Tripadvisor has partnered with The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) to launch the ‘world’s first’ Alexa virtual voice tour for a destination.

People in the UK with Alexa-enabled devices are able to say ‘Alexa, Explore Abu Dhabi’ and be taken on a voice tour of the capital of the United Arab Emirates. The skill enables users to choose their own adventure by verbally requesting the path they wish to follow based on given options, which include tours of relaxation and nature spots, cultural wonders, and restaurants – all chosen based on Tripadvisor data and traveller reviews.

“I’m delighted to be announcing the world’s first ever virtual voice tour of a destination on Alexa enabled devices and despite the obstacles the pandemic has thrown in the travel industry’s path, the Tripadvisor advertising team continues to create innovative, data-driven campaigns as we help prepare the tourism industry for the pent-up demand coming their way,” said Christine Maguire, GM/VP Global Media Business at Tripadvisor.

The voice skill is being promoted to Amazon Music listeners through voice ads as well as banner placements across Tripadvisor.

The experience is part of a wider DCT Abu Dhabi campaign, which also features branded guides to Abu Dhabi, custom videos and destination sponsorship on Tripadvisor. The wider campaign is running across 17 markets.

“During these difficult times, the voice skill allows consumers to discover the wonders of Abu Dhabi from the comfort of their homes,” added Maguire. “As we’ve seen from our data and insights, throughout the pandemic, there has been bottled up travel demand and untapped wanderlust from our global travel community. This campaign and test of new travel planning and media technology, shows travellers that Abu Dhabi and the travel industry as a whole are ready to welcome travellers as soon as they are able to visit.”