AFRICA MIDDLE / MIDDLE
AFRICA MIDDLE / MIDDLE EAST EAST REGION 13 Record-Breaking Year in Abu Dhabi Tourism Evolving Emirate benefits from new focus on leisure Mubarak Al Nuaimi Director Of Promotion and Overseas Offices, Abu Dhabi Tourism & Culture Authority Karim El Guanaini Vice President, Destination Management, Yas Island A Destination Unlike Any Other Yas Island is “the place to be” at ITB Berlin… As the capital of the United Arab Emirates, Abu Dhabi has always been an international destination for political, commercial and industrial visitors. Now it appears to be positively thriving as a leisure destination. 2013 proved to be a watershed moment for tourism in the city, with over 2.8 million guests checking in. According to Mubarak Al Nuaimi Director Of Promotion and Overseas Offices, Abu Dhabi Tourism & Culture Authority (TCA) this is part of a deliberate strategy. “2,806,283 guests,” he said, “is a rise of 18% on 2012, beating TCA’s annual target of 2.5million. Our arrivals profile is changing to much more leisure-focussed than it used to be, due to the opening of headline attractions such as Ferrari World (the world’s largest indoor theme park) Yas Waterworld, new public beaches, and a packed events programme.” These visitors accounted for nearly 8.8 million guest nights, a 26% increase on 2012, generating revenue of AED5.48billion (US.5billion) The shift in focus to leisure activities has impacted not only on the number of visitors to Abu Dhabi, but also their profile and their length OUR ARRIVALS PROFILE IS CHANGING TO MUCH MORE LEISURE-FOCUSSED THAN IT USED TO BE of stay. Guests from India and UK represented the largest overseas producers, while visitors from the USA tended to stay the longest. The average length of stay edged up 7% to 3.13 nights, helping occupancy to leap from 9% to 71%. As host to both the Formula 1 Grand Prix this November and the Volvo Ocean Race fleet in December, Al Nuaimi expects the destination to be “alive with celebrations including inport racing, sailing demonstrations, live concerts, activities and a host of hospitality options.” With several innovations due, such as the new Al-Seef resort, the Sheikh Zayed Desert Learning Centre launching at Al Ain Zoo, and the completion of renovations to the Sands Hotel, the upswing in tourism looks set to continue. Hall 22 B Stand 210 The UAE has become synonymous in the tourism world with excitement, luxury and quality, so when planning a visit, it can be hard to choose where to begin. Yas Island is at ITB Berlin with a solution to this burning issue. Yas Island has set a new benchmark with unprecedented meeting and event facilities, an exciting variety of leisure, entertainment and F&B choices, as well as world-class accommodation ranging from 3 to 5 stars. We asked Karim El Guanaini, Vice President, Destination Management – Yas Island, which attractions are under the spotlight… Visitors will find that whether doing business on one of the world’s glamorous super yachts, treating top employees to pro golf tuition, fostering client and employee relationships during the Formula One Etihad Airways Grand Prix, or booking out one of the region’s leading theme parks for their next product launch or teambuilding initiative, anything is possible, and we are wellpositioned to deliver. We have an offering for both corporate groups and Destination Management Companies (DMCs) who recognise how the different components of Yas Island complement each other. What kind of visitors are you targeting through your presence at ITB Berlin? ITB Berlin provides an ideal platform for us to interact and build partnerships with DMCs, travel agents, and tour operators, enabling us to best maintain a dialogue regarding what Yas Island has to offer. It is our goal to provide these trade partners with the tools they need to effectively communicate about Yas Island to business planners and frequent independent travellers, increasing their portfolio of travel options, while at the same time driving visitors to Yas Island. How are you able to help tour operators and travel agents make the right contacts and plan packages for your destination? We have created a platform that allows business and leisure travel planners to collectively promote Yas Island as a destination to endusers, from business to leisure travellers, regardless of whether or not they are considering travelling to the UAE, or if they are already there and are looking for ways to enhance their experience. Our goal is to develop awareness of the destination through facilitating effective communication about Yas Island’s diverse offerings, and how these offerings can be packaged based on the different requirements and preferences of the traveller – whether business, leisure, or otherwise. Hall 22 B Stand 210 ITB BERLIN NEWS • Friday 7 th March 2014
