Latest news with #ExperienceAbuDhabi
Campaign ME
09-05-2025
- Entertainment
- Campaign ME
Podcast: DCT Abu Dhabi's Emma Campbell reveals key destination marketing insights
On the latest episode of Campaign Middle East's On The Record podcast, Emma Campbell, Director of Sector Marketing, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), discusses changing trends within travel marketing and destination marketing; why marketers should move from using AI to understanding how consumers use AI; and the need to move past transactional relationships with agencies to meaningful partnerships that benefit the industry, the UAE and the Middle East region. Campbell begins the discussion sharing key insights from Experience Abu Dhabi's recent Kids Recommended initiative, part of the entity's summer campaign brought to life in partnership with Ogilvy. 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. It revealed that 90 per cent of children worldwide want holiday activities that helps them make new friends; 95 per cent of kids want to try activities they can tell their friends about; and 91 per cent are inspired by what their friends have done. 'I've always said that as a marketer, we have to be the voice of the consumer,' Campbell said. 'And to be that voice, I need to deeply understand who the consumer is. Now, what we see in Abu Dhabi, particularly over the summer season is that families are our audiences. Also, quite often, we've seen that the kids are the ones influencing the decisions. So, we decided that instead of conducting research with parents, let's just do some research with kids; let's hear what the kids want and what's the perfect holiday in the kids mind; let's validate whether our destination is, indeed, perfect for kids.' The campaign included seven-day itineraries, ideated and designed by children and for children, which translated into an experiential film. Children were vocal about 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 Formula 1. 'An interesting insight was the importance of human connection. In a world where everyone's nervous about losing their children to screen time, gaming and online worlds, what we actually heard from the mouths of children is that they love to have fun with their family on holiday; they love to make new friends; and they love to come back and talk to their friends about these trips. I thought that was really heart warming,' Campbell added. How destination marketers ought to use AI The conversation also touches upon the need to go beyond marketers 'using AI' for copy, creative and speed-to-market, and move more toward understanding how consumers use AI, so that AI is giving them the correct responses that marketers want them to have. This means going beyond targeting consumers to learning how to 'talk to AI' and 'teach AI' where to pick up credible information from. Campbell said, 'I think marketers have been very focused on how to use AI, and have often lost sight of how their consumers are using AI. For me, that's the really fascinating piece. What we're hearing is that in the travel and tourism industry is that AI is being used by up to 40 per cent of travellers to plan their itineraries.' 'Also, what we're seeing is that while AI is creating these itineraries, they're pulling all this information from the destination websites. So, what we need to take into consideration is that the content we're creating for our website, which has to be authentic and needs human intervention, is not just living on our website but is also showing up in other places. And that's exciting because that's what we want – dissemination of content en masse – so that it is at the fingertips of people planning their trips,' she added. From transactions to partnerships The podcast discussion also delved into the need for the brand and marketing industry to build better partnerships and meaningful relationships that mutually benefit brands as well as the agencies serving them. Campbell, who has worked across multiple markets such as the UK, Australia, Fiji and the UAE, said, 'The principles of working with an agency must stem from a true partnership, and has to be set up as a functional partnership.' When asked what that means or looks like, she responded, 'For us working in destination marketing, we know that the agency working with us doesn't need to only understand the brand, it needs to understand the destination. This means making the effort to really immersing the agency into the product and setting up the agency relationship in a way that truly feels like a partnership.' Taking an example, Campbell added, 'We onboarded Ogilvy as our consumer PR agency 12 months ago, and the relationship has worked really well because they're sitting