Pathways to Excellence
Born out of an Abu Dhabi Government desire for economic diversification away from its hydrocarbon mainstay and long-term economic sustainability, Abu Dhabi Tourism Authority (ADTA) was established in September 2004.
Blessed in many ways with a rich legacy of natural resources: 400 kilometers of pristine coastline; 200 natural islands; warm, clean waters rich in marine life; ancient oases; vast desert landscapes; an ancient heritage still being unearthed and a vibrant, cosmopolitan national capital; ADTA has an extensive mandate for managing the emirate’s tourism industry and assisting the destination’s development while spearheading its international promotion.
With a target for 2.7 million hotel guests by 2012, ADTA has opened international offices in the UK, France, Germany, Italy, China and Australia. It continues to develop and implement targeted marketing and promotional plans; develop joint promotions with international and regional partners; promote a strong and distinct brand presence at major international trade and consumer fairs and conduct international and regional road shows and workshops.
ADTA activities carry a distinctive brand with an inherent “Travelers Welcome” promise. Abu Dhabi’s visitors are trail blazers, delighting in its local customs and in firsthand off-the-beaten-track experiences. They crave the authenticity, exclusivity and quality which have now become bywords for the emirate.
Within just five years, ADTA has matured into a world-leading initiator and award-winning organization, having, in 2009 been named “Best Tourism Board” in the World Travel Awards. The destination has developed from only 960,000 hotel guests in 2004 to one which now attracts over 1.5 million hotel guests annually with a range of accommodation and attractions which has earned it important third party recommendations from leading travel guides Lonely Planet and Frommer’s as a top ten destination to visit in 2010.
ADTA continues to advance a growing portfolio of annual events aimed at enriching the lives of visitors and residents alike and delivering heightened destination awareness. These include: the Al Ain Aerobatics Show; the European Tour PGA-backed Abu Dhabi Golf Championship; Gourmet Abu Dhabi; Abu Dhabi International Triathlon; Abu Dhabi Desert Challenge; Summer in Abu Dhabi; Abu Dhabi Adventure Challenge and Rally Abu Dhabi 2010 – a World Rally Championship candidate event. The authority is also headline sponsor of the Abu Dhabi Yacht Show and the Abu Dhabi Red Bull Air Race.
On the all-important business tourism front, now emboldened with its “The Happening Place For Business” theme, the authority partners the annual Gulf Incentive, Business Tourism and Meetings event and has helped catalyze the World Green Tourism Abu Dhabi confex through its Advantage Abu Dhabi incentive programme. It has also worked closely with key stakeholders to secure “host destination” status for the World Ophthalmology Congress 2012 and the World Routes Development Forum the same year.
As a regulatory authority, ADTA has set new standards with its best-in-class hotel classification and licensing systems, while its industry professional development department is delivering an expanding curriculum of seminars and workshops aimed at heightening service levels throughout the sector – seen as a key destination differentiator.
ADTA’s “One Destination” industry development approach has been honed through its first-generation stakeholder engagement programme, “Partners in Progress”’, which includes the formation of Industry Development Committees for each sector (Accommodation / Tour Operators & Travel Agents / Attractions & Tourism Retail / Business Tourism / Transport Providers), an overarching ADTA-led Industry Panel, an annual Industry Forum and a dedicated quarterly industry magazine “Seyaha” which is distributed worldwide.
A commitment to spurring Emirati engagement with the industry has led to numerous initiatives including a ground-breaking Abu Dhabi “Ambassador programme” through which visitor-facing nationals can gain a thorough grounding in experience delivery techniques.
A whole raft of multi-lingual promotional collateral is now produced by the authority, which is planning to launch its first global marketing campaign this year.