Abu Dhabi GP to overtake last year’s success

21st Sep 2010
Abu Dhabi GP to overtake last year’s success

The Abu Dhabi Grand Prix in November is expected to provide an even greater tourism boost to the fast-growing emirate than the inaugural event last year, according to the latest predictions from the Abu Dhabi Tourism Authority.

More than three quarters of the available tickets to the event have already been sold following a marketing campaign spanning 20 key markets, according to ADTA.

The marketing campaign included a European roadshow in July to promote the race, coupled with the launch of travel packages to encourage visitors to stay longer in the UAE.

Travel agents offering GP package tours have been offered a number of incentives including discounts of between 10 and 20 percent on grandstand tickets for group bookings of 40 people or more.

(The Abu Dhabi Grand Prix at the Yas Marina Circuit)

More than 50,000 tickets were sold for the inaugural Abu Dhabi Grand Prix, which was televised across 188 countries, and also featured concerts from stars including Beyonce and Kings of Leon.

“ADTA is priming trade and consumer interest through an expanded international range of roadshows in major centres and a marketing campaign taking the Visit Abu Dhabi message to race fans via television commercials, print, digital and outdoor in over 20 markets including GCC, Australia, UK, Germany, France, Italy and Japan,” Lawrence Franklin, the director of strategy and policy at ADTA told Abu Dhabi’s The National newspaper.

Some hotels in Abu Dhabi are already fully booked for the weekend of the race.

Yas Hotel has rapidly become an icon of the Middle East

Last year’s event provided an incredible showcase for the emirate, with thousands of tickets sold and millions watching the event on television.

This year’s event takes place over the weekend of 12-14 November. A range of packages and greater variety of accommodation in Abu Dhabi are expected to make Abu Dhabi a more appealing destination for fans this year, the ADTA said.

Race goers will also be able to visit Ferrari World Abu Dhabi for the first time. The world’s first Ferrari theme park open on 28 October, and will feature 20 ground-breaking attractions, including the world’s fastest roller coaster – the Formula Rossa, which emulates the feel of a Formula One ride, travelling at speeds of up to 240 kmph (about 150 mph) in less than five seconds.

(Abu Dhabi’s Ferrari World - a first for the iconic sports car manufacturer)

Sitting under a roof designed in the style of the classic double-curve body shell of a Ferrari GT car, Ferrari World covers more than 200,000 square metres.

“The opening of Ferrari World Abu Dhabi will revolutionize the way visitors and people in the region spend their leisure time,” said Mohammad Al Mubarak, Chairman of the park’s operating company, Farah Leisure Parks Management. “It is a great testament of Abu Dhabi’s capacity, and the region’s potential, as a world class tourist destination.”

(Abu Dhabi notches up honours quartet at World Travel Awards 2010 Middle East Ceremony)

Ferrari World and the GP circuit are just two of a dazzling array of new features being created on Abu Dhabi’s Yas Island, which was voted “World’s Leading Tourism Development Project” at the 2009 World Travel Awards.

Meanwhile in May Abu Dhabi picked up “Middle East’s Leading Destination” and “Middle East’s Leading Destination Marketing Campaign” at the World Travel Awards 2010 Middle East Ceremony.

For more information about Abu Dhabi’s sporting calendar visit www.visitabudhabi.ae


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