with us in our offices on a day-to-day basis; they have team members embedded in our task forces; they're with us on every project that we're working on; and they behave as an extension of our team. As such, we treat them with a huge amount of respect and trust to deliver excellent work for us. So, when we work on something like the Kids Recommended initiative – which is quite different from anything we've done before – there's this inherent layer of trust that we can work through it together and make something excellent happen because we understand each other.' For more such insights from a very intriguing conversation, watch the full video above. CREDITS: Guest: Emma Campbell, Director of Sector Marketing, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) Host: Anup Oommen, Editor, Campaign Middle East Production: Surajit Dutta, Content Production Manager, Motivate Media Group Videography: Mark Mathew, Creative Content Producer, Motivate Media Group Studio: Ahmed Abdelwahab, Studio Manager, Motivate Media Group Editing: John Melencion, Content Producer, Motivate Media Group
Travel Daily News
06-05-2025
- Business
- Travel Daily News
DCT Abu Dhabi forges partnerships to drive tourism growth
DCT Abu Dhabi receives accolade for sustainable effort during Arabian Travel Market, demonstrating measures taken throughout the Experience Abu Dhabi stand to reduce environmental impact and support for the UAE's net zero commitment. ABU DHABI, UAE – The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has signed a series of strategic partnerships at Arabian Travel Market 2025, targeted to drive tourism growth and enhance visitor experiences across key international markets. The new initiatives span collaborations with leading travel operators, hotel groups, and destination management companies, and will focus on attracting visitors from Europe, Saudi Arabia, India, and other key markets, while showcasing Abu Dhabi's diverse offerings and year-round appeal. Abdulla Yousuf, Director of International Operations at the Department of Culture and Tourism – Abu Dhabi said: 'The strategic partnerships signed at Arabian Travel Market 2025 represent a significant step forward in our efforts to position Abu Dhabi as a world-class tourism destination. Targeted collaborations across Europe, Saudi Arabia, India, and other key markets, enable us to enhance Abu Dhabi's international profile and reinforcing its appeal as a dynamic, year-round destination. Globally and locally, these partnerships underline our commitment to sustainable growth, offering unique, tailored experiences that resonate with diverse global audiences, while ensuring the long-term resilience and innovation of the sector.' Strengthening European Connections DCT Abu Dhabi is committed to strengthening its connections with European markets, recognising the region's importance as a key source of international visitors. Loop Leisure Autumn 2025 An agreement has been signed with Loop Leisure to host Loop Leisure Autumn 2025 from 12 – 16 October at the Grand Hyatt Abu Dhabi. The announcement comes after Abu Dhabi hosted Loop Beyond Borders event which hosted travel agents from across Central and Eastern Europe in 2024. The Autumn edition will welcome 130 high-end travel agents, tour operators, and media from largely German-speaking markets with participants hailing from Germany, Switzerland, Austria, Benelux, and Poland. The exclusive event will provide a platform to showcase Abu Dhabi's bespoke offerings and inspire travel partners to promote the destination to their discerning clientele. Expanding Reach in Key Source Markets Recognising the significant potential of key source markets, DCT Abu Dhabi is forging strategic alliances to attract a wider range of visitors from Saudi Arabia and India. As a continued key target market for the emirate, DCT Abu Dhabi is leveraging the natural synergy of culture, language, customs, and traditions to encourage increased visitors from Saudi Arabia and the wider GCC region. Almosafer The partnership with leading Saudi Arabian travel platform, Almosafer, aims to attract more visitors to Abu Dhabi, by leveraging the platform's extensive reach and seamless booking system. The collaboration will focus on promoting Abu Dhabi as a premier travel destination for Saudi travellers, offering cultural, leisure, and luxury experiences through tailored services and packages. Flyin The marketing campaign with Flyin, another prominent travel platform in Saudi Arabia, also aims to increase the number of Saudi travellers to Abu Dhabi. The campaign across Flyin's marketing channels will showcase the emirate's attractions, events, and family-friendly atmosphere, encouraging travel and tour partners