June 01, 2010 Source:www.abudhabitourism.ae
Abu Dhabi Tourism Authority (ADTA) has launched a new concept for its overseas offices in one of Beijing’s prime commercial and shopping districts.
The bright, modern design adorned with images reflecting Abu Dhabi’s rich heritage and culture encompasses an exhibition area, visitor centre and promotional office and will now be progressively rolled-out throughout ADTA’s expanding overseas office network.
“This is an investment in our overseas profile to bring added focus to Abu Dhabi’s increasing stature as an international tourism destination,” explained ADTA’s Director General Mubarak Al Muhairi, who performed the opening.
“The office is easily accessible and its prominence sends a clear signal to the Chinese travel trade and Chinese travellers that their patronage is extremely important to us.”
The opening brought the Chinese culture together with Abu Dhabi’s as Chinese artists performed the traditional ‘Lion Dance’ in celebration while a troupe of performers from Abu Dhabi demonstrated the traditional Ayala celebration dance. Mr Al Muhairi then dotted the eyes of the lion with red paint – a symbolic gesture which in Chinese culture signifies the birth of a new lion.
“I hope they are right and that Abu Dhabi’s roar resonates throughout this increasingly important market,” joked Al Muhairi.
ADTA has identified China as a key emerging market with increasing numbers of Chinese nationals staying in the emirates’ hotels. In the first four months of this year, the number of Chinese nationals staying in Abu Dhabi hotels rose 31% to 5,887.
“The trend is in the right direction and we intend to consistently and pro-actively nurture what is a huge potential market,” explained Al Muhairi. “We are putting the infrastructure and promotional tools in place to attract a slice of a highly lucrative market which we have greater access to since last year’s granting, by the Chinese authorities, of Approved Destination Status to the United Arab Emirates. This now enables us to target group and incentive business as well as the free independent traveller (FIT) from the Middle Kingdom to Abu Dhabi.”
Recent forecasts from international tourism consultancy Tourism Economics put Chinese outbound travel in excess of 34.7 million by 2015 end – a rise of 22% on this year’s 26.8 million expectations.
The authority has been staging, in conjunction with Hong Kong University Polytechnic, a number of courses aimed at educating Abu Dhabi’s travel and hospitality sectors on ways of meeting the specific needs of Chinese and Asian travellers.
“We have the right product and the right time,” said Al Muhairi. “We have good air access from China with Etihad, the national airline of the UAE, operating non-stop flights from Beijing to Abu Dhabi five times a week and looking to increase this to a daily service. We have the strong cultural and heritage offering that research shows resonates well with Chinese travellers, the luxury accommodation and attractions and increasingly polished levels of service excellence.”
Abu Dhabi has made a significant impact on the Chinese market since ADTA first entered the country through representative offices in Beijing, Shanghai and Guangzhou, China’s third most populous city, in 2008. Last year the authority took the ‘Best Destination Marketing Award’ in Travel Weekly China’s annual honours programme.
“We are now planning to press home this advantage with a stronger-than-ever activities programme for China,” explained Al Muhairi.
ADTA and its stakeholders are to take part in three Chinese travel fairs in the coming quarter. They will be at Asian Luxury Travel Market in Shanghai from June 14-17; the China Incentive, Business Travel & Meetings Exhibition in Beijing in August and the China International Travel Market in Shanghai this November.
