Latest news with #KidsRecommended
Hamilton Spectator
30-04-2025
- Entertainment
- Hamilton Spectator
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. 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. Photos accompanying this announcement are available at
Campaign ME
30-04-2025
- Entertainment
- Campaign ME
Experience Abu Dhabi lets 7,000 kids design dream holidays; research reveals insights
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.
