Vision in motion
In 2023, we delivered on our cultural and tourism plans with ever-greater momentum and impact. It was a year where our vision transformed into motion, as we continued to promote, protect, and progress Abu Dhabi as a destination for all, and ensure that culture is at the heart of all we do.
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Vision in motion
Collectively, we continue to advance our ambitious cultural, social, and economic goals at local, regional, and global levels – to elevate Abu Dhabi as a cultural and tourism destination, enrich the visitor experience, and improve quality of life for residents. Thank you to everyone for being part of our journey.
Building momentum together
At the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), the power of re-stating our purpose — our 'why' — has enabled us to deliver on our vision in 2023, helping us to ignite collaboration and momentum. That ‘why’ is our promise to enrich lives in Abu Dhabi and beyond, creating long-term, sustainable transformation across the emirate’s culture and tourism sectors.
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Undersecretary
Department of Culture and Tourism - Abu Dhabi
This past year has been a testament to the incredible progress we've made while fulfilling this purpose, fuelled by the dedication and collective efforts of our teams and partners. The collaborative spirit we have championed across every aspect of our endeavours has once again proven its value, reinforcing our belief that we can build and achieve much more when we work together as one team.
We are The Department of Culture and Tourism Abu Dhabi
We enrich people’s lives by Sharing Abu Dhabi with the world. Promoting, protecting and progressing Abu Dhabi with culture and tourism at the heart of everything we do. Visionary and sustainably driven – collaborating to succeed.
Culture Sector
Abu Dhabi is a thriving cultural centre that engages its diverse audience of residents and tourists in the United Arab Emirates' rich cultural heritage and inspires artistic expression. The Department of Culture and Tourism - Abu Dhabi's policies, museums, cultural sites and landscapes, programming and initiatives offer enriching insights into the emirate's history and heritage. It also develops the narratives and collections of its museums and cultural institutions alongside an innovative and inclusive multi-disciplinary public engagement programme across the culture and creative industries.
The emirate's cultural strategy is rooted in the land of the United Arab Emirates and aims to:
- Preserve and sustain Abu Dhabi's cultural heritage.
- Increase engagement with the emirate's cultural scene
- Build and enable capacity in Abu Dhabi's culture sector.
- Stimulate creativity as a driver for education and social change
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"By fostering a vibrant cultural scene, we celebrate the UAE's heritage, embrace creativity, and further Abu Dhabi's aspirations to become a renowned cultural capital. We believe that culture is the cornerstone of a thriving society, enriching lives, fostering connection, and driving both social progress and overall prosperity."
Rita Aoun
Executive Director
Culture Sector
Culture Sector
"By fostering a vibrant cultural scene, we celebrate the UAE's heritage, embrace creativity, and further Abu Dhabi's aspirations to become a renowned cultural capital. We believe that culture is the cornerstone of a thriving society, enriching lives, fostering connection, and driving both social progress and overall prosperity."
Rita Aoun
Executive Director
Culture Sector
Advanced cultural enrichment and preservation over the past year.
3.3M
visitors to culture sites (39% Y-oY increase)
259
new licensed artisans (771 total)
85
ICH elements documented (1,203 total)
+1
ICH Emirati element inscribed on UNESCO's lists: Harees (now 15 in total)
Tourism Sector
Abu Dhabi is a destination where culture meets cutting-edge attractions and experiences.
Our tourism strategy caters to leisure and business travelers, opening up a dynamic and ever-evolving landscape and contributing to Abu Dhabi's wider global economic ambitions.
Our commitment to innovation extends beyond traditional attractions, with a focus on creating connections and creating unique experiences. From adventure and relaxation to cultural immersion, Abu Dhabi caters to every type of visitor. When it comes to business travellers, Abu Dhabi offers a wide array of state-of-the-art venues, ideal for meetings, incentives, conferences, and exhibitions (MICE).
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"In 2023 we not only regained momentum, we fulfilled our mandate to enrich people's lives through sharing Abu Dhabi - harnessing the power of strategic partnerships and collaborations through engaging our industry stakeholders at every level, locally and globally. We witnessed the tangible impact of increased numbers of visitors, bolstered by our rich blend of cultural and entertainment events and attractions, enhanced hospitality offering, growing culinary scene, as well as our compelling MICE proposition. It was also a landmark year for eco-friendly initiatives which will enable a sustainable future for both the sector and Abu Dhabi."
