Q&A with Abdulla Yousuf, Director of International Operations, Department of Culture and Tourism - Abu Dhabi

Manal Saleh

1.       How is Abu Dhabi positioning itself as a leading destination for travellers from the GCC and beyond?

·        Abu Dhabi continues to strengthen its position as a destination that combines world-class experiences with authentic Arabian hospitality.

·        For GCC travellers, proximity and familiarity are key advantages, but what truly sets Abu Dhabi apart is the diversity of its offering - from cultural landmarks and pristine beaches to exceptional dining, shopping, and family attractions.

·        We are positioning the emirate as a place where every type of traveller can find something meaningful, whether it’s relaxation, discovery, or connection.

2.       What role does Al Ain Region play in Abu Dhabi’s broader tourism strategy, and how do you see its offering evolving?

·        Al Ain Region is the cultural heart of the emirate and a cornerstone of our tourism strategy. Its UNESCO World Heritage sites, oases, and mountain landscapes offer a unique perspective on Emirati heritage and nature-based experiences.

·        We see 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.

·        There’s also growing focus on developing boutique accommodations and eco-tourism products in Al Ain Region to further enhance its appeal.

3.       What are some of the key priorities under the current tourism strategy to further boost visitor numbers and length of stay?

·        We’re focused on three main priorities: diversifying the product offering, deepening regional and international partnerships, and improving visitor accessibility.

·        That means expanding events and entertainment, enhancing connectivity to the UAE, and continuously investing in marketing to strengthen awareness. Our goal is to ensure visitors have more reasons, and more time, to explore the emirate in its entirety.

4.       What recent growth trends have you seen from GCC source markets, and which segments are showing the strongest performance?

·        GCC visitors remain among our top-performing segments. We’re seeing consistent growth, particularly from Saudi Arabia and Kuwait, and a strong rebound in family and short-break travel.

·        What’s encouraging is that GCC travellers are spending more time exploring different experiences, from cultural attractions to entertainment events, indicating deeper engagement with the destination.

5.       How have occupancy rates and visitor spending evolved this year, and what does that tell you about market confidence?

·        The data has been very positive.

·        Hotel occupancy rates across the emirate have remained strong, reflecting sustained visitor demand.

·        So far in 2025 (until October 2025), we have welcomed 4.9 million hotel guests, representing 8% growth in international visitors compared to the same period in 2024. Our consistent hotel occupancy rates, even during traditional shoulder months, underscore the growing confidence and appeal of Abu Dhabi as a year-round destination.

·        Visitor spending has also increased, particularly across dining and leisure experiences, which demonstrates a growing confidence in Abu Dhabi’s value proposition as a high-quality yet accessible destination.

6.       How important are repeat visitors from the GCC to Abu Dhabi’s tourism success, and how do you plan to continue attracting them?

·        Repeat visitation is central to our growth strategy. GCC travellers view Abu Dhabi as an extension of home; a place that feels familiar yet continues to offer something new.

·        We’re maintaining this momentum by constantly refreshing our calendar of events, introducing new attractions, and offering personalised hospitality experiences that encourage visitors to return year after year.

7.       What key messages should the trade be communicating to clients about Abu Dhabi right now?

·        Our travel trade partners are an extension of our team, they play a crucial role in bringing Abu Dhabi’s story to travellers around the world.

·        Backed by our global network across 45 markets, the International Operations team is focused on strengthening partnerships and ensuring Abu Dhabi is recognised as both 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 rely on our trade partners to turn interest into bookings by creating personalised itineraries that reflect what makes Abu Dhabi special; from iconic cultural landmarks to authentic heritage experiences.

·        When a travel professional recommends Abu Dhabi, it carries credibility and trust. We want them 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.

8.       What are Abu Dhabi’s key priorities for tourism next year?

·        Our priorities build on three main pillars: education, connectivity, and facilitation.

·        First, we’re focused on education - empowering our trade partners with the knowledge and tools they need to confidently promote Abu Dhabi. Through the Experience Abu Dhabi Experts platform - available in both English and Arabic, roadshows, familiarisation trips, and major global trade shows, we’re ensuring consistent, informed storytelling about the destination.

·        Second is connectivity. We’re continuing to enhance accessibility and the visitor journey: from improved air capacity to seamless experiences at Zayed International Airport, and initiatives like the Abu Dhabi Stopover programme with Etihad Airways, which offers complimentary hotel stays to transit visitors.

                                                                                      i.       We’re also making it easier than ever for GCC travellers to reach Abu Dhabi, whether by air or by road. Seamless arrivals through Zayed International Airport complement our highly accessible land borders, which enable GCC visitors to enjoy quick, smooth and convenient entry into the emirate.

·        Finally, facilitation, making it easier for partners to sell and for travellers to explore. The Abu Dhabi Pass now gives access to over 70 attractions across the emirate, and our new reseller portal allows agents to manage sales and performance with greater ease and flexibility.

·        These three pillars work together to strengthen Abu Dhabi’s position as a destination built on partnership, innovation, and a commitment to delivering truly memorable visitor experiences.

9.       How does Abu Dhabi blend culture and experiences to give travellers a well-rounded holiday?

·        Culture sits at the heart of Abu Dhabi’s visitor experience. Emirati heritage is central to our identity and tourism vision, shaped by generations of tradition and hospitality.

