Tripadvisor has teamed up with Experience Abu Dhabi (the destination brand of Abu Dhabi’s Department of Culture and Tourism) to launch “Abu Dhabi Is Calling”, a multi-sensory, AI-enabled travel activation in Mumbai. The activation runs from September 26–28 at Jio World Plaza, transforming the venue into an immersive gateway to the emirate, with the goal of offering Indian travellers a dynamic preview of Abu Dhabi.
Over three days, visitors will experience high-technology storytelling hubs including two immersive domes, one 6-meter and one 8-meter in size. The smaller dome features the ORA Sphere, a spherical projection system that lets attendees interact with 360° cinematic visuals of Abu Dhabi’s landmarks like the Louvre Abu Dhabi and Al Ain Oasis, while seeing real, live Tripadvisor reviews and local recommendations woven into their journey in real time.
The activation includes:
- An AI Pod that delivers personalized itineraries by combining Tripadvisor’s extensive traveller data with real-time interests.
- Green screen photo booths for immersive photo-ops with Abu Dhabi backdrops.
- An event passport for visitors to collect stamps (“Ollie the Owl” from Tripadvisor), redeemable for goodies.
- A chance to win a luxury 5-star getaway to Abu Dhabi including flights and hotel stay.
Hotelier India noted Tripadvisor’s Steve Paganelli, Acting Global Head of Media & Partnerships, said:
“Tripadvisor’s Wanderlab has fused emotional storytelling, groundbreaking technology, and real traveller data to redefine how destinations are discovered from afar. Following the success of this project in London, Paris, and New York, we’re proud to continue our partnership with Experience Abu Dhabi to bring this visionary project to India.”
Georgios Kalliamvakos, Planning, Strategy and Operations Director at DCT Abu Dhabi, added:
“In partnership with Tripadvisor’s Wanderlab, we’re bringing a piece of Abu Dhabi to the heart of Mumbai through an immersive experience that truly captures the spirit of the emirate. Showcasing Abu Dhabi’s rich culture, scenic landscapes and unique attractions, this activation invites everyone to discover Abu Dhabi, a destination where unforgettable experiences are always within reach.”
This activation blends tech, travel data, and storytelling into a form of destination marketing that feels experiential rather than promotional. For tourism boards and travel brands, “Abu Dhabi Is Calling” sets a high bar: the success likely hinges on how engaging and seamless the visitor journey feels, not just the visuals, but the emotional connection and personalization.
