Families landing at Zayed International Airport this back-to-school season will be met with more than the usual arrivals hall. A new initiative called Welcome Back to Abu Dhabi, delivered jointly by Etihad Airways, Abu Dhabi Airports and the Culture Sector of the Department of Culture and Tourism Abu Dhabi, turns the homecoming moment into the start of a local itinerary.
The activation begins at arrivals, where families receive specially designed cultural boarding passes. These include free museum access for children and senior citizens across a selection of venues in the Saadiyat Cultural District, education guides covering the emirate’s heritage sites, and QR codes linking to curated family itineraries and cultural events across Abu Dhabi.
Children also receive giveaway items tied to the campaign, intended as a keepsake connecting their arrival to the wider cultural offer waiting across the city.
The campaign runs through the back-to-school period and sits within a broader calendar of activations that the three entities are delivering across the year, each timed to key moments in the community calendar.
