Abu Dhabi Abu Dhabi’s unique geographical diversity, buzzling cultural scene and a burgeoning hospitality sector make it a compelling story in the international tourism market. Mubarak Al Nuaimi, Director Promotions & Overseas Offices at the Abu Dhabi Tourism and Culture Authority, tells XPRESS the number of hotel guests in the emirate will exceed 3.1 million hotel by 2014 end.
Excerpts from an interview: How challenging is your job of selling Abu Dhabi in the international market?
Since Abu Dhabi is blessed with such geographic diversity, natural assets and a growing attractions portfolio, it’s easier than you may think. We have stunning desert, superb beaches, blue-flagged waters, ancient heritage sites and an ultra-modern capital. We have some of the world’s finest city and resort hotels, an action-packed programme of year-round events and world-class attractions. The challenge is packing into a single promotion everything that there now is to do and see in Abu Dhabi.
How do you pitch Abu Dhabi to international tourists? What are the emirate’s USPs?
The emirate has widespread appeal in all of our key markets and we position Abu Dhabi as a luxury, yet affordable destination across our global network in the USA, UK, France, Italy, India, Germany, Russia, Saudi Arabia, China and Australia. We stress on three destinations within one emirate – the Abu Dhabi city, heritage city of Al Ain and the Western Region of Al Gharbia where the desert meets the sea. We are also promoting Abu Dhabi as a leading Halal Tourism destination.
Our messaging is often adapted to the market we are selling to because different markets look for different things for holidays. Russians want beaches and shopping while the Chinese want shopping and cultural engagement etc. In 2014 alone we attended 17 trade fairs in 14 countries, and eight roadshows across 23 cities.
In addition, we have a highly pro-active trade engagement programme of co-operative marketing in conjunction with Etihad Airways – Access Abu Dhabi - which has led to major conferences being held here and mega familiarisation trips.
Is Abu Dhabi’s growing clout as a cultural hub in the region a great advantage to tourism?
Abu Dhabi’s credentials certainly stack up well as an emirate that connects cultures. We have UNESCO World Heritage site inscribed attractions reflecting over 5,000 years of civilisation in our oasis city of Al Ain. The flourishing art scene at Manarat Al Saadiyat that hosts events like Abu Dhabi Art, Louvre Abu Dhabi, the annual Qasr Al Hosn Festival, the Liwa Date Festival, the Al Dhafra Camel Festival and the Abu Dhabi International Hunting & Equestrian Exhibition – the cultural calendar of Abu Dhabi is packed throughout the year.
Dubai has always hogged the limelight in the world tourist map. Do you find it difficult to promote Abu Dhabi amidst tough competition from a more glamorous neighbour?
Not really – our proximity to such a well-known, yet highly differentiated neighbour has its advantages. Abu Dhabi is a highly diverse, luxurious yet affordable destination, and one which is committed to the preservation and promotion of culture and heritage. A priority for us is to demonstrate that there is now much more to see and do in Abu Dhabi than ever before and persuade people that they should stay longer to experience all it has to offer.
How is the growth of hospitality sector supporting and encouraging tourism?
If you can tell a destination by the company it keeps, we are up there with the best. We have big name brands – Viceroy, InterContinental, Jumeirah, The St. Regis, The Ritz-Carlton, Park Hyatt, Kempinski, Anantara, Rosewood, Hilton, Sheraton, Crowne Plaza, Radisson Blu, Rotana, Fairmont, Shangri-la, Meridien, Royal Meridien and Ramada and a number of very pro-active regional brands.
All of these have extensive international networks, sales forces and guest loyalty schemes which help promote their brands as well as the destination. Today we have 156 hotels and hotel apartments in the emirate with 27,795 rooms and more are on offer.
Which region or countries are you primarily focusing now?
We have seen significant growth in 2014 from India – it is now the emirate’s most productive overseas market. China continues to offer excellent prospects, and we have high hopes for further growth from this lucrative market following the recent hosting of 75 leading travel professionals for the annual Chinese Visitor Summit. In fact, we are seeing positive indicators from domestic and regional arrivals and from all key regions and markets in 2014, and with an ever expanding Etihad Airways route network, further growth opportunities look strong.
What is your target for the next three years?
Our guest visit target for 2014 is 3.1 million hotel guests, and we look set to meet or even exceed this. While not specifically stating targets for the next three years, our continued marketing effort and the eagerly anticipated opening next year of the Louvre Abu Dhabi, the Zayed National Museum a year later and the Guggenheim Abu Dhabi in 2017 in the Saadiyat Island Cultural District, bode well for continued guest arrival growth.
We also have significant cruise ambitions and the recent announcement of a new permanent cruise terminal for Zayed Port, due to open in 2016 and the new Dh200 cruise tourism visa for the UAE is greatly assisting these.
