The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), in collaboration with Etihad Airways and key tourism stakeholders, has concluded a strategic familiarisation visit for senior travel industry leaders from China, reinforcing Abu Dhabi’s long-term focus on one of its most important international source markets.
The programme brought together senior executives from China’s travel trade ecosystem, including agencies, tour operators and distribution partners.
It featured a series of meetings and immersive
experiences aimed at strengthening commercial relationships, sharing market
intelligence, and identifying new opportunities to stimulate future inbound
demand.
Delegates engaged with senior representatives from DCT Abu Dhabi, Etihad Airways, Miral and other partners to discuss shifting Chinese traveller preferences, evolving market dynamics, and strategies to support sustained growth.
Participants also experienced Abu Dhabi’s expanding tourism
landscape first-hand, reflecting ongoing investment in culture, leisure, and
entertainment infrastructure.
A key highlight of the visit included tours of the Zayed
National Museum and the Natural History Museum Abu Dhabi, showcasing the
emirate’s growing cultural offering and its ambition to position itself as a
leading global destination for heritage, knowledge, and experiential tourism.
The delegation was briefed on wider destination
developments, including the continued expansion of the Saadiyat Cultural
District Abu Dhabi, upcoming attractions, and the announcement of Sphere Abu
Dhabi on Yas Island.
Air connectivity between Abu Dhabi and China is also set to
increase, with a new Etihad and China Eastern Airlines joint venture adding 28
weekly flights. In addition, all Etihad passengers travelling to or through Abu
Dhabi will receive complimentary medical travel insurance for up to 15 days.
The visit forms part of Abu Dhabi’s broader China engagement
strategy, including year-round trade outreach, training, and joint marketing
initiatives to support sustainable tourism growth. In 2025, the emirate
welcomed 248,000 hotel guests from China, with average stays rising to 2.3 days
and hotel occupancy reaching 81 per cent.
Abdulla Yousuf, Director of International Operations at DCT
Abu Dhabi, said: “China remains an important market for Abu Dhabi and a valued
partner in our tourism growth journey. This visit has provided an opportunity
to engage directly with senior industry leaders, exchange perspectives, and
showcase the continued evolution of our destination. As Abu Dhabi expands its
cultural, entertainment and leisure offering, we remain committed to working
closely with our partners across China to create opportunities that benefit
both travellers and the wider travel industry. The relationships we build
through visits such as this play an important role in shaping future growth and
ensuring Abu Dhabi remains relevant and compelling for Chinese visitors.”
Javier
Alija, VP Sales and Distribution at Etihad Airways, said: “China is one of
Etihad's most strategically important markets, and this visit reflects the
depth of our long-term commitment to it. In the next nine months, we will more
than double our connections from mainland China to Abu Dhabi, growing to 35
weekly flights across six gateways – including new services to Shanghai,
Guangzhou, Hangzhou, Shenzhen and Chengdu – as we strengthen our existing
network and bolster our joint venture with China Eastern Airlines. Hosting
senior trade partners in Abu Dhabi this week has given us invaluable insight
into how to tailor our network and product to Chinese travellers, and we leave
with renewed confidence in the opportunity this market represents for both tourism
and trade.” -TradeArabia News Service