Department of Culture and Tourism, Abu Dhabi’s UK

The Department of Culture and Tourism, Abu Dhabi’s UK and Ireland office organised its annual trade roadshow recently, in partnership with Etihad Airways, which saw the team visit Glasgow, Manchester, London and Dublin, showcasing the destination to a total of 330 travel agents.

Throughout the roadshow, agents were made aware of all the new exciting offerings in the destination, including the opening of Louvre Abu Dhabi, the many new hotels under construction and the packed calendar of events the emirate provides, as well as providing attendees with further destination knowledge and advice on selling packages.

The UK is the leading European market and the third largest overseas market for Abu Dhabi, with 2017 arrivals (as of September) at 173,103, a 5 percent increase compared to 2016 figures.

The roadshow was well attended by stakeholders.

Events kicked off in Glasgow and Manchester, where 140 agents met with stakeholders to gain knowledge about Abu Dhabi. A prize of a holiday package to Abu Dhabi was also given out at the event.

The London event proved hugely successful, with a special appearance by UK celebrity Tess Daly who is an avid traveller and knows Abu Dhabi well. Held in central London, 120 agents attended to network and meet with stakeholders.

A highlight of the London event was a panel discussion held with the Department of Culture and Tourism, Abu Dhabi and Etihad Airways, hosted by Daly. A multitude of topics were discussed, including accessibility, new hotel openings, culture and selling tips, after which the panel opened up to a lively Q&A session, further enhancing the agents’ knowledge about Abu Dhabi.

Concluding the roadshow was an event for 70 agents held in Dublin.

Nabeel Al Zarouni, UK and Ireland Country Manager, for the Department of Culture and Tourism, Abu Dhabi said, "The roadshow has been a huge success, allowing us to engage with Abu Dhabi experts and new agents alike across the UK and Ireland. We hope we’ve inspired them to promote Abu Dhabi harder throughout this coming winter season and look forward to welcoming more visitors in 2018. This roadshow is one element of our planned promotional activity in collaboration with Etihad Airways, which will see increased visibility over the coming months."

James Harrison, General Manager UK and Ireland, Etihad Airways said, "Abu Dhabi is growing from strength-to-strength in the UK as a great holiday destination and our four trade events gave the airline and the Department of Culture and Tourism , Abu Dhabi terrific opportunities to explain to hundreds of agents the range of attractions in the city and show that leisure travellers will find it a fabulous place to visit. Our forthcoming campaign with the travel trade will raise further the positive profile of Abu Dhabi and give consumers a greater understanding of it as a destination in its own right, as well as an attractive place for a stopover."