Abu Dhabi Launches Digital Travel Pass at ITB Berlin

BERLIN, Germany — On March 6, 2025, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) introduced the innovative Abu Dhabi Pass at ITB Berlin, one of the largest tourism trade fairs in the world. This digital travel pass aims to enhance the visitor experience by providing a convenient and seamless journey through the emirate’s vast offerings.

The Abu Dhabi Pass is free for all visitors, including passengers on Etihad Airways, and includes a host of exclusive benefits designed to simplify travel. Among these perks are a tourist SIM card with 10GB of data, unlimited travel on public buses, and full-day access to the city’s hop-on-hop-off tourist bus network. This initiative is part of Abu Dhabi’s overarching Tourism Strategy 2030, aiming to attract 39.3 million visitors, create 178,000 jobs, and contribute AED 90 billion to the GDP by 2030.

“The launch of the new Abu Dhabi Pass reflects our commitment to enhancing the visitor experience by providing seamless access to the emirate’s diverse world-class attractions,” said Abdulla Yousuf, Director of International Operations at DCT Abu Dhabi. “We aim to introduce Abu Dhabi as a top global destination to a wider audience, making it easier for our travel and tourism stakeholders to showcase the very best the emirate has to offer.”

With the Abu Dhabi Pass, holders can enjoy up to 15% discounts at prominent cultural sites, including Qasr Al Watan and the Louvre Abu Dhabi, as well as special rates for popular Yas Island attractions like Ferrari World Abu Dhabi and Warner Bros. World™. Additionally, the pass provides savings at over 200 dining venues and on iconic experiences, such as desert safaris and guided city tours.

According to IndexBox data, the new pass is expected to significantly increase the emirate’s attractiveness to global tourists, solidifying Abu Dhabi’s position as a premier global destination. The pass caters to a wide range of travelers, from budget-conscious tourists to luxury visitors, offering essential travel benefits without any added costs.

Etihad Airways has experienced remarkable growth in its stopover program, which welcomed 85,000 international visitors in 2024, up from just 12,000 in 2023. The airline anticipates more than 130,000 stopover guests in 2025, reflecting over a 50% increase year-on-year. Travelers who book their stopovers directly through Etihad can also receive a complimentary hotel stay of up to two nights, transforming their layover into a full vacation.

DCT Abu Dhabi officials stated that these initiatives encourage more independent exploration of the city by reducing reliance on costly taxis and guided tours. They aim to ensure that visitors feel connected and informed throughout their stay.

The launch of the Abu Dhabi Pass aligns with the UAE’s broader efforts to enhance connectivity and provide exceptional value to travelers. Abu Dhabi has also invested heavily in infrastructure developments, including the recent opening of Terminal A at Zayed International Airport, to improve the overall visitor experience.

With its strategic partnerships, technological innovations, and visitor-centric benefits, the Abu Dhabi Pass is anticipated to set a new standard for integrated tourism experiences. Industry observers speculate that if the Abu Dhabi Pass succeeds, other global destinations may adopt similar initiatives, reshaping how travelers experience international locations.

Despite its many advantages, some analysts have expressed concerns regarding the widespread adoption and overall effectiveness of the Abu Dhabi Pass as it rolls out. Nevertheless, the introduction of this digital travel initiative marks a significant step in enhancing Abu Dhabi’s global appeal as a premier travel destination.