction of the Incentives and Rewards Programme highlights a commitment to service excellence. Can you elaborate on how this initiative is enhancing the visitor experience in Abu Dhabi?

The Incentives and Rewards Programme, launched at Arabian Travel Market 2025, is designed to celebrate and uplift frontline service across Abu Dhabi’s tourism and cultural sectors. By recognising and rewarding exceptional service across hotels, attractions, restaurants, and cultural sites, the initiative motivates frontline teams to consistently deliver the warmth, professionalism, and attention to detail that define Abu Dhabi’s authentic hospitality.

The programme is powered by the Visitor Experience Academy, developed in partnership with Les Roches Hospitality Academy, to train and upskill the emirate’s workforce – ensuring that every guest, whether visiting a museum, hotel, or event, encounters the same high standard of service excellence. Ultimately, by investing in people and celebrating outstanding delivery, the initiative helps transform good experiences into memorable ones. It reinforces Abu Dhabi’s reputation as a destination that not only offers world-class attractions but also a truly world-class welcome – one that reflects our culture of generosity and care at every touchpoint.

Strategic partnerships, such as those with Etihad Airways and the EuroLeague, have been pivotal in expanding Abu Dhabi’s global reach. What other collaborations are in the pipeline to further boost international tourism?

Partnerships are key to how we drive sustainable growth and tell our story to the world. In India, our collaborations include major joint marketing campaigns with top travel companies, training programmes through the Abu Dhabi Specialist platform, and co-branded promotions that position Abu Dhabi as a leading luxury and family destination.

A recent highlight is our ambassador partnership with Bollywood icons Deepika Padukone and Ranveer Singh, who together represent the “Experience Abu Dhabi” campaign across India and the wider region. This marks the first time a Bollywood couple has jointly promoted Abu Dhabi, underscoring the emirate’s strong connection with Indian travellers and its appeal across generations.

Alongside ambassador partnerships, we continue to expand collaborations that drive our global reach – from our long-standing partnership with Etihad Airways, which enhances accessibility through global network connectivity, to major sports alliances such as the EuroLeague, NBA Games Abu Dhabi, and UFC Fight Nights, which bring global attention to the capital.

Looking ahead, our focus is on building purpose-driven partnerships that go beyond promotion; initiatives that celebrate shared values in sustainability, culture, and innovation, ensuring Abu Dhabi remains at the forefront of global tourism storytelling. Visitors can look out for more exciting events aimed at the Indian market, from concerts and comedy shows to sports matches.

The Indian market has shown significant interest in Abu Dhabi. How is DCT Abu Dhabi tailoring its offerings to cater to the preferences of Indian travellers?

Indian travellers are among Abu Dhabi’s most engaged audiences: 71% visit for leisure and 38% travel with children, reflecting a strong family-travel segment. Our approach is therefore family-first, culture-rich, and experience-led.

We continue to curate itineraries and packages that appeal to Indian preferences for multi-generational travel, combining world-class theme parks like Ferrari World Abu Dhabi, Warner Bros. World Abu Dhabi, and SeaWorld Abu Dhabi with meaningful cultural and religious landmarks such as Sheikh Zayed Grand Mosque and Qasr Al Hosn, Qasr Al Watan, and Abrahamic Family House.

Our strategy also prioritises convenience and value through improved connectivity, simplified visa processes, and partnerships with Indian travel agencies offering customisable two- to four-night packages. We’re also investing heavily in digital and social storytelling across Indian platforms, focusing on themes of family, discovery, and cultural connection.

As digital transformation plays a crucial role in modern tourism, what technological innovations are Abu Dhabi exploring to enhance both the visitor experience and operational efficiency?

Digital transformation is central to how Abu Dhabi engages travellers across all stages of their journey. The Experience Abu Dhabi app now acts as a digital concierge, curating real-time itineraries, mapping cultural landmarks, and connecting visitors to events and offers across the emirate. For travel partners, tools like the Abu Dhabi Specialist Programme continue to upskill agents across India, giving them the confidence and knowledge to sell Abu Dhabi effectively.

Indian visitors are highly digital-first: over 60% book flights and hotels online, often through platforms like MakeMyTrip, Booking.com, and Cleartrip. Our approach aligns with that behaviour through integrated digital marketing and AI-driven campaign targeting.

We’re also exploring future-forward technologies, including AI itinerary personalisation, data-driven insights, and immersive storytelling – all aimed at making Abu Dhabi one of the most digitally advanced, seamless, and visitor-centric destinations in the world.

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