As journey continues its ferocious return in 2023, customers are in search of new, genuine, and opulent experiences that allow self-fulfillment. Now greater than ever, luxurious means offering vacationers with the chance to be surrounded by nature, immersed in a area’s tradition, and supplied bespoke, once-in-a-lifetime experiences. In 2023, main luxurious locations are anticipated to reply to this demand by doubling down on creating and advertising and marketing elevated nature-based and cultural choices.
Abu Dhabi is leaning into this pattern by strategically elevating Saadiyat Island, a glamorous island wealthy in pure wonders, excessive tradition, and opulent seashores. SkiftX spoke to Abdulla Yousuf Mohammad, director of journey commerce and markets improvement, the Division of Tradition and Tourism – Abu Dhabi (DCT Abu Dhabi), to be taught extra about Abu Dhabi’s strategy to vacation spot improvement and advertising and marketing in 2023 and the way it’s broadening journey leaders’ and influencers’ consciousness of the pure and cultural experiences accessible within the Emirate.
SkiftX: Luxurious journey is booming, however as we speak’s panorama appears to be like totally different than it did pre-pandemic. What forms of experiences are luxurious vacationers in search of as we speak, and the way have preferences shifted over the previous yr or two?
Abdulla Yousuf Mohammad: We’ve seen elevated curiosity in distinctive and genuine experiences, which is what helped encourage Abu Dhabi’s new vacation spot marketing campaign, “Expertise Abu Dhabi. Discover Your Tempo.” The marketing campaign reveals the unimaginable number of distinctive experiences that may be found, with points of interest and actions that attraction to each kind of customer.
From Saadiyat Island to Yas Island and every part in between, Abu Dhabi has distinctive experiences tailor-made to luxurious vacationers. A 700-kilometer shoreline ensures you’re by no means distant from a pristine five-star seashore resort, to not point out the Michelin-awarded eating places and luxurious retail experiences.
With 5 luxurious waterfront resorts comprising international manufacturers Park Hyatt, Rixos, and St. Regis, in addition to regional pioneers Jumeirah and Rotana, Saadiyat Island is the vacation spot of alternative for discerning vacationers.
For these in search of an much more unique expertise, a boutique villa retreat is positioned on Nurai Island which will be reached in quarter-hour by speedboat from its personal pier on Saadiyat Island.
SkiftX: In 2023, the DCT Abu Dhabi is placing a strategic advertising and marketing give attention to Saadiyat Island. What is exclusive about this vacation spot, and why was it necessary to raise it at this specific second?
Yousuf Mohammad: Saadiyat Island is stuffed with dwelling tradition and is dwelling to Louvre Abu Dhabi, with its inspiring collections and iconic structure. Close by, seashores and avenues are lined with cafes and eating choices at Mamsha Al Saadiyat to take pleasure in over a sundown.
Positioned on the coronary heart of the island, Saadiyat Cultural District hosts group occasions and exhibitions at Manarat Al Saadiyat, alongside Berklee Abu Dhabi, the pre-eminent institute of latest music and the performing arts.
The district can be the long run dwelling of the Pure Historical past Museum Abu Dhabi, the brand new native Guggenheim, Zayed Nationwide Museum, and the artwork of teamLab Phenomena Abu Dhabi.
As we perceive vacationers’ rising need for genuine experiences, Saadiyat Island is uniquely positioned to have fun Abu Dhabi’s inspiring cultural choices.
SkiftX: Are you able to discuss a bit about DCT Abu Dhabi’s partnership with Miral Locations and the way you’re collaborating on Saadiyat Island’s advertising and marketing technique?
Yousuf Mohammad: The partnership established a brand new benchmark for vacation spot administration. Miral and DCT Abu Dhabi are working collectively to raise Saadiyat Island’s place as a world vacation spot for tradition, leisure, and enterprise tourism by creating new property, merchandise, and companies for native and worldwide guests.
As we’re targeted on shaping a compelling customer proposition and enabling development alternatives for Saadiyat Island, Miral and DCT Abu Dhabi will promote Saadiyat Island throughout international markets, handle a number of cultural points of interest, and develop important property and initiatives.
We’re additionally working in direction of driving integration and connectivity between Yas Island and Saadiyat Island to make sure an much more compelling expertise for guests.
SkiftX: Authenticity, uniqueness, and bespoke experiences are more and more necessary issues for luxurious vacationers as we speak. Why is Saadiyat Island uniquely positioned to showcase the Emirate’s variety of choices?
