2030: Abu Dhabi’s bold tourism plan for sustainable growth

His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, has approved the new Tourism Strategy 2030 for the emirate.

This strategy seeks to boost visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030, with a 7% year-on-year growth, and significantly elevate the tourism and travel sector's contribution to the UAE's GDP, raising it from approximately AED 49 billion (US$13 billion) in 2023 to AED 90 billion (US$24.5 billion) annually by 2030.

The Strategy will generate an estimated 178,000 new jobs by 2030 as the entire tourism infrastructure develops to meet this demand. It intends to almost double international overnight visitors from 3.8 million in 2023 approximately to 7.2 million in 2030, expand hotel room availability from 34,000 in 2023 to 52,000 by 2030, and further enhance the holiday home segment to diversify accommodation options.

Fostering sustainable growth across four strategic pillars

To achieve the Strategy’s goals, 26 key initiatives have been identified across four strategic pillars: Offering and City Activation; Promotion & Marketing; Infrastructure & Mobility; and Visa, Licensing, and Regulations. These pillars form the foundation of Abu Dhabi's comprehensive approach to realising its ambitious tourism targets and fostering sustainable growth in the sector.

The first pillar, Offering and City Activation, looks to further enhance the overall guest experience by unveiling additional cultural sites, theme parks, retails offerings and new hotel chains. Overall boosting the emirate’s events calendar of year-round concerts, festivals, and family events. The dining landscape will diversify significantly, offering expanded options including the introduction of culinary schools and training programmes.

The Abu Dhabi Department Of Culture And Tourism (DCT Abu Dhabi) will also more than double its promotion and marketing efforts, expanding its international reach from 11 to 26 markets and enhancing synergy within Abu Dhabi's tourism ecosystem. It will also establish strategic global partnerships with media outlets and well-known brands for high-profile collaborations, creating compelling, market-specific content across various touchpoints.

The Strategy’s infrastructure and mobility pillar will increase hotel room availability across various categories, including accessible and luxury options, glamping, and farm stays. Through valued collaborations, the emirate is set to enhance roads, public transport, and infrastructure, simplifying travel within and boosting visitor inflow through increased flight seat capacity with both local and international airlines.

Lastly, both visitor experience and tourism business operations will be greatly enhanced with streamlined visa, licensing and regulation processes. In collaboration with relevant government agencies, enhanced platforms and processes will reduce time frames for all applications and permits, to improve the ease of doing business and attract investment.