Abu Dhabi is making significant strides in boosting its tourism sector with the introduction of innovative initiatives aimed at enhancing its global appeal. The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) is leading this effort in collaboration with 40 partners and industry stakeholders, showcasing the emirate’s diverse tourism offerings at key international events. Prominent participants in this initiative include Yas Island, Air Arabia, Ethara, ITL, Grand Hyatt Abu Dhabi, Orient Tours, Saadiyat Island, Al Dhafra Hotel, and teamLab Phenomena.

One of the standout features of the new tourism strategy is the Welcome Pass, which is a fully digital solution launched in partnership with Alike, a leading social travel marketplace. This initiative allows visitors to easily book and redeem experiences upon their arrival at Abu Dhabi International Airport, facilitating seamless access to the emirate’s cultural landmarks and entertainment venues.

In addition to the Welcome Pass, DCT Abu Dhabi is also set to unveil the Al Dhafra Resort, Vignette Collection, which is a luxury property under IHG Hotels & Resorts. This resort will include 105 upscale rooms and suites, designed to combine authentic Arabian heritage with modern elegance. Guests will have the opportunity to engage in Emirati traditions through various curated experiences, such as camel rides, falconry displays, Arabic Qahwa tastings, sand art workshops, and wellness activities.

To further attract international visitors, DCT Abu Dhabi will launch its Experience Abu Dhabi Easter 2025 campaign films. Targeting potential tourists from the UK, France, Italy, and Germany, the campaign is themed ‘Make Abu Dhabi Your Easter Surprise.’ It aims to present the city as an ideal holiday destination, emphasizing its unique leisure, cultural, and entertainment experiences that promise to create unforgettable memories for travelers in the heart of the UAE.