Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) and Etihad Airways are expanding the Access Abu Dhabi trade engagement programme. The new expansion covers five new markets this year – taking the campaign’s outreach to 10 countries across four continents.
The year-long campaign has been successful in initial target markets of Germany, UK, Russia, India and Australia. Now, for 2014, the programme will reach out to partners in China, France, Italy, Brazil and USA.
“During its first year of operation Access Abu Dhabi progressed 38 destination co-marketing initiatives, undertook 10 destination familiarisation trips for 755 travel agents, 250 free, independent traveller agents and their staff and completed successful partner engagement missions in our initial target markets,” explained HE Jasem Al Darmaki, deputy director general, TCA Abu Dhabi.
“The programme was an influencing factor for last year’s record hotel performance when arrivals reached 2.8 million and guest nights rose 26% to 8.8 million. We anticipate a similar influencing pattern for our 2014 target of 3.1 million guests and guest night uplift of 10% year-on-year compounded growth.”
Access Abu Dhabi’s 2014 campaign has taken off with its team having already completed a partner recruitment drive in Italy and France with more to come.
“We have already started engaging tour operators in Italy and France and will start similar missions in USA, specifically targeting New York and Los Angeles. In South America, we will focus on Brazil to coincide with Sao Paolo’s promotion as a rising Latin American destination.”
The Access Abu Dhabi team is also looking into a tailored version of its programme to address the specific needs of the GCC market.