World Travel Market 2016: Abu Dhabi rolls out new global ad campaign

World Travel Market 2016: Abu Dhabi rolls out new global ad campaign Saif Saeed Ghobash, director general, TCA Abu Dhabi, left, chats to colleagues at World Travel Market 2016 in London

Abu Dhabi Tourism & Culture Authority has revealed an exciting new series of destination images and videos at World Travel Market in London – part of a new global destination campaign launched last week, aimed at encouraging travellers to experience Abu Dhabi’s ‘extraordinary stories’ and delve into its rich heritage.

Saif Saeed Ghobash, director general, TCA Abu Dhabi, said: “WTM London is a perfect platform to drive forward the messages from our new destination campaign among key industry personnel from around the world.”

The campaign, launched on November 1st, targets Abu Dhabi’s core markets, including the UK.

“Last year the UK was the highest contributor of hotel guests into the emirate from the European market and the third highest globally,” explained Ghobash.

“We have seen UK visitor arrivals jump three per cent already this year from the 231,337 who checked into one of our 166 hotels and hotel apartments in 2015, which shows just how important the UK market is to us.

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“In 2015 our British visitors generated more than 950,000 guest nights, which we will strive to improve upon as we progress to becoming a year-round destination.

“For the past three years the UK has recorded a double-digit growth percentage.”

The new campaign features 40 locations around the emirate and comprises two distinct television commercials running across TV networks, digital channels and in-flight entertainment systems, as well as five promotional videos, one of which is being shown throughout WTM on a giant digital screen by the entrance to the venue, the Abu Dhabi-owned exhibition centre, ExCel London.

Other images and further video content are on display at TCA Abu Dhabi’s 609-square-metre pavilion, which has been segmented into a number of different sections.