Yousuf Mohammad: Saadiyat has a little bit of every part — from cultural wonders like Louvre Abu Dhabi to world-class seashores and marine wildlife, there’s actually a various expertise supplied.
Saadiyat is dwelling to the primary worldwide outpost of the enduring Louvre Museum, with three extra world-class museums set to open within the coming years. The forthcoming Abrahamic Home, a future international beacon for tolerance and understanding, will cement the island as one of many world’s main cultural facilities.
Guests with a eager curiosity in sustainability, conservation, and accountable tourism can expertise Saadiyat’s numerous ecosystem of protected wildlife and marine life which incorporates endangered hawksbill turtles, humpback and bottlenose dolphins, the native Arabian gazelle, and over 300 species of birds.
Saadiyat additionally hosts a year-round program of cultural, way of life, golf, wellness, and culinary occasions and actions, all inside one distinctive, secluded location.
SkiftX: As traveler preferences change, so too do vacation spot advertising and marketing campaigns. Are you able to describe DCT Abu Dhabi’s technique for 2023 and the considering behind these selections?
Yousuf Mohammad: Now we have a long-term imaginative and prescient to develop and place the emirate as a world occasions hub and additional develop our leisure journey sector. We’re seeing optimistic development indicators that vacationers will proceed to return in rising numbers from throughout a number of markets, and we’ve sturdy long-term projections on the way forward for tourism in Abu Dhabi. In 2019, we acquired a complete of 11.35 million guests, and we predict this quantity to develop considerably by 2030.
By means of our strategic partnerships and ever-expanding tourism and tradition providing, we’re reaching our imaginative and prescient of turning into a world-leading vacation spot providing vacationers numerous, considerate, and enriching experiences to find at their very own tempo. This has been dropped at life by our new vacation spot marketing campaign “Expertise Abu Dhabi. Discover Your Tempo,” which shares the number of experiences that encourage, excite, and restore, welcoming the world to come back and luxuriate in memorable moments that matter — in their very own approach, and at their very own tempo.
Expertise Abu Dhabi reveals the seamless connections between a wealth of cultural heritage, alongside thrilling experiences. We’ll proceed to spotlight the distinctive breadth of choices that awaits worldwide vacationers in Abu Dhabi all through 2023 and past.
SkiftX: How is DCT Abu Dhabi leveraging its model positioning of “Considerate experiences, at your personal tempo” to spotlight the pure and cultural points of interest luxurious vacationers are notably in search of in 2023?
Yousuf Mohammad: Abu Dhabi is additional cementing its place as a cultural capital in regional and international tourism. The Pure Historical past Museum Abu Dhabi, teamLab Phenomena, and Guggenheim Abu Dhabi are international points of interest set to construct on the vacation spot’s already established cultural providing by 2025.
Whether or not you’re in search of tradition or nature, Abu Dhabi gives genuine moments that encourage, excite, and restore guests in a approach hardly ever skilled.
Louvre Abu Dhabi only recently celebrated its fifth anniversary and has introduced will probably be showcasing probably the most complete Impressionist exhibition ever seen within the area — Impressionism: Pathways to Modernity, working till February 5, 2023. Moreover, Abu Dhabi Louvre can be dwelling to Leonardo da Vinci’s portray, Saint John the Baptist, which is on mortgage from Louvre Paris for 2 years.
We invite guests to ignite their curiosity by visiting UNESCO World Heritage websites in Al Ain — simply half an hour from Louvre Abu Dhabi — to expertise journey and tranquillity among the many desert dunes and to embrace the emirate’s fascinating previous with iconic museums and historic forts.
It doesn’t matter what you’re interested by exploring, our new positioning showcases there’s one thing for everybody to take pleasure in in Abu Dhabi, at their very own tempo.
SkiftX: What implications do you anticipate luxurious vacationers’ need for distinctive, genuine experiences can have for locations long run?
Yousuf Mohammad: That need for distinctive, genuine experiences is a core focus of our new vacation spot marketing campaign and of Abu Dhabi’s broader tourism providing. That is demonstrated by our Emirati hospitality which sits on the coronary heart of each second that issues, and our dwelling tradition that leaves guests with a home-away-from-home feeling.
It’s necessary for locations to supply vacationers enriching experiences that foster and allow life-long recollections and present them the actual aspect of the place they’re visiting, to assist them immerse themselves absolutely into the native tradition. Lengthy-term, this can be a optimistic factor for locations to give attention to.
Plan your go to to Abu Dhabi and uncover the unimaginable experiences that await you.
This content material was created collaboratively by Abu Dhabi and Skift’s branded content material studio, SkiftX.