Abdulla Yousuf (Abu Dhabi): "Our attendance at FITUR 2026 was a resounding success"
"Our attendance at FITUR 2026 was a resounding success". This is corroborated by Abdulla Yousuf, Director of International Operations at Abu Dhabi's Department of Culture and Tourism. "The trade fair allowed for direct meetings with travel agents, tour operators, media and industry stakeholders, enabling dialogue on product development, market readiness and collaboration between key tourism segments". Experience Abu Dhabi received the award for Best Stand at FITUR in the category of countries and regions, along with Egypt and Guatemala, in recognition of the exhibition design, storytelling and visitor participation".
What is your assessment of Abu Dhabi's participation in FITUR 2026?
DCT Abu Dhabi participated in FITUR 2026 as part of its ongoing commitment to the tourism industry in Spain and the Spanish and Portuguese-speaking world in general. The event allowed for direct meetings with travel agents, tour operators, media and industry stakeholders, enabling dialogue on product development, market readiness and collaboration between key tourism segments. Through its presence at the trade fair, DCT Abu Dhabi highlighted the emirate's year-round offering, focusing on culture, events and connectivity, in line with Abu Dhabi's Tourism Strategy 2030.
During FITUR 2026, DCT Abu Dhabi was honoured with several industry awards. It was named "Destination of the Year" and recognised as a Premium Destination by the Spanish Confederation of Travel Agencies (CEAV); and the Experience Abu Dhabi stand received the Best IFEMA Madrid Stand award, along with Egypt and Guatemala, in recognition of its exhibition design, storytelling and visitor engagement.
How did the Abu Dhabi Department of Culture and Tourism interact with the tourism industry at the trade fair?
DCT Abu Dhabi interacted extensively with the tourism industry through meetings and activities held at the stand throughout the event. Although the total number of visitors was not formally measured, more than 60 business meetings were held, in addition to the many other meetings maintained by the 14 organisations participating on the stand. In addition, there were cultural activities with Emirati artisans and the serving of traditional gahwa (Arabic coffee), allowing visitors to experience our hospitality and heritage.
The stand received several notable official visits during FITUR 2026, including His Excellency Abdulla Bin Touq Al Marri, Minister of Economy and Tourism of the United Arab Emirates; His Excellency Saleh Ahmad Al Suwaidi, Ambassador of the United Arab Emirates to the Kingdom of Spain; and Her Excellency Shaikha Nasser Al Nowais, Secretary-General of Tourism of the United Nations. These visits were part of DCT Abu Dhabi's broader engagement with government, institutional and industry stakeholders during the trade fair.
What were the central features of your stand?
Abu Dhabi's Saadiyat Cultural District was one of the central elements of the stand. Once completed, the district will be one of the largest concentrations of leading cultural and educational institutions in the world. Together, they form a global platform for knowledge, creativity and cultural exchange, built on the basis of community participation.
The stand highlighted one of the latest additions to the district, the Zayed National Museum, which presents the history of our country through an immersive experience spanning from ancient times to the present day. Also on display was the recently opened Abu Dhabi Natural History Museum, which offers a 13.8 billion-year journey through natural history, from ancient meteorites and fossils to the environmental future, framed through an Arabian lens.
The representation of key players in the tourism industry allowed for discussions in multiple segments, including culture in Abu Dhabi City, the Al Ain region and the Al Dhafra region.
What effect will your participation in FITUR have on strengthening the country's international tourism relations?
Our participation in FITUR supports our focus on strengthening bonds with international partners, especially within the Spanish market, and promoting long-term collaboration with the tourism industry. In Spain specifically, DCT Abu Dhabi links commercial participation to measured market momentum: 46,000 hotel guests from Spain in 2025, representing a 51% increase over 2024, along with a total capacity of 406,600 tourist beds in 2025, 29% more than in 2024.
FITUR is also part of an ongoing programme to train partners in the market. Our commitment to Spain is demonstrated through our presence at FITUR; the upcoming Experience Abu Dhabi Roadshow in Barcelona and Bilbao (18-22 May), and our return to Spain for IBTM World in Barcelona (17-19 November).
This work is supported by commercial tools developed by DCT Abu Dhabi for the market, including the Experience Abu Dhabi Experts e-learning platform in Spanish (with additional modules added) and the Abu Dhabi Pass distributor portal, which provides commercial access to wholesale rates to support itinerary creation.
Our attendance at FITUR 2026 was a resounding success, which we will continue to build on throughout 2026, as we engage more deeply with partners and stakeholders across the industry.