to promote Abu Dhabi as a safe and welcoming destination. Rehlat Rehlat, a leading online booking platform in the Middle East, will leverage its extensive digital reach, data-driven travel insights, and personalised user engagement to showcase Abu Dhabi's curated travel experiences, inspiring smarter travel beyond the guidebooks. DCT – Abu Dhabi will have direct access to a digital-first traveller base, capitalising on Rehlat's regional expertise to boost tourism inflow. TBO Market-leading global travel distribution channel, TBO, will extend DCT Abu Dhabi's reach among its network of more than 159,000 registered travel buyers. The partnership will see TBO support DCT Abu Dhabi to increase awareness among travel agents and retail buyers across Saudi Arabia, Kuwait, Qatar, and Bahrain, and launch a sales incentive campaign in Saudi Arabia and Kuwait, with the target to bring 4,320 passengers to Abu Dhabi over the next 12 months. Holiday Tribe The collaboration with Holiday Tribe, a tech company operating in the leisure travel space and another key partner in the Indian market, will target 5,500 visitors to Abu Dhabi over the next 18 months – with campaigns focused on the emirate's unique and authentic experiences. India remains the top source market for inbound visitors to Abu Dhabi, welcoming more than 360,000 Indian hotel guests in 2024, a 43% increase from the previous year. DCT Abu Dhabi is committed to working with strategic partners to sustain this growth. Enhancing the Abu Dhabi Experience Enhancing the overall visitor experience in Abu Dhabi is key to achieving the targets set out in Tourism Strategy 2030. These initiatives will showcase the emirate as a vibrant destination, strategically positioned to offer culture, adventure, family, and wellness experiences all year round driving stronger tourism growth. Expedia Sunshine Pass DCT Abu Dhabi and Expedia have launched the Sunshine Pass campaign – the latest initiative in their ongoing strategic collaboration. This year-round campaign aims to showcase Abu Dhabi as a destination for all seasons, highlighting its culture, adventure, and wellness offerings to international leisure travellers. Through a multi-channel marketing strategy, the campaign will ensure maximum visibility in key outbound markets, reinforcing Abu Dhabi's position as a vibrant and appealing destination throughout the year. Rotana Hotels The collaboration with Rotana Hotels will drive direct bookings, mitigate seasonality, and enhance Abu Dhabi's positioning as a year-round destination – leveraging both Rotana's strong regional appeal and its global loyalty programme to attract domestic and GCC markets during key off-peak periods and offering exclusive rates and premium experiences to Rotana Rewards members. This first-of-its-kind collaboration in the region will boost transform summer travel to Abu Dhabi. Fazaa DCT Abu Dhabi and Fazaa have signed a strategic collaboration agreement to enhance the domestic visitor experience and drive appeal among UAE residents. Through its partnership, Fazaa will launch curated Abu Dhabi experiences, special packages, and exclusive offers to its members, encouraging UAE residents to consider Abu Dhabi for summer vacations, school breaks, public holiday experiences, and long weekend getaways. DMC Arabia By aligning with DMC Arabia, DCT Abu Dhabi will leverage their expertise to drive year-round visitors to Al Ain Region, elevating the tourist experience with curated itineraries that showcase the city's rich heritage and cultural attractions. Through ongoing partnerships and collaborations with key partners across diverse markets and sectors, DCT Abu Dhabi is creating a vibrant and dynamic tourism ecosystem, aligned with its Tourism Strategy 2030 to increase visitor numbers to 39.3 million by 2030. This reflects the emirate's commitment to innovation, collaboration, and delivering exceptional experiences for all visitors. DCT Abu Dhabi Stand Receives Accolade Arabian Travel Market has recognised DCT Abu Dhabi for sustainable efforts, recognising the Experience Abu Dhabi stand's social conscious design and measures taken to minimise its environmental impact during the exhibition. The stand incorporates a number of sustainable elements and practices, including using locally sourced water in glass bottles from Al Ain, eliminating single-use plastic across the stand. DCT Abu Dhabi employed and enabled Emiratis and local SMEs to demonstrate Abu Dhabi's cultural and culinary heritage such as perfume, khoos, oud playing, and gahwa, appointing Deep – a local coffee company, replanting the stand's palms and flora, and reutilising the stand structure and decorative elements to prolong its lifecycle at future exhibitions.
