The Abu Dhabi 360º Tour is an initiative that offers tourists the opportunity to virtually explore some of the destination's main tourist attractions through a 360º 3D panoramic video experience. The style of the video, which was created using drones and virtual reality, places the user at the centre of the experience, allowing them to enjoy points of interest in 360º and direct what they're looking at from first-person images, as well as interactively choosing which of the destination's attractions they wish to see next. The videos include mesmerising, customised audio to heighten the experience and make it fully immersive, and can be watched on any device.

This initiative was driven by Abu Dhabi's Department of Culture and Tourism, and is the result of collaboration with a content creation company, which uses the latest technology, and a marketing and media company, who provided the innovative storytelling. The project was launched with two main objectives:

• Firstly, as a marketing campaign, seeking to bring more renown to Abu Dhabi's tourist attractions and highlighting the destination's natural and cultural heritage. This was with the aim of promoting the destination and attracting tourists in their home market.
• Secondly, to reposition the destination as a brand, preventing consumers from seeing it as just a stop on their journey