The Department of Culture and Tourism , Abu Dhabi (DCT Abu Dhabi) participated in ITB Berlin 2025, the world’s leading travel trade show. Organised from March 4 to March 6 the Berlin ExpoCenter City, this year DCT Abu Dhabi led the delegation of 40 partners and stakeholders at the Experience Abu Dhabi stand. This included Yas Island, Air Arabia, Ethara, ITL, Grand Hyatt Abu Dhabi, Orient Tours, Saadiyat Island, Al Dhafra Hotel, teamLab Phenomena and many more.
ITB Berlin is aimed towards providing a strategic platform for the department to foster global collaborations, launch new initiatives, and engage with key industry stakeholders. This was also a step towards achieving Abu Dhabi’s Tourism Strategy 2030, which aims to attract 39.3 million visitors by 2030, create 178,000 new tourism jobs, and contribute AED 90 billion to the emirate’s GDP.
DCT Abu Dhabi drives the sustainable growth of Abu Dhabi’s culture and tourism sectors, fuels economic progress, and helps achieve Abu Dhabi’s wider global ambitions. By working in partnership with the organisations that define the emirate’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate’s potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture, creative and tourism industries.
The department works to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives, and creative thought.
The Experience Abu Dhabi stand at ITB Berlin drew inspiration from the emirate’s rich heritage, both on land and at sea, offered immersive experiences that showcased its hospitality and culture. Honouring the region’s deep-rooted maritime traditions, visitors could have crafted artisanal ropes and weave Gargoor (fishing nets).
One could have explored Bedouin handicrafts or even tried perfume making. There was a chance to pick up a coffee from either Bait Al Gahwa, that highlighted the heritage of traditional Arabic coffee, or from the modern homegrown UAE concept, Aptitude Cafe.
Additionally, to enhance Abu Dhabi’s year-round innovative marketing efforts, Experience Abu Dhabi’s Easter 2025 campaign films were premiered at the stand. Inviting key markets to uncover holiday experiences in the emirate, the campaigns will run across the UK, France, Italy, and Germany under the theme "Make Abu Dhabi Your Easter Surprise".
One of DCT Abu Dhabi’s key launches was the Welcome Pass, delivered in collaboration with Alike, a social travel marketplace. The fully-digital pass will be provided on arrival at the Abu Dhabi airport and allow travellers to explore the country’s unique range of cultural sites and entertainment attractions with much ease and convenience.
The department also announced the launch of Al Dhafra resort, Vignette Collection, an IHG hotel that is set to enhance the emirate’s hospitality offering. Aimed towards blending Arabian heritage with modern elegance, the resort will feature 105 rooms and suites and offer activities like camel rides, falcon shows, Arabic Qahwa tastings, sand artistry, and wellness sessions.