H.E. Saleh Mohamed Al Geziry
Director General
Tourism
Tourism Sector
"In 2023 we not only regained momentum, we fulfilled our mandate to enrich people's lives through sharing Abu Dhabi - harnessing the power of strategic partnerships and collaborations through engaging our industry stakeholders at every level, locally and globally. We witnessed the tangible impact of increased numbers of visitors, bolstered by our rich blend of cultural and entertainment events and attractions, enhanced hospitality offering, growing culinary scene, as well as our compelling MICE proposition. It was also a landmark year for eco-friendly initiatives which will enable a sustainable future for both the sector and Abu Dhabi."
H.E. Saleh Mohamed Al Geziry
Director General
Tourism
Achieved significant growth and drove innovation in tourism this past year.
24M
Total visitors to Abu Dhabi
27%
Increase in hotel guests
54%
Increase in international guests
1.5M
Attendees at entertainment events
22%
Increase in hotel revenue
960K
MICE delegates (44% increase in business events)
Strategic Affairs
Strategic planning is a key element for DCT Abu Dhabi's future growth and impact. We leverage data and analysis to identify challenges and strengths, capitalising on opportunities that bring us closer to our ambitious goals. This data-driven approach informs our goal setting, implementation process, and performance measurement. In recognition of our proactive approach, DCT Abu Dhabi and the Strategic Affairs Sector received recognition for crisis preparedness in 2023.
This paved the way for UN certifications in destination management excellence. Our commitment to continuous improvement is reflected in initiatives like the Mystery Shopper program and customer satisfaction surveys. These efforts have resulted in a rise in hotel guest stays and food and beverage revenue growth in Abu Dhabi. Additionally, DCT Abu Dhabi was awarded a certificate of excellence for cultural and tourism destination management, reflecting the ongoing pursuit of excellence.
This paved the way for UN certifications in destination management excellence. Our commitment to continuous improvement is reflected in initiatives like the Mystery Shopper program and customer satisfaction surveys. These efforts have resulted in a rise in hotel guest stays and food and beverage revenue growth in Abu Dhabi. Additionally, DCT Abu Dhabi was awarded a certificate of excellence for cultural and tourism destination management, reflecting the ongoing pursuit of excellence.
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Executive Director
Strategic Affairs
"The Strategic Affairs Sector has elevated our professional environment, enabling data-driven decisions that ensure we are capable of overcoming challenges while also leveraging new opportunities. Beyond strategic planning, we strengthen well-established partnerships with our stakeholders to ensure coherence and synergy as we develop plans and initiatives that deliver impact. Our approach requires cooperation at every level of the ecosystem and effective coordination with all our partners, to enhance Abu Dhabi as a leading cultural and tourism destination. Our strategic partnerships are the cornerstone of the Department's regional and international success, as we build and empower a sustainably driven future for the emirate."
Marketing and Communications
The Strategic Marketing & Communications (SM&C) team has built on the foundations set in the previous year. Data-driven decision-making informed all SM&C activity, from concept to campaign.
The power of collaboration saw us align to ensure a cohesive brand voice that meets the needs of all stakeholders. With enhanced creativity, the marketing team developed innovative and exciting campaign stories that resonate with a wide range of audiences.
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'With more campaigns reaching more markets, we raised the bar with human-led storytelling that created memorable and lasting impact. Through elevated influence and brand collaborations, we built on the foundations set in the previous two years and went to a new level in terms of campaigns and market penetration. With the Experience Abu Dhabi engine powering our marketing communications, we leveraged data insights to craft compelling, unified stories for the destination, alongside our partners. This was a year where we delivered impactful results and ignited momentum for continued growth. In addition, we also continued to position DCT Abu Dhabi as a business partner and employer of choice.'
