AMEinfo.com

11 November 2009 - AMEinfo.com

Having earlier this week clinched the World Travel Award for the 'World's Best Tourist Board' Abu Dhabi Tourism Authority (ADTA) has now unveiled a plan of measured expansion for 2010.

The authority's rolling five-year plan, originally cautious in Abu Dhabi's preferred style, has already been adjusted and the destination remains on course to hold steady at last year's 1.5 million hotel guests. In the coming year 10% growth in hotel guests is being targeted with 15% slated both for 2011 and 2012 as the destination moves towards 2.3 million by 2012 end.

The authority's expansion will match that of the destination's as more product - hotel rooms, golf courses and attractions - lift the potential and the proposition.

Upping The Ante

Substantial investment for 2010 is on the cards for the authority's events, industry training, stakeholder and internal communications, destination marketing, business tourism initiatives, overseas promotion and data resourcing functions.

"We are fully committed to delivering value and performance for all stakeholders. The products and services we will deliver in carrying out our mandate will be broader in scope, more rigorous and more effective. We will adapt to change and continue to look strategically ahead,"

Strategy will be informed by the results of a 12 month visitor profiling exercise, due out next year, which will provide crucial insights into a variety of inbound tourism drivers. More than 5,000 visitors are being interviewed on a range of issues including spending patterns, length of stay, accommodation preferences and activities undertaken.

The survey, spanning a full year to gauge seasonality fluctuations, sees visitors surveyed at key entry points and attractions within the emirate, most predominantly on arrival at Abu Dhabi International Airport. Results will be shared with industry stakeholders.

"Increasing competition within the international market place and particularly within our target high-end segment requires a corresponding sophisticated response for client fulfilment. To be able to plan and deliver a successful proposition we have to fully understand the habits and requirements of those visiting the emirate and who we hope will return repeatedly and become destination proponents," said Al Muhairi.

"To date there has been little solid data available to profile the range of tourists Abu Dhabi receives - business tourists, fully-inclusive tour guests or family and friend visitors. This initial survey will help address this paucity of vital information and will be complemented by a market segmentation and brand tracking studies," he added.

Source: AMEinfo.com

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