Abu Dhabi readies to step up tourism targets
Abu Dhabi, February 26, 2013
Staff from Abu Dhabi Tourism & Culture Authority’s (TCA Abu Dhabi) overseas promotion offices met in the UAE capital recently to discuss strategies to boost tourism, including achieving the target of 2.5 million hotel guests in 2013.
The country managers and staff from TCA Abu Dhabi’s network of 10 overseas promotion offices outlined to stakeholders their 2013 campaigns aimed at increasing conversion of destination awareness into visitation.
The Overseas Offices Summit – staged under the 2013 theme of ‘Connect. Convince. Convert’ - saw representatives from the US, UK, France, Italy, India, Germany, Russia, Saudi Arabia, China and Australia network with 200 of the emirate’s stakeholders, including 100 hoteliers, 60 tour operators, 20 airlines and 20 attraction delegates.
“There’s a renewed energy among the offices sparked by major advancements within the destination including increased air lift, new power draws and headline event line-ups,” said Mubarak Al Nuaimi, Promotions & Overseas Offices director, TCA Abu Dhabi.
“There is an increased focus on the MICE and business events segments with additional dedicated staff devoted to this resilient sector.”
Stakeholders heard how TCA Abu Dhabi will this year mount promotional pavilions in 17 trade fairs in 13 countries – including, for the first time, World Travel Market Latin America this April as it looks to build awareness of the destination ahead of Etihad’s launch of daily services from Sao Paolo to Abu Dhabi this June.
Also on the cards are eight roadshows across 23 cities, including for the first time, roadshows in the US, Korea and Azerbaijan.
“The US roadshow will be heavily slanted to the MICE sector,” explained Al Nuaimi.
Online training academies to educate travel agents, door-knocking sales blitz to bookers, mall activations, mega trade and media familiarisation trips and enhanced trade engagement are also on the agenda.
On the domestic front, TCA Abu Dhabi is targeting an 8 per cent increase in hotel guest bookings from within the UAE with the launch of competitive short break products, increased MICE sales calls and incentives and a precision-focused approach to the UAE’s corporate sector for meetings business.
“We are looking for just under a million hotel guests from within the emirate generating 2.5 million guest nights,” said Al Nuaimi. “We are also hoping to build the domestic guests to 2.5 nights.”
To further activate the domestic market, TCA Abu Dhabi has also formed a dedicated industry development committee for senior hotel sales directors. “We hope that by bringing together these leading sales executives we will create compelling packages and initiatives to stimulate domestic business,” said Al Nuaimi. – TradeArabia News Service
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