Abu Dhabi has emerged as one of the world’s most dynamic tourism destinations, successfully blending centuries-old heritage with cutting-edge attractions, world-class hospitality and a bold vision for the future. From the cultural treasures of Saadiyat Island and the architectural magnificence of Sheikh Zayed Grand Mosque to adrenaline-fuelled entertainment on Yas Island and the tranquil landscapes of Al Ain and the Empty Quarter, the emirate continues to redefine what visitors can expect from a Middle Eastern destination. The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) is at the heart of that transformation, driving sustainable tourism growth while ensuring the emirate’s rich culture and traditions remain central to its appeal.

As global travel continues to evolve, Abu Dhabi is investing in new experiences, expanding international partnerships and embracing innovation to attract visitors from around the world. But what lies ahead for one of the fastest-growing tourism destinations in the region? We spoke with Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi, to discuss the emirate’s long-term vision, emerging trends, the importance of sustainability, and why Abu Dhabi is uniquely positioned to inspire the next generation of global travellers.

Q1: Abu Dhabi has ambitious tourism growth targets for the coming years. Looking ahead to 2031, what do you believe the visitor experience in Abu Dhabi will look like, and how different will it be from the destination travellers know today?

A:  Our ambition isn’t simply to welcome more visitors - it’s to give them more reasons to stay longer, explore more and return again. By 2031, Abu Dhabi will offer an even richer mix of culture, entertainment, nature, heritage and family experiences, all while remaining true to its distinctive identity.

Major recent additions, including teamLab Phenomena Abu Dhabi, Zayed National Museum and Natural History Museum Abu Dhabi have already broadened the destination’s appeal. Looking ahead, the soon-to-open Guggenheim Abu Dhabi and under-development Sphere Abu Dhabi and Disneyland Resort Abu Dhabi will further strengthen the emirate’s global profile and inspire even more travellers to visit. Meanwhile, continued investment in connectivity, hospitality and visitor experience will make every journey more seamless. Combined with a year-round calendar of world-class sporting and entertainment events, visitors will discover a destination that’s constantly evolving, yet unmistakably Abu Dhabi.

Q2: Artificial intelligence, personalisation and digital technology are transforming the way people research and book holidays. How is your team preparing for these changes, and what role do you see technology playing in attracting the next generation of travellers?

A: Technology should make travel easier, more personal and more enjoyable. Abu Dhabi is using data and digital tools to better understand different traveller interests, helping us present experiences that are more relevant to every visitor, whether they’re travelling for culture, family, business or leisure.

At the same time, we’re supporting our travel trade partners through platforms like Experience Abu Dhabi Experts and the Abu Dhabi Pass Reseller Portal, making it easier to build tailored itineraries. While AI will continue to influence how people discover destinations, what ultimately inspires them to visit Abu Dhabi is the quality and authenticity of the experiences waiting for them when they arrive.

Q3: Sustainability is becoming a deciding factor for many travellers. How can Abu Dhabi continue to grow visitor numbers over the next five years while preserving its cultural identity, heritage and natural environment for future generations?
A: Abu Dhabi’s approach to tourism growth is rooted in sustainability, ensuring that as we welcome more visitors from around the world, we continue to protect and celebrate the emirate’s unique culture, heritage and natural environment.
Our focus is on developing meaningful, high-quality experiences that allow travellers to connect with our traditions, communities and landscapes, while investing in initiatives that preserve these assets for future generations. From the UNESCO-listed Al Ain Oasis, which is sustainably replenished through the ancient falaj irrigation system, to Jubail Mangrove Park, which highlights the importance of protecting our coastal ecosystems and biodiversity, Abu Dhabi continues to create opportunities for visitors to experience nature responsibly.
By balancing innovation and growth with conservation and authenticity, we can continue to position Abu Dhabi as a world-class destination while ensuring its identity remains at the heart of the visitor experience.

