Abu Dhabi‘s tourism sector has witnessed a significant surge in interest from Indian travellers, with the country emerging as the leading source market. In a conversation with ET Travel World, Abdulla Mohammad, Director of International Operations at DCT, highlighted the strategic importance of India, the targeted growth strategies in tier 2 and 3 markets, and the ambitious 2030 tourism strategy that aims to elevate Abu Dhabi as a premier global destination.
“India is not only important for UAE and Abu Dhabi specifically, but for the entire globe,” remarked Mohammad, emphasising the growing significance of India in the global travel landscape. He noted that the increase in disposable income among the Indian middle class has spurred a rise in outbound travel, with Abu Dhabi being a preferred destination for first-time international travellers.
Abu Dhabi’s proximity to India, coupled with its deep historical and trade connections, has made it a top choice for Indian tourists. “There is always this connection, and it’s not something that came up just now; it’s been years in the making,” he added.
Record growth from the Indian market
India’s contribution to Abu Dhabi’s tourism growth has been substantial, with a 37 per cent increase in hotel guests from India in the first half of the year compared to the previous year. “India is the leading source market for tourism to Abu Dhabi, and we are confident that this growth will continue,” Mohammad stated. The DCT is already 21 per cent above its target for the year, prompting a reassessment of goals to maintain the momentum. Globally, Abu Dhabi welcomed 24 million visitors in 2023.
“India is close to our heart, and we are committed to ensuring that Abu Dhabi remains a top choice for Indian tourists, whether they are seeking luxury, culture, or adventure. The continued focus on Tier-II and III cities, coupled with innovative marketing and luxury offerings, is expected to drive further growth and solidify Abu Dhabi’s appeal to the Indian market,” he further added.
DCT Abu Dhabi is also looking to increase 11 international source markets to 26 high growth potential markets by 2030.
Targeting Tier-II & Tier-III cities
Recognising the untapped potential in India’s smaller cities, DCT has implemented a comprehensive strategy to target tier 2 and 3 markets. “We started focusing on these cities more than 18 months ago, working closely with our partners, including airlines, to expand connectivity and tap into these growing markets,” Mohammad said.
He pointed out that cities like Hyderabad and Bangalore, often classified as Tier-II, possess tremendous potential and are just as significant as metropolitan cities. The approach includes conducting workshops, roadshows, and personalised marketing campaigns tailored to the preferences of travellers from these regions.
Within India, Priority Pass lounges and travel experiences have seen a significant uptick in popularity among domestic travellers. From January to June 2024, there was a 55 per cent increase in visits to these facilities by Indian travellers compared to the same period last year. Notably, visits to alternative travel experiences such as spas, sleep pods, and restaurants grew by 71 per cent, outpacing the 54 per cent growth in visits to traditional airport lounges.
Diverse experiences for families and millennials
The DCT executive highlighted the diverse range of experiences that Abu Dhabi offers to different demographic segments, particularly families, millennials, and Gen Z travellers. “Abu Dhabi has something for everyone. Whether it’s relaxing on the beach, experiencing adrenaline-pumping activities at Ferrari World, or enjoying world-class theme parks, there is always an option to match any traveller’s pace,” he said.
The recently approved 2030 tourism strategy is central to Abu Dhabi’s efforts to enhance its appeal. The strategy comprises 26 initiatives grouped into four main pillars: city activation, infrastructure and mobility, visa regulations, and upscaled promotion and marketing. “Our goal is to make the entire city as vibrant as Yas Island and Saadiyat Island, offering a variety of options beyond the traditional hotspots,” he further explained.
According to Abu Dhabi’s Tourism Strategy 2030, DCT Abu Dhabi is aiming to increase nearly 24 million visitors in 2023 to 39.3 million visitors by 2030 (average 7 per cent increase YoY).
Strategic focus on MICE & Wedding Tourism
The burgeoning MICE (Meetings, Incentives, Conferences, and Exhibitions) and wedding tourism segments are also key areas of focus for Abu Dhabi. “We have a very clear strategy and incentive program to attract meeting planners and Indian companies to choose Abu Dhabi for their events,” Abdulla shared. He highlighted the ease of connectivity, world-class infrastructure, and streamlined visa processes as major factors that make Abu Dhabi an attractive destination for large-scale events.
In 2023, Abu Dhabi hosted 2,477 MICE events (44 per cent increase from 2022), which drew 960,000 delegates, further reinforcing the emirate’s appeal as a world-class business and tourism destination.
Uzbekistan has expanded its tourism potential by creating new historical routes to draw more domestic and international visitors. The ‘Tourist Ring of the Golden Valley’ covers the eastern regions, while the ‘Ring of Forts’ highlights ancient western fortresses. In 2023, the country received 6.6 million foreign tourists, with 42.5 thousand from China.
Abu Dhabi’s luxury tourism segment is set to receive a boost with new developments on Saadiyat Island and other parts of the city. “Saadiyat Island is known for its luxury products, and we have a steering committee that regularly reviews the master plan for the island,” Abdulla said. The island will feature a range of luxury experiences, including exclusive chauffeur services and dedicated concierge services.
Cultural experiences are also at the forefront, with the Saadiyat Cultural District set to become a cultural masterpiece by the end of 2025. “The district will house world-renowned museums like the Louvre Abu Dhabi, Museum of Natural History, Zayed National Museum, and the Guggenheim Museum,” he detailed.
DCT Abu Dhabi is also gearing up for new digital marketing campaigns to promote Abu Dhabi as a premier destination. “We have two main campaigns in the pipeline, one for the summer and another for the winter, with a dedicated version for the Indian market,” Abdulla revealed. These campaigns are part of a broader effort under the 2030 strategy to target specific markets with personalised and impactful messaging.
