Abu Dhabi, Rotana partner on campaign...

Promotion targets regional visitors with high-value family experiences

Abu Dhabi has launched its latest tourism campaign, as it looks to boost visitor numbers this summer and cement its position as a year-round destination.

The new campaign, a partnership between the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and homegrown hospitality group Rotana, is targeting regional visitors with high-value experiences for families.

This campaign builds on DCT’s ongoing collaboration with Rotana, with last summer’s promotion delivering exclusive benefits for attractions, including Louvre Abu Dhabi.

According to DCT, the aim this year is to stimulate travel during the traditionally quiet summer months, reinforce Abu Dhabi’s positioning as a year-round, family-friendly destination and encourage direct bookings from Abu Dhabi’s diverse source markets, particularly the GCC.

Running between June and August 2025, the summer promotion, titled Stay More, Pay Less, lets guests enjoy longer stays at Rotana properties in Abu Dhabi for less money. For every three consecutive nights booked, guests receive the third night free, and more if they stay longer, so book for six nights and only pay for four.

Further family-friendly benefits include free stays and dining for children across all room categories, complimentary extra beds for kids and access to curated leisure experiences.

Eddy Tannous, COO, Rotana said: “Through this initiative, we are combining strengths to deliver both economic impact and exceptional guest value, reaffirming our commitment to driving tourism growth in the emirate.”

The initiative is part of Abu Dhabi’s broader Tourism Strategy 2030, aimed at driving sustained visitor growth and extending length of stay.

The strategy aims to expand hotel room availability from 34,000 in 2023 to 52,000 by 2030, increase visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030, and raise the tourism and travel sector’s GDP contribution from around AED49 billion in 2023 to AED90 billion annually by 2030.

For more information, visit visitabudhabi.ae

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