Abu Dhabi pitches for European business
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Abu Dhabi Tourism Authority is currently spearheading a European roadshow spanning seven cities across six countries to spell out to travel trade opportunities emerging from the destination’s Q4 plans.Accompanied by representatives from Etihad Airways and its Hala Abu Dhabi destination management arm as well as Abu Dhabi Motorsports Management which manages the Yas Marina Circuit home to the annual F1 Eithad Airways Abu Dhabi Grand Prix, the roadshow began in Moscow last week before heading for Paris, Frankfurt, Milan, London, Manchester and ending in the Irish capital, Dublin. “We will be going all-out to drive consumer awareness of the destination’s up-scaled major events calendar and the superior hotels and resorts due to open soon by spreading the message through trade and media. We will be looking to work with the trade to crystallise development of new event-centric travel packages and promotions to leverage what promises to be a hectic year-end,” said Dayne Lim, product development director, ADTA.”The seven roadshow destinations were specifically chosen as they are among our primary source markets for the mega events lined up for Q4 and airlift from some, Manchester in particular, is being increased with Etihad upscaling to double daily services from the North West England hub this August.Over 10 luxury destination hotels and resorts are due to open throughout the emirate in Q3 and Q4 while the destination is also gearing up to for the third Formula 1 Etihad Airways Abu Dhabi Grand Prix this November, celebrations this December to market the 40th anniversary of the United Arab Emirates and the highly-anticipated New Year hosting of the Volvo Ocean Race fleet for a two-week ‘carnival style’ stopover. “The Grand Prix and Volvo Ocean Race are delivering a substantial halo effect to the emirate which is further polished by the planned opening of major resorts operated by some of the world’s most respected brands,” added Lim. “We have a great accommodation and attractions infrastructure now in place, keener competitiveness with a 15% fall in hotel rates in the emirate over the past 12 months and a more compelling story with which to engage.”Latest ADTA figures underpin the destination’s heightened competitiveness. They show that average room rates in the emirate’s hotels and hotel apartments fell 15% between April 2010 and April 2011 making stays in Abu Dhabi a more affordable high-end option than Sydney or Paris. “This competitiveness will be leverage as we move towards our winter season events programme,” added Lim.
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