Steve Cox

Executive Director - Strategic Marketing & Communications @ Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)

About

Destinations are not chosen for the number of experiences they offer. They are chosen because people can picture themselves having them.I came to destination marketing from retail in 2020, and everything since has sharpened that idea rather than changed it.Today I lead global marketing strategy, destination branding and sector-wide communications at the Department of Culture and Tourism - Abu Dhabi, working with a talented team and partners to build Abu Dhabi's reputation as one of the world's great cultural and tourism destinations. The work spans global brand campaigns and media partnerships, cultural and major event marketing, and communications across the emirate's tourism and culture sectors, reaching audiences in the hundreds of millions.Before Abu Dhabi, as CEO of Destination NSW, I led the state's post-pandemic visitor economy recovery, launched the globally recognised 'Feel New' brand and delivered the largest event calendar in the state's history. Earlier, my background was retail and consumer brands, including as Managing Director at Dymocks and in retail operations, merchandise and marketing at David Jones - work that came down to the same question: why people choose one thing over another.What that adds up to is simple. Great destinations are built through infrastructure, culture and vision. Great destination brands are built when those strengths are translated into stories people carry home with them.I write here about the work of building Abu Dhabi's destination brand - cultural tourism, partnerships, and the craft of marketing a place.

Country

United Arab Emirates

City

Abu Dhabi

Industry

Leisure, Travel & Tourism

Skill

Brand Strategy, Strategic Marketing, Destination Branding, Executive Leadership, Data-Driven Strategy & Insights, AI-Enabled Marketing Innovation, Strategic Leadership, Business Growth and Transformation, Stakeholder Engagement, Destination Marketing, Events, Board, Retail & Consumer Strategy, Tourism, Change Management, Strategic Thinking, Contract Negotiation, Executive Management, Interpersonal Skills, Event Marketing

Experience

Executive Director - Strategic Marketing & Communications

Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)

2025-6 - Present · 1 yr 4 mos

Abu Dhabi Emirate, United Arab Emirates

Direct Abu Dhabi’s global tourism and cultural marketing efforts, overseeing brand strategy, campaign execution, and stakeholder engagement across all channels and sectors. Provide strategic leadership across integrated marketing and communications initiatives to promote Abu Dhabi’s distinct tourism and cultural assets, both locally and internationally. Drive global brand positioning, ensuring alignment with sector priorities and DCT’s overarching mission to elevate the Emirate’s profile as a premier destination. Oversee development and implementation of marketing plans for DCT’s corporate and initiative brands, ensuring consistency, integrity, and effectiveness across platforms. Lead the strategic promotion of Abu Dhabi’s flagship festivals, events, and cultural programs, maximising reach through digital, traditional, and experiential campaigns. Manage strategic communications, media outreach, internal communications, and public relations, aligning messaging with global tourism and cultural objectives. Collaborate with leading marketing agencies and institutions to develop and execute high-impact initiatives that strengthen awareness and engagement. Guide content strategy, reputation management, and perception tracking across international markets. Oversee sector-wide budget planning, ensuring cost efficiency and strong return on investment across campaigns and platforms. Ensure the quality, alignment, and performance of all communications and marketing outputs, supporting the growth of Abu Dhabi’s cultural and tourism economy.