Tripadvisor has teamed up with Experience Abu Dhabi, the official destination brand of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), to launch their latest initiative. “Abu Dhabi Is Calling,” an immersive, multi-sensory experience, will transform Jio World Plaza in Mumbai from September 26–28, 2025.
Over the course of three days, Jio World Plaza will transform into a lively gateway to Abu Dhabi. Moreover, this innovative activation combines state-of-the-art technology with real-time AI interactions and leverages authentic insights from Tripadvisor travellers. The experience offers both Indian and international visitors a unique, multi-sensory journey, inviting them to explore Abu Dhabi in an entirely new way.
At the heart of the experience are two immersive domes—one measuring 6 meters and the other 8 meters. Specifically, the 6-meter dome features the ORA Sphere, an innovative spherical projection system. With this technology, visitors can seamlessly navigate their Abu Dhabi journey in real time, enhancing both engagement and interactivity.
With a simple touch, guests can explore 360° cinematic environments showcasing Abu Dhabi’s iconic landmarks, from the Louvre Abu Dhabi to the verdant Al Ain Oasis. As the dome reacts in perfect harmony, the ORA Sphere simultaneously displays live Tripadvisor reviews, insider tips, and curated travel data, creating a fully integrated digital-physical travel experience.
Tripadvisor crafted “A Doorway Into Abu Dhabi” using its proprietary traveller data, showcasing the most-loved destinations, must-do experiences, and authentic insights so guests experience Abu Dhabi as real travellers do.
Steve Paganelli, Acting Global Head, Media & Partnerships, Tripadvisor, said: “Tripadvisor’s Wanderlab has fused emotional storytelling, groundbreaking technology, and real traveller data to redefine how destinations are discovered from afar. Following the success of this project in London, Paris, and New York, we’re proud to continue our partnership with Experience Abu Dhabi to bring this visionary project to India.”
Georgios Kalliamvakos, Planning, Strategy, and Operations Department Director, DCT Abu Dhabi, said: “In partnership with Tripadvisor’s Wanderlab, we’re bringing a piece of Abu Dhabi to the heart of Mumbai through an immersive experience that truly captures the spirit of the emirate. Showcasing Abu Dhabi’s rich culture, scenic landscapes and unique attractions, this activation invites everyone to discover Abu Dhabi, a destination where unforgettable experiences are always within reach.”
Interact. Imagine. Win.
The “Abu Dhabi Is Calling” activation will also showcase a variety of futuristic and cultural experiences:
- AI Pod – Interact with Tripadvisor’s conversational AI agent. This innovative, people-powered AI combines Tripadvisor’s extensive first-party data with authentic insights from millions of travellers, providing real-time, personalized Abu Dhabi itineraries.
- Green Screen Photo Booth – Capture your dream Abu Dhabi moment, from desert dunes to the iconic Corniche skyline.
- Goodie Bags – Guests receive a special event passport upon arrival, which they can use to collect exclusive Ollie the Owl Tripadvisor stamps. Guests can redeem completed passports for complimentary goodie bags.
- Win a 5-Star Getaway – Visitors can enter a contest to win a luxury trip to Abu Dhabi, including round-trip flights from India and a stay at a five-star hotel.
“Abu Dhabi Is Calling,” brought to life by Tripadvisor in partnership with Experience Abu Dhabi, offers visitors an unparalleled, multi-sensory journey that blends cutting-edge technology, real-time AI interactions, and authentic Tripadvisor traveller insights.
From immersive domes and interactive AI pods to green screen photo booths and exciting giveaways, the activation invites both Indian and international audiences to explore Abu Dhabi like never before. By combining innovation with cultural authenticity, Tripadvisor sets a new benchmark for experiential travel activations, inspiring guests to plan their own Abu Dhabi adventures.
