Experience Abu Dhabi

What Experience Abu Dhabi does

Experience Abu Dhabi is the official destination marketing brand operated by the Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi), a government authority established in Abu Dhabi, United Arab Emirates. Its core function is to promote Abu Dhabi as a global tourism destination to international leisure and business travelers through a digital-first platform and an integrated marketing program. The company does not sell directly to consumers; it is funded through government allocation and generates impact via tourism-related economic activity rather than direct revenue capture.

The underlying technology is a destination tourism platform consisting of the visitabudhabi.ae website and a mobile application available on iOS and Android in eight languages (English, Arabic, French, German, Italian, Russian, Chinese, and Hebrew). The app provides interactive maps, a 'Near Me' location function, offline travel information, currency conversion, and TripAdvisor review integration. The platform aggregates information on Abu Dhabi's attraction portfolio, which includes cultural institutions in the Saadiyat Cultural District (Louvre Abu Dhabi, Zayed National Museum, Natural History Museum Abu Dhabi, teamLab Phenomena Abu Dhabi, and the upcoming Guggenheim Abu Dhabi), theme parks on Yas Island (Ferrari World, Warner Bros. World, Yas Waterworld, SeaWorld Abu Dhabi), motorsports at Yas Marina Circuit, heritage sites, desert experiences, and over 230 hotels and resorts. Ticketing is consolidated through bundled passes (Museum Pass, Abu Dhabi Pass) and event-ticket cross-promotions such as F1 Grand Prix packages that include complimentary theme park access.

The go-to-market motion is direct-to-consumer via digital channels (website, app, email, social media on Facebook, Instagram, X, YouTube, and WhatsApp) augmented by high-profile sports marketing partnerships (Boston Celtics as Official International Marketing Partner through 2027-28, Manchester City pre-season tour activations, NBA multi-year preseason commitment) and celebrity ambassadorships (Chris Hemsworth and Elsa Pataky). Customer segments are diversified across cultural enthusiasts, families, adventure seekers, wellness travelers, and business events, served globally with aviation connectivity through Etihad Airways to 80+ destinations and a wholly-owned subsidiary, the Abu Dhabi Convention and Exhibition Bureau, focused on MICE (Meetings, Incentives, Conferences, and Exhibitions) demand.

Name

Experience Abu Dhabi

Legal name

Department of Culture and Tourism - Abu Dhabi

Website

https://visitabudhabi.ae

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Experience Abu Dhabi is the government-operated destination marketing brand promoting Abu Dhabi to global tourists via a multilingual website and mobile app, international sports and celebrity partnerships, and a portfolio of cultural institutions, theme parks, and sports venues.

Ownership category

akta.pro rank

Product category

Tourism and Destination Marketing

NAICS

Tour Operators (56152), Tour Operators (561520), Amusement and Theme Parks (713110), Nature Parks and Other Similar Institutions (712190), Traveler Accommodation (7211)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

akta.pro secondary industries

Desert & Dune Nature Experiences (THAJAIAG), Desert Luxury Resorts (THAGACAC), Luxury Eco-Resorts (THAGACAK)

Keywords

• Destination marketing
• Tourism promotion
• Travel information services
• Itinerary planning
• Mobile travel application

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Tourism Promotion Services: Government-funded destination marketing organization operated by the Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi). Revenue is generated through tourism-related economic activity rather than direct sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Experience Abu Dhabi is the official destination brand operated by the Department of Culture and Tourism - Abu Dhabi, a government authority. It provides a multilingual website and iOS/Android app with attraction and event information, visa and transport guidance, accommodation resources, maps, itinerary building, and booking-related tools for visitors to Abu Dhabi. It promotes the emirate's cultural institutions, theme parks, motorsports, natural destinations, hotels, and business-events services.

Product overview

Experience Abu Dhabi is the official destination brand and tourism marketing platform for Abu Dhabi, operated by the Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi). The offering consists of a consumer-facing digital platform (website and mobile app) complemented by Abu Dhabi's portfolio of world-class attractions and experiences. The digital platform provides travel planning tools, visa information, transportation guidance, and itinerary building services across 8 languages. The destination portfolio encompasses cultural institutions (Louvre Abu Dhabi, Zayed National Museum, Natural History Museum Abu Dhabi, teamLab Phenomena Abu Dhabi, Guggenheim Abu Dhabi in development) in Saadiyat Cultural District; major theme parks (Ferrari World Abu Dhabi, Warner Bros. World Abu Dhabi, Yas Waterworld, SeaWorld Abu Dhabi); motorsports venues (Yas Marina Circuit); heritage sites; beaches; desert experiences; and the Abu Dhabi Convention and Exhibition Bureau for business events. Ticketing is facilitated through the Abu Dhabi Pass and Museum Pass bundled offerings. The ecosystem is promoted through international sports marketing partnerships including the Boston Celtics NBA partnership extended through 2027-28 and Manchester City pre-season tours.

