Abu Dhabi Launches Visitor Experience Awards to Elevate Tourism Standards

The Department of Culture and Tourism — Abu Dhabi (DCT Abu Dhabi) has initiated its inaugural Visitor Experience Awards, an annual programme designed to acknowledge organisations and frontline professionals who deliver exceptional visitor experiences across the emirate.

Over 400 tourism and cultural organisations have been invited to participate in this new initiative. The awards aim to foster continuous improvement in service delivery, enhance accessibility, and encourage innovation within Abu Dhabi's tourism sector, thereby strengthening its appeal as a leading global destination.

Led by DCT Abu Dhabi's Visitor Experience (VX) function, the awards feature eight distinct categories that span both businesses and frontline teams. The programme is structured into two main streams:

Award Categories

• Business Awards: These will recognise organisations demonstrating strong performance across key aspects of visitor experience, including service quality, innovation, and accessibility.
• Frontliner Awards: These celebrate individual employees who directly engage with visitors, playing a crucial role in creating memorable experiences.

An independent judging panel, composed of experts from Abu Dhabi’s public and private sectors in fields such as tourism, hospitality, culture, customer experience, and accessibility, will assess submissions. A total of 24 winners are slated to be announced at a gala ceremony later this year, attended by key tourism leaders and industry representatives.

Saleh Mohamed Al Geziry, Director General for Tourism at DCT Abu Dhabi, emphasised the importance of visitor experience in shaping travellers' perceptions and influencing their decision to recommend or return to a destination. He highlighted that the awards are part of DCT Abu Dhabi's broader Visitor Experience programme, which also includes the recently launched Visitor Experience Guidelines and VX Academy, all aimed at cultivating a culture of service excellence.