H.E. Nouf Mohamed Al Boushelaibi
Executive Director
Strategic Marketing & Communications Sector
Marketing and Communications
'With more campaigns reaching more markets, we raised the bar with human-led storytelling that created memorable and lasting impact. Through elevated influence and brand collaborations, we built on the foundations set in the previous two years and went to a new level in terms of campaigns and market penetration. With the Experience Abu Dhabi engine powering our marketing communications, we leveraged data insights to craft compelling, unified stories for the destination, alongside our partners. This was a year where we delivered impactful results and ignited momentum for continued growth. In addition, we also continued to position DCT Abu Dhabi as a business partner and employer of choice.'
H.E. Nouf Mohamed Al Boushelaibi
Executive Director
Strategic Marketing & Communications Sector
Enhanced our outreach and engagement through strategic marketing efforts.
82%
Destination awareness across tier 1 markets (Q4'23 vs 80% in Q4'22)
27
Tier 1 + Tier 2 Markets (+17 from 2022)
3
Regional celebrity collaborations
#1
Travel destination on TikTok
Support Services
The Support Services Sector enables business growth across all teams, providing solutions that enable DCT Abu Dhabi to maintain the highest standards.
The sector's teams comprise human resources, finance, IT support and other departmental elements to strengthen collaboration both internally and with our stakeholders. The impact of the Support Service Sector ensures a beneficial work environment for DCT Abu Dhabi employees, also facilitating talent development and capacity building.
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'In response to DCT Abu Dhabi's remarkable growth and prosperity, we have developed and implemented an effective model for providing services that enable sustainable growth. The sector has succeeded in completing the next phase of a plan to activate seamless digital services, and is committed to providing more value at a lower cost, with an operating model developed with three top priorities in mind: individuals as a key enabler of growth; financial sustainability through transformational enablement; and operational efficiency.'
H.E. Adnan Al Awadhi
Executive Director
Support Services
Support Services
'In response to DCT Abu Dhabi's remarkable growth and prosperity, we have developed and implemented an effective model for providing services that enable sustainable growth. The sector has succeeded in completing the next phase of a plan to activate seamless digital services, and is committed to providing more value at a lower cost, with an operating model developed with three top priorities in mind: individuals as a key enabler of growth; financial sustainability through transformational enablement; and operational efficiency.'
H.E. Adnan Al Awadhi
Executive Director
Support Services
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Optimised support services to bolster our core operations in 2023, preparing us for the following years to come.
AD Gaming
577
Jobs (+91% from 2022)
89
Companies (+56% from 2022)
Empowering the business
91.2%
Mystery shopper score
579
DCT staff volunteers (2,386 volunteering hours)
© 2024 DCT. All rights reserved.
Vision in motion
Vision in motion
In 2023, we delivered on our cultural and tourism plans with ever-greater momentum and impact. It was a year where our vision transformed into motion, as we continued to promote, protect, and progress Abu Dhabi as a destination for all, and ensure that culture is at the heart of all we do.
Collectively, we continue to advance our ambitious cultural, social, and economic goals at local, regional, and global levels – to elevate Abu Dhabi as a cultural and tourism destination, enrich the visitor experience, and improve quality of life for residents. Thank you to everyone for being part of our journey.
As we continue to see our vision in motion across Abu Dhabi, Al Ain, and Al Dhafra, two moments that encapsulated 2023 were the inauguration of a new visitor centre on Sir Bani Yas Island and the reopening of Delma Island’s museum. A former merchant’s home, Delma Museum pays tribute to our ancestors and the era of pearl trading – a pillar of our maritime legacy.
Visitors to Sir Bani Yas Island’s archaeological sites can discover life as it was in the Neolithic Period (8000-4000 BCE), when the area was used as a shelter for seafarers and traders. It brings to life thousands of years of history, grounding us in our endeavours to build, grow, and sustainably innovate as a globally recognized destination for culture and tourism.
That legacy lives on, as we utilize our cultural DNA by sharing the traditions, customs, and crafts that constitute Abu Dhabi’s unique heritage. In 2023, this included an emphasis on modern heritage. In July, we announced the immediate protection of more than 60 modern heritage sites, from the Cultural Foundation in Abu Dhabi to the old gold souk in Al Ain.
