Increase overall awareness and Interest across 5 key markets; UK, Germany, USA, India and China by 25%; Increase awareness amongst 18-34 years olds across all markets to 10%; Increase search terms for Abu Dhabi tourism and related terms by 50% across both desktop and mobile. Engagement with #InAbuDhabi; Increase passenger numbers to Abu Dhabi across all 5 key markets and GCC by at least 10% each

Bleisure {extending a business trip} | Family Fun {entertainment for all ages} | Fly&Flop {relaxation-seekers} | Sightseekers and Culture Vultures {curious travelers looking to explore and discover} | Luxury Lovers {looking for luxury and comfort} | Active Adventurers {active holidays}