Case Study: Abu Dhabi Tourism & Culture Authority achieves 151% follower growth and 54% increase in website sessions with Brandwatch

How Abu Dhabi is boosting tourism with social media

The Abu Dhabi Department of Culture and Tourism (DCT) promotes the emirate as a world‑class cultural and tourism destination but faced the challenge of scaling a comprehensive social strategy across a distributed team and multiple agencies. With more than 25 people managing social activity, reliance on email led to inconsistent messaging, inefficient governance, and difficulty coordinating peak‑time campaigns and reporting to senior stakeholders.

DCT implemented Hootsuite Enterprise with Brandwatch integration to centralize planning, approvals, moderation, and social listening in one dashboard, plus mobile approvals and real‑time analytics via Brandwatch Vizia. The change cut time spent planning, scheduling, and approving content by 60% and drove strong performance gains: 151% follower growth, 471% increase in post volume, 54% more website sessions from social referrals, and a 14% rise in conversion rate—enabling the team to prove ROI and scale operations.

Abu Dhabi Tourism & Culture Authority

Ahmad Dohjoka

Media Planner