Abu Dhabi boosts golf offering with new campaign

17th Nov 2011
Abu Dhabi boosts golf offering with new campaign

Abu Dhabi has unveiled its new Golf in Abu Dhabi initiative - an umbrella marketing, communications, product packaging and distribution platform designed to increase its penetration of the lucrative golf tourism segment.

The launch, spearheaded by Abu Dhabi Tourism Authority (ADTA), came at the International Golf Travel Market (IGTM) in Antalya, Turkey.

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 $17billion annually, according to the International 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.

Abu Dhabi Golf Club

The vehicle, with its own unique promotional identity, web portal, trade distribution and consumer booking channels, kicks off with 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 of ancillary add-ons, such as flights, hotels and the on-the-ground transportation.

“Abu Dhabi’s golf tourism potential is immense and our competitive positioning will be considerably sharpened through active inter-stakeholder collaborations,” said Dayne Lim, product development director, ADTA.

“Golf in Abu Dhabi will ensure that all of our relevant stakeholders work towards a collective objective, which is capturing the emirate a bigger slice of the global gold tourism market.

“For the last six years, our now globally-recognised championship has put Abu Dhabi golf on the map,” said Lim, citing the event’s annual television audience of more than 400 million international viewers.

“And far from simply praising the playing conditions and weather, the tournament’s field - always among the best in the world - leaves us every year extolling the traditional Arabian hospitality they experience.

“Our goal now is to entice the world’s amateur players by leveraging the destination’s diversity of playing options and our other, multi-faceted tourism assets.”

Abu Dhabi Tourism Authority is considered the World’s Leading Tourist Board by the World Travel Awards.

Saadiyat Beach Golf Club

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.

For more information, or to place bookings, visit the official website.


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