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Sun 11 May 2014 11:17 AM

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Abu Dhabi in five-day tourism drive across China

Emirate’s hotels and hotel apartments recorded a 208% rise in Chinese guests in the first quarter of 2014

Abu Dhabi in five-day tourism drive across China
Attractions like Ferrari World Abu Dhabi and Yas Waterworld on Yas Island have reported an increase in Chinese guests.

Abu Dhabi is undertaking a five-day tourism drive across China this week, in a bid to boost inbound tourism from the People’s Republic.

Led by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), an eight-strong delegation of the emirate’s tourism stakeholders are taking part on the roadshow, which starts on Tuesday May 12 and will visit five cities in five days.

The roadshow, which will feature presentations and networking with trade partners throughout China, will take in Beijing, Shanghai, Chengdu, Guangzhou and Hong Kong.

The roadshow comes as China climbs Abu Dhabi’s hotel guest rankings. In the first quarter of this year, some 32,259 Chinese checked into the emirate’s hotels and hotel apartments which was a 208 percent rise on Q1 of 2013.

They delivered 50,253 guest nights – an increase of 139 percent and stayed, on average 1.58 nights. China currently ranks as the emirate’s fourth largest overseas market for hotel guests.

“Our task is to build awareness within China of the depth and range of Abu Dhabi’s tourism offering so that we both attract increasing numbers of visitors from the country while encouraging those that do come to stay longer,” said Mubarak Al Nuaimi, director promotions and overseas offices, TCA Abu Dhabi.

“We are confident of making progress as an increasing number of stakeholders are now realising the need to package bespoke product for the Chinese market and some of these will be rolled out during the roadshow.”

Many attractions and locations in Abu Dhabi are undertaking initiatives to attract more Chinese guests.

Al Ain Zoo said one in five of its guests are now from China and it is developing special videos to market the zoo specifically to the Chinese market.

Jumeirah at Etihad Towers last year saw a 132 percent rise in the number of Chinese guests compared to 2012 and is already planning a tailor-made package for Chinese New Year 2015 celebrations next year.

Similarly, Farah Leisure Parks Management LLC, which operates Ferrari World Abu Dhabi and Yas Waterworld on Yas Island also reported an increase in Chinese guests.

“We have a strong network of travel agents and partners in the Chinese market and work closely with them on an ongoing basis to identify ways and means in which we can serve the Chinese market better,” explained Bruno Wiley, sales director at Farah Leisure Parks Management.