Abu Dhabi arrives in Berlin – new marketing initiatives in German market
Abu Dhabi Tourism Authority (ADTA) Abu Dhabi has arrived at one of the world’s largest travel trade exhibitions, ITB Berlin.
An Abu Dhabi Tourism Authority (ADTA)-led promotion comprising of 23 exhibitors promoting the destination exhibition space – welcomed travellers to the stand today as the doors of ITB opened for the first day.
Mubarak Rashid Al Nuaimi, International Promotion Manager, ADTA, said: “Abu Dhabi’s exhibition space at ITB Berlin will attract business visitors, travellers and investors from all over the world. Co-exhibitors are optimistic that even in a time of economic downturn there's still a great interest in the emirate and with a unified effort we’ll successfully promote the destination and their businesses”.
ADTA Germany engages with travel trade in the region through tactical marketing plans such as the Abu Dhabi Champions – a trade education programme that provides certification to travel agents upon completion of an online program. The highly successful program has 2,500 registered Abu Dhabi Tourism Champions to date with more expected this year.
Since 2007 tour operator focus groups are held every quarter across the region to ascertain their needs and expectations of the destination and authority. These groups provide invaluable feedback to ADTA in order to measure the authority’s efforts in the local marketplace.
Media in Germany, Switzerland and Austria are engaged through a comprehensive media relations programme. In partnership with Etihad, local hoteliers and tourism product ADTA Germany generates coverage on the destination in leading publications. In 2008 over 40 media visited Abu Dhabi resulting in 2 billion euro advertising value coverage and the team also handled over 1,000 media enquiries.
