Strategic pillars for growth: Abu Dhabi’s 2030 vision for sustainable tourism development

Thursday, April 4, 2024

His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, the Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, has sanctioned the new Tourism Strategy 2030 for the emirate, initiated by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). This forward-thinking strategy marks the beginning of a significant phase of growth and strategic advancement in the tourism and travel industry.

The strategy aims to elevate the number of visitors from nearly 24 million in 2023 to 39.3 million by 2030, including overnight and same-day visitors, achieving a 7% annual growth rate. It also seeks to substantially increase the sector’s contribution to the UAE’s GDP from around AED 49 billion in 2023 to AED 90 billion by 2030.

By 2030, it is projected to create approximately 178,000 new jobs as the tourism infrastructure evolves to accommodate the growing demand. The plan includes doubling the number of international overnight visitors from 3.8 million in 2023 to about 7.2 million in 2030, increasing hotel room capacity from 34,000 in 2023 to 52,000 by 2030, and enhancing the holiday home segment to provide more diverse accommodation options.
Promoting sustainable growth through four key pillars

To reach these objectives, 26 critical initiatives have been identified within four strategic pillars: Offering and City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing, and Regulations. These pillars lay the groundwork for Abu Dhabi to achieve its ambitious tourism goals and ensure sustainable growth in the industry.

H.E. Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, said: “The Tourism Strategy 2030 marks a pivotal moment in Abu Dhabi’s transformative journey, representing a vital lever in our ongoing evolution. Delivered alongside our key partners, the Strategy underscores our steadfast commitment to fostering sustainable growth and strategic development in the travel and tourism sector. Through carefully crafted initiatives that will unlock economic opportunities, amplify our distinctive culture and enhance the emirate’s value proposition, we are laying the foundation for a vibrant and prosperous future that transcends generations.”

These efforts will come to life thanks to a collective vision embraced by DCT Abu Dhabi, the Abu Dhabi Department of Economic Development (ADDED), the Department of Municipalities and Transport (DMT), Abu Dhabi Airports Company (ADAC), along with other key government and private stakeholders. Their collaboration is essential in transforming Abu Dhabi’s vision for tourism into a reality.

The Offering and City Activation pillar aims to enrich the guest experience by unveiling new cultural sites, theme parks, retail offerings, and hotel chains. This will significantly enhance the emirate’s calendar of concerts, festivals, and family events throughout the year. The dining scene will also see considerable diversification, including the introduction of culinary schools and training programs.

DCT Abu Dhabi plans to more than double its Promotion and Marketing efforts, broadening its international footprint from 11 to 26 markets and improving synergy within the tourism ecosystem of Abu Dhabi. It aims to forge strategic global partnerships for high-impact collaborations and create engaging, market-specific content across different platforms.

The Strategy’s Infrastructure & Mobility pillar will expand hotel room availability, including accessible and luxury options, glamping, and farm stays. Through strategic partnerships, the emirate will upgrade roads, public transportation, and infrastructure to ease travel and increase visitor influx by enhancing flight seat capacity with both local and international airlines.

Enhancements in Visa, Licensing, and Regulation processes will significantly improve both visitor experience and tourism business operations. Collaborations with relevant government bodies will streamline platforms and procedures, reducing processing times for all applications and permits to facilitate business operations and attract investments.

Reflecting on 2023’s Success

In 2023, Abu Dhabi’s tourism sector experienced a notable boom, welcoming close to 24 million visitors. This included a 27% increase in hotel guests and a 54% rise in international visitors, contributing approximately AED 49 billion to the UAE’s GDP.

Key international markets, including India, Russia, the United Kingdom, China, and the Kingdom of Saudi Arabia, were instrumental in this growth, alongside the draw of over 150 events, pristine beaches, natural landscapes, and cultural landmarks like Qasr Al Hosn, Qasr al Watan, and Sheikh Zayed Grand Mosque, attracting over 8.7 million visitors. Cultural venues and events, such as the Louvre Abu Dhabi and the inaugural Manar Abu Dhabi public art exhibition, drew record attendance, highlighting the emirate’s diverse appeal.

Additionally, a 44% increase in MICE events, attracting 960,000 delegates to 2,477 events, boosted the food and beverage sector’s revenue by 21%. Flagship events like the MOTN Festival and Formula 1 Etihad Airways Abu Dhabi Grand Prix, as well as cultural highlights like the Al Hosn Festival and the Liwa Festival, further cemented Abu Dhabi’s status as a premier global destination for leisure and tourism.

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