‘Golf in Abu Dhabi’ initiative – an umbrella marketing, communications, product packaging and distribution platform is being activated to increase the emirate’s penetration of the lucrative golf tourism segment.
Spearheaded by ADTA, which owns the annual European PGA Tour-backed Abu Dhabi HSBC Golf Championship, the initiative has been developed in partnership with golf clubs and relevant stakeholders including hotels and destination management companies, ‘Golf in Abu Dhabi’ aims to up the emirate’s ante in the global golf tourism market estimated to be worth US$17billion annually, according to theInternational Association of Golf Tourism OPerators (IAGTO). Key source markets have been identified as the UK, Ireland, France, Italy, Germany, Scandinavia, China, Korea and Japan, with golfing to be packaged as both a primary purpose of visit and/or as part of an overall engaging destination experience.
The vehicle, with its own unique promotional identity, web portal, trade distribution and consumer booking channels, provides exclusive, highly attractive rates at three championship-ready courses – Saadiyat Beach Golf Club, Abu Dhabi Golf Club (ADGC) and Yas Links Golf Club – and bundles ancillary add-ons, such as flights, hotels and the on-the-ground transportation.
Although the capital’s three championship-ready courses – all within a 25-miute radius of each other – are mainstay products driving the programme, ‘Golf in Abu Dhabi’ extends to all of the emirate’s playing facilities. Additional options include an idyllic 18-hole country course at Al Ain Equestrian, Shooting & Golf Club in the emirate’s heritage heartland; a floodlit, nine-hole urban course at Abu Dhabi City Golf Club; and a unique 18-hole sand course at Al Ghazal Golf Club.
To capitalise on the emirate’s heightened affordability, a variety of ‘Golf in Abu Dhabi’ launch packages are already available, with extended ‘Golf Plus’ products – incorporating various leisure and cultural activities in personalised, golf-centric itineraries – due to come online in coming months
