Art events celebrating the anniversary of the Louvre Abu Dhabi - a cultural linchpin and beacon of innovation in the region.

Objectives 

To celebrate the Louvre Abu Dhabi’s third anniversary, our Department of Culture and Tourism (DCT) Abu Dhabi team hosted a series of painting events across Australia highlighting the museum as one of the destination’s premier cultural attractions. Our aim was to showcase the region’s vibrant heritage while connecting with our key travel agent partners face-to-face in a fun and creative setting. 

Our role
  • Event management
  • Trade education and relations 
Overview 

The Louvre Abu Dhabi is the first universal museum in the Arab World. A result of an unprecedented partnership, the museum combines the UAE’s bold vision of cultural progression and openness, with France’s expertise in the world of art and museums. 

To showcase this attraction, the Walshe Group’s DCT - Abu Dhabi team hosted unique art events in art studios across Brisbane, Newcastle, Canberra and Sydney. Guests enjoyed a painting session with local artists and painted scenery from Abu Dhabi including the Sheikh Zayed Grand Mosque, the skyline and the Abu Dhabi Desert. 

During the painting lesson attendees discovered key insights into the emirate’s cultural scene. Our team also provided the agents with an update that showcased the diversity of attractions and experiences Abu Dhabi has to offer including information on the Louvre Abu Dhabi. 

Outcomes

The events were well received by our travel agent partners with over 70 of our key agent partners in attendance. Not only were our team able to connect with attendees face-to-face but they were able to influence their perceptions of Abu Dhabi and create awareness of the region’s rich culture and heritage while showcasing the Louvre Abu Dhabi as a world-class cultural hub.