Etihad Airways has signed up local cultural ambassador Ali Al Saloom as the host and producer for its new in-flight television program about life in the airline’s home-base of Abu Dhabi.

The program, “Welcome to Abu Dhabi with Ask Ali”, responds to the world’s growing interest in Abu Dhabi’s cultural background and showcases the UAE’s capital as it develops as a global cultural and tourism destination as Ali visits many of the emirate’s famous attractions and sights.

Ali has become well known across the UAE for his witty and friendly presentation style which he uses throughout the program that will be available on Etihad in-flight entertainment from May 1.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Ali is a young and talented Emirati and who is passionate about promoting his country’s culture and heritage to residents and newcomers and so he was an ideal choice to host this program that we anticipate to become very popular amongst our customers from around the world.

“Etihad’s in-flight entertainment service is perfect to showcase the fantastic growth and opportunities that exist in Abu Dhabi whether it’s cultural, sporting or commercial, and the new program offers this and much more so our passengers are encouraged to tune the next time they fly with us.”

Ali has carved out a niche for himself in the UAE as a cultural consultant who regularly speaks at public and corporate events. He said: “I am honoured to have been chosen to present this new and exciting program that will be viewed by thousands of Etihad passengers flying to Abu Dhabi and beyond from around the world.

“Together with Etihad I hope to continue to portray this image of Abu Dhabi as a pulsating and inspiring city and will encourage more visitors to come here and sample modern Arabia.”

The new “Welcome to Abu Dhabi with Ask Ali” program ties in with Etihad’s “Essential Abu Dhabi” destination marketing campaign that was launched in January.

The campaign has seen a number of exciting global promotional activities unveiled and brings together the major tourism operators in Abu Dhabi to promote the very best UAE’s capital has to offer.