Arab News
03-05-2025
- Entertainment
- Arab News
From new Friends to big adventures: Children share what they want on their dream holidays
As summer approaches, a new global survey has revealed what our young travelers are dreaming about, and it's not just ice cream and cartoons. From friendship quests to superhero adventures, today's young adventurers are bringing big imagination to their travel wish lists. The survey was commissioned by Experience Abu Dhabi, the destination brand of the Department of Culture and Tourism – Abu Dhabi, polling over 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% of children worldwide want holiday activities that help 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% of kids want to try activities they can tell their friends about, while 91% are inspired by what their friends have done. While connection is key, imagination still plays a huge role, with 89% of children saying their ideal holiday lets them experience their favorite video game or movie in real life. These young travelers aren't just watching, scrolling or gaming, they're trying to imagine themselves inside those worlds. Nouf Mohamed Al-Bushlaibi, executive director of strategic marketing & 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." As children from around the world revealed what makes a holiday unforgettable, each country had its own standout passion. In the UAE, 98% of kids said big, exciting adventures are a must. More than 3 in 4 kids surveyed in India want to visit a museum on holiday. In the UK, 94% prioritise activities they can talk about with friends. German children showed a strong interest in cultural food experiences, with 84% wanting to visit a food market. 89% of kids from China want time to relax, play and hang out. Italian kids stood out for their curiosity, with 95% wanting to try activities they've never done before. French kids gravitated towards water activities, with 97% wanting to spend a day at a waterpark or enjoying water sports. Children in Saudi Arabia showed a love for variety with 82% wanting to try lots of different cool activities on holiday. In the US, 85% 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% of kids saying that enjoying fun moments with their families is one of their must-haves on their dream holiday. With a diverse range of attractions dotted across the emirate, Abu Dhabi stands out as a "Totally Recommended" holiday destination for families, entirely children-approved. As kids look for opportunities to play make-believe roles (85%), 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 favorite superheroes at Warner Bros. World Abu Dhabi, the emirate is packed with experiences that will make kids feel like they've jumped straight into their dream holidays. And there's even more to discover. 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. Opening later this year are 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. So, with all of these incredible insights, what does the perfect family holiday look like? That's exactly what we set out to create, by handing the planning over to the kids themselves. We asked children to design their dream holiday. Not just what they wanted to see and do, but how they wanted to feel, where they wanted to eat, and what kind of pace made the experience fun. The result is a seven-day itinerary filled with culture, big adventures, creative play, nature, and moments to slow down. From waterparks and wildlife to desert discoveries, the itinerary reflects exactly what today's young travelers are looking for. And because it's shaped by the kids themselves, it speaks their language: curious, imaginative and full of excitement. Best of all, every part of it can be experienced right here in Abu Dhabi. With a kids-recommended itinerary, we're handing parents a blueprint to their kids' ultimate dream holiday. This summer, Abu Dhabi isn't just about what you can do. It's about setting your own pace. Whether you're up for non-stop adventure or slow, easy days with space to wander, everything is close and accessible. Parents usually need to have kids choose one or two things on a given trip, but Abu Dhabi is the all-in-one family holiday that almost plans itself. It's everything you want without the "I'm bored" or the "are we nearly there?"... it's a family destination that gives you space to explore, relax, and spend time together, all at your own pace. Abu Dhabi is recommended because whatever kind of holiday you're looking for, you'll find it.
