Abu Dhabi unveils ambitious tourism strategy for 2030

Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi, has approved the emirate’s new Tourism Strategy 2030, which aims to increase visitor numbers to 39.3m by 2030, up from nearly 24m in 2023. It is also expected to boost the tourism sector’s GDP contribution from AED49bn in 2023 to AED90bn annually by 2030. The strategy, led by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), is also expected to create 178,000 new jobs and nearly double international overnight visitors to 7.2m. H.E. Mohamed Khalifa Al Mubarak, chairman of DCT Abu Dhabi, said: “The Tourism Strategy 2030 marks a pivotal moment in Abu Dhabi’s transformative journey…Through carefully crafted initiatives that will unlock economic opportunities, amplify our distinctive culture and enhance the emirate’s value proposition, we are laying the foundation for a vibrant and prosperous future.” The strategy includes 26 initiatives across four strategic pillars: Offering and City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing, and Regulations. These initiatives involve enhancing cultural sites, theme parks, retail offerings, hotel chains, and the dining landscape, as well as doubling promotion and marketing efforts, increasing hotel room availability, and streamlining visa and licensing processes. The increase in hotel guests and international visitors last year was driven by arrivals from key markets and a vibrant events calendar, including over 150 events, cultural festivals, and art exhibitions, as well as a 44% increase in MICE events.