Committed to the key objective of long-term economic sustainability for the emirate of Abu Dhabi, ADTA has developed its strategic plan framework cognizant and in harmony with the Policy Agenda of Abu Dhabi Government which outlines the key roles and responsibilities of the Government portfolios in the social and economic sustainable development of Abu Dhabi.
Key strategic goals
- Collectively building a world class tourism destination.
- Developing a broad range of tourism products to satisfy the needs of our target markets.
- Building target market awareness of Abu Dhabi as a destination in a very competitive marketplace.
- Building organizational and industry capacity and competence.
Strategic Priorities
- Sector Regulation: Work with industry sector stakeholders to enhance overall tourism sector standards.
- Visitor Experience: Improved and consistent visitor experiences founded on unique culture & character.
- Accessibility: Significantly improved access to and within Abu Dhabi.
- Stakeholder Collaboration: Champion the development of the tourism industry with stakeholders.
- Tourism Product Development: Foster leisure and business tourism attractions and events.
- Promote Abu Dhabi: Promotion of Abu Dhabi as an international destination.
- Job Creation: Increase in skilled tourism employment and generate greater levels of Emirati participation.
- Organization Excellence: Increase the organisation's effectiveness by operating with a streamlined structure, well defined and documented processes and using the latest available technology tools.
- Workforce Development: Increase the organisation's effectiveness and efficiencies by recruiting and retaining skilled employees and empowering them to the highest levels of professionalism with a customer focus attitude.
- Sustainable Tourism: Promote development of a sustainable tourism sector adding value to the local community.
Strategic Initiatives
- Develop and implement sector licensing and classification.
- Visitor services program.
- Quality assurance program for the sector.
- Advocacy with other departments and agencies to meet the traveler’s needs.
- Under take sector specific policy development, research and monitoring.
- Business tourism development program.
- Targeted capital and leisure tourism products.
- Comprehensive marketing advocacy to potential visitors’ distribution and travel trade in international and domestic trade Arenas.
- Develop and maintain effective international representation network.
- Develop comprehensive advocacy approach for the sector.
- Execute corporate governance mandate.
- Implement corporate performance process.
- Employee and leadership skills development.
- Tourism sector sustainability program.