What Kids Really Want on Dream Holiday: 90% Children are Looking for Connection, Adventure and Family Bonding

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Not passive consumers of entertainment, they’re active dreamers, seeking stories they can live out loud.

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To bring our research to life, we handed the holiday planning over to the children themselves. The result was a seven-day itinerary created by kids, filled with waterparks, wildlife, culture, creativity and plenty of downtime. It’s joyful, balanced, and most importantly, it’s all possible right here in Abu Dhabi. A place that speaks the language of children: curious, imaginative and full of heart.

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With a Kids Recommended itinerary, we are handing parents a blueprint to their kids’ ultimate dream holiday.

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Data-Led Creativity

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Kids Recommended reiterates our overarching approach of data-driven destination marketing— going deeper into understanding what matters to travellers around the world. This campaign embodies our commitment to insight-driven storytelling. It’s emotional, authentic, and experience-led. At its core, it positions Abu Dhabi as a place where memories are made, bonds are deepened, and every family finds space to connect in their own way.

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Whether it’s racing at Yas Marina Circuit, encountering wildlife at Emirates Park Zoo, or stepping into fantasy worlds at Warner Bros. World Abu Dhabi, kids can dream big, try new things, and feel right at home doing it with their loved ones.

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And there’s even more to discover. At teamLab Phenomena Abu Dhabi, families can explore a world where art comes alive, light reacts to movement and every step sparks a new surprise. Opening later this year are Zayed National Museum, the national museum of the UAE, and the Natural History Museum Abu Dhabi, which will narrate the story of life on Earth and the origins of our universe.

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Spotlight on authentic storytelling

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Kids Recommended is proof of what’s possible when we put real audience insight at the heart of a campaign. It aligns with our commitment to authentic, data-driven narratives, positioning Abu Dhabi as a family-friendly destination, demonstrating how destination marketing can be both bold and grounded, and reinforcing our focus on emotional storytelling.

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Through our summer campaign, travellers can see why Abu Dhabi is the family holiday destination this summer, offering thrilling adventures, enriching cultural experiences, and relaxing escapes. What makes the destination stand out is its ability to cater to the diverse interests of families from all over the world.

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This summer, we’re inviting families from around the world to see Abu Dhabi through the eyes of a child—full of connection, adventure, and the freedom to play out the stories you love. Come and plant the seed for a lifelong journey of culture, curiosity and adventure. Isn’t that the kind of holiday we all want?

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Click here to watch the experiential film.

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About the Department of Culture and Tourism – Abu Dhabi:

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The Department of Culture and Tourism — Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi’s wider global ambitions.