Differentiator

Problem solved

Functional benefit

Products and services

• Experience Abu Dhabi Website The official tourism portal for visitors to Abu Dhabi, providing travel-planning tools, attraction and event information, visa guidance, transport details, accommodation resources, and itinerary-building services.
• Experience Abu Dhabi Mobile App A downloadable iOS and Android application for visitors, available in eight languages (English, Arabic, French, German, Italian, Russian, Chinese, and Hebrew), providing interactive maps, attraction discovery, event listings, restaurant information, offline travel guidance, a currency converter, and booking capabilities.
• Zayed National Museum A museum in Saadiyat Cultural District for visitors interested in UAE culture and history. It features six permanent galleries, displays over 1,500 objects, and is associated with a collection of 3,000 artefacts spanning 300,000 years of human history.
• Louvre Abu Dhabi A world-renowned art museum in Saadiyat Cultural District for visitors, showcasing centuries of creativity from ancient civilizations to contemporary art, including works from Paris museums and regional collections.
• Natural History Museum Abu Dhabi A natural history museum for visitors interested in geological history, prehistoric life, and the natural world, offering immersive exhibits on the natural history of the planet.
• teamLab Phenomena Abu Dhabi An immersive digital art installation experience in Saadiyat Cultural District for visitors, featuring interactive multi-sensory exhibitions that combine art, technology, and nature.
• Ferrari World Abu Dhabi A Ferrari-branded theme park on Yas Island for visitors seeking high-speed attractions. It has over 40 record-breaking attractions, including Formula Rossa, the world's fastest roller coaster at 240 km/h, and Flying Aces, whose loop reaches 63 meters.
• Warner Bros. World Abu Dhabi An indoor theme park on Yas Island for families and visitors, featuring themed zones including Gotham City, Cartoon Junction, and Bedrock, with rides and attractions suitable for ages 3 and up.
• Yas Waterworld Abu Dhabi A waterpark on Yas Island for visitors, spanning 15 football pitches with over 40 rides, slides, and attractions themed around Emirati heritage and the legend of the Lost Pearl.
• SeaWorld Abu Dhabi A marine-life theme park on Yas Island for visitors, featuring marine mammal habitats, interactive exhibits, and educational programs focused on ocean conservation.
• Yas Marina Circuit A motorsports venue on Yas Island for motorsports visitors and event organizers, host of the annual Formula 1 Etihad Airways Abu Dhabi Grand Prix, offering track experiences, driving packages, and event facilities.
• Abu Dhabi Convention and Exhibition Bureau A business-events authority for event organizers, corporate groups, and associations, providing a venue finder, bid strategy support, and the Advantage Abu Dhabi initiative with incentives for conferences, conventions, meetings, and incentive travel hosted in Abu Dhabi.
• Museum Pass A bundled ticket pass for visitors, including UAE residents, offering discounted entry to Louvre Abu Dhabi, Natural History Museum Abu Dhabi, and Zayed National Museum, with single-museum, two-museum, and three-museum options. The supplied pricing note says entries start at AED 49, AED 84, and AED 119 respectively, with 30% savings for UAE residents and validity until 30 September.
• Abu Dhabi Pass An official attraction pass for visitors covering theme parks and other Abu Dhabi venues, with ticket bundles that provide savings across multiple venues.
• Abu Dhabi 360 City Tour Itinerary A curated three-day city tour itinerary for visitors covering Sheikh Zayed Grand Mosque, Ferrari World Abu Dhabi, Corniche Beach, Sir Bani Yas Island, and Liwa Desert experiences.
• Yas Island Day Out Itinerary A one-day guided tour itinerary of Yas Island for visitors, covering Yas Waterworld, Yas Marina, and Yas Marina Circuit, with information on theme parks and Formula 1 experiences.
• Ultimate Abu Dhabi Sports Itinerary A three-day adventure-sports itinerary for visitors featuring kayaking through mangroves, hiking Jebel Hafit, white-water rafting at Al Ain Adventure Park, and Yas Marina Circuit track experiences.

