Conference Design

Abu Dhabi’s New Destination Branding Reaches Out to Business Events Visitors

6th December 2022

Last month, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) unveiled a new campaign, Experience Abu Dhabi. Find Your Pace. The aim:  to share the variety of experiences the Emirati destination has to offer. Included are of course business events visitors.

Words Remi Deve

As the capital city of the United Arab Emirates, Abu Dhabi is a vibrant business events hub, a place of innovation – and unparalleled experiences as the new campaign describes – represented by its living traditions of hospitality, pioneering initiatives and creative thought.

“Recognized for some years now as an attractive destination with a diverse portfolio of unique offerings and world-class infrastructure, Abu Dhabi is the ideal destination to host association conferences,” says Mubarak Al Shamisi, Director of Abu Dhabi Convention & Exhibition Bureau, who Boardroom met last week at IBTM in Barcelona. “With this new campaign, we want to get to the next level, and showcase that Emirati hospitality is at the heart of every moment that matters, especially when it comes to business events.”

If Abu Dhabi has become well-known for cultural attractions like Louvre Abu Dhabi or the Saadiyat Cultural District, its expertise in a vast scope of knowledge sectors are also definitely a big draw for planners.

“The creative industries are of course key to the capital’s social and economic growth, just like healthcare – Abu Dhabi regularly plays host for conferences in those fields ”says Al Shamisi. “But we also want to show the world sustainability is hugely important to us and DCT is committed to coming together globally on climate action. Marking a significant milestone for the emirate and our country, we are very proud to be welcoming world leaders in UAE for the 28th Conference of the Parties (COP28) in 2023. As a destination, we are ensuring that sustainability remains a key focus for everything we do, and are currently driving initiatives to continue our efforts.”

DCT Abu Dhabi has a ten-year strategy to grow and position the emirate as a global business events hub, with a goal to double the sector’s size by 2030. Always looking ahead, the capital of the UAE is well on its way to make the destination a go-to city for planners and delegates alike.

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