Experience Abu Dhabi lets 7,000 kids design dream holidays; research reveals insights

Campaign ME

30-04-2025

Experience Abu Dhabi has revealed its latest work designed by children, for children – unsurprisingly, called Kids Recommended, as part of its summer campaign, which offered children the opportunity to design their dream holiday.
More than 7,000 children took on the challenge to not only share what they want to see and do, but how they want to feel, where they want to eat and what kind of places make their experiences fun.
The campaign included several children-ideated, seven-day itineraries, which translated into an experiential film, aimed at offering agency to children to choose how they'd like to spend their holidays, whether that's at water parks, zoos, wildlife safaris, desert discoveries and five-star hotels or time spent enjoying experiences such as kayaking, climbing, trying new food and watching live events such as football and Formula 1.
Her Excellency Nouf Mohamed Al-Bushlaibi, Executive Director of Strategic Marketing and Communications at DCT Abu Dhabi, said, 'As both a parent and a marketer, I know firsthand how important it is to really listen to kids, to understand what lights them up, what sparks their imagination, and what makes a holiday unforgettable.'
'We commissioned this research to hear what truly matters to children when they look at holidays, and what they told us was inspiring: they want connection, adventure, and the freedom to play out the stories they love. Abu Dhabi brings all of that to life as a place where kids can dream big, try new things, and feel right at home doing it with their loved ones.'
Children-specific travel insights from the Experience Abu Dhabi campaign
The research commissioned by Experience Abu Dhabi, the destination brand of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), polled more than 7,000 children aged 5 to 12 – and their parents – from across nine countries, including France, Italy, Germany, China, UK, US, and India, as well as UAE and Saudi Arabia.
The data reveals something both unexpected and universal:
90 per cent of children worldwide want holiday activities that helps them make new friends.
In an age of screens and streaming, what kids are genuinely craving is real connection. Whether it's exploring the children's library, splashing at a waterpark, or a day out at the aquarium, these shared adventures can easily help children form new bonds that stretch across the globe.
Additionally, peer influence also plays a powerful role:
95 per cent of kids want to try activities they can tell their friends about.
91 per cent are inspired by what their friends have done.
While connection is key, imagination still plays a huge role, with 89 per cent of children saying their ideal holiday lets them experience their favourite video game or movie in real life.
These young travellers aren't just watching, scrolling or gaming, they're trying to imagine themselves inside those worlds.
As children from around the world revealed what makes a holiday unforgettable, each country had its own standout passion.
In the UAE, 98 per cent of children said big, exciting adventures are a must.
More than three in four kids from India want to visit a museum on holiday.
want to on holiday. In the UK, 94 per cent prioritise activities they can talk about with friends.
German children showed a strong interest in cultural food experiences, with 84 per cent wanting to visit a food market.
89 per cent of kids from China want time to relax, play and hang out.
of kids from China Italian kids stood out for their curiosity, with 95 per cent wanting to try activities they've never done before.
French kids gravitated towards water activities, with 97 per cent wanting to spend a day at a waterpark or enjoying water sports.
Children in Saudi Arabia showed a love for variety with 82 per cent wanting to try lots of different cool activities on holiday.
In the US, 85 per cent of children are keen to take part in make-believe activities like being a race car driver or zookeeper for the day.
The takeaway is simple: kids want to follow their passions.
They're looking for a holiday that blends fun, freedom and the chance to explore their interests in their own way. And they're looking to do it all with their loved ones.
The research also finds that family time remains sacred, even in today's day and age, with 97 per cent of kids saying that enjoying fun moments with their families is one of their must-haves on their dream holiday.
Abu Dhabi: a playground for imagination
With a diverse range of attractions dotted across the emirate, Abu Dhabi aims to stand out as a 'Kids Recommended' holiday destination for families, entirely kid-approved.
With 85 per cent of kids looking for opportunities to play make-believe roles, Abu Dhabi is setting the stage for them to do it all.
From cruising through Yas Marina Circuit and exciting animal encounters at Emirates Park Zoo, to donning the capes of their favourite superheroes at Warner Bros. World Abu Dhabi, the emirate is packed with experiences that intends to make kids feel like they've jumped straight into their dream holidays.
And there's more: At teamLab Phenomena Abu Dhabi, families can explore a world where art comes alive, light reacts to movement and every step sparks a new surprise.
Experience Abu Dhabi has also revealed that in line with the kids' demands it plans to open, later this year, the Zayed National Museum, the national museum of the UAE, and the Natural History Museum Abu Dhabi, which will narrate the story of life on Earth and the origins of our universe.