Abu Dhabi is redefining destination storytelling and the future of tourism with AI-powered tools and smart glasses by empowering content creators to shoot their experience using Meta smart glasses.
However, the initiative was highlighted at the Skift Global Forum. Hence, it signals a transformational change in how the emirate plans to connects with travellers, especially Gen Z audience travellers, especially Gen Z audiences who crave authenticity over polished tourism ads.
The bold vision was driven by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). Hence, it aims to merge immersive first-person content with AI-powered personalism. So, it ultimately makes travel to Abu Dhabi more intuitive, relatable, and human-centred.
Authentic travel storytelling: Capturing Abu Dhabi through first-person lenses
Steve Cox, Executive Director of Strategic Marketing and Communication at DCT Abu Dhabi, revealed that the authority has been experimenting with the Meta smart glasses to boost real-time destination storytelling.
Cox shared at the forum, “We were working on really shifting the way we are doing it… having the creators in the destination through their eyes… through their meta smart glasses.” Unlike the traditional glossy tourism campaigns, these wearable devices allow creators to document the journey exactly as they see it. It shows from strolling Souk Al Zafarana and kayaking through Mangrove National Park to cultural stops at Qasr Al Hosn and Sheikh Zayed Grand Mosque.
The result has surpassed expectations, and engagement rates have been off the charts. Coz highlighted that viewers respond far more positively to genuine compared to professionally staged tourism visuals. Real moments, real reactions — and real Abu Dhabi.
Gen Z prefers to “experience, create, and share” — not simply sightsee
The change comes at a time when Gen Z travellers see themselves as storytellers and creators, not tourists. Hence, travel is about authenticity, participation, and digital expression for them.
Maxim Braverman, Managing Director of Sales at Google MENA, highlighted that 60 per cent of Gen Z see themselves as creators. Moreover, this generation prioritises authentic experience to share real encounters, hidden gems, and personal narratives. Here, Cox shared the sentiments by saying the destinations today do not need to sell, as they need to stay relevant and real.
The capital of the UAE is aligning perfectly with this mindset. Hence, it spotlights local culture, community experiences, and traveller-led perspectives that build emotional connection.
AI-powered tourism: Abu Dhabi’s next-generation visitor journey
Cox revealed that the DCT Abu Dhabi is developing an advanced digital ecosystem capable of the following tasks:
- Creating personalised visitor identities
- Customising experiences from the airport to attractions
- Testing marketing campaigns in real-time
- Instantly adapting based on audience response
Cox stated, “We will literally have an Abu Dhabi identity per global population… and recreate campaigns in real time”. Hence, this aligns with the strategy of the DCT to develop the best visitor of the world, powered by insights and AI. Moreover, the initiative of Meta Smart Glasses complements partnerships with Etihad Airways and the Experience Abu Dhabi platform. Hence, it enables consistent, seamless traveller engagement across digital touchpoints
Why Meta Sunglasses matters for UAE tourism?
The approach of Abu Dhabi shows a broader national strategy to use the following technologies:
- Immersive digital storytelling
- AI-powered travel ecosystems
- Global creator partnerships
- Experience-driven tourism narratives
This strategy strengthens the positions of the UAE as a cutting-edge global tourism hub. In addition, it ensures that visitors form genuine emotional connections with the destination. Plus, Abu Dhabi is proactively developing a framework that prioritises authenticity, digital innovation, and personalised adventure, as Gen-Z is shaping the future of travel throughout the world. Hence, it sets a benchmark for modern tourism.
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