Abu Dhabi to deliver Tourism Strategy 2030 to ensure emirate’s sustainable growth as a global destination
Summary
The new Tourism Strategy aims to attract over 39 million visitors by 2030 and the sector to contribute AED 90 billion to UAE’s GDP
His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, has approved the new Tourism Strategy 2030 for the emirate. Spearheaded by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), the ambitious blueprint signals a new era of expansion and strategic development in the travel and tourism sector.
The Tourism Strategy 2030 initiative seeks to boost visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030 (overnight and same-day), with a 7% year-on-year growth. Moreover, it plans to significantly elevate the tourism and travel sector’s contribution to the UAE’s GDP, raising it from approximately AED 49 billion in 2023 to AED 90 billion annually by 2030.
The Strategy will generate an estimated 178,000 new jobs by 2030 as the entire tourism infrastructure develops to meet this demand. It intends to almost double international overnight visitors from 3.8 million in 2023 approximately to 7.2 million in 2030, expand hotel room availability from 34,000 in 2023 to 52,000 by 2030, and further enhance the holiday home segment to diversify accommodation options.
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.”
A member of the Abu Dhabi Executive Council, His Excellency Mohamed Khalifa Al Mubarak is a prominent Emirati leader overseeing the growth of Abu Dhabi’s cultural, entertainment, real estate, and tourism sectors.
In 2016, His Excellency was appointed the Chairman of the Department of Culture and Tourism Abu Dhabi (DCT Abu Dhabi), where he oversees the preservation of the emirate’s heritage and history whilst inspiring its dynamic, world-leading approach to creating a recognised cultural capital, where culture is a driver of social and economic development.
AI Mubarak is accountable for ensuring that Abu Dhabi is a top-of-mind destination for all leisure and business travelers, growing Abu Dhabi’s MICE share, and partnering with global IPs to bring the best of international entertainment to the emirate as well as high profile sporting events including F1, NBA, and UFC.
One of the major achievements in Al Mubarak’s journey at DCT Abu Dhabi is the development of Saadiyat Cultural District – a curated destination for inspiration, artistic expression and cultural dialogue, that is currently home to Louvre Abu Dhabi and once finished will house, Zayed National Museum, Guggenheim Abu Dhabi, The Natural History Museum Abu Dhabi and teamLab Phenomena Abu Dhabi.
Al Mubarak serves as Chairman of Aldar Properties PJSC, the leading real estate developer in Abu Dhabi responsible for some of the most iconic landmarks and pioneering architecture in the emirate, including residential, commercial, and retail assets.
Al Mubarak is Chairman of Miral, the leading creator of immersive experiences in Abu Dhabi, where he has led the transformation of key areas within the emirate, including Yas Island, and has developed strategic partnerships such as the one established with Warner Bros. World Abu DhabiTM.
Al Mubarak is the President of the Abrahamic Family House and a member of the Higher Committee of Human Fraternity, where he is joined by international religious leaders, educational scholars, and cultural leaders across the world, to support and spread the values of mutual respect and peaceful coexistence.
Al Mubarak serves as Vice-Chair on the Foundation Board of ALIPH, the international alliance for the protection of heritage in conflict areas.
Al Mubarak is a graduate of Northeastern University (Boston, USA), with a double major in Economics and Political Science.
Fostering sustainable growth across four strategic pillars
To achieve the Strategy’s goals, 26 key initiatives have been identified across four strategic pillars: Offering and City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing, and Regulations. These initiatives are key to realizing ambitious tourism targets and ensuring sustainable sectoral growth.
The initiatives will be unlocked through the collective vision of DCT Abu Dhabi, the Abu Dhabi Department of Economic Development (ADDED), the Department of Municipalities and Transport (DMT), Abu Dhabi Airports Company (ADAC), and other key government and private stakeholders, who play a strategic role in bringing Abu Dhabi’s tourism vision to life.
The first pillar, Offering and City Activation, aims to enhance guest experiences with new cultural sites, theme parks, retail options, and hotels. It will also diversify dining with culinary schools and training programs.
Simultaneously, DCT Abu Dhabi will expand Promotion and Marketing efforts from 11 to 26 markets, fostering synergy within Abu Dhabi’s tourism ecosystem and forming global partnerships to create targeted content.
The Infrastructure and Mobility pillar of the Strategy will expand hotel room availability, including accessible and luxury options, glamping, and farm stays. Collaborations will enhance roads, public transport, and infrastructure, simplifying travel and increasing flight seat capacity.
Streamlined Visa, Licensing, and Regulation processes, in collaboration with government agencies, will improve the visitor experience and ease of doing business, attracting investment.
Building on the success of 2023
In 2023, Abu Dhabi’s tourism sector flourished, welcoming nearly 24 million visitors, with a 27% increase in hotel guests and a 54% rise in international visitors, contributing approximately AED 49 billion to the UAE’s GDP.
In 2023, Abu Dhabi attracted a surge of international travelers, led by key markets such as India, Russia, the UK, China, and Saudi Arabia. With over 150 vibrant events, pristine beaches, and rich landscapes, the emirate’s culture also played a pivotal role. Historical sites like Qasr Al Hosn, Qasr al Watan, and the Sheikh Zayed Grand Mosque drew over 8.7 million visitors. Museums, cultural festivals, and art exhibitions thrived, with record attendance at the Louvre Abu Dhabi and the inaugural Manar Abu Dhabi exhibition showcasing diverse offerings.
Business tourism saw a 44% increase in MICE (Meetings, Incentives, Conferences, and Exhibitions) events, attracting nearly a million delegates (960,000) to 2,477 events. This boosted the food and beverage sector with a 21% revenue increase. Major entertainment events like the MOTN Festival and the Formula 1 Grand Prix, alongside cultural celebrations like the Al Hosn Festival and the Liwa Festival, solidified Abu Dhabi’s status as a global leisure and tourism hub.
About the Department of Culture and Tourism – Abu Dhabi:
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi’s wider global ambitions.
By working in partnership with the organisations that define the emirate’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate’s potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture and tourism industries.
DCT Abu Dhabi’s vision is defined by the emirate’s people, heritage and landscape. We work to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought.
Click here to to learn more about the Tourism Strategy 2030.
Note: This is a partnered post.
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