Abu Dhabi has signed a three-year deal to be the Premier Partner of World Travel Market, the premier global event for the travel industry, up to and including WTM 2012.
Abu Dhabi plans to use its Partner status to promote its expanding leisure travel proposition, which includes this October’s opening of Ferrari World Abu Dhabi, the world’s first Ferrari Theme Park.
Ferrari World Abu Dhabi opens on October 28 2010, less than two weeks before WTM 2010 opens on November 8, making the travel industry’s premier global event key in the promotion of the park’s exciting and unique attractions.
World Travel Market, which celebrated its 30th event last year, attracts more than 46,000 participants to London every year to negotiate deals and discover the latest trends and opinions. WTM 2009 generated more than £1,139 million deals for its 5,121 exhibitors.
Ferrari World Abu Dhabi has more than 20 rides lying beneath its iconic 200,000 m2 Ferrari red roof including the world’s fastest roller coaster Formula Rossa, which powers to 240 kmph in less than five seconds, and the G-Force, a thrilling tower ride that will shoot thrill-seeker through the park’s red roof 62 metres in the air and then back to earth experiencing the same G-force of a Ferrari
The theme park also charts the history and heritage of arguably the world’s most famous and iconic car manufacturer.
Ferrari World Abu Dhabi is to be a key plank in Abu Dhabi’s campaign to build its inbound leisure business, now accounting for around 30% of all hotel guests.
Abu Dhabi recorded a 16% rise in hotel guests in the first half of 2010 compared to the previous year, according to Abu Dhabi Tourism Authority (ADTA) figures.
An impressive 936,579 guests stayed in Abu Dhabi’s 116 hotels and apartments from January to June this year, with guest nights rising 11% for the same period in 2009 to 2.47 million.
Abu Dhabi is set to meet its 2010 target of a 10% annual increase in hotel guests, taking the total number of arrivals to 1.65 million.
The UK was the most productive overseas market with an 18% rise on 2009 to 60,994 visitors.
Significantly, Abu Dhabi is building its traditionally slower summer months with hotel guests in June 2010 rising 17% on June 2010.
ADTA Director General His Excellency Mubarak Al Muhairi said the authority is aiming to achieve a more evenly balanced business and leisure tourism profile by 2010.
“Our leisure proposition is growing with new attractions, tours and services emirate-wide and, in conjunction with our expanding stakeholder base, we will be pushing this aspect strongly at World Travel Market 2010.”
World Travel Market Exhibition Director Simon Press said: “I am delighted Abu Dhabi is the Premier Partner for the next three World Travel Markets.
“Abu Dhabi is becoming a significant leisure tourism destination which will be further cemented by the opening of Ferrari World Abu Dhabi, the world’s largest indoor theme park.
“World Travel Market is the perfect vehicle for Abu Dhabi to promote its complete leisure tourism proposition to the global travel and tourism industry over the next three years.”