Abu Dhabi will double the size of destination pavilion at this month’s BIT tourism fair in Milan as Italy enters the emirate’s top 10 markets for hotel guests.Last year Italians accounted for 29,653 guests in the emirate’s hotels – a 14.8% rise on 2008 with Abu Dhabi Tourism Authority (ADTA) saying potential from the country is only just being realised.
“There has been significant movement in inbound business from Italy since last year’s opening of ADTA offices in Milan and Rome, backed up by an increase in Etihad’s flights from Malpensa International to Abu Dhabi,” explained Mubarak Al Nuaimi, International Promotions Manager, ADTA. “Italy is now our ninth largest international source market.
“Abu Dhabi has achieved substantial awareness within Italy and now the industry has to work to convert this into contracted business. BIT will bring us into contact with key trade buyers who will help us realise this aim and assist us towards our overall target of 1.65 million hotel guests by the end of this year.”
ADTA says it is also in the throes of producing marketing collateral in Italian as it prepares to receive the Italian-flagged Costa Deliziosa, the flagship liner of Costa Cruises, which is to berth in the UAE capital nine times this winter season with over 2,000 passengers onboard at each docking.
“Italians number among the bulk of the passengers and it is our opportunity to also engage with them and further spark their interest in the destination to encourage repeat visitation,” added Al Nuami.
“We anticipate the opening later this year of Ferrari World Abu Dhabi – the world’s largest indoor theme park which will be a tribute to Ferrari’s legendary story – will ignite Italian tourists’ interest in this destination. This exception project – a centrepiece of our newYas Island entertainment hub – will be a major boost to our leisure tourism offering.”
Abu Dhabi’s BIT pavilion is being supported by a range of stakeholders including resort developers, hoteliers, Etihad Airways and tour operators.
