Representation of Abu Dhabi in India

Abu Dhabi Tourism & Culture Authority
2013 - present


With limited destination visibility and almost complete lack of awareness, Abu Dhabi was not considered a tourist destination by Indian travellers. The perception of the UAE was that of Dubai, resulting in little interest from leisure travellers to visit Abu Dhabi. The challenge was to establish the destination among the most aspirational Indian travellers, and differentiate it from its’ popular neighbour Dubai.


To establish Abu Dhabi as a complementary destination within the UAE, not as a competitor, and position it as  a “Destination of Distinction” by targeting high-end discerning travellers looking for something “extra” on a vacation. An aggressive PR and media communication strategy was implemented and by working closely with the travel trade the destination was promoted. Result orientated, ROI driven joint promotional activities to place with key national and regional trade. The Indian travel trade were trained to become advocates of Abu Dhabi and were involved at each level of promotional activity.

2017: 987,008 room nights from India visitors making it the 2nd largest source market.

Case Studies