Abu Dhabi roadshow highlights cultural tourism push for Canadian market

Canadian advisors got a front-row look at Abu Dhabi’s next chapter this week. 

At the Abu Dhabi Tourism roadshow hosted at the Aga Khan Museum in Toronto on Nov. 6, the destination shared new updates with Canadian travel advisors. 

The museum’s restaurant, Diwan, made for the perfect backdrop, with its 17th-century-style Syrian décor. 

The group was also treated to a tour of a current exhibit that pays tribute to the Emirati Al Burda Award.

An island for every taste

Abu Dhabi, the city made up of over 200 natural islands, is leaning into its reputation as the UAE’s cultural heart, and it’s making new inroads with the Canadian market.

The emirate is investing heavily in cultural and eco-tourism. 

“Abu Dhabi is investing heavily in cultural and eco-tourism, says Daniela Theelen, country manager, department of culture and tourism – Abu Dhabi.

“Abu Dhabi’s vision is to be a place where culture, nature, and innovation meet,” she said. 

“On Saadiyat Island, we’re expanding the cultural district with the Natural History Museum, the Sheikh Zayed National Museum and the soon-to-open Guggenheim Abu Dhabi, joining the world-renowned Louvre Abu Dhabi.”

Theelen highlighted eco-friendly adventures that show off the emirate’s softer side.

“Visitors can kayak through our mangrove forests or stay in the desert at properties like Qasr Al Sarab and Al Wathba — it’s about reconnecting with the landscape,” she said.

Luxury expansion and entertainment evolution

Abu Dhabi also continues to evolve, with luxury resorts such as the St. Regis and Park Hyatt, and upcoming openings that include Nobu Hotel Abu Dhabi, Waldorf Astoria Abu Dhabi, Ritz-Carlton Reserve and Mondrian Abu Dhabi.

When it comes to entertainment, Yas Island remains a powerhouse of adventure and nightlife.

“Yas Island brings pure energy,” Theelen explained. 

“You have everything from world-class theme parks to live concerts — and the new SeaWorld Abu Dhabi operates without orcas, focusing on rescue and rehabilitation.”

She also noted that Disneyland Abu Dhabi, now in early development, and the forthcoming Sphere Abu Dhabi, modelled after Las Vegas’s high-tech venue, “will redefine immersive entertainment in the region.”

Finally, Hudayriat Island continues as the emirate’s newest playground for sports enthusiasts.

“Hudayriat is all about movement and vitality,” said Theelen. 

“Visitors can cycle, sail, play tennis or soccer and even race around our new Velodrome’s rooftop track.”

While neighbouring Dubai is known for its glamour and high energy, Abu Dhabi is differentiating itself through depth and authenticity.

“It’s a calmer and more reflective,” Theelen told PAX. 

“Dubai is about the parties, but Abu Dhabi is about world class experiences. It’s a place where heritage is meeting the future. Visitors connect with Emirati culture and community, while experiencing it through the eyes of the locals.”

Direct connections with elevated service

Connectivity is also improving. Etihad Airways’ direct flights from Toronto link travellers to over 70 destinations worldwide via Abu Dhabi, with codeshares through Air Canada making access easier.

“Our objective is to be the airline that everyone wants to fly with,” said Tanya Concessao, Canada sales manager at Air Etihad. 

The legendary Airbus A380, with daily flights out of Pearson, offer spacious business class seating, fully enclosed personal suites with showers and a bed in first class. 

But nothing compares to "The Residence’" a private three-room suite with living room, bedroom and ensuite bathroom with shower. “it’s expensive, but it doesn’t cost as much as buying your own private jet,” quipped Concessao. 

Trips booked through GoDubai.ca have “skip the line access” at customs at Zaiyed International, an airport notorious for it’s 83,000 daily visitors which can lead to up to two hour wait times.

From there, it’s just a one and a half hour complimentary Etihad shuttle bus to Al Ain, Abu Dhabi’s garden city, a UNESCO-recognized World Heritage Site. 

Partnership opportunities for Canadian agents

For the Canadian travel trade, DCT Abu Dhabi offers training and support through its ‘Abu Dhabi Specialists’ program, along with co-op marketing, fam trips and in-market events.  

Agents interested in getting even more involved are invited to become affiliate partners with GoDubai.ca. 

“If agents only get one client per week, well they travel by two, they come in their agency and they can make between $800 to $1,000 if they book it. They can then keep these clients and sell them Africa, sell them a luxury cruise. They’ve already pre-qualified, these people have money,” said Caroline Lavictoire, president of GoDubai.ca. 

“They come on our website, they click on this agency, we send them clients, we serve them, they keep them, they can make more money. Yes, you have to pay to become affiliates but all that money goes back into our online advertising costs.”

Looking ahead, Abu Dhabi aims to welcome over 39 million visitors annually by 2030, supported by the many new hotels and expanded cultural programming across the emirate.

Clearly, Abu Dhabi isn’t just a stopover. It’s a rich cultural destination, packed with world class facilities and experiences.

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