Abu Dhabi Tourism Authority (ADTA), the apex body which manages the tourism industry in Abu Dhabi emirate, is to mount pavilions at 17 overseas exhibitions across 11 countries in 2009 - three more than in 2008.
Joining the authority’s overseas promotions itinerary are planned promotions at the China Incentive Business Travel ’&’ Meetings Exhibition (CIBTM) in Shanghai next September, the TTG Incontri leisure show in Rimini, Italy during October and the China Internal Travel Marketing in Kunming, China in November.
"The new exhibition additions reflect our commitment to the lucrative and expanding Chinese market, which is currently achieving outbound MICE business in excess of 10 billion Euros a year, according to the MICE China survey. This business is estimated to increase five-fold by 2020 and with the expansion of Abu Dhabi’s Business Tourism proposition with major new products due on line, it is essential the UAE capital is firmly established on the radar of China’s key buyers," explained Ali Al Hosani, ADTA’s Director Promotions.
"And with the authority nearing agreement on the opening of an office in Italy, it is essential we build considerable trade and consumer awareness in the country, which will be the sixth to host ADTA representation," he added.
ADTA, which anticipates another 4,000 hotel rooms coming on line in the emirate by the end of 2009 - bringing total room capacity to over 17,000, believes expansion of promotions is essential to support its hotel investment stakeholders.
"Abu Dhabi is currently experiencing heavy demand for hotel accommodation, with hotels currently achieving occupancy 85-90% occupancy for most of the year and hoteliers remain bullish about prospects for 2009. In other words, we have pent-up demand," Al Hosani said.
"Nevertheless, given the long-term projections of 26,600 rooms in total throughout the entire emirate by 2012 and 30,000 by 2013 it is essential we work to ensure increased international awareness to sustain demand. This is all part of a longer term plan for Abu Dhabi emirate leading up to 2030 to establish a world class tourism destination and industry.
"There is no doubt that our plans are gaining momentum and the years 2009-2012 will be among the most exciting in Abu Dhabi’s tourism history as much-needed accommodation supply and a succession of world-class attractions and events come on line. The additional supply matches forecasted increases in demand of over three million hotel guests in 2013, which we believe we are well on track to achieve," he added.
To date, the majority of Abu Dhabi’s demand is from business-based tourism - both from the Meetings, Incentives, Conventions and Exhibitions segment and from people visiting to conduct business. Leisure tourism is an emerging sector and the ADTA is specifically working on a longer term 50/50 split of business and leisure visitors.
