This latest activity aims to build upon a destination identity that has already attracted record numbers of guests to the emirate for two successive years, and will be supported by increased worldwide media investment across all channels.

The aim of the new work is to continue raising awareness and interest in Abu Dhabi, and to grow its reputation as a unique leisure, business, and cultural destination by strengthening the message of inspiring experiences and extraordinary stories.

At the heart of this evolved campaign will be a collection of new brand films showcasing real people living in the emirate who through their own unique lifestyle embody its personality and depth of offer.