The Abu Dhabi Tourism & Culture Authority is launching its U.S. promotion office with a multi-facted campaign, which includes a takeover of New York City’s Times Square.

The promotion office, which will represent the United Arab Emirates’ interests in developing tourism from the United States, is based in New York City and staffed by a team of four, led by Country Manager Kershing Goh. 

The aptly-themed ‘Traveller’s Welcome - A Taste of Abu Dhabi’s Hospitality’ Abu Dhabi Interactive Pop-Up has been taking place in Times Square’s Father Duffy Square from May 17 - 19, 2012, from 10 am - 9 pm.

Visitors experience traditional offerings from the iconic landmark including dates and coffee, henna artists, and perfume mixologists. Video footage depicting the Emirates’ future progression, including the Louvre Abu Dhabi,

Guggenheim Abu Dhabi and Masdar City - the world’s first carbon-neutral, zero-emissions city. Etihad Airways have also been present, welcoming guests to the Pop-Up experience with giveaways.

To coincide with the launch, Abu Dhabi has partnered with tour operators Abercrombie & Kent, Cox & Kings, Linara Travel, Ritz Tours and Goway Travel to introduce travel packages to the Emirates.

U.S. hotel guest nights in Abu Dhabi have been steadily growing over the past few years, reaching 486,488 nights in 2011, a 16 percent increase over 2010. Based on guest nights, the U.S. is the Emirates’ second-greatest international source market. Air connectivity between the U.S. and Abu Dhabi will increase in March of 2013 when Etihad Airways launches daily, nonstop service between Washinginton D.C. and Abu Dhabi International Airport. The airline currently operates daily, nonstop flights from JFK New York and Chicago.