Honouring the entity that shows exceptional excellence in highlighting the rich diversity of Abu Dhabi’s cultural heritage, art, history and people.



Evaluation Guidelines

Maximum Score

How strongly have you highlighted Abu Dhabi’s culture in your visitor experiences (e.g. on-site giveaways, branding, décor, cultural entertainment or storytelling that highlights Abu Dhabi’s cultural riches)?

Emphasis on creatively introducing Abu Dhabi’s history, art, culture and people (for example our Founding Father) in the entity’s on-site giveaways, branding, décor, cultural entertainment, communications, storytelling and other visitor experiences).



How effectively have you promoted your entity to increase its visibility (and that of Abu Dhabi) to cultural tourists in the region and worldwide?

Emphasis on how strongly the entity aligns itself with Abu Dhabi’s positioning as a global cultural tourism destination.


Additional focus on innovation and creativity in marketing tools, tactics and touchpoints for the regional and global audience, supported by actual campaign figures on visitors growth.


How have you fused Emirati culture with other cultures at your entity to convey Abu Dhabi’s multicultural diversity?


Emphasis on examples of Emirati culture harmoniously co-existing or blending with other cultures in the entity’s visitor experiences, to attract tourists from those cultures (e.g. themed Indian / Asian cultural entertainment, cuisine or décor).



What’s your approach to attracting more repeat visitors instead of one-time visitors?

Emphasis on smart re-targeting or re-marketing, incentives for repeat visitors, collaborations and diversity of activities / experiences.


Why do you believe your entity has gone the extra mile and deserves to be the new benchmark in Cultural Tourism?

Emphasis on unique and exceptional achievements that distinguish this attraction from the rest, and can take Abu Dhabi to the next level if implemented on a wider scale.


TOTAL: 100