Page 9 - COB Connect Spring 2023

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Department of Culture and Tourism - Research Initiative

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) is responsible for the
continual development and growth of Abu Dhabi as a leading tourism destination, with a variety
of experiences that excite, inspire and restore a diverse range of visitors. In order to achieve this
goal, there is a need to understand tourists’ perceptions of Abu Dhabi as a tourism brand among
different market segments.

In 2022, DCT Abu Dhabi engaged in a data-sharing agreement with the College of Business
(COB) in a co-operative initiative designed to link DCT Abu Dhabi data experts with COB tourism
researchers. The goal is to bring additional insights to the understanding of Experience Abu Dhabi
– the tourism brand of DCT – including an exploration of new markets and visitor demographics.

Abu Dhabi University | COB Connect 2023