Abu Dhabi targets Middle East travellers with all-star tourism campaign

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Egyptian actress Yasmin Abdelaziz in Abu Dhabi campaign shot

Abu Dhabi is targeting regional travellers with the launch of its new all-star summer tourism campaign, ‘Totally Recommended’.

The initiative, led by Experience Abu Dhabi, DCT Abu Dhabi’s official destination brand, harnesses the star power of two of the region’s most recognisable celebrities — Egyptian actress Yasmin Abdelaziz and Bahraini comedian Ahmed Sharif — in a bid to lure travellers from the GCC and wider Middle East to the capital this summer.

Abdelaziz, who commands over 23 million social media followers, and Sharif, with a combined Instagram and YouTube following exceeding 9 million, bring significant influence and wide-ranging appeal.

Bahraini comedian Ahmed Sharif in Abu Dhabi campaign shot

The duo headline separate short films within the campaign, each showcasing their own adventure across the UAE capital’s array of attractions.

Designed to position Abu Dhabi not simply as a tourist hotspot, but as a ‘home away from home’, the campaign showcases the rich diversity of the emirate, from the bustling entertainment hubs of Yas Island to its lovely beaches, cultural landmarks such as Sheikh Zayed Grand Mosque and even the frosty thrills at Snow Abu Dhabi.

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Reflecting on her experience, Abdelaziz remarked that Abu Dhabi instantly felt welcoming, saying: “Every time I thought I’d seen it all, Abu Dhabi had more to show me — something new, exciting, and unforgettable around every corner."

“Summer here? Totally recommended. I’m definitely coming back, and bringing my kids next time.”

Egyptian actress Yasmin Abdelaziz

Bringing his signature humour to his summer itinerary, Sharif noted his surprise at the emirate’s diversity, adding, “Warner Bros. World Abu Dhabi took me straight back to childhood. Surf Abu Dhabi had me feeling like an action hero. This place blends fun, adventure, warmth and culture in a way that’s genuinely special.”

This summer, for every paying adult, one child under 12 stays, plays and dines fro free at select hotels across Yas Island Abu Dhabi until 30 September.

Totally Recommended has been strategically rolled out across digital platforms, including Instagram and regionally popular social media channels, ensuring the campaign meets audiences where they are most engaged.

Celebrity endorsement has become a hallmark of Abu Dhabi’s tourism marketing strategy, with DCT Abu Dhabi leveraging celebrity endorsements from Hollywood, Bollywood and the Arab world to enhance the emirate’s global appeal.

Stars have included American actor Chris Hemsworth, Spanish actress Elsa Pataky, Chinese-American actress and singer Liu Yifei and Bollywood star Ranveer Singh.

For more information, visit visitabudhabi.ae