By: Samar Yahya
Abu Dhabi – Asdaf News:
In a recent interview, Abdulla Yousuf, Director of International Operations, Department of Culture and Tourism – Abu Dhabi, provided extensive details on Abu Dhabi’s strategy to enhance its global standing, highlighting growth targets, market performance, and the crucial role of cultural heritage.
Strengthening Abu Dhabi’s Position
Yousuf affirmed that Abu Dhabi is continually fortifying its position as a world-class destination that successfully merges Arabian hospitality. While proximity and familiarity are key advantages, for GCC travelers, Abu Dhabi’s core attraction lies in the diversity of its offerings – from cultural landmarks and pristine beaches to exceptional dining, shopping, and family attractions. The strategy aims to position Abu Dhabi as a place where every type of traveller can find something meaningful, whether it’s relaxation, discovery, or connection
Al Ain: The Cultural Anchor
On Al Ain as the cultural anchor, Yousuf stated that Al Ain Region is identified as the cultural heart of Abu Dhabi’s tourism strategy. Its UNESCO World Heritage sites, oases, and mountain landscapes offer a unique perspective on Emirati heritage and nature-based experiences. Al Ain Region as a key destination for families, cultural explorers, and those seeking a slower pace of travel – complementing the capital’s vibrant urban appeal, with a growing focus on developing boutique accommodations and eco-tourism products.
Tourism Growth Strategy
Yousuf stressed the focus on three main pillars: diversifying the product offering, deepening regional and international partnerships, and improving visitor accessibility. This involves expanding the calendar of events and entertainment, enhancing connectivity to the UAE, and continuously investing in marketing to strengthen awareness, giving visitors more reasons and more time to explore the emirate. Data from GCC market remains exceptionally positive with sustained, consistent growth, particularly from Saudi Arabia and Kuwait, and a strong rebound in family and short-break travel, spending more time exploring different experiences, from cultural attractions to entertainment events, indicating deeper engagement with the destination.
GCC Market Data
Hotel Guest rates across the emirate have remained strong, reflecting sustained visitor demand with 4.9 million hotel guests so far till October 2025, representing 8% growth in international visitors compared to the same period in 2024. Hotel occupancy rates, even during traditional shoulder months, underscore the growing confidence and appeal of Abu Dhabi as a year-round destination. Furthermore, increased visitor spending, especially i dining and leisure experiences, highlights Abu Dhabi’s value proposition as a high-quality yet accessible destination.
Yousuf also confirmed that repeat visitation from GCC is central to growth strategy, noting that GCC travellers view Abu Dhabi as an extension of home. Momentum is maintained by constantly refreshing the events calendar, introducing new attractions, and offering personalised hospitality experiences.
Yousuf confirmed that travel trade partners are an extension of the team as they play a crucial role in bringing Abu Dhabi’s story to travellers around the world. Global network spans across 45 markets, with the International Operations team focusing on strengthening partnerships and ensuring Abu Dhabi is recognised as a cultural capital and a world-class tourism destination. Tourism Strategy 2030 is our roadmap for growth, aiming to welcome 39.3 million visitors, up from around 24 million in 2023. We’re already seeing strong momentum, with over 2 million hotel guests this summer alone, a 10% rise in international visitors, and hotel revenues up by 17%.
We encourage travel professionals to highlight the depth of our offering – whether it’s art and culture on Saadiyat, the heritage of Al Ain Region, or the serene landscapes of Al Dhafra Region- and upcoming experiences like Ramadan in February 2026, which will showcase the emirate’s hospitality, cuisine, and traditions in a truly immersive way.
Abu Dhabi’s key Priorities in 2026
Education, connectivity, and facilitation come as our key priorities. Our first focus is Education-empowering trade partners with knowledge through experience and the tools they need to confidently promote Abu Dhabi. Arabic, roadshows, familiarisation trips, and major global trade shows, to ensure consistent, informed storytelling about the destination. Connectivity comes as our second focus to enhance accessibility and air capacity, seamless experiences at Zayed International Airport, and Abu Dhabi Stopover programme with Etihad Airways. Finally, facilitation, making the destination to sell and explore through tools like The Abu Dhabi Pass (with access to over 70 attractions) and our new reseller portal for agents.
Culture Integration
Culture sits are positioned at the very heart of the visitor’s experience, blending heritage with modern leisure. Key cultural landmarks are Sheikh Zayed Grand Mosque and Qasr Al Hosn to discovering the UNESCO World Heritage Sites in Al Ain Region. These experiences connect visitors with our stories, crafts, and community.
Saadiyat Cultural District is highlighted as the embodiment of Abu Dhabi’s commitment to culture and creativity. Anchored Louvre Abu Dhabi, and soon the Zayed National Museum and Natural History Museum Abu Dhabi, the District is set to become one of the world’s foremost cultural hubs.
Summer Months and Ramadan in Abu Dhabi
Once viewed as a primarily winter destination, Abu Dhabi has evolved into a thriving, year-round hub for culture, entertainment, and hospitality. The focus on diversifying experiences and curating a dynamic events calendar, summer activations and cultural moments such as Ramadan in Abu Dhabi, welcomes travellers seeking authentic, meaningful experiences, cultural immersion, and connection through art, heritage, and Emirati hospitality.
New attractions and Experiences in 2025–2026
The next phase of Saadiyat Cultural District, including the Zayed National Museum and Natural History Museum Abu Dhabi, which will further strengthen Abu Dhabi’s global cultural standing. Also, hospitality such as world-class resorts and hotels across Saadiyat Island, Yas Island, and Al Wathba will enhance the destination’s luxury and family appeal in addition to new eco-tourism and nature-based experiences for adventure seekers. Present Luxury hotels include St Regis, Emirates Palace Mandarin Oriental, Abu Dhabi, W Hotels, Anantara Santorini, Shangri-La Qaryat Al Beri, while upcoming ones are Nobu Hotel Abu Dhabi, Ritz-Carlton Reserve, while “Bvlgari Resort & Mansions Abu Dhabi”, scheduled to open in 2030.
Nevertheless, the city’s growing high-end culinary include three Michelin-starred restaurants: Hakkasan, Talea and Erth Restaurant. 8 restaurants received a Bib Gourmand, sided by side to global, luxury brands such as Louis Vuitton’s ‘Savoir-Rever’ exhibition in February.
About Abdulla Yousuf
Yousuf leads strategic efforts to enhance the emirate’s tourism appeal and increase visitor numbers from key international markets. His work centres around developing Abu Dhabi’s position as a premier global destination, renowned for its authentic Arabian hospitality and rich cultural heritage.
He plays a pivotal role in forging partnerships with global travel trade partners, cruise lines, aviation companies, and destination management firms. Through these partnerships, he contributes to advancing DCT Abu Dhabi’s mission to promote the emirate’s diverse offerings and create new pathways for international access to the destination. Abdulla’s work also includes overseeing initiatives that support Abu Dhabi’s ambitious Tourism Strategy 2030, which seeks to welcome nearly 40 million annual visitors by 2030.