Zawya
01-05-2025
- Business
- Zawya
DCT Abu Dhabi forges strategic partnerships to drive tourism growth across key international markets
DCT Abu Dhabi receives accolade for sustainable effort during Arabian Travel Market, demonstrating measures taken throughout the Experience Abu Dhabi stand to reduce environmental impact and support for the UAE's net zero commitment Abu Dhabi, UAE – The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has signed a series of strategic partnerships at Arabian Travel Market 2025, targeted to drive tourism growth and enhance visitor experiences across key international markets. The new initiatives span collaborations with leading travel operators, hotel groups, and destination management companies, and will focus on attracting visitors from Europe, Saudi Arabia, India, and other key markets, while showcasing Abu Dhabi's diverse offerings and year-round appeal. Abdulla Yousuf, Director of International Operations at the Department of Culture and Tourism - Abu Dhabi said: 'The strategic partnerships signed at Arabian Travel Market 2025 represent a significant step forward in our efforts to position Abu Dhabi as a world-class tourism destination. Targeted collaborations across Europe, Saudi Arabia, India, and other key markets, enable us to enhance Abu Dhabi's international profile and reinforcing its appeal as a dynamic, year-round destination. Globally and locally, these partnerships underline our commitment to sustainable growth, offering unique, tailored experiences that resonate with diverse global audiences, while ensuring the long-term resilience and innovation of the sector.' Strengthening European Connections DCT Abu Dhabi is committed to strengthening its connections with European markets, recognising the region's importance as a key source of international visitors. Loop Leisure Autumn 2025 An agreement has been signed with Loop Leisure to host Loop Leisure Autumn 2025 from 12 – 16 October at the Grand Hyatt Abu Dhabi. The announcement comes after Abu Dhabi hosted Loop Beyond Borders event which hosted travel agents from across Central and Eastern Europe in 2024. The Autumn edition will welcome 130 high-end travel agents, tour operators, and media from largely German-speaking markets with participants hailing from Germany, Switzerland, Austria, Benelux, and Poland. The exclusive event will provide a platform to showcase Abu Dhabi's bespoke offerings and inspire travel partners to promote the destination to their discerning clientele. Expanding Reach in Key Source Markets Recognising the significant potential of key source markets, DCT Abu Dhabi is forging strategic alliances to attract a wider range of visitors from Saudi Arabia and India. As a continued key target market for the emirate, DCT Abu Dhabi is leveraging the natural synergy of culture, language, customs, and traditions to encourage increased visitors from Saudi Arabia and the wider GCC region. Almosafer The partnership with leading Saudi Arabian travel platform, Almosafer, aims to attract more visitors to Abu Dhabi, by leveraging the platform's extensive reach and seamless booking system. The collaboration will focus on promoting Abu Dhabi as a premier travel destination for Saudi travellers, offering cultural, leisure, and luxury experiences through tailored services and packages. Flyin The marketing campaign with Flyin, another prominent travel platform in Saudi Arabia, also aims to increase the number of Saudi travellers to Abu Dhabi. The campaign across Flyin's marketing channels will showcase the emirate's attractions, events, and family-friendly atmosphere, encouraging travel and tour partners to promote Abu Dhabi as a safe and welcoming destination. Rehlat Rehlat, a leading online booking platform in the Middle East, will leverage its extensive digital reach, data-driven travel insights, and personalised user engagement to showcase Abu Dhabi's curated travel experiences, inspiring smarter travel beyond the guidebooks. DCT – Abu Dhabi will have direct access to a digital-first traveller base, capitalising on Rehlat's regional expertise to boost tourism inflow. TBO Market-leading global travel distribution channel, TBO, will extend DCT Abu Dhabi's reach among its network of more than 159,000 registered travel buyers. The partnership will see TBO support DCT Abu Dhabi to increase awareness among travel agents and retail buyers across Saudi Arabia, Kuwait, Qatar, and Bahrain, and launch a sales incentive campaign in Saudi Arabia and Kuwait, with the target to bring 4,320 passengers to Abu Dhabi over the next 12 months. Holiday Tribe The collaboration with Holiday Tribe, a tech company operating in the leisure travel space and another key partner in the Indian market, will target 5,500 visitors to Abu Dhabi over the next 18 months – with campaigns focused on the emirate's unique and authentic experiences. India remains the top source market for inbound visitors to Abu Dhabi, welcoming more than 360,000 Indian hotel guests in 2024, a 43% increase