Abu Dhabi has set its sites on attracting the Australian market with the opening of a representation office in Sydney.
Australia joins an Abu Dhabi Tourism Authority representative office network which already includes the UK, Germany and France and which the authority hopes to expand to China and Italy by the end of this year as it looks to build international awareness of its standing as a world-class tourism destination.
Hill & Knowlton Australia is now charged with raising the profile of Abu Dhabi, the largest of seven emirates which make up the United Arab Emirates and home to the UAE capital which is the Federal seat of government.
“The decision to open this office reflects the growing air traffic from the country to the UAE, with our national carrier, Etihad Airways planning to increase its services from Sydney to Abu Dhabi from seven to 11 weekly flights from November this year,” explained His Excellency Mubarak Al Muhairi, Director General, ADTA.
“The Australian market holds out huge inbound tourism potential for Abu Dhabi. Current figures show that, on average, more than 8,000 Australians are flying to, or through, Abu Dhabi International Airport each month. With the UK ranking among Australia’s top five outbound destinations, and with Etihad’s excellent onward connections via Abu Dhabi to Britain, the potential for stop-over business is obvious.”