Abu Dhabi has unveiled an ambitious plan to attract 24 million tourists in 2023, a move that is set to create hundreds of jobs and significantly boost the local economy. The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) is at the forefront of this initiative, focusing on promoting and protecting the emirate’s rich cultural heritage while fostering economic growth through tourism and creative industries.
Key Takeaways
- Abu Dhabi aims to attract 24 million tourists in 2023.
- The initiative will create hundreds of new jobs, particularly in the e-gaming and creative sectors.
- New attractions and events are being introduced to draw visitors.
- The plan includes promoting the Arabic language and Emirati heritage.
- Abu Dhabi’s hotel occupancy rates and MICE (Meetings, Incentives, Conferences, and Exhibitions) activities are on the rise.
Strategic Goals and Cultural Promotion
Saood Al Hosani, Undersecretary of DCT Abu Dhabi, emphasized that culture is at the heart of their plans. The department aims to foster a strong national identity by promoting Emirati heritage and cultural identity. This includes developing policies to preserve Abu Dhabi’s heritage, museums, and cultural sites, as well as curating visual and performing arts programs.
DCT Abu Dhabi is also committed to creating more than 300 jobs in the fast-growing e-gaming industry. This will be spread across more than 20 new companies, driving a successful gaming and esports ecosystem in the UAE capital.
New Attractions and Events
To support the target of welcoming over 24 million visitors in 2023, Abu Dhabi has recently opened several new attractions, including SeaWorld Yas Island, Pixoul Gaming, Adrenark Adventure, and Snow Abu Dhabi. These new destinations are designed to incentivize visitors to return and experience everything the emirate has to offer.
Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, is activating the emirate as a year-round tourism destination. This includes showcasing Al Ain, Abu Dhabi’s ‘living oasis,’ with authentic experiences for regional visitors and culture-seekers.
Promoting Tourism and Cultural Events
Throughout 2023, Experience Abu Dhabi will reach more than 40 international markets through 22 creative campaigns. These efforts include market-specific campaigns, such as an Arabic-first campaign video for the GCC and 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 under the action-packed Abu Dhabi Calendar. This includes family-friendly entertainment, concerts, and collaborations with global IP partners like UFC, NBA, and Formula 1. Seasonal retail festivals and a rich culinary scene are also part of the offerings.
Success of 2022 and Future Prospects
In 2022, Abu Dhabi achieved 18 million visitors, a 17% increase from the previous year. The emirate also saw a 24% increase in overnight hotel guests, with hotel occupancy rates exceeding 70%, surpassing the Middle East average.
DCT Abu Dhabi continues to work closely with partners like Miral, Etihad Airways, and ADNEC to attract more meetings and incentive groups to the emirate. Abu Dhabi was recently named the top Middle East City for Association Meetings by the International Congress and Convention Association (ICCA).
Conclusion
Abu Dhabi’s ambitious plan to attract 24 million tourists in 2023 is a multifaceted approach that combines cultural promotion, job creation, and the introduction of new attractions and events. With a strong focus on preserving Emirati heritage and promoting the Arabic language, the initiative aims to enrich lives and foster economic growth, making Abu Dhabi a key destination for tourists worldwide.