·        Travellers can immerse themselves in authentic cultural experiences that offer a genuine sense of place - from exploring landmarks such as Sheikh Zayed Grand Mosque and Qasr Al Hosn to discovering the UNESCO World Heritage Sites in Al Ain Region.

·        Through initiatives like the Al Hosn Festival, Maritime Heritage Festival, and the House of Artisans, DCT Abu Dhabi continues to celebrate and preserve the emirate’s living heritage. These experiences connect visitors with our stories, crafts, and community - ensuring every journey to Abu Dhabi is as enriching as it is memorable.

10.  How is Saadiyat Cultural District helping to position Abu Dhabi as a cultural destination?

·        Saadiyat Cultural District is the embodiment of Abu Dhabi’s commitment to culture and creativity. Once fully realised, it will be home to one of the world’s most significant concentrations of cultural institutions; a true meeting point for global dialogue and innovation.

·        Anchored by landmarks such as Louvre Abu Dhabi, and soon the Zayed National Museum and Natural History Museum Abu Dhabi, the District will invite visitors to explore art, history, and science in one inspiring destination.

·        It’s more than a collection of museums, it’s where culture connects people. Saadiyat Cultural District will further establish Abu Dhabi as a leading cultural capital, offering transformative experiences that celebrate both Emirati heritage and international exchange.

11.  How is Abu Dhabi driving itself as a year-round destination, particularly during the summer months and during Ramadan?

·        Abu Dhabi’s record summer performance proves that the emirate’s appeal knows no season. Once viewed as a primarily winter destination, Abu Dhabi has evolved into a thriving, year-round hub for culture, entertainment, and hospitality.

·        This steady growth across every season reflects the success of our strategic focus on diversifying experiences and curating a dynamic events calendar. From summer activations and family-friendly offers to cultural moments such as Ramadan in Abu Dhabi, the city continues to welcome travellers seeking authentic, meaningful experiences.

·        So far in 2025, we have welcomed 4.9 million hotel guests, representing 8% growth in international visitors compared to the same period in 2024. Our consistent hotel occupancy rates, even during traditional shoulder months, underscore the growing confidence and appeal of Abu Dhabi as a year-round destination.

·        Looking ahead to 2026, the Ramadan in Abu Dhabi season will continue to build on this success - offering visitors opportunities for reflection, cultural immersion, and connection through art, heritage, and Emirati hospitality.

12.  What new attractions, hotels, or experiences can the trade expect in 2025–26?

·        Abu Dhabi continues to expand its portfolio of experiences, with new attractions, cultural institutions, and hospitality openings enriching the emirate’s offering for both leisure and business travellers.

·        Visitors can look forward to 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.

·        In parallel, a new wave of world-class resorts and hotels across Saadiyat Island, Yas Island, and Al Wathba will enhance the destination’s luxury and family appeal. Adventure seekers can also anticipate new eco-tourism and nature-based experiences, including desert retreats and marine exploration initiatives.

·        Together, these additions will offer travellers an ever-evolving mix of culture, entertainment, and sustainability-driven experiences - ensuring there is always something new to discover in Abu Dhabi.

·        Beyond experiences, the emirate also redefines what luxury means, offering exclusivity, bespoke services, privacy, safety, and high-quality hospitality that embody a refined sense of comfort and individuality.

·        Abu Dhabi hosts the world's highest concentration of five-star hotels, with 21 new projects under development

§  Existing luxury hotels include: St Regis, Emirates Palace Mandarin Oriental, Abu Dhabi, W Hotels, Anantara Santorini, Shangri-La Qaryat Al Beri

§  Upcoming luxury hotel openings include: Nobu Hotel Abu Dhabi, Ritz-Carlton Reserve

§  Bvlgari Hotels & Resorts has announced a new project in Abu Dhabi titled “Bvlgari Resort & Mansions Abu Dhabi”, scheduled to open in 2030.

·        Luxury spa experiences are diverse and unique, offering holistic wellness and relaxation for the most discerning guest: Emirates Palace Mandarin Oriental Spa: 24-carat –gold facial; Chi, The Spa, Shangri-La Qaryat Al Beri – Arabian Dates Body Wrap and exotic Coffee Scrub; Eforea Spa at Hilton Abu Dhabi Yas Island – signature eforea journey massages and advanced facials

·        The city’s growing high-end culinary offering has broadened its appeal as a luxury destination: Home to three Michelin-starred restaurants: Hakkasan, Talea and Erth Restaurant. 8 restaurants received a Bib Gourmand

·        Global, luxury brands are hosting events in the region including fashion brands such as Louis Vuitton’s ‘Savoir-Rever’ exhibition in February hosted at Anantara Santorini Abu Dhabi retreat, presenting high jewellery and rare gemstones;

·        As part of our Tourism Strategy 2030, Abu Dhabi’s dining landscape will be diversified further - introduced innovative culinary initiatives including Le Cordon Bleu Abu Dhabi as a collaboration with Erth hospitality to open a culinary school Ecole Ducasse Abu Dhabi Studio.

·        2026 launches:  Olympia Resort Abu Dhabi - the resort aims to redefine healthy living and performance-based hospitality with active stays, recovery, movement, holistic wellness, healthy cuisine, leisure and relaxation at the heart of everything

·         Roger Vivier collaboration with the Abu Dhabi Investment Office - a collection inspired by Abu Dhabi’s diverse colors and cultural richness