from the previous year. DCT Abu Dhabi is committed to working with strategic partners to sustain this growth. Enhancing the Abu Dhabi Experience Enhancing the overall visitor experience in Abu Dhabi is key to achieving the targets set out in Tourism Strategy 2030. These initiatives will showcase the emirate as a vibrant destination, strategically positioned to offer culture, adventure, family, and wellness experiences all year round driving stronger tourism growth. Expedia Sunshine Pass DCT Abu Dhabi and Expedia have launched the Sunshine Pass campaign – the latest initiative in their ongoing strategic collaboration. This year-round campaign aims to showcase Abu Dhabi as a destination for all seasons, highlighting its culture, adventure, and wellness offerings to international leisure travellers. Through a multi-channel marketing strategy, the campaign will ensure maximum visibility in key outbound markets, reinforcing Abu Dhabi's position as a vibrant and appealing destination throughout the year. Rotana Hotels The collaboration with Rotana Hotels will drive direct bookings, mitigate seasonality, and enhance Abu Dhabi's positioning as a year-round destination – leveraging both Rotana's strong regional appeal and its global loyalty programme to attract domestic and GCC markets during key off-peak periods and offering exclusive rates and premium experiences to Rotana Rewards members. This first-of-its-kind collaboration in the region will boost transform summer travel to Abu Dhabi. Fazaa DCT Abu Dhabi and Fazaa have signed a strategic collaboration agreement to enhance the domestic visitor experience and drive appeal among UAE residents. Through its partnership, Fazaa will launch curated Abu Dhabi experiences, special packages, and exclusive offers to its members, encouraging UAE residents to consider Abu Dhabi for summer vacations, school breaks, public holiday experiences, and long weekend getaways. DMC Arabia By aligning with DMC Arabia, DCT Abu Dhabi will leverage their expertise to drive year-round visitors to Al Ain Region, elevating the tourist experience with curated itineraries that showcase the city's rich heritage and cultural attractions. Through ongoing partnerships and collaborations with key partners across diverse markets and sectors, DCT Abu Dhabi is creating a vibrant and dynamic tourism ecosystem, aligned with its Tourism Strategy 2030 to increase visitor numbers to 39.3 million by 2030. This reflects the emirate's commitment to innovation, collaboration, and delivering exceptional experiences for all visitors. DCT Abu Dhabi Stand Receives Accolade Arabian Travel Market has recognised DCT Abu Dhabi for sustainable efforts, recognising the Experience Abu Dhabi stand's social conscious design and measures taken to minimise its environmental impact during the exhibition. The stand incorporates a number of sustainable elements and practices, including using locally sourced water in glass bottles from Al Ain, eliminating single-use plastic across the stand. DCT Abu Dhabi employed and enabled Emiratis and local SMEs to demonstrate Abu Dhabi's cultural and culinary heritage such as perfume, khoos, oud playing, and gahwa, appointing Deep – a local coffee company, replanting the stand's palms and flora, and reutilising the stand structure and decorative elements to prolong its lifecycle at future exhibitions.
Globe and Mail
30-04-2025
- Entertainment
- Globe and Mail
What Kids Really Want on Dream Holiday: 90% Children are Looking for Connection, Adventure and Family Bonding
Experience Abu Dhabi commissioned research from 7,000 children around the world to find out what their dream holiday looks like A Media Snippet accompanying this announcement is available by clicking on this link. 90% are looking for opportunities to connect and make new friends while on holiday 89% want family holidays that feel like stepping into their favourite games, films, and fantasy worlds 85% want make-believe activities, like being a race car driver, zookeeper or astronaut for a day ABU DHABI, United Arab Emirates, April 30, 2025 (GLOBE NEWSWIRE) -- HE Nouf Al-Bushlaibi, Executive Director of Strategic Marketing & Communications, DCT Abu Dhabi Think back to your most treasured holiday as a child. Was it the people you met, the places you explored, or the adventures that sparked your imagination? Quite likely, it was all three. As both a parent and a marketer, I often return to that question — exploring how we can help families reconnect with that sense of wonder and bring imagination to life. In today's travel landscape, families are overwhelmed with choices, destinations compete for attention, and the pressure to plan the 'perfect' getaway can sometimes overshadow what really matters. For the Kids Recommended initiative, part of our summer campaign, we wanted to cut through the noise and refocus on the true essence of a meaningful holiday — seen through the eyes of the ones it's meant for. To do that, we commissioned global research* and spoke with over 