What makes a trip to Abu Dhabi really memorable? It could be discovering a brilliant new museum, being greeted with a smile at your hotel, finding your way around the city with ease, or having someone go that extra mile when you least expect it.
Now, the people and organisations responsible for those little moments are getting their own moment in the spotlight.
Introducing the Visitor Experience Awards
The Department of Culture and Tourism, Abu Dhabi (DCT Abu Dhabi) has recently announced the Visitor Experience Awards, a new programme launching this year for the very first time.
This motivational initiative is designed to recognise businesses and frontline employees in the emirate who are helping raise the bar for visitors across the region.
There will be eight award categories in total. Four will focus on businesses, celebrating areas including innovation, cultural presentation, accessibility, and resilience, while the remaining four will recognise individuals working directly with visitors in frontline roles.
From Museums to Malls
The awards are open to a sizeable slice of Abu Dhabi’s visitor economy. More than 400 businesses and their frontline teams have been invited to participate, spanning museums and cultural attractions, hotels, malls, F&B outlets, airports, airlines, and other service-facing sectors.
Submissions will be reviewed internally before finalists are assessed by an independent panel featuring public and private-sector specialists.
Celebrating The People Behind the Experience
At its heart, the programme is about shining a light on the people who can turn an ordinary visit into a memorable one, whilst encouraging businesses to keep improving how they welcome and engage with guests.
The winners will be celebrated at an inaugural gala dinner at ERTH Hotel on 26 November 2026, bringing together the tourism and hospitality community to celebrate those making a difference.
For Abu Dhabi, where tourism continues to play an increasingly important role, it is a fitting way to celebrate the people helping give the capital its warm welcome throughout the year.
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