Abu Dhabi is embracing cutting-edge technology to revolutionize how travelers experience the emirate, with a focus on authenticity and Gen Z engagement. The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) is testing Meta smart glasses, enabling content creators to capture their surroundings in real-time, offering audiences a first-person perspective of the capital’s culture and attractions. This initiative was unveiled at the Skift Global Forum by Steve Cox, Executive Director of Strategic Marketing and Communication at DCT Abu Dhabi. Cox emphasized the shift from traditional, polished advertisements to creator-led storytelling, which resonates deeply with younger audiences. Engagement rates for such content have reportedly surpassed expectations, highlighting the appeal of genuine, immersive experiences. Maxim Braverman, Managing Director of Sales at Google Mena, noted that Gen Z travelers prioritize storytelling over sightseeing, viewing themselves as creators rather than tourists. This trend is prompting destinations to rethink their marketing strategies. DCT Abu Dhabi is also developing an AI-driven visitor journey, tailoring every stage of travel from airport arrivals to attractions. This system allows for real-time campaign adjustments based on audience feedback, ensuring relevance and personalization. The initiative is part of DCT’s broader digital transformation, leveraging technology to enhance engagement and collaboration with partners like Etihad Airways and the Experience Abu Dhabi platform. By integrating advanced data and AI insights, Abu Dhabi aims to create the world’s best visitor experience, setting a new standard in destination marketing.
Abu Dhabi tests smart glasses to help creators capture the emirate ‘through their eyes’
