Abu Dhabi plans UK, German roadshow

The Abu Dhabi Tourism Authority (ADTA) will organise roadshows in Britain and Germany this year to boost efforts aimed at promoting tourism to the emirate, a top official said in Berlin. ADTA will organise two roadshows in Britain and two in Germany, but dates to start the campaign are yet to be decided, Mubarak Al Muhairi, Director-General of ADTA.

He was speaking in Berlin where Abu Dhabi, along with other tourism department and tourism industry leaders from the UAE, are taking part in ITB Berlin, the world’s top travel market. The show concludes on Sunday (March 12).

He said that the roadshows in Britain and German would further support efforts to enhance the image of Abu Dhabi as a booming tourist destination.

The participation at ITB Berlin this year had been impressive, as the 64-strong Abu Dhabi team, incorporating representatives of Abu Dhabi tour operators and other private tourism companies, had the chance to meet face-to-face with industry leaders in Germany and present tourism products from Abu Dhabi to the German and other European markets.

He said the Abu Dhabi 306 sq. metres pavilion at the show attracted large numbers of visitors.


This year, ADTA brought out its first brochure in German to attract tourists from the lucrative German markets.

German government officials visiting the pavilion expressed their admiration for the strong participation made by ADTA and private sector tourism establishments from Abu Dhabi.

Al Muhairi said that all tourism departments in the country took part at the show under the umbrella of the UAE for the first time. He said such a participation boosts the overall tourism product offered by the country.

The official said the tourism industry in Abu Dhabi was entering a new phase with huge investments being made in the sector. He reiterated earlier assertions that 4.500 new hotel rooms would be available in the next three years. He hoped efforts would result in a signicant contribution to national economy in the very near future.