Branding Abu Dhabi: An Overview

In recent years, sophisticated forms of destination branding have been applied to nations and regions across the Arabian Gulf. While such initiatives often insist on multiple components, a common thread aligns with tourism development strategies and in particular with cultural heritage resources. Against this backdrop, the example of Abu Dhabi represents a comprehensive blueprint that is profusely cited in current literature. Some sources take an institutional approach, whereas others use history and archaeology for the validation of case studies. Further angles are based on urban growth and museums or stakeholder and community engagement. This paper provides a critical overview of these rather different takes, giving a rundown on local destination branding. Comparative implications are potentially wide-ranging, although core observations remain restricted to an emirate-level reality, a particular brand narrative, and a matching public perception. Conclusions point to the connections between Abu Dhabi’s heritage, on the one hand, and its branded uniqueness, on the other, offering a platform for establishing tourism marketing campaigns.