Abu Dhabi wins MICE award

Guest Writer

Abu Dhabi Tourism Authority (ADTA) has scooped the ‘Best Meeting & Incentive Destination Marketing’ award at the annual industry honours of Travel Weekly China.The award follows the recent opening by ADTA of a dedicated overseas office in one of Beijing’s prime commercial and shopping districts, giving China’s travel trade and its customers easier access to information about the destination.”This award is all the more valued by us as it results from a poll of travel industry colleagues in China,” said Dayne Lim, Product Development Director, ADTA.China is an increasing important market for Abu Dhabi following on from last year’s granting, by the Chinese authorities, of Approved Destination Status to the United Arab Emirates which enables group and incentive business from the Republic, as well as independent travellers, to visit the Emirates.In the first seven months of this year the number of Chinese nationals staying in Abu Dhabi’s 116 licensed hotels and hotel apartments rose by 13% on 2009 with the country now ranking as among the emirate’s Top 20 markets coming in at number 18. “We have a product which resonates well with Chinese travellers,” said Lim. “We have good air access from China with Etihad operating non-stop flights from Beijing to Abu Dhabi, a fascinating heritage offering, luxury accommodation and attractions which our research shows is a must for the Asian visitor and increasingly refined levels of service excellence.”An Abu Dhabi delegation, led by ADTA, is currently in China taking part in the China Incentive and Business Travel & Meetings Exhibition in Beijing where it is educating the trade in key developments within the destination including the planned October 28 launch of Ferrari World Abu Dhabi - the world’s largest indoor theme park with the world’s fastest roller-coaster. “Abu Dhabi’s business tourism, meetings and incentive infrastructure has expanded significantly over the past year and continues to do so with exciting and compelling experiences now available to the industry,” added Lim.Business tourism currently accounts for around 70% of Abu Dhabi’s hotel guest profile with 10% of this emanating from the Meetings, Incentive, Conference and Exhibitions segment.ADTA has instigated a number of initiatives aimed at ensuring the destination is well prepared to meet the need of Chinese and Asian travellers, including the staging of special courses for its travel and hospitality sectors conducted in conjunction with Hong Kong University Polytechnic.This is the second year running that ADTA has featured among Travel Weekly China’s annual honours roll call. Last year the authority received the magazine’s ‘Best Destination Marketing Award.’

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