Inside Abu Dhabi’s new ‘One Summer Isn’t Enough’ campaign

As the Middle East’s status as a global travel hub continues to grow, destinations in the region are thinking creatively about how to attract visitors year-round.This becomes increasingly important as travel patterns shift—whether due to mixed travel or work anywhere Phenomenon.

Abu Dhabi is embracing this trend with its ‘One Summer Is Not Enough’ campaign, showcasing the wealth of experiences the destination has to offer, even in the off-season.

SkiftX spoke to Abdulla Yousuf, Director of International Operations, Department of Culture and Tourism Abu Dhabi (DCT Abu Dhabi), about the strategic goals of the new event in Abu Dhabi, the marketing strategy the event is deploying, and ways to experience the event. Visit by car.

SkiftX: This is the second year that Abu Dhabi has highlighted its summer offerings with a dedicated marketing campaign. What is the reasoning behind this strategic focus?

Abdullah Yusuf: Given With a wide range of unforgettable experiences developing across Abu Dhabi, now is the ideal time to highlight a variety of attractions – accessible to all types of travelers – all seamlessly connected and open throughout the summer.

The 360° marketing campaign was launched in 12 markets including Europe, China, India, the US, Israel and the Gulf Cooperation Council (GCC) countries: Saudi Arabia, Kuwait, UAE, Qatar, Bahrain and Oman. It is aimed at regional and international travelers looking for engaging and authentic experiences. We want them 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 rejuvenates.

Travelers can immerse themselves in Abu Dhabi’s rich history and culture and explore its 23 fascinating attractions – including the iconic Louvre Abu Dhabi, the presidential palace Qasr Al Watan and the city’s oldest standing building, Qasr Al Watan Al Hosn – and discover its fascinating story of fascination.

Alternatively, those seeking adventure 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 head to the private and secluded desert island getaway of Nurai Island, just a 15-minute boat ride away, or enjoy a once-in-a-lifetime meal at one of Abu Dhabi’s most recent Michelin-starred restaurants.

SkiftX: As travel patterns shift, how is Abu Dhabi adapting its marketing strategy?

Yusuf: Travelers across the globe 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 our newly launched Destination Campaign, which focuses not only on promoting Abu Dhabi to those who have not yet been to the destination, but also on promoting Abu Dhabi to those who have been, encouraging them to revisit to experience More destinations.

With unbelievable promotions and offers, we offer great value for your stay in Abu Dhabi. Travelers can take advantage of exclusive limited-time offers that allow them to “stay more and pay less” when booking four to seven night trips. Available from May 1 to September 30, travelers can choose to vacation in the city, choose a gorgeous resort surrounded by turquoise waters, or book a family vacation for the kids—all at great value.

SkiftX: The UAE is one of the first countries approved to receive outbound tour groups from mainland China this year. Has the return of this important traveler affected Abu Dhabi’s marketing priorities?

Yusuf: China is considered one of Abu Dhabi’s key source markets and we have been actively preparing to welcome back an increasing number of tourists as travel restrictions ease. We have witnessed a significant increase in booking activity in the China market, with bookings nearly 20 times higher than last year. We are optimistic that total tourist arrivals from China will soon recover to 2019 figures.

Abu Dhabi is fully committed to bouncing back in the Chinese market through various local events, events, partnerships and industry events. To achieve this, DCT organized sales events in Shanghai, Beijing and Guangzhou, inviting the participation of key Abu Dhabi stakeholders including Abu Dhabi Convention Bureau, Etihad Airways and Diverse Immersive Experiences in Abu And the sights of Miral Dhabi. More than 200 travel agencies and tourism partners are also participating in these events.

Additionally, Abu Dhabi’s social presence on various platforms such as WeChat, Weibo and Douyin has been helping to raise awareness among Chinese audiences and positioning Abu Dhabi as a preferred leisure destination for Chinese tourists. These platforms will play a vital role in the upcoming summer campaign, which will target Chinese tourists and encourage them to visit Abu Dhabi during the peak holiday period after tourism reopens.

SkiftX: What are some family-friendly attractions and experiences in Abu Dhabi?

Yusuf: Abu Dhabi has a variety of attractions and experiences for all ages, catering to different interests and catering to families. Children and adults can explore educational and interactive exhibits at the Children’s Museum inside Louvre Abu Dhabi, or engage in hands-on science experiments at the Al Mahara Education Centre. The National Aquarium, the largest aquarium in the Middle East, offers immersive journeys through diverse aquatic environments, providing an unforgettable experience for the whole family. For adrenaline-fueled fun, Adrenark Adventure in Al Qana offers an exciting indoor obstacle course that challenges physical and mental skills and is a great family activity.

Yas Island theme parks offer more family fun, including Yas Waterworld, Warner Bros. World Abu Dhabi and Ferrari World Abu Dhabi, offering thrill rides and entertainment for all ages. The city also has plenty of family-friendly hotels and resorts, with dedicated kids’ clubs, ensuring everyone has a memorable time.

SkiftX: How does this campaign help Abu Dhabi remain a top choice for travelers in an increasingly competitive regional market?

Yusuf: Competition in the region is increasing and we recognize the need to showcase what makes Abu Dhabi unique. Our goal is to offer visitors a wide variety of attractions and experiences that are conveniently located and accessible year-round.

Through our ‘One Summer Is Not Enough’ campaign, we are challenging misconceptions about Abu Dhabi in summer and repositioning the emirate as a year-round cultural and tourist destination. In addition to the famous landmarks, attractions, hotels and restaurants, our goal is to educate potential tourists about the wealth of activities to enjoy in Abu Dhabi.

Our activities are based on the understanding that the modern traveler seeks authentic, immersive experiences that enable them to form a deep connection with the destinations they visit. They crave a combination of cultural exploration, relaxation and adventure, and are always looking for destinations that satisfy their ever-changing preferences.

To provide a more authentic and immersive view of Abu Dhabi, we showcased a diverse and seamless experience that appealed to a wide range of people. Our 360-degree campaigns are shared across 12 key markets and communicated through immersive video and motion graphics on social, digital, PR, outdoor and print.

With its diverse experiences and unbeatable summer deals, there’s never been a better time to explore Abu Dhabi. Travelers around the world can start planning their unforgettable adventures today and learn why one summer isn’t enough in this fascinating emirate.

This content was collaboratively created by Abu Dhabi and Skift’s branded content studio, Shift X.