ADTA launches UK campaign

Abu Dhabi Tourism Authority (ADTA) has embarked on an innovative promotion campaign to highlight the tourism potential of the UAE capital city in the UK. ADTA is showcasing eye-catching visuals of the emirate on 100 London conventional taxis.

The innovative promotion has caught the fancy of not only the Britons but also visitors from other countries and UAE residents who are currently vacationing in London.

London taxis are an integral component of the lifestyle of the city’s residents and have a strong historical value too. The 100 taxis bear different images of Abu Dhabi that highlight the emirate’s varied tourism offerings as well as the UAE’s rich cultural heritage. Images include a representation of a model UAE family in traditional costumes and a spectacular view of the Emirates Palace.

“We launched this promotional campaign for the first time during our participation in the World Travel Market in London, last November. The campaign received widespread acclaim and we therefore decided to launch it on a larger scale,” said Ali Ahmed Al Hosani, Marketing Director, ADTA.

He added: “Britain is one of the most important European tourist markets and we have a strong inflow of tourists to Abu Dhabi from the UK. In 2006, visitors from the UK accounted for 8.8 per cent of total visitor arrivals to Abu Dhabi. This promotional campaign is specifically aimed at familiarizing Abu Dhabi’s potential visitors with the emirate’s distinctive tourist offerings.”


In addition to the illustrations of Abu Dhabi’s landmarks that cover both sides of the taxis, the interior feature detailed pictures and information on the Abu Dhabi including contact details for further information.

Ian Harrower, ADTA’s UK representative office manager, said the office received several enquiries from Britons and tourists of other nationalities who were visiting London. They were keen to know more about the emirate including hospitality and travel options in Abu Dhabi and other tourist attractions.

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