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Abu Dhabi showcases new offering in UK roadshow

The Department of Culture and Tourism – Abu Dhabi has concluded its annual roadshow to the UK, following successful events held at Abode Chester and The Bulgari Hotel in London.

The roadshow, co-sponsored by Etihad Airways and Yas Experiences, gave 120 agents, tour operator reservation staff and product managers the opportunity to learn about the Middle East destination from 15 stakeholders.

Agents were given the latest updates about the six immersive lands that will make up the new Warner Bros. World Abu Dhabi theme park, which opens next month, along with news about exciting hotel launches and the emirate’s different regions; Al Ain, Al Dhafra, and of course, Abu Dhabi city.

The roadshow kicked off in Chester before the promotional delegation headed down to London, with each event following a similar format of a drinks reception with Arabian-themed canapes, a presentation from the three sponsors, followed by networking with the stakeholders.

The culmination of the evening was a prize draw which saw 13 agents win Abu Dhabi holiday prizes after they completed a quiz to prove their destination knowledge.

The roadshow was well attended by stakeholders, including representatives from Anantara Hotels & Resorts, Arabian Adventures/Gulf Ventures, Dusit Thani Abu Dhabi, Emirates Palace, Etihad Airways, Fairmont Bab Al Bahr, Grand Hyatt Abu Dhabi, Hala Abu Dhabi (Etihad Holidays), Park Hyatt Abu Dhabi, Ritz Carlton Abu Dhabi, Rotana Hotels & Resorts, St. Regis Abu Dhabi, St. Regis Resort Saadiyat Island, The Edition Abu Dhabi and Yas Experiences.

This was the first year that the UAE capital’s tourist board has partnered with Yas Experiences, following the appointment of a UK and Western Europe representative, Emma Lenanton, who has been brought in to drive sales to Yas Island.

The UK is the leading European source market and the third largest overseas market for Abu Dhabi, having seen a rise of 13 per cent in visitors during 2017, where numbers reached 270,000.

Figures for 2018 are looking incredibly healthy, with the first quarter registering a 25 per cent increase.

Jane Dawkins, senior trade executive UK & Ireland, DCT Abu Dhabi, said: “We would like to thank our stakeholders for another fantastic roadshow.

“Yet again agents have been wowed by Abu Dhabi – inspired by its great weather, beautiful beaches, culture, and wealth of experiences on offer.

“We hope we’ve given them the knowledge and drive to continue selling the destination hard, with fantastic late summer deals available now before we move into the winter high season.

“This year is already looking extraordinary for visitor numbers, so we encourage all the agents to continue the great work as we further establish the UK market’s importance for Abu Dhabi.”

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