Abu Dhabi launches Visitor Experience Awards to recognise tourism excellence

Abu Dhabi's Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has introduced its inaugural Visitor Experience Awards, honouring organisations and frontline professionals who deliver exceptional visitor experiences across the emirate. Over 400 tourism and cultural organisations have been invited to take part in this annual initiative, which aims to elevate service standards and reinforce Abu Dhabi's standing as a premier global tourism destination.

The awards encompass eight categories, focusing on businesses and frontline teams. Led by DCT Abu Dhabi's Visitor Experience (VX) function, the programme recognises achievements while motivating organisations to improve accessibility, innovate, and continuously enhance visitor services. The awards are split into two main categories: the Business Awards for organisations demonstrating strong overall visitor experience performance, and the Frontliner Awards for employees who engage directly with visitors and craft memorable experiences.

A total of 24 winners will be disclosed during a gala event attended by tourism leaders and industry representatives later this year. Submissions will be evaluated by an impartial judging panel comprising leaders and experts from Abu Dhabi's public and private sectors, including those with expertise in tourism, hospitality, culture, customer experience, innovation, accessibility, and service excellence.

DCT Abu Dhabi Director General for Tourism Saleh Mohamed Al Geziry emphasized that visitor experience significantly influences how travellers perceive a destination and their likelihood of recommending or returning. "Through the Visitor Experience Awards, we are recognising the organisations and frontline professionals setting the benchmark for excellence while inspiring continuous improvement across the sector," he stated.

"By celebrating innovation, accessibility, and outstanding service, we are strengthening Abu Dhabi's reputation as a destination where exceptional visitor experiences are delivered consistently at every stage of the journey."

The awards are part of DCT Abu Dhabi's broader Visitor Experience programme, which also includes the recently launched Visitor Experience Guidelines and the VX Academy. These additional resources provide further support to tourism organisations and professionals, ensuring visitors receive seamless, authentic, and unforgettable experiences throughout their time in Abu Dhabi, from their initial contact with the destination to the conclusion of their visit.