We want them to know that summer in Abu Dhabi offers something for everyone to enjoy at their own pace, whether they’re looking for experiences that inspire, excite, or restore. It targets regional, and international travelers in search of compelling and authentic experiences. The 360-degree campaign is launching in 12 markets, including Europe, China, India, the U.S., Israel, and the Gulf Cooperation Council (GCC) countries: Saudi Arabia, Kuwait, the UAE, Qatar, Bahrain, and Oman. What is behind this strategic focus?Ībdulla Yousuf: Given the variety of memorable experiences that have been developed across Abu Dhabi, it was the ideal time to highlight the diverse range of attractions - available for all types of travelers - that are all seamlessly connected and available throughout the summer months. SkiftX: This is the second year Abu Dhabi is highlighting its summer offerings with a dedicated marketing campaign. SkiftX spoke to Abdulla Yousuf, director of international operations, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), to explore the strategic goals of Abu Dhabi’s new campaign, what marketing tactics the campaign is deploying, and how experiential events are driving visitation. This is increasingly important as travel patterns shift - whether due to the rise of blended travel or the work from anywhere phenomenon.Ību Dhabi is leaning into this trend with its ‘One Summer Isn’t Enough’ campaign showcasing the breadth of experiences available in the destination, even during off-peak season. As the Middle East continues to gain prominence as a global tourism hub, destinations in the region are thinking creatively about how to attract visitors throughout the entire year.

This one summer