Abu Dhabi looks to shape its tourism growth

Abu Dhabi looks to boost its tourism portfolio
Abu Dhabi looks to boost its tourism portfolio

In an effort to boost its tourism industry, Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) recently unveiled a hotel-industry led initiative.

This new initiative supports and bolsters growth of the emirate’s tourism industry as part of a revised and enhanced programme of industry development committees.

The programme boasts members of 15 hotel groups representing over 60 of the emirate’s four- and five-star hotels. The objective is simple which is to spearhead delivery of the Authority’s vision for development of a destination aligned to the Abu Dhabi 2030 Vision for economic diversification.

Sultan Al Dhaheri, TCA Abu Dhabi’s acting executive director of tourism said: “This group will address challenges we face in delivering visitor growth to the destination. They will also identify opportunities which will benefit the hotel sector. Our open, two-way dialogue will see this committee act as representatives for the sector, and set directions for all other hotel operators through peer-to-peer information sharing.”

The new hotel committee structure has been introduced to direct hotel sector and will meet quarterly, supported by newly-established dedicated sales engagement and human resources development committees.

Among issues to be pursued are growing challenges facing downward pressure on occupancy and average length of stay, and initiatives to stimulate and grow demand and methods that can be implemented by hoteliers to tackle both challenges. The associated sales engagement group will also identify tactics to implement corrective measures to address opportunities identified by the main group, as well as support seasonal festivals, events and MICE activities.

The improvements will be rolled out across five sector IDC committees covering retail, tour operators, MICE, cruise and golf tourism.

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