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Now that pandemic-era travel restrictions have been lifted, Abu Dhabi is preparing to compete on a larger scale globally. The new ‘Experience Abu Dhabi: Find Your Pace’ campaign aims to capitalize on growing demand for travel by highlighting the unique and diverse experiences the destination has to offer.
Abu Dhabi Department of Culture and Tourism
Abu Dhabi recently announced the removal of all Covid-19 testing requirements, inviting tourists to explore everything the destination has to offer without registering their vaccination status prior to arrival. In addition, tourists no longer need to present a “green pass” on the Al Hosn app to enter public facilities and attractions.
With the lifting of travel restrictions and the World Cup in Qatar bringing the region into the global spotlight, Abu Dhabi has launched a campaign to boost interest in the emirate as a comprehensive tourism destination offering immersive Its immersive cultural experiences and seamlessly connected attractions are available year-round.
To learn more about the key message of Abu Dhabi’s new ‘Experience Abu Dhabi: Find Your Step’ campaign, its creative and distribution strategy, and how it fits into Abu Dhabi’s larger brand positioning, SkiftX spoke to Abu Dhabi Abdulla Yousuf, Director of International Operations, Dhabi Department of Culture and Tourism Abu Dhabi (DCT Abu Dhabi).
SkiftX: At present, the focus of global travel is on the Middle East. Why is it important to showcase new destination marketing campaigns at this particular moment?
Abdullah Yusuf: As we see tourism in Abu Dhabi continue to grow, so do our cultural offerings, infrastructure and entertainment attractions. Our new destination campaign focuses on exciting, inspiring and rejuvenating experiences – encouraging travelers to explore Abu Dhabi at their own pace all year round.
Highlighting authentic moments through a dynamic and diverse calendar of events, the campaign showcases the seamless connection between Abu Dhabi’s unique cultural attractions, back-to-nature moments and exciting year-round experiences.
There really is something for everyone in Abu Dhabi, and now that travel restrictions have eased, there’s never been a better time to visit.
SkiftX: What are the strategic pillars of the campaign? What are the experiences associated with it?
Yusuf: The three pillars of the campaign showcase a variety of exciting, inspiring and restorative experiences.
Visitors can find cultural inspiration in different historical periods. For example, we welcome all to explore Qasr Al Hosn, a living national memorial to Abu Dhabi’s history, an 18th-century stone building in the heart of the city. It is also home to the House of Artisans, which celebrates Emirati heritage and our enduring tradition of craftsmanship. On the same day, visitors can discover inspiring art and architecture at Louvre Abu Dhabi, which is celebrating its fifth anniversary.
We highlight back-to-nature moments that restore body and mind. This includes experiences like stargazing and glamping at Jebel Hafeet Desert Park, or walking the Oasis Trail in the garden city of Al Ain. Visitors can also enjoy sun-soaked beaches on Saadiyat Island, go on safari on Sir Bani Yas Island and escape to the tranquil desert of the Empty Quarter environment.
We offer excitement for everyone throughout the year. The event highlights a variety of thrill-seeking experiences, including ATV adventures and sand surfing tours. Visitors can create memories that will last a lifetime on Yas Island, home to the world’s largest indoor theme park, Warner Bros. World Abu Dhabi. Just minutes away, thrill seekers can explore the world-famous Yas Marina F1 circuit, indoor adventures at CLYMB and a range of theme park rides at Ferrari World Abu Dhabi.
Looking ahead to 2023, music lovers will have plenty to be excited about, including performances by Andrea Bocelli, Post Malone, Imagine Dragons, Blackpink, Sting, John Legend, Kendrick Lamar and Swedish House Mafia.
SkiftX: The campaign has a new look and feel across all channels, featuring new video and graphics. Can you tell us more about these content?
Yusuf: Launched in 12 source markets, inviting visitors from around the world to explore all that Abu Dhabi has to offer, the 360-degree campaign is delivered through immersive, experience-led video, motion graphics and a bold new look and feel Promote social, digital, outdoor and print advertising in Abu Dhabi.
Abu Dhabi often conjures images of beautiful blue skies, powder-white beaches and gleaming skyscrapers, but that’s just the tip of the iceberg. This new destination campaign showcases the variety of experiences that can be enjoyed in the UAE capital 365 days a year, all within minutes of each other. In Abu Dhabi, there is always a passion for all travelers.
SkiftX: How does the new brand positioning say to your long-term vision for Abu Dhabi tourism?
Yusuf: A rapidly changing world presents many challenges for international tourism – however, we see positive signs that visitor numbers will continue to increase across multiple markets, and we have strong long-term forecasts for the future of tourism in Abu zabi.
In 2023, Abu Dhabi will have many exciting new attractions, including Sea World Abu Dhabi, the Jebel Hafeet Mountain Walk and Snow Park at Ream Island, which will be the largest indoor snow park in the world . Further afield, the Guggenheim Abu Dhabi, teamLab Phenomena and Abu Dhabi Natural History Museum are set to open in 2025.
We look forward to welcoming the world for many years to come.
Plan your trip to Abu Dhabi And discover the incredible experiences that await you.
This content was collaboratively created by Abu Dhabi and Skift’s branded content studio, Shift X.
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