Abu Dhabi seeks slice of $17bn golf tourism

Abu Dhabi has unveiled a new campaign to up the emirate’s ante in the $17 billion global golf tourism market.

The ‘Golf in Abu Dhabi’ initiative is an umbrella marketing, communications, product packaging and distribution platform spearheaded by Abu Dhabi Tourism Authority (ADTA) in partnership with golf clubs, hotels and DMCs.

The launch came days after Tiger Woods announced he would make his debut in Abu Dhabi’s premier golf tournament next year.

Key source markets have been identified as UK, Ireland, France, Italy, Germany, Scandinavia, China, Korea and Japan, with golfing to be packaged as a primary purpose of visit and part of an overall destination experience.

Packages include special rates at Saadiyat Beach Golf Club, Abu Dhabi Golf Club (ADGC) and Yas Links Golf Club, flights, hotels and the on-the-ground transportation.

Dayne Lim, product development director, ADTA, said: “Abu Dhabi’s golf tourism potential is immense and our competitive positioning will be considerably sharpened through active inter-stakeholder collaborations.

He added: “For the last six years, our now globally-recognised golfing championship has put Abu Dhabi golf on the map.”