Abu Dhabi's Department of Culture and Tourism taps Create

21 May 2024 Consultancy-me.com 1 min. read

Abu Dhabi’s Department of Culture and Tourism is seeking to upgrade its online footprint for its millions of visitors worldwide, with Create selected as its lead delivery partner.

Tourism in Abu Dhabi is going through the roof. Last year, the emirate received nearly 24 million visitors, up from 18 million the year previous. The ambitions reach further however, with Abu Dhabi’s $10 billion tourism plan aiming to lift tourist inflow into the UAE’s capital to over 39 million per annum by 2030.

This tourism mega ambition is led by the Department of Culture and Tourism, which has rolled out four key pillars to realize the vision.

Abu Dhabi's Department of Culture and Tourism taps Create

Alongside all the investments flowing into infrastructure, hotels, cultural hotspots and more, the Department of Culture and Tourism is also preparing to gear up its own activities to meet the growing influx of people – and their changing (digital) demands. This includes an upgrade of its online websites, apps and platforms.

The project will see the Department improve the branding, online performance and digital experience of its destination and corporate brands, including Experience Abu Dhabi, Visit Al Ain, Abu Dhabi Calendar, Abu Dhabi Convention and Exhibition Bureau, and its flagship own website.

Each of these platforms plays an important role in showcasing Abu Dhabi as a tourism destination to domestic and international audience, and promoting the culture heritage of the emirate and its sites.

Supporting the overhaul is Create, a Dubai-headquartered digital agency. The firm will support activities such as digital strategy, experience design, technical development, user experience, and analytics.

“We’re looking forward to supporting the project and contributing towards the continued success of their ambitious plans,” said Matthew Richardson, Partner and Chief Commercial Officer at Create. “This collaboration underscores our long-term commitment to supporting the tourism sector.”