BIC CEO Martin Whitaker has called on the tourism community to better promote the facility globally. BIC CEO Martin Whitaker has called on the tourism community to better promote the facility globally.

As Abu Dhabi prepares to host the F1, BIC CEO Martin Whitaker explains how the Bahrain Grand Prix will keep its pole position.

LM: Does BIC consider the Yas Marina Circuit (YMC) and the Abu Dhabi Grand Prix competition?
I think that a lot of people see the introduction of a circuit in Abu Dhabi as competition to us.

That isn’t the case. We genuinely see the introduction of a circuit in Abu Dhabi as a chance to grow our fan-base and create general awareness and interest in the region on a global scale in terms of corporate, entertainment, hospitality and business opportunities.

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In 2008 we ran more than 450 events at the circuit, plus another 150 community and charity events, so we are busy and I see that continuing.

LM: So you won’t have to share those events with Abu Dhabi?
I think there are enough events to go around. But clearly there will be increased interest in the Abu Dhabi and Dubai markets due to the new circuit.

What we have to do is basically just ‘raise the bar’. It’s been a difficult year in terms of economic issues, and we certainly saw that reflected in our corporate activities during the Grand Prix in April, but that is definitely picking up now.

We’re expecting a very vibrant last quarter and the beginning of next year is looking even better.

We have to use the experience and the knowledge that we’ve gained from the last five years to make sure that our portfolio of events is strong and increasing as we go into 2010.

LM: Are you working on any joint initiatives with Abu Dhabi Motorsports Management (ADMM)?
We are working with ADMM on bringing a number of international double-header races to the region. I think the Australian V8 Supercars and the GP2 Asia races are very good examples of that.

That reflects an ability to work together, while promoting cost-effectiveness in international motorsport — and really good quality international motorsport at that.

I meet with them regularly and have a very good relationship with my ‘opposite number’, Richard Cregan (YMC CEO). I think there is a very healthy future together, not just in terms of the Grand Prix, but in other events as well.