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Manchester CitycoreGTM or Marketing Partner · 22 June 2026Experience Abu Dhabi partners with Manchester City and Etihad Airways to host fan zone events during the club's pre-season tours. Fan Zone events feature entertainment, interactive games, Q&A sessions with club legends, competitions for prizes including trips to Manchester and Abu Dhabi.
• Chris Hemsworth and Elsa PatakycoreGTM or Marketing Partner · 2 June 2026Hollywood couple Chris Hemsworth and Elsa Pataky serve as global ambassadors for Experience Abu Dhabi, sharing their 12 favourite experiences and destinations in the UAE capital. They describe Abu Dhabi as a place that balances culture, adventure, and family-friendly activities, highlighting attractions including Louvre Abu Dhabi, Sheikh Zayed Grand Mosque, desert ATV rides, and Saadiyat Beach.
• Boston CelticscoreGTM or Marketing Partner · 13 February 2026Official International Marketing Partner through 2027-28 NBA season. Experience Abu Dhabi receives expanded in-arena visibility including courtside signage, scoreboard advertising, and commercial spots during home games and playoffs. Partnership includes sponsorship of Celtics' Bobblehead Series and sweepstakes offering a trip to Abu Dhabi for two, with fan engagement through youth basketball programs.
• Amazon AdsminorGTM or Marketing Partner · 7 December 2025Amazon Ads case study partner demonstrating campaign effectiveness for digital advertising across search, display, video, and social media formats using programmatic buying via DSPs and SSPs with CPC and CPM pricing models.
• NBAcoreStrategic or Co-development Partner · 17 October 2025NBA is pursuing long-term partnerships with the Middle East with Abu Dhabi's Department of Culture and Tourism as key strategic partner for regional expansion. Expected multi-year extension guaranteeing annual preseason games in Abu Dhabi and establishing an NBA Global Academy at NYU Abu Dhabi campus.
• Kayan Wellness FestivalminorGTM or Marketing Partner · 20 December 2024Experience Abu Dhabi partnership with Kayan Wellness Festival, the region's largest wellness event held on Fahid Island from January 30 to February 2, 2025. Festival features Sadhguru as headline speaker alongside international wellness experts, offering yoga, meditation, biohacking sessions, and mindfulness workshops to position Abu Dhabi as a premier wellness destination.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brand USA: National DMO for the United States running "United Stories" campaigns and global in-market representation. Comparable public-private partnership marketing structure and similar NBA/sports sponsorship tactics to drive inbound tourism.
• VisitBritain: National tourism agency for Great Britain operating GREAT Britain campaigns, digital platforms, and inbound trade marketing. Comparable government-funded DMO with cultural/heritage-led proposition and global in-market offices.
• Visit Qatar: Qatar's national tourism authority operating visitqatar.com and app, marketing cultural institutions, desert experiences, and events including FIFA World Cup legacy programming. Comparable GCC DMO structure with government funding, museum-led strategy, and overlapping MICE ambitions.
• Tourism Authority of Thailand (TAT): National DMO operating tourismthailand.org and "Amazing Thailand" campaigns across culture, adventure, beach, and wellness segments. Comparable multi-language digital platform, sports marketing partnerships, and government-led destination marketing structure.
• Singapore Tourism Board: Statutory board driving tourism to Singapore via Visit Singapore brand, focused on cultural precincts, MICE, and integrated attractions. Comparable museum/cultural anchor strategy (National Gallery, ArtScience Museum) and government-backed marketing model.
• Saudi Tourism Authority: National DMO for Saudi Arabia promoting Vision 2030 tourism strategy through Visit Saudi platform, mega-events (MDLBeast, Riyadh Season), and cultural/heritage destination development (AlUla, NEOM). Direct comparator on GCC tourism marketing scale, government backing, and competing for Western/Asian inbound travelers.
• Visit Dubai (Department of Economy and Tourism - Dubai): Official DMO for neighboring Dubai emirate operating visitdubai.com, mobile app, and a similar attractions/events platform covering Burj Khalifa, Dubai Mall, theme parks and beach resorts. Most directly comparable peer given shared GCC tourism authority model, overlapping source markets, and competing cultural/museum investments.

Emerging players

• GetYourGuide: OTA for tours, attractions, and experiences globally with strong presence in Abu Dhabi attractions on its marketplace. Comparable in distributing and packaging Abu Dhabi's theme parks, museums, and desert experiences, though operating as a private commercial platform rather than a DMO.
• Tripadvisor (Viator): Global travel guidance and experiences marketplace; Experience Abu Dhabi app directly integrates TripAdvisor reviews. Comparable consumer-facing attraction discovery and booking layer in Abu Dhabi, serving as both content partner and indirect distribution channel.

Others

• Emirates Tourism Council / Visit Abu Dhabi corporate: The parent Department of Culture and Tourism - Abu Dhabi corporate site (dct.gov.ae) governs Experience Abu Dhabi; relevant as the policy and infrastructure governing body setting tourism strategy, licensing, and museum development budgets that fund the DMO brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/visitabudhabi
• YouTubeyoutube.com/user/VisitAbuDhabi
• Facebookfacebook.com/VisitAbuDhabi.IN
• Instagraminstagram.com/visitabudhabi
• LinkedInlinkedin.com/company/visitabudhabi

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experience Abu Dhabi