DCT Abu Dhabi launches Visitor Experience Awards for tourism excellence

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched the inaugural Visitor Experience Awards, an annual programme that will recognise organisations and frontline professionals delivering outstanding visitor experiences across the emirate. More than 400 tourism and cultural organisations have been invited to participate in the first edition, which is led by DCT Abu Dhabi’s Visitor Experience (VX) function and comprises eight award categories across two streams. A total of 24 winners will be announced at a gala ceremony later this year.

“Visitor experience is one of the strongest drivers of destination competitiveness, influencing how travellers perceive, recommend and return to a destination,” said HE Saleh Mohamed Al Geziry, Director General for Tourism at DCT Abu Dhabi. “Through the Visitor Experience Awards, we are recognising the organisations and frontline professionals setting the benchmark for excellence while inspiring continuous improvement across the sector. By celebrating innovation, accessibility and outstanding service, we are strengthening Abu Dhabi’s reputation as a destination where exceptional visitor experiences are delivered consistently at every stage of the journey.”

The awards are designed to promote quality, innovation and accessibility across Abu Dhabi’s visitor ecosystem. The programme includes two distinct streams:

• Business Awards – recognising organisations that demonstrate excellence across key areas of visitor experience, including service design, accessibility and innovation.
• Frontliner Awards – celebrating individuals and frontline teams who create memorable moments for visitors and exemplify service excellence.

An independent judging panel composed of leaders and subject matter experts from Abu Dhabi’s public and private sectors will assess submissions. The panel’s expertise spans tourism, hospitality, culture, customer experience, innovation and accessibility, and entries will be evaluated through a rigorous process intended to ensure impartiality and sector-wide credibility.

The Visitor Experience Awards form part of DCT Abu Dhabi’s broader Visitor Experience programme, which also includes the recently launched Visitor Experience Guidelines and the VX Academy. These initiatives aim to embed a culture of continuous improvement throughout the tourism sector by providing standards, training and resources that frontline teams and organisations can adopt to lift service quality across the emirate.

Key elements of the initiative highlighted by DCT Abu Dhabi include:

• Encouraging innovation in service delivery and visitor engagement
• Promoting accessibility to ensure experiences are inclusive for all visitors
• Fostering continuous improvement and professional development through VX Academy training
• Benchmarking performance through independent assessment and public recognition

The organisers say the awards will help position Abu Dhabi as a destination where excellence is recognised and replicated across attractions, hotels, cultural institutions and tourism service providers. With more than 400 organisations invited and 24 winners to be named, the awards are expected to create new incentives for operators and frontline staff to prioritise visitor-centric standards.

Looking ahead, DCT Abu Dhabi intends the Visitor Experience Awards to be an annual fixture that evolves alongside the emirate’s tourism strategy. By highlighting best practice and celebrating both organisational and individual contributions, the awards aim to sustain momentum behind service excellence initiatives and raise expectations for visitor experiences across Abu Dhabi.