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Abu Dhabi makes play for Chinese market

Abu Dhabi makes play for Chinese market Ferrari World is one of the key attractions in Abu Dhabi

Abu Dhabi Tourism & Culture Authority and six of its key stakeholders are heading for Shanghai later this month as they look to build on growing hotel guest arrivals from China.

The Abu Dhabi delegation will take part in the China International Travel Mart, which runs from November 15th-18th and includes tour operators, hotels and resorts, Etihad Airways - the national airline of the United Arab Emirates - and Ferrari World Abu Dhabi.

Among the key talking points will be RED, a soon-to-be-launched theatrical spectacle based at Ferrari World Abu Dhabi.

“This is a performance representing speed and passion - a compelling new live show that celebrates the spirit of racing and the glamour of 1960s Italy through a 25-minute spectacle that brings the artistry of live theatre together with breath-taking projections, illusions, choreographed performances, acrobatics and on-stage stunts,” explained Bruno Wiley, sales director, Ferrari World Abu Dhabi.

“We anticipate it will have significant appeal within the Chinese segment and expect to launch it in the next few weeks.”

Inbound operator Bavaria Holidays has its sights firmly on the Chinese market having designed a new brochure in Mandarin to promote its special packages for Abu Dhabi city, Al Ain – the emirate’s heritage heartland in its eastern region and the Liwa Oasis and desert in Al Gharbia.

“We have also designed products with cultural and shopping experiences specifically for the Chinese markets and are running them with expert Chinese staff,” said the company’s business development manager, Yu Li.

“We already have several contacts with Chinese outbound tour operators.

“This is an extremely high potential market with a large population, a growing economy and significant middle class growth.

“We are confident of achieving groups from local Chinese DMCs, government organisations, universities and educational institutions.”

Abu Dhabi’s participation in CITM comes as more Chinese than ever begin to stay in Abu Dhabi’s 131 hotels and hotel apartments.

Latest TCA Abu Dhabi figures show that in the first nine months of this year 21,530 Chinese stayed in the emirate’s accommodation – a 78 per cent rise on the same period last year and ranking the country 16th in Abu Dhabi’s key international source markets.