MENA exhibitors impress at WTM ‘07

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Abu Dhabi, the Premier Partner for World Travel Market 2007, unveiled the emirate’s new brand image at this year’s show.

The MENA region made its presence felt at this year's installment of WTM, which took place at London's ExCeL from November 12 to 15.

And leading the way was Abu Dhabi, which having signed an agreement with WTM organiser Reed Travel Exhibitions (RTE) to become the event's Premier Partner for 2007 and 2008, erected the largest of the Middle East's stands, signaling its commitment to building its profile internationally.

The Abu Dhabi Tourism Authority (ADTA) used its Premier Partner status to showcase the emirate's ambitious plans to expand and diversify its tourism facilities, including an increase in hotel capacity from 10,000 to 25,000 rooms by 2015 and landmark stand-alone projects such as desert retreats and island eco-resorts, not to mention attractions such as championship golf courses and a new Formula 1 circuit.

The emirate has made no secret of its vision to pitch Abu Dhabi as an upmarket destination for discerning travellers, offering culture, nature, history and of course, year-round sunshine and golden beaches, and has therefore created a new brand identity that encapsulates these factors - "the essence of the emirate" - which it launched at WTM.

The branding, said ADTA chairman HH Sheikh Sultan Bin Tahnoon Al Nahyan, speaking at WTM, reflected "the defining characteristics of Abu Dhabi".

"It embodies both the prevailing ambience of quiet dignity, and, equally, our deep respect for the time honoured traditions and values of our ancestors," he said.

"At the same time it symbolises our uncompromising commitment to maintaining the highest standard of quality and aesthetics, cultural and environmental harmony in our ambitious and forward looking plans for the development of the emirate."

The branding, he said, would be used for all marketing communications materials worldwide.

The Abu Dhabi stand featured several key partners including the emirate's new Shangri-La property and was flanked by national carrier, Etihad Airways.

Representation from neighbouring emirate Dubai was also strong, bolstered by the Emirates Group stand, which showcased its new First Class suite.

North African countries such as Morocco and Tunisia drew crowds to their stands by displaying and selling local handicrafts such as silver jewellery. Lebanon gave a show of force despite the political issues that have plagued the nation and damaged tourism receipts over the past couple of years, while Yemen took part in the exhibition for the first time.

This year's WTM was 2% larger than the 2006 installment with 5402 exhibitors including newcomers such as Bosnia and Herzegovina.

Total numbers of delegates increased 3% to 48,687, Meridian Club buyers increased by more than 12% to nearly 13,000 and international participants shot up 9.5%. Overall, visitor numbers increased to 23,802, a hike of 5.6%.

The event's main topic of debate was responsible tourism, with the WTM Responsible Tourism Day launched on November 13.

A day-long conference saw several keynote speakers discuss the steps both travel and tourism suppliers and consumers should take to protect the environment, respect local cultures, support local communities, conserve natural resources and minimise pollution.

The UNWTO Ministers' Summit also took place during WTM and saw high-profile CNN TV presenter and travel journalist Richard Quest make a slashing attack on an audience of government officials from more than 60 countries as they prepared to endorse the Davos Declaration on climate change.

He told them to cut through the talk, knuckle down to action and to lead by example in the war against carbon emissions.

"I have read the Davos Declaration in detail. I am none the wiser about what's going to be done," said Quest.

He complained that the document was hollow when it needed to provide perceptive and concrete guidelines as to changes that stakeholders in the industry could adhere to and which tourists business and leisure could follow.

"I suggest and respectfully submit that more work needs to be done on changing the mindset rather than producing pamphlets of fine sounding language," Quest added.

For more information visit www.wtmlondon.com.

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