7,000 children aged 5 to 12 and their parents across nine countries — including the UAE, Saudi Arabia, the UK, the US, India, China, and more — to uncover what they value most: connection, exploration, and unforgettable shared experiences. The universal language of play and connection Most striking of all was that 90% of kids said they want opportunities to make new friends on holiday, and 98% see holidays a valuable time to have fun with their family without the distractions of daily life. In an era often dominated by screens and solo play, that deep desire for human connection—across borders, backgrounds and time zones—was profoundly moving. It's not just about connection. Kids are dreaming big. 89% of them told us they want holidays that feel like stepping inside their favourite games, films or fantasy worlds. Zookeepers, astronauts, racing champions—85% of young respondents wanting to become the characters they admire, even if just for a day. Not passive consumers of entertainment, they're active dreamers, seeking stories they can live out loud. To bring our research to life, we handed the holiday planning over to the children themselves. The result was a seven-day itinerary created by kids, filled with waterparks, wildlife, culture, creativity and plenty of downtime. It's joyful, balanced, and most importantly, it's all possible right here in Abu Dhabi. A place that speaks the language of children: curious, imaginative and full of heart. With a Kids Recommended itinerary, we are handing parents a blueprint to their kids' ultimate dream holiday. Data-Led Creativity Kids Recommended reiterates our overarching approach of data-driven destination marketing— going deeper into understanding what matters to travellers around the world. This campaign embodies our commitment to insight-driven storytelling. It's emotional, authentic, and experience-led. At its core, it positions Abu Dhabi as a place where memories are made, bonds are deepened, and every family finds space to connect in their own way. Whether it's racing at Yas Marina Circuit, encountering wildlife at Emirates Park Zoo, or stepping into fantasy worlds at Warner Bros. World Abu Dhabi, kids can dream big, try new things, and feel right at home doing it with their loved ones. And there's even more to discover. 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. Opening later this year are 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. Spotlight on authentic storytelling Kids Recommended is proof of what's possible when we put real audience insight at the heart of a campaign. It aligns with our commitment to authentic, data-driven narratives, positioning Abu Dhabi as a family-friendly destination, demonstrating how destination marketing can be both bold and grounded, and reinforcing our focus on emotional storytelling. Through our summer campaign, travellers can see why Abu Dhabi is the family holiday destination this summer, offering thrilling adventures, enriching cultural experiences, and relaxing escapes. What makes the destination stand out is its ability to cater to the diverse interests of families from all over the world. This summer, we're inviting families from around the world to see Abu Dhabi through the eyes of a child—full of connection, adventure, and the freedom to play out the stories you love. Come and plant the seed for a lifelong journey of culture, curiosity and adventure. Isn't that the kind of holiday we all want? Click here to watch the experiential film. About the Department of Culture and Tourism – Abu Dhabi: The Department of Culture and Tourism -- Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi's culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi's wider global ambitions. By working in partnership with the organisations that define the emirate's position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate's potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture and tourism industries. DCT Abu Dhabi's vision is defined by the emirate's people, heritage and landscape. We work to enhance Abu Dhabi's status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought. For more information about the Department of Culture and Tourism -- Abu Dhabi and the destination, please visit: and Media Contact: Mina Kiwan on or +971552426806 Note to Editors: *Research methodology Experience Abu Dhabi, the destination brand of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) commissioned independent research, surveying over 7,000 parents and children across multiple markets, including the UK, US, India, China, Germany, France, Italy, Saudi Arabia and the UAE. The research focused on families with children aged 5–12 and included both parent and child responses. Parents were asked about travel decision-making and family holiday priorities, while children shared their dream holiday experiences through engaging, age-appropriate formats such as images and swiping questions. Robust quality controls were applied throughout to ensure data reliability.
