
Abu Dhabi’s visitor economy is experiencing robust growth in 2025, fueled in part by a sharp increase in demand from Italian travelers and the success of Etihad Airways’ Stopover Programme. Between January and April 2025, the Stopover Programme attracted 44,000 visitors-a 76% jump from the 25,000 recorded during the same period in 2024, with Etihad projecting a total of over 130,000 stopover guests for the year.
This surge is part of a broader trend, as Abu Dhabi welcomed 1.4 million overnight guests in Q1 2025, reflecting sustained growth and positioning the emirate on track to meet its ambitious target of contributing AED 62 billion to the economy in 2025, a 13% rise over the previous year.
The Stopover Programme, a collaboration between Etihad Airways and the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), has not only increased visitor numbers but also extended the average length of stay, as travelers take advantage of complimentary hotel offers to explore the emirate’s expanding array of attractions.
Italian demand is particularly notable, with Etihad responding by expanding its flight offerings from Milan and Rome, and enhancing onboard services to cater to premium travelers. This momentum is reinforced by Abu Dhabi’s strategic investments in data-led marketing, diverse cultural programming, and innovative visitor experiences such as the new teamLab Phenomena Abu Dhabi in the Saadiyat Cultural District.
Abu Dhabi’s tourism sector is underpinned by the ambitious Tourism Strategy 2030, which aims to attract 39.3 million visitors annually by the end of the decade, create 178,000 new jobs, and raise the sector’s GDP contribution to AED 90 billion.
The strategy is built around 26 key initiatives across four pillars: offering and city activation, promotion and marketing, infrastructure and mobility, and visa, licensing, and regulations. Recent performance metrics underscore the emirate’s progress: hotel revenues reached AED 2.3 billion in Q1 2025, up 18% year-on-year, with revenue per available room climbing 25% to AED 484 and occupancy rates holding strong at 79%.
Officials highlight that the Stopover Programme’s appeal is leading many travelers to extend their stays or return for dedicated holidays, with the initiative drawing visitors from across Etihad’s global network, including the US, UK, Germany, France, India, Japan, and South Korea. The introduction of the digital Abu Dhabi Pass in March 2025 has further enhanced the visitor experience, offering discounts and streamlined access to attractions.
In summary, the surge in Italian demand is a key driver in Abu Dhabi’s accelerating visitor economy, supporting the emirate’s broader goals of economic diversification, cultural prominence, and global tourism leadership.