Abu Dhabi is intensifying its global tourism strategy, aiming to attract 39 million visitors annually by 2030. This ambitious target is bolstered by strong growth from the Chinese market, which has become one of the city’s top international sources of tourists. In 2025, the city saw a surge in visitor numbers, with 1.4 million overnight stays in the first quarter alone. The increased interest is largely attributed to Abu Dhabi’s cultural offerings, luxury experiences, and family-friendly attractions, including the Louvre Abu Dhabi, Ferrari World, and Warner Bros. World.
As part of its strategy, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched the Tourism Strategy 2030, which includes 26 initiatives aimed at enhancing the city’s cultural sites, expanding hotel accommodations, and improving infrastructure. These measures are designed to make the city more accessible and attractive to international visitors, as well as streamline business processes for tourists and businesses alike.
A key element of Abu Dhabi’s growth plan is its collaboration with 17 major Chinese travel companies, announced during ITB China 2025 in Shanghai. This partnership reflects the UAE’s broader focus on tapping into China’s expanding outbound tourism market, which has shown strong interest in luxury and cultural experiences. With its cultural richness, expanding infrastructure, and global partnerships, Abu Dhabi is positioning itself to be a leading global destination by 2030, further supporting the UAE’s economic diversification.
