Strategy

We have developed a five-year strategic plan to establish, guide and deliver a blueprint which shapes our objectives and activities to 2021. The objectives focus on strategic initiatives for the tourism and culture sectors which share a common vision and aspiration.

Our role is aligned with the strategic blueprints of the Abu Dhabi Economic Vision 2030 and Abu Dhabi Plan that guide the emirate to achieve a secure and confident society, underpinned by a competitive, sustainable and globally open economy reflecting the vision and legacy of the UAE Founder, Sheikh Zayed bin Sultan Al Nahyan.

The strategy identifies five tourism and three culture strategic objectives which better align the common vision and aspiration of Abu Dhabi’s tourism and culture sectors to drive us toward shared goals and clear, ambitious targets that fulfil our mandate and national aspirations, namely:

Economic Diversification: Stimulate growth by building an attractive, distinct tourism destination
Social Development: Nurture a cultured community that preserves authentic heritage and values

Abu Dhabi’s tourism and cultural visions highlight and leverage the Emirate’s unique value propositions:

The inspiring destination for cultural authenticity, diverse natural offerings, dynamic family-leisure entertainment and ambitious business opportunities
A thriving cultural hub that engages residents and tourists by highlighting the UAE’s rich national heritage and bringing in the best of global art, museums and music

For tourism, our aspirations are to deliver a holistic tourism strategy leading to 4% GDP contribution by 2021 by:

Boosting visitor numbers, spend and average length of stay
Stimulating market demand
Inspiring stakeholder and private sector engagement
Optimising marketing through targeted delivery
Exerting influence through excellence, leadership and cooperation

We will focus on five strategic objectives to unlock tourism's economic development potential and achieve the following by 2021:

Segment Strategy: Leisure and business tourism focus in prioritised source markets
Product Strategy: Cultivate compelling reasons to visit, more places to stay, and more things to do
Stakeholder Strategy: Stimulate industry participation and expansion to drive sector growth and employment
Marketing Strategy: Focus marketing effort in areas with greatest market growth opportunity
Infrastructure & Enablers Strategy: Actively contribute to and canvas relevant entities to increase access, to facilitate ease of entry and improve standards

4% non-oil GDP contribution
8.5million visitors
Increase average spend by 25-30%
sustain domestic and international average length of stay targets of 2.3 and 3.3 days respectively

For the culture sector, our aspirations are to deliver an integrated culture strategy which will create a sustainable cultural ecosystem, increase understanding and boost participation by 2021 by:

Safeguarding tangible and intangible cultural assets
Empowering civil society through education and professional development
Inspiring and delivering vibrant cultural programmes

We will focus on three strategic objectives which provide a platform to maximise social development through the Emirate’s tangible and intangible cultural assets.

Strategy to Preserve and Protect Cultural Heritage: Define and develop the cultural archetypes of the Emirate as a regional differentiator
Strategy to Strengthen National Pride and Cultural Awareness: Develop programmes and activities to boost understanding, attract investment and broaden interest in the Emirate’s cultural assets
Strategy to Increase Engagement with the Emirate’s Cultural Scene: Stimulate public participation and asset utilisation

Strategy to Preserve and Protect Cultural Heritage: Define and develop the cultural archetypes of the Emirate as a regional differentiator