Abu Dhabi is strengthening its tourism partnership with China through a new high-level visit involving leading travel industry executives. The initiative is part of the emirate’s long-term strategy to attract more Chinese visitors and expand its position as a leading global tourism destination.
The Department of Culture and Tourism – Abu Dhabi worked with Etihad Airways and major tourism partners to host the strategic familiarisation visit. The programme welcomed senior executives from China’s travel industry, including representatives from travel agencies, tour operators, and distribution companies.
The visit focused on building stronger business relationships, sharing market knowledge, and identifying new opportunities to increase tourism between China and Abu Dhabi. Officials believe closer cooperation with industry leaders will help support long-term growth in visitor numbers.
During the programme, delegates met with senior representatives from the Department of Culture and Tourism, Etihad Airways, Miral, and other tourism organizations. The meetings explored changing travel preferences among Chinese visitors, new market trends, and ways to improve tourism products and services.
Participants also experienced Abu Dhabi’s tourism attractions through guided visits across the emirate. The programme highlighted ongoing investment in culture, entertainment, and leisure facilities that continue to expand the destination’s international appeal.
One of the main highlights of the visit was a tour of the Zayed National Museum and the Natural History Museum Abu Dhabi. These cultural attractions demonstrate Abu Dhabi’s commitment to preserving heritage while creating new educational and visitor experiences. Officials believe these developments will help attract travelers looking for meaningful cultural experiences alongside traditional leisure activities.
The delegation also received updates on several major destination projects. These included the continued expansion of the Saadiyat Cultural District Abu Dhabi, new attractions planned for future development, and the upcoming Sphere Abu Dhabi on Yas Island. These projects are expected to strengthen Abu Dhabi’s position as one of the region’s leading tourism destinations.
Improved air connectivity is another important part of the strategy. Etihad Airways and China Eastern Airlines are expanding their partnership through a joint venture that will add 28 weekly flights between Abu Dhabi and China. The additional services are expected to make travel easier while supporting business and leisure tourism.
Etihad also announced an added benefit for passengers. Travelers flying to or through Abu Dhabi with the airline will receive complimentary medical travel insurance for up to 15 days. The service is designed to provide greater confidence and convenience for international visitors.
The visit forms part of Abu Dhabi’s broader engagement plan with the Chinese market. The strategy includes year-round trade events, industry training programmes, and joint marketing campaigns aimed at encouraging sustainable tourism growth and strengthening business partnerships.
Recent tourism figures show that the strategy is producing positive results. During 2025, Abu Dhabi welcomed approximately 248,000 hotel guests from China. The average stay increased to 2.3 days, while hotel occupancy reached 81 percent, reflecting healthy demand from one of the emirate’s most important international markets.
Abdulla Yousuf, Director of International Operations at the Department of Culture and Tourism – Abu Dhabi, said China remains one of the emirate’s key tourism markets. He explained that the visit provided an opportunity to exchange ideas with senior industry leaders while showcasing Abu Dhabi’s continued development as a destination. He added that close cooperation with Chinese travel partners will help create new opportunities for both visitors and the travel industry.
Etihad Airways also reaffirmed its commitment to the Chinese market. Javier Alija, Vice President of Sales and Distribution, described China as one of the airline’s most important international markets. He said the company plans to more than double its mainland China connections to Abu Dhabi over the next nine months.
Under the expansion plan, Etihad will operate 35 weekly flights across six Chinese gateways. The network will include new services to Shanghai, Guangzhou, Hangzhou, Shenzhen, and Chengdu while strengthening existing routes through its partnership with China Eastern Airlines.
Alija said hosting senior Chinese travel partners in Abu Dhabi provided valuable insight into customer expectations and future travel demand. He added that the airline remains confident about the long-term opportunities created by stronger tourism and business links between China and the United Arab Emirates.
As Abu Dhabi continues investing in culture, entertainment, infrastructure, and international connectivity, officials expect demand from Chinese travelers to keep growing. Through stronger partnerships, expanded flight networks, and new visitor experiences, the emirate aims to build lasting tourism growth while strengthening its position as one of the world’s leading travel destinations.
