Yas Island turns to emerging markets to drive visitor numbers

Yas Island is targeting 48 million visits by 2022
Yas Island turns to emerging markets to drive visitor numbers
Experience Hub is increasingly responding to data that shows increasing demand and subsequent visits to Abu Dhabi by American tourists.
By Bernd Debusmann Jr
Mon 06 May 2019 01:34 PM

Yas Island is increasingly turning towards emerging markets to drive visitor numbers in the future, according to Bruno Wiley, the vice president of Experience Hub.

Experience Hub is the trade and promotion arm of Yas Island Abu Dhabi.

According to Wiley, since its inception seven months ago Experience Hub’s work has been primarily focused on five source markets that have to date been the most significant sources of visitors: India, China, the GCC, Europe and the CIS.

“What is true is that China and India were the first markets to respond,” he told Arabian Business. “But technology has allowed us to connect and drive new business. We’re looking more at emerging markets, like Pakistan and the Philippines.”

“Karachi for example is only an hour and a half away. There are millions of people that could potentially be guests,” he added. “There is business there.”

Additionally, Wiley said that Experience Hub is increasingly responding to data that shows increasing demand and subsequent visits to Abu Dhabi by American tourists.

Yas Island achieved 28 million visits in 2018 and is targeting a figure of 48 million by 2022.

“The new assets that are coming up [on Yas Island] will carry very strong weight,” Wiley added. “What’s not easy is that the volume that we expect is huge.”

Last week, Experience Hub signed a strategic agreement with business-to-business bedbank HotelBeds, which will help Experience Hub broaden its distribution network and drive awareness of Yas Island and its destinations.

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