We also celebrated UNESCO’s inscription of the know-how, skills, and practices involved in Harees – the region’s traditional meal of wheat grain, meat, and ghee – on its Representative List of the Cultural Heritage of Humanity.
Emirati culture is not merely to be protected and preserved but a living identity that we share with the world, with our cultural and tourism experiences increasingly interconnected. Major successes in 2023 included the inaugural Manar Abu Dhabi light art exhibition, the launch of the Public Art Abu Dhabi initiative, and the opening of the Abrahamic Family House.
We welcomed 1.5 million people to a wide range of our events and initiatives, establishing Abu Dhabi as a year-round entertainment hub. This included shows by international comedians, stadium-filling concerts, and moments in the global sporting calendar, which were broadcast to the world.
Our rapidly growing business events sector saw a robust 44% increase in the number of Meetings, Incentives, Conferences, and Events (MICE) gatherings and a 50% increase in MICE visitors. This was enabled by our Abu Dhabi Convention and Exhibition Bureau team through touchpoints including the Abu Dhabi Business Events Forum and Abu Dhabi Travel & Tourism Week.
We continued to actively promote the beautiful Arabic language at home and abroad, with our Abu Dhabi Arabic Language Centre hosting vibrant book fairs and festivals, and awarding prestigious literary prizes. In 2023, the growing events featured dedicated spaces for youth, with increased sales and readership.
Thanks to the collective determination and ambition of our employees and stakeholders, we are collaborating to ensure our future success with one goal: to protect, promote, and progress Abu Dhabi’s culture and tourism sectors.
Together, let’s keep the momentum of our 2023 success alive as we embrace our ambitious strategies towards a sustainable future, for next year and beyond. Our vision to enrich lives is just the beginning - collectively we will thrive.
H.E. Mohamed Khalifa Al MubarakChairmanDepartment of Culture and Tourism - Abu Dhabi
In 2023, we delivered on our cultural and tourism plans with ever-greater momentum and impact. It was a year where our vision transformed into motion, as we continued to promote, protect, and progress Abu Dhabi as a destination for all, and ensure that culture is at the heart of all we do.
Collectively, we continue to advance our ambitious cultural, social, and economic goals at local, regional, and global levels – to elevate Abu Dhabi as a cultural and tourism destination, enrich the visitor experience, and improve quality of life for residents. Thank you to everyone for being part of our journey.
As we continue to see our vision in motion across Abu Dhabi, Al Ain, and Al Dhafra, two moments that encapsulated 2023 were the inauguration of a new visitor centre on Sir Bani Yas Island and the reopening of Delma Island’s museum. A former merchant’s home, Delma Museum pays tribute to our ancestors and the era of pearl trading – a pillar of our maritime legacy.
Visitors to Sir Bani Yas Island’s archaeological sites can discover life as it was in the Neolithic Period (8000-4000 BCE), when the area was used as a shelter for seafarers and traders. It brings to life thousands of years of history, grounding us in our endeavours to build, grow, and sustainably innovate as a globally recognized destination for culture and tourism.
That legacy lives on, as we utilize our cultural DNA by sharing the traditions, customs, and crafts that constitute Abu Dhabi’s unique heritage. In 2023, this included an emphasis on modern heritage. In July, we announced the immediate protection of more than 60 modern heritage sites, from the Cultural Foundation in Abu Dhabi to the old gold souk in Al Ain.
We also celebrated UNESCO’s inscription of the know-how, skills, and practices involved in Harees – the region’s traditional meal of wheat grain, meat, and ghee – on its Representative List of the Cultural Heritage of Humanity.
Emirati culture is not merely to be protected and preserved but a living identity that we share with the world, with our cultural and tourism experiences increasingly interconnected. Major successes in 2023 included the inaugural Manar Abu Dhabi light art exhibition, the launch of the Public Art Abu Dhabi initiative, and the opening of the Abrahamic Family House.
We welcomed 1.5 million people to a wide range of our events and initiatives, establishing Abu Dhabi as a year-round entertainment hub. This included shows by international comedians, stadium-filling concerts, and moments in the global sporting calendar, which were broadcast to the world.
