The Capital city of the United Arab Emirate (UAE), Abu Dhabi, has evolved into a world-class tourist destination, thanks to Abu Dhabi Tourism departments commitment to conserving, promoting, and leveraging Abu Dhabi’s heritage, culture, and tourism assets. Abu Dhabi tourism department is working hard to brand Abu Dhabi as a leading tourist destination by investing heavily into Abu Dhabi’s diverse array of leisure, cultural attraction, nature, entertainment, and organizing profile-raising events partnerships with industry stakeholders. Although Abu Dhabi is experiencing challenges due to COVID-19, the city focuses on attracting tourists across the globe by providing required safety and security requirements to gain tourist confidence. Abu Dhabi Department of Tourism works closely with all its stakeholders by delivering tourism industry-related guidance to ensure all service providers exceed global service excellence standards. The case focuses on the characteristics of service marketing and the importance of 7p’s of service marketing. The case focuses on the various strategies the Abu Dhabi Department of Tourism adopted in promoting Abu Dhabi as the tourist’s most preferred location on the world tourism map.
Case – Reference no. 521-0057-1
Authors: Kiran Nair
Published by: Abu Dhabi School of Management
Originally published in: 2021
Length: 16 pages
Topics: Marketing advertising; Communication strategies; Destination branding; Place marketing; Tourism; Marketing mix; Service marketing; Service marketing strategies; Competitive advantage
