Today's Edition
SARA ALZAABI (ABU DHABI)
Families arriving at Abu Dhabi's Zayed International Airport this back-to-school season are all receiving a special 'boarding pass' — one that comes with a QR code unlocking curated itineraries, museum highlights, and cultural events across the emirate.
As part of the package, children and senior citizens get free access to selected museums, including venues across Saadiyat Cultural District. Young explorers are also handed keepsakes that connect their arrival home to the journey awaiting them across the emirate.
All these are part of the 'Welcome Back to Abu Dhabi' campaign organised by Etihad Airways, Abu Dhabi Airports and the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).
View this post on Instagram
"This initiative comes as a reminder to families that their cultural journeys do not end with the end of summer vacations. They continue into our sites and our museums, where there's a lot more to experience in our upcoming programmes and exhibitions," said Moza Almazroua, Interpretation Head at DCT Abu Dhabi.
Running throughout the back-to-school season, the initiative forms part of a wider, year-round programme celebrating key community moments and showcasing Abu Dhabi's cultural offerings to residents and visitors.
For DCT Abu Dhabi, the goal is to reconnect returning families with the emirate's expanding cultural scene.
“We wanted to welcome families returning ahead of the back-to-school season, and we saw it as the perfect opportunity to raise awareness of our cultural programmes and platforms, which are highlighted in the gift packets they receive,” said Ehab Haddad, Head of Marketing and Communications at DCT Abu Dhabi's Culture Sector.
The months ahead are packed, he added, pointing to a cultural calendar running from October through February. Among the events lined up are the Abu Dhabi Festival 2026, Traditional Handicrafts Festival, Public Art Abu Dhabi Biennial, NOMAD Abu Dhabi, Frieze Abu Dhabi, Maritime Heritage Festival, Culture Summit Abu Dhabi and the opening of Guggenheim Abu Dhabi.
Captain Majed Al Marzouqi, Chief Operations and Guest Officer, Etihad Airways, described the initiative as a way to create a more connected homecoming experience — beginning on board and continuing through the airport into Abu Dhabi's museums, heritage landmarks and cultural destinations.
"We are part of an integrated ecosystem working together to strengthen the emirate's position and deliver an exceptional experience for our guests at every stage of their journey," said Al Marzouqi.
"Our role as a national carrier goes beyond connecting Abu Dhabi with the world."
