Abu Dhabi Tourism works on re-positioning itself

Al Ain and Sir Bani Yas Island will feature in Abu Dhabi’s tourism push as the emirate positions itself to increase arrival figures.

The Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi) is set to position the emirate as an archaeological, adventure and shopping destination, its tourism chief stated, according to The National.

Speaking to The National, TCA Abu Dhabi chairman Mohamed Al Mubarak said: “We are going to do a much better job in redefining Abu Dhabi to the world. The majority of the world does not know what Abu Dhabi can offer. That’s all going to change."

Marketing focuses will include kayaking in the Eastern Mangroves, the beaches of Saadiyat, the museums in Al Ain, archaeological remains on Sir Bani Yas Island, as well as Yas Island theme parks and shopping malls.

Al Ain will be positioned as the top heritage site in the Arabian Gulf, along with Sir Bani Yas Island archaeological sites dating back 10,000 years.

TCA Abu Dhabi also plans to include new attractions coming up in the next five years in the marketing plan, including the Louvre and a Warner Brothers theme park.

The re-positioning effort seeks to boost visitor numbers to the emirate. Abu Dhabi received 4.1 million tourists last year, up 18% on the previous year, with the majority of visitors arriving from India, Saudi Arabia and the United Kingdom.