Q4: Today’s travellers increasingly seek authentic, immersive experiences rather than simply ticking off attractions. How is DCT Abu Dhabi evolving its tourism strategy to meet these changing expectations, and what new experiences can visitors look forward to?

A: Travellers today want meaningful experiences, and that’s exactly what Abu Dhabi offers. Our strategy encourages visitors to explore beyond the headline attractions and discover the culture, heritage, nature and local hospitality that define the emirate.

We’re responding by creating experiences that encourage visitors to spend more time in the destination and engage with it more deeply. That means connecting world-class cultural institutions with authentic local experiences, expanding opportunities to explore our natural landscapes, and developing itineraries that cater to different travel styles, whether that’s families, wellness seekers, food lovers or adventure travellers. At the same time, we’re continuing to invest in landmark attractions that give people new reasons to visit. The opening of Zayed National Museum, Natural History Museum Abu Dhabi and Guggenheim Abu Dhabi will complete Saadiyat Cultural District as one of the world’s greatest concentrations of cultural institutions, while experiences across Al Ain and Al Dhafra Regions and our islands, deserts and mangroves invite visitors to discover the many different sides of Abu Dhabi.

Q5: International partnerships have been central to Abu Dhabi’s tourism success. As global travel becomes increasingly competitive, where do you see the biggest opportunities for growth, and which emerging source markets are likely to shape Abu Dhabi’s future tourism landscape?

A: Strong partnerships remain fundamental to Abu Dhabi’s success. We work closely with airlines, travel trade partners and hospitality businesses to build long-term demand across our priority markets.
The UK continues to be one of our most important international markets, which is why we’re investing in initiatives such as the Experience Abu Dhabi UK Roadshow and bringing our largest-ever Abu Dhabi delegation to engage directly with partners.

Alongside continued growth across the UK and Europe, we’re strengthening our presence in key markets including India, China and the GCC. Maintaining a balanced mix of source markets will help drive sustainable, year-round growth while ensuring Abu Dhabi remains resilient in an increasingly competitive global tourism landscape.

Q6: Major cultural attractions, world-class events and new entertainment developments continue to raise Abu Dhabi’s international profile. Which upcoming projects or initiatives do you believe will have the greatest impact on tourism over the next five years?

A:  Abu Dhabi has reached an exciting stage in its tourism journey. Our focus is now on building depth, creating a destination where visitors have compelling reasons to return again and again. The opening of Guggenheim Abu Dhabi will complete Saadiyat Cultural District as one of the world’s most significant concentrations of cultural institutions, while developments such as Disney Resort Abu Dhabi and Sphere Abu Dhabi will introduce entirely new entertainment experiences that appeal to different audiences and generations.

At the same time, we’re continuing to invest in a year-round calendar of major sporting events, concerts, business events and cultural festivals that keep the destination fresh and give our international partners new reasons to promote Abu Dhabi. Together, these developments will strengthen our global appeal, attract new visitor segments and reinforce Abu Dhabi’s position as a destination that continues to evolve.

Q7: If we were sitting down together again in five years’ time, what achievements would make you most proud, and what would success for Abu Dhabi’s tourism industry look like from your perspective?

A: Success isn’t measured by visitor numbers alone. We’d like to see Abu Dhabi recognised globally as a destination with a clear and authentic identity, where culture, heritage, entertainment and hospitality come together in a unique way.

We’d be proud to see more visitors exploring the breadth of the emirate, spending longer with us and returning because they know there’s always something new to discover. Equally important is continuing to build strong partnerships and ensuring tourism creates lasting benefits for our communities.

Ultimately, the greatest achievement would be hearing visitors say they didn’t just visit Abu Dhabi - they genuinely connected with it.

Abu Dhabi is a top contender and regular winner at the World Travel Awards, recognized globally for excellence in tourism, luxury hospitality, and entertainment attractions like Ferrari World and Yas Island. The upcoming Middle East Gala Ceremony for the 2026 program is scheduled for 13 September 2026.