Abu Dhabi Tourism Authority

Travellers’ Welcome

Building a global brand of relevance, stature and shared values

Abu Dhabi set out to redefine its presence on the global stage—not just as a destination, but as a brand rooted in culture, peace, and hospitality. The line Travellers’ welcome was more than a tagline. It was a declaration of identity, a promise extended to visitors from all walks of life.

We partnered with the Abu Dhabi Tourism Authority to help define and evolve this promise into a comprehensive destination brand. The strategy centered on a single, powerful value: Respect. This became the guiding principle that unified messaging across government, tourism, and private sector partners.

Our role was to build a framework that encouraged brand adoption across touchpoints—ensuring that the Travellers’ welcome narrative was not just spoken, but lived. We helped shape how the brand essence could be reflected in planning, visitor experiences, and stakeholder engagement, keeping the message consistent while allowing flexibility for cultural nuance and business objectives.

By rooting the brand in something timeless and universally resonant, we helped position Abu Dhabi as a city of openness, dignity, and connection—equally relevant to holidaymakers, business travelers, and global partners.

“The market is highly competitive yet no-one can replicate our culture and that is our forte.”

His Excellency Sheikh Sultan bin Tahnoon Al Nahyan, Chairman, TCA Abu Dhabi