Abu Dhabi's Department of Culture and Tourism has introduced a new "Emirati Dhiyafa" hospitality framework that will become mandatory for hotels across the emirate from the first quarter of 2027, aiming to weave Emirati cultural identity directly into the guest experience rather than treat it as an afterthought.
Under the framework, properties must meet at least 20 of 65 defined standards — 10 compulsory and 10 elective. Mandatory elements include having a staff member greet guests in traditional Emirati dress, listing at least three Emirati dishes on the menu, sending guests cultural information ahead of arrival, welcoming them with Arabic coffee and dates, and using the greeting phrase "Marhaba al-saa." Hotels are also expected to incorporate heritage-inspired design in public areas and link to UAE history and culture on their websites.
Marriott Al Forsan Abu Dhabi and Bloom Arjaan by Rotana are among the early adopters. "It is a great idea for guests to embrace the heritage, culture and generosity of the UAE," said Catalina Susan, general manager of Marriott Al Forsan, while Marwa Mustafa, hotel manager at Bloom Arjaan, welcomed the framework as a way to formalise practices many properties already value informally.
Saleh Mohamed Al Geziry, DCT Abu Dhabi's director general, said the experiences visitors remember most are often the simplest ones — a point the framework is designed around rather than around large-scale infrastructure. The initiative supports Abu Dhabi's Tourism Strategy 2030, which targets 39.3 million visitors and a Dh90 billion contribution to GDP. Despite a temporary dip in international bookings following regional tensions in February 2026, Abu Dhabi hotels held occupancy above 86 per cent, buoyed by strong domestic and regional demand — a resilience officials say the new cultural standards are meant to reinforce rather than replace.