As the Middle East continues to emerge as a global tourism hub, destinations in the region are thinking creatively about how to attract visitors year-round. This becomes even more important as travel habits change, whether due to the rise of mixed travel or the work-from-anywhere phenomenon.
Abu Dhabi builds on this trend with the One Summer Is Not Enough campaign, showcasing the extensive experiences available in this destination, even during high season.
SkiftX spoke with Abdullah Yusuf, Director of International Activities at the Abu Dhabi Ministry of Culture and Tourism (DCT Abu Dhabi) to discuss the strategic objectives of the new company in Abu Dhabi, the company's marketing tactics, and how experimental events will support research progress. a visit
SkiftX: This is the second year that Abu Dhabi is highlighting its summer offerings with a special marketing campaign. What's behind this strategic orientation?
Abdullah Yusuf: Yes Unforgettable experiences in Abu Dhabi, this is the perfect time to highlight the various attractions, accessible to all types of travelers, all seamlessly connected and accessible during the summer months.
The 360 degree campaign will be launched in 12 markets including Europe, China, India, US, Israel and the Gulf Cooperation Council (GCC) countries Saudi Arabia, Kuwait, United Arab Emirates, Qatar, Bahrain and Oman. It is aimed at regional and international travelers who are looking for interesting and authentic experiences. We want you to know that summer in Abu Dhabi offers something for everyone to enjoy at their own pace, whether they are looking for an experience that inspires, excites or invigorates.
Travelers can immerse themselves in the rich mosaic of Abu Dhabi's history and culture by exploring 23 magical sites - including the famous Louvre Abu Dhabi, the presidential palace of Qasr Al Watan and Qasr Al Hosn, the city's oldest structure - and discovering fascinating stories.
Additionally, adventure seekers can reach new heights at one of Abu Dhabi's theme parks, including Yas Waterworld, Warner Bros. World Abu Dhabi, and Ferrari World Abu Dhabi. Couples can also escape to the private and secluded island of Nuray, just 15 minutes by boat, or enjoy a unique meal at one of Abu Dhabi's recently awarded Michelin-starred restaurants.
SkiftX: How is Abu Dhabi adapting its marketing tactics as travel habits change?
Yusuf: Travelers from all over the world are looking to the Middle East, so now is the perfect time to share Abu Dhabi with the world. This year's campaign builds on the launch of our new destination campaign and focuses not only on promoting Abu Dhabi to those who have never visited the destination, but also to those who have, and encouraging them to come back. .
Thanks to our great promotions and offers, we offer incredible prices on accommodation in Abu Dhabi. Travelers can take advantage of an exclusive limited time offer that allows them to "stay longer and pay less" for trips booked between four and seven nights. Valid from 1 May to 30 September, travelers can opt for a city break, choose a scenic resort surrounded by turquoise waters, or book a family vacation for the kids - all at incredible prices.
SkiftX: This year, the United Arab Emirates was one of the first countries to accept tour groups from mainland China. Will the return of this important traveler change Abu Dhabi's marketing focus?
Yusuf: China is considered one of Abu Dhabi's most important markets and we have been actively preparing to welcome more and more visitors once travel restrictions are lifted. We saw a huge increase in order activity in the China market with almost 20 times more orders compared to last year. We are optimistic that the overall visitor numbers from China will return to 2019 levels soon.
Abu Dhabi is fully committed to restoring the Chinese market through local events, campaigns, partnerships and industry events. To achieve this, DCT conducted sales events in Shanghai, Beijing and Guangzhou with key Abu Dhabi stakeholders including the Abu Dhabi Convention Bureau, Etihad Airways and Miral, who manage Abu Dhabi's portfolio of exciting experiences and attractions. dobi More than 200 travel agents and travel partners took part in this event.
In addition, Abu Dhabi's social engagement on platforms such as WeChat, Weibo and Douyin have helped raise awareness of the Chinese public and position Abu Dhabi as a top holiday destination for Chinese tourists. The platform will play a key role in a campaign next summer targeting Chinese tourists and encouraging them to visit Abu Dhabi during the peak tourist season once travel has resumed.
SkiftX: What attractions and family experiences are there in Abu Dhabi?
Yusuf: Abu Dhabi caters to families with a variety of age-appropriate attractions and experiences catering to a wide range of interests. Children and adults alike can explore educational and interactive exhibits at the Louvre Abu Dhabi Children's Museum or take part in hands-on science experiments at the Al Mahara Education Centre. The National Aquarium, the largest aquarium in the Middle East, offers exhilarating journeys through different aquatic environments and offers unforgettable experiences for the whole family. For adrenaline-pumping fun, Al Kana's Adrenark Adventure features exhilarating indoor obstacles that test both physical and mental abilities, making it a great family activity.
For more family fun, head to the Yas Island theme parks, including Yas Waterworld, Warner Bros. World Abu Dhabi, and Ferrari World Abu Dhabi, which offer exciting attractions and entertainment for all ages. The city also has many family-friendly hotels and resorts with dedicated kids' clubs, ensuring an unforgettable vacation for everyone.
SkiftX: How has this campaign helped Abu Dhabi remain a priority for tourists in an increasingly competitive regional market?
Yusuf: The region is becoming increasingly competitive and we recognize the need to showcase what makes Abu Dhabi unique and distinctive. Our goal is to provide visitors with a variety of attractions and experiences that are strategically located and accessible all year round.
With the One Summer Is Not Enough campaign, we are challenging misconceptions about Abu Dhabi during the summer and changing the emirate's position as a year-round tourist and cultural destination. Our goal is to educate potential visitors about the many things to do in Abu Dhabi besides sights, attractions, hotels and restaurants.
Our company was built on the understanding that today's travelers are looking for authentic, immersive experiences that allow them to forge deep connections with the places they visit. They want a mix of cultural exploration, relaxation and adventure, and are always on the lookout for places to suit their changing tastes.
To provide a more authentic and inclusive Abu Dhabi experience, we offer diverse and seamlessly connected experiences, appealing to various demographics. Our 360 degree campaign will be distributed and promoted in 12 key markets with impactful video and dynamic visuals across social, digital, PR, outdoor and print media.
With so many experiences and one-of-a-kind summer offers, there's never been a better time to explore Abu Dhabi. Travelers from around the world can start planning their unforgettable adventures today and see why one summer in this exciting emirate isn't enough.
This content was created in collaboration with Abu Dhabi and Skift's own content studio, SkiftX .
