Abu Dhabi Bets on Concerts, Sports, and a Sphere to Draw Global Tourists

Abu Dhabi already boasts cultural landmarks like the Louvre Museum and the Sheikh Zayed Grand Mosque. Now, the UAE capital is setting its sights on becoming a leader in entertainment.

Abu Dhabi is banking on sell-out concerts, mega sporting events, and a "twin" of the Las Vegas Sphere to compete with the rapidly developing tourism destinations surrounding it.

Abu Dhabi has set a target of 7.2 million international visitors by 2030, up from 3.8 million in 2023, and expects to spend $10 billion on its Tourism Strategy 2030. On Wednesday, Disneyland Abu Dhabi was announced - a massive tourism project for the whole country.

Events, particularly sporting events, are at the core of this strategy, said Abdulla Yousuf, Director of Travel Trade and Markets Development at the Department of Culture and Tourism – Abu Dhabi.

"We keep adding more events," Yousuf told Skift during the Arabian Travel Market in Dubai last week. "These types of events are not just events; they are milestones toward where we want the destination to be."

Abu Dhabi has spent years positioning itself as a major hub for sports.

The Formula 1 Abu Dhabi G