Our rapidly growing business events sector saw a robust 44% increase in the number of Meetings, Incentives, Conferences, and Events (MICE) gatherings and a 50% increase in MICE visitors. This was enabled by our Abu Dhabi Convention and Exhibition Bureau team through touchpoints including the Abu Dhabi Business Events Forum and Abu Dhabi Travel & Tourism Week.
We continued to actively promote the beautiful Arabic language at home and abroad, with our Abu Dhabi Arabic Language Centre hosting vibrant book fairs and festivals, and awarding prestigious literary prizes. In 2023, the growing events featured dedicated spaces for youth, with increased sales and readership.
Thanks to the collective determination and ambition of our employees and stakeholders, we are collaborating to ensure our future success with one goal: to protect, promote, and progress Abu Dhabi’s culture and tourism sectors.
Together, let’s keep the momentum of our 2023 success alive as we embrace our ambitious strategies towards a sustainable future, for next year and beyond. Our vision to enrich lives is just the beginning - collectively we will thrive.
H.E. Mohamed Khalifa Al MubarakChairmanDepartment of Culture and Tourism - Abu Dhabi
Building momentum together
Building momentum together
At the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), the power of re-stating our purpose — our 'why' — has enabled us to deliver on our vision in 2023, helping us to ignite collaboration and momentum. That ‘why’ is our promise to enrich lives in Abu Dhabi and beyond, creating long-term, sustainable transformation across the emirate’s culture and tourism sectors.
This past year has been a testament to the incredible progress we've made while fulfilling this purpose, fuelled by the dedication and collective efforts of our teams and partners. The collaborative spirit we have championed across every aspect of our endeavours has once again proven its value, reinforcing our belief that we can build and achieve much more when we work together as one team.
To set us on a path to excellence over the past year, we have refined our operational approaches and enhanced the synergy between our teams and processes – integral changes that have meant we are able to keep the engine of progress turning smoothly and stronger than ever. This ongoing optimisation is a continuous journey, with key learnings evident in how we have seamlessly executed our festivals, events, and new projects. The annual report highlights the results of these efforts, showcasing how we continue to thrive collaboratively and encourage employees to bring their brilliance.
The amazing work we’ve been doing would not be possible without a strong framework to guide us. That’s where the implementation of robust strategies and innovative policies come in, enabling DCT Abu Dhabi to embrace new levels of transparency and openness across every level of our enterprise.
We have become even more accessible through our organization-wide town halls and our public events held throughout the year, fostering deeper engagement within DCT Abu Dhabi and in the Abu Dhabi community at large.
The past year has been one where we delivered on our bold and ambitious goals at every step of the way. By drawing on our incredible pool of talent and our collective spirit of innovation, we've witnessed real, sustainable growth that benefits not only visitors to the emirate but also the residents of Abu Dhabi.
One of the highlights of 2023 was the inaugural Abu Dhabi Travel & Tourism Week, featuring the City Tourism Briefing that unified various entities within the sector. Additionally, the first Emirati Hospitality Ambassadors Forum provided a valuable platform for convening the UAE’s emerging tourism talent shaping the future of our industry.
Achievements across 2023 included the return of events such as the Maritime Heritage Festival, which spotlighted the UAE’s unique seafaring heritage; the MOTN Festival, a celebration of music and family; and the Sheikh Zayed Festival, one of the largest heritage events in the emirate. Moreover, we launched the visionary Culinary Investment Fund to spark innovation, creativity, and evolution in Abu Dhabi’s gastronomic scene.
These have been complemented by data-driven marketing campaigns, the signing on of global celebrity ambassadors, and strategic partnerships with high-profile IPs such as Manchester City and UFC. Each of these initiatives has contributed significantly to our mission, enhancing our cultural and tourism landscape.
Our journey has not been without its challenges, but DCT Abu Dhabi has adopted smart and agile strategies to continue our forward momentum. We are immensely grateful to our staff, partners, and suppliers for their steadfast support on this journey.
I extend my heartfelt thanks to everyone within DCT Abu Dhabi and to our partners and stakeholders for their commitment and dedication to working in unison. Their collective contributions have been essential to our many successes so far, and we could not have reached this point without that commitment and determination.
