The 'Horizons Abu Dhabi' initiative will incentivise international tour operators to create and implement packages.
Abu Dhabi Tourism Authority (ADTA) has launched a new initiative aimed at strengthening its global travel trade network in a bid to boost inbound leisure business to the emirate.
The ‘Horizons Abu Dhabi’ initiative will incentivise international tour operators to create and implement packages to Abu Dhabi, as the emirate strives to deliver on its 1.65 million hotel guest target for 2010 - a 10 percent increase on last year.
ADTA said Horizons Abu Dhabi was an open invitation to the international travel trade to submit “fresh, innovative promotional ideas and proposals which will tactically stimulate consumer demand for the emirate.”
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“Every proposal submitted will be considered in full merit and without bias, with ADTA ready to back all concrete and tangible proposals with the appropriate resources,” said Dayne Lim, product development director, ADTA.
“When we talk of partnerships, we mean just that. ADTA will back projects with a viable B2C component with financial and/or non-financial resources for our mutual advantage. Opportunity abounds for tailored packaging, particularly focusing on Abu Dhabi’s new leisure product offerings and expanding events portfolio.”
Lim explained that the criteria for assessing how much and what kind of support could be offered to tourism providers would hinge on “alignment with our Traveller’s Welcome brand promise, our core value of cultural respect and our target audience of high end luxury and cultural seekers.”
Alongside Horizons Abu Dhabi, ADTA also revealed that plans for the impending launch of its global consumer advertising campaign are being finalised.
“Horizons Abu Dhabi is the start of a significant campaign aimed at building leisure tourism’s contribution to our hotel guest receipts,” said Lim. “With world-class marinas, more leisure resorts and family attractions planned, we have an appealing proposition in a destination which has been tipped by both Lonely Planet and Frommer’s as a top 10 destination to visit this year.
“It is also important that we increase our leisure component ahead of the opening from 2013 of the world’s single largest concentration of premier cultural assets on Abu Dhabi’s signature Saadiyat Island destination.’
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