New Standards Span Airports, Hotels, Museums, Malls and Other Major Visitor Touchpoints.
Abu Dhabi: The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has introduced comprehensive Visitor Experience (VX) Guidelines, establishing new benchmarks for service excellence across 11 major visitor touchpoints.
The guidelines outline clear standards and expectations for stakeholders across Abu Dhabi’s culture and tourism sectors, with the aim of delivering consistently high-quality and memorable experiences for visitors throughout the emirate.
The 11 visitor touchpoints covered by the guidelines include cultural sites, museums, transportation, attractions, hospitality, tour guides and operators, visitor information services, events, cruise terminals, airports and shopping malls. By implementing the VX Guidelines, stakeholders across these areas will work towards maintaining consistent standards of quality and service throughout the visitor journey.
The guidelines serve as a unified framework for strengthening and shaping Abu Dhabi’s destination brand. They were developed in consultation with both internal and external stakeholders, creating a clear and consistent roadmap informed by practical industry knowledge and expertise.
The framework was also carefully reviewed and validated in coordination with the Abu Dhabi Quality and Conformity Council to ensure alignment with established quality standards.
The initiatives are aligned with Abu Dhabi’s long-term vision to provide seamless, world-class visitor experiences throughout every stage of the journey, from initial trip planning through to departure.
Saleh Mohamed Al Geziry, Director General for Tourism at DCT Abu Dhabi, said the VX Guidelines represent an important step towards creating more consistent and engaging visitor journeys across the emirate. He noted that the framework provides greater clarity in showcasing Abu Dhabi’s diverse tourism experiences, while strengthening its reputation for high-quality offerings and supporting progress towards the objectives of Tourism Strategy 2030.
Eng Fahad Ghareeb Al Shamsi, Acting Secretary-General of the Abu Dhabi Quality and Conformity Council, described the guidelines as a strategic measure to further reinforce Abu Dhabi’s standing as a leading global tourism destination. He said establishing clear and high-quality standards across every visitor touchpoint would help create a unified and distinctive experience reflecting the emirate’s commitment to service excellence.
Al Shamsi added that the guidelines would also enhance the capabilities of frontline professionals and align tourism practices with leading international standards, further strengthening Abu Dhabi’s reputation as a world-class tourism hub.
The guidelines are also designed to bring public and private sector efforts under a more coordinated approach, supporting the delivery of seamless and integrated tourism services. This reflects Abu Dhabi’s continued investment in both human capital and physical infrastructure to enhance the overall visitor experience and improve satisfaction levels.
The framework has already been introduced to key stakeholders across Abu Dhabi’s tourism and culture sectors. DCT Abu Dhabi will continue working closely with industry partners to support consistent implementation, while audits and compliance assessments are being carried out as the guidelines are rolled out more widely.
