This latest move is part of Abu Dhabi’s Tourism Strategy for 2030. Launched two years ago, the strategy aims to increase international visitors to 39.3 million in 2030, up from 24 million in 2023.
The UK is one of Abu Dhabi’s key markets seeing year-on-year growth, up 12%, while India remains the number one market, up last year by 40% and 20% in 2025.
The emirate has reported 4.4 million hotel guests for 2025, achieving occupancy rates of over 75% for each month of the year (excluding March), including the traditionally quieter months of May, June, July, August and September, when temperatures soar above 40°C .
The DCT credit these results to the consistent promotion of its indoor attractions, great-value 'Stay and Play' theme park deals and vibrant calendar of live events, alongside the success of the Etihad Airways stopover programme, which provides long-haul travellers reasons to extend their stay.
Several major cultural attractions scheduled to open over the next year anticipate to boost numbers further. These are located within the Saadiyat District, the capital’s cultural centre currently in the spotlight at WTM London 2025.
Joining the highly acclaimed Louvre Abi Dhabi and TeamLab, the National History Museum will welcome visitors from 22 November 2025, followed by the anticipated Zayed National Museum, opening on 3 December 2025.
The Guggenheim Abu Dhabi is expected to join the district’s lineup in 2026.
Hussain Ali Al Hasmi, director of visitor experiences at the Louvre Abu Dhabi, said: “Our vision brings together culture, art and faith in one destination. Visitors can spend an entire day exploring, from the prehistoric exhibitions at the National History Museum to the Louvre, which already showcases over 6,000 artworks.”
According to the DCT, a key driver for European markets is authentic cultural offerings, with three in ten leisure visitors to Abu Dhabi interested in experiencing culture and heritage.
Abdulla Yousef, the department’s director of international operations said: “We have the privilege to be custodians of UAE culture and identity in everything we do – including launching products, introducing visitor experiences and campaigns.”
One of Abu Dhabi’s upcoming campaigns will focus on Ramadam, combating misperceptions and welcoming visitors to experience Emirati culture. Ramadan falls in March – the only month to fall below 75% occupancy.
“For us, the way we want to celebrate Ramadan is the way you celebrate Christmas, in terms of the festivity that Ramadan brings," Yousef said.
“In addition to business as usual, you’ll get to experience fasting, join in a community where people fast, experience iftar and suhoor and different traditional games."
