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The era of checklist travel is over. The motivation to learn and connect is now central to why people travel. According to Skift’s State of Travel 2025 report, cultural immersion cuts across nearly every category of trip, with 79% of travelers saying they prefer an active vacation that also teaches them something about the place they’re visiting. The desire to understand local communities, history, and cuisine is becoming a defining filter for how people choose destinations, spend their time, and measure their trip’s value.
SkiftX spoke with Abdulla Yousuf, International Operations Director at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), to learn how Abu Dhabi is building a full cultural ecosystem and why this matters as destinations across the Middle East compete to define the next era of travel demand.
SkiftX: What changes in traveler expectations are influencing how Abu Dhabi develops and promotes itself as a destination?
Abdulla Yousuf: Travelers are seeking meaningful engagement with the places they visit. They want opportunities to learn, participate in, and understand local cultures and identities. We see a growing demand for curated journeys that reveal heritage, showcase architecture, capture history, and highlight daily life. This has been evident during Ramadan, one of the most atmospheric times to visit Abu Dhabi. Taking place from approximately February 16 to March 18, 2026, the Holy Month provides a unique opportunity for deep cultural immersion.
During the day, visitors can explore the emirate’s diverse attractions and cultural landmarks, savor culinary delights, or relax on the beaches. As the sun sets, travelers can experience the spiritual and communal dimensions of Ramadan, from the sounds of the iftar cannon to sharing in traditions. Travelers can join locals for the traditional iftar (the sunset meal) or suhoor (the pre-dawn meal) at stunning five-star hotels, charming desert camps, and lively community tents, creating truly memorable evenings.
How do the new museums opening this year fit into Abu Dhabi’s broader cultural strategy?
This year marks a major moment in our cultural journey, with the openings of Zayed National Museum, Natural History Museum Abu Dhabi, and the newly relaunched Al Ain Museum and Al Maqta’a Museum. These institutions anchor a long-term strategy to strengthen Abu Dhabi’s status as a leading global destination for culture, and each one expands our commitment to protecting our history and culture while creating immersive experiences for our visitors.
Each museum in Saadiyat Cultural District Abu Dhabi presents its own distinct narrative, and together this community of institutions creates an expansive platform for discovery, curiosity, creativity, and innovation. One of the district’s newest additions, Zayed National Museum, presents the history of our country through an immersive experience spanning from ancient times to the present. The institution honors the UAE’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, and his commitment to cultural heritage, education, identity, and belonging. With this institution, our nation finally has a home for our story, where our children can learn about where they have come from, and visitors from around the world can discover the depth and richness of our history and traditions.
Natural History Museum Abu Dhabi offers a 13.8-billion-year narrative of life on Earth, from meteorites and ancient fossils to environmental futures, framed through an Arabian lens. This is nature’s greatest story: that of the origins of humanity and the world around us. Importantly, the museum also serves as a center for research and discovery, with on-site facilities that will undertake scientific research and contribute to global knowledge production.
In Al Ain Region, the reopening of Al Ain Museum reinforces Abu Dhabi’s commitment to preserving archaeological and anthropological heritage, exploring the area’s rich cultural heritage through to the present day. Through its invaluable collections and dynamic new visitor experience, this institution will connect visitors, both local and international, to the deep roots of Al Ain Region’s history and its role in shaping our nation’s identity.
The reopening of Al Maqta’a Museum follows a full restoration and renovation of the site, reaffirming Abu Dhabi’s commitment to preserve, promote, and protect its rich and sustainable cultural heritage. Visitors to the museum will have the opportunity to explore key cultural landmarks in the capital, shaped by cross-cultural trade and community development. Together, these institutions reinforce an integrated, multi-district cultural strategy within a connected ecosystem.
What is the long-term vision for Saadiyat Cultural District Abu Dhabi within the emirate’s cultural landscape?
Upon completion, Saadiyat Cultural District Abu Dhabi will be one of the greatest concentrations of world-leading cultural and educational institutions. Collectively they form a global platform for knowledge, creativity, and cultural exchange, built on a foundation of community engagement.
The district brings together museums, research hubs, and creative initiatives that span civilizations, disciplines, and time periods. It is supported by platforms for dialogue, education, and artistic experimentation. As new institutions open, the district will continue to evolve as an international center of learning and collaboration. Saadiyat Cultural District Abu Dhabi invites the world to engage with the stories of the United Arab Emirates, the world, and the connections that have shaped creativity and innovation throughout history.
How do Al Ain Region and the newly reopened Al Ain Museum contribute to Abu Dhabi’s cultural identity?
The Cultural Sites of Al Ain Region are the UAE’s first UNESCO World Heritage Site, and include Al Ain Oasis, Bidaa bint Saud, Jebel Hafit, and Hili Archaeological Park. The oases, aflaj irrigation systems, Bronze Age tombs, and ancient settlements reveal the depth of human habitation and innovation in the region. These landscapes are deeply interwoven within the cultural story of Abu Dhabi.
The reopening of Al Ain Museum supports interpretation and accessibility to these narratives, allowing visitors to explore the origins of settlement, craftsmanship, and social life. Tracing its human history back over 5,000 years, Al Ain Region showcases and preserves the richness of Emirati heritage and tradition.
How are cultural events and partnerships shaping Abu Dhabi’s visitation and international visibility?
Cultural events play a significant role in attracting new and returning visitors. Initiatives such as the Abu Dhabi Art Fair, Al Hosn Festival, the Maritime Heritage Festival, the Traditional Handicrafts Festival, Liwa International Festival, and partnerships with global platforms such as Frieze bring international attention and specialist audiences to the emirate.
These events also extend the visitor season, contributing to year-round demand. For travel partners, they create opportunities to design themed itineraries around exhibitions, performances, or cultural seasons. This strengthens the destination’s value proposition.
Our trade collaborators benefit from updated information delivered through roadshows, workshops, exhibitions, e-learning, and the Abu Dhabi Pass reseller portal, which provides tools to easily package cultural assets.
What does success look like for Abu Dhabi as a culture-led destination over the next five to 10 years?
Success will be defined by a flourishing cultural ecosystem that creates value for residents, visitors, and international partners. We’re establishing Abu Dhabi as a leading global destination where culture is inherent to our economic diversification, long-term visitation, education, and community participation.
To support global trade partners in delivering this level of personalized expertise, we continue to invest in tools such as the Experience Abu Dhabi Experts platform, which provides specialized, multilingual training. This ensures that travel professionals worldwide can confidently present the emirate’s cultural story to their clients.
We expect to see stronger global partnerships, increased research output, expanded cultural tourism, and continued year-round engagement with institutions and festivals across the emirate. Most importantly, success will mean that travelers leave with a deeper understanding of our heritage and way of life.
To learn more about Abu Dhabi, visit Experience Abu Dhabi.
This content was created collaboratively by DCT Abu Dhabi and Skift’s branded content studio, SkiftX.