This Annual Report serves as a foundational blueprint for our future endeavours. It inspires us to think creatively and expand our window of possibility as we plan for future growth.
As we look to the future, we are excited about the possibilities that await us. With a strategic vision and a commitment to excellence, we are poised to continue driving Abu Dhabi's culture and tourism sectors to new heights, ensuring a vibrant and dynamic destination for years to come.
Thank you.
H.E. Saood Abdulaziz Al HosaniUndersecretaryDepartment of Culture and Tourism - Abu Dhabi
At the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), the power of re-stating our purpose — our 'why' — has enabled us to deliver on our vision in 2023, helping us to ignite collaboration and momentum. That ‘why’ is our promise to enrich lives in Abu Dhabi and beyond, creating long-term, sustainable transformation across the emirate’s culture and tourism sectors.
This past year has been a testament to the incredible progress we've made while fulfilling this purpose, fuelled by the dedication and collective efforts of our teams and partners. The collaborative spirit we have championed across every aspect of our endeavours has once again proven its value, reinforcing our belief that we can build and achieve much more when we work together as one team.
To set us on a path to excellence over the past year, we have refined our operational approaches and enhanced the synergy between our teams and processes – integral changes that have meant we are able to keep the engine of progress turning smoothly and stronger than ever. This ongoing optimisation is a continuous journey, with key learnings evident in how we have seamlessly executed our festivals, events, and new projects. The annual report highlights the results of these efforts, showcasing how we continue to thrive collaboratively and encourage employees to bring their brilliance.
The amazing work we’ve been doing would not be possible without a strong framework to guide us. That’s where the implementation of robust strategies and innovative policies come in, enabling DCT Abu Dhabi to embrace new levels of transparency and openness across every level of our enterprise.
We have become even more accessible through our organization-wide town halls and our public events held throughout the year, fostering deeper engagement within DCT Abu Dhabi and in the Abu Dhabi community at large.
The past year has been one where we delivered on our bold and ambitious goals at every step of the way. By drawing on our incredible pool of talent and our collective spirit of innovation, we've witnessed real, sustainable growth that benefits not only visitors to the emirate but also the residents of Abu Dhabi.
One of the highlights of 2023 was the inaugural Abu Dhabi Travel & Tourism Week, featuring the City Tourism Briefing that unified various entities within the sector. Additionally, the first Emirati Hospitality Ambassadors Forum provided a valuable platform for convening the UAE’s emerging tourism talent shaping the future of our industry.
Achievements across 2023 included the return of events such as the Maritime Heritage Festival, which spotlighted the UAE’s unique seafaring heritage; the MOTN Festival, a celebration of music and family; and the Sheikh Zayed Festival, one of the largest heritage events in the emirate. Moreover, we launched the visionary Culinary Investment Fund to spark innovation, creativity, and evolution in Abu Dhabi’s gastronomic scene.
These have been complemented by data-driven marketing campaigns, the signing on of global celebrity ambassadors, and strategic partnerships with high-profile IPs such as Manchester City and UFC. Each of these initiatives has contributed significantly to our mission, enhancing our cultural and tourism landscape.
Our journey has not been without its challenges, but DCT Abu Dhabi has adopted smart and agile strategies to continue our forward momentum. We are immensely grateful to our staff, partners, and suppliers for their steadfast support on this journey.
I extend my heartfelt thanks to everyone within DCT Abu Dhabi and to our partners and stakeholders for their commitment and dedication to working in unison. Their collective contributions have been essential to our many successes so far, and we could not have reached this point without that commitment and determination.
This Annual Report serves as a foundational blueprint for our future endeavours. It inspires us to think creatively and expand our window of possibility as we plan for future growth.
As we look to the future, we are excited about the possibilities that await us. With a strategic vision and a commitment to excellence, we are poised to continue driving Abu Dhabi's culture and tourism sectors to new heights, ensuring a vibrant and dynamic destination for years to come.
Thank you.
H.E. Saood Abdulaziz Al HosaniUndersecretaryDepartment of Culture and Tourism - Abu Dhabi