Abu Dhabi Tourism Authority appoints BrandStory as China Representative

As part of its Five Year Strategic Plan to promote the capital city of the United Arab Emirates (UAE), the Abu Dhabi Tourism Authority (ADTA) will be represented in China through BrandStory Inc, to capitalise on the growing outbound market which, according to the UN World Travel Organisation, will be the world's biggest by 2020.

BrandStory Inc's Executive Director, Mr. Peter Phang, has been appointed ADTA's Country Promotions Manager of China and will oversee ADTA's activities throughout the vast nation, operating out of the major cities of Beijing, Shanghai and Guangzhou. He will work closely with ADTA's head office and overseas network comprising the United Kingdom, Germany, France and Australia.

"A number of prevailing factors led us to prioritise China in our five-year overseas promotion strategy including the sheer size of the outbound Chinese market, the propensity of the Chinese tourist for culture and the substantial air links between Beijing and Abu Dhabi," said Mubarak Al Muhairi, Director General, ADTA.

"Chinese government figures prove the republic is now the largest outbound market in Asia with Chinese travellers accounting for 40.95 million overseas trips last year, which was an 18.6% rise on the previous year. This is estimated to rise to a staggering 100 million international trips by 2020 when Abu Dhabi will be counted among one of the world's leading cultural destinations."

"Through familiaristion trips and regular trade workshops and by working closely with the UAE embassy in China, we hope to facilitate the start of group leisure travel from China," said Ali Al Hosani, Director Promotions, ADTA.

Mr. Phang believes Abu Dhabi, which aims to become a global destination of cultural distinction, will resonate well with the Chinese tourist with research showing they have a strong appetite for culture.

"Recent participation in travel shows in Hong Kong and China demonstrated that the Chinese have an interest in cultural tourism. The opportunity is there and we have to work on it quickly as there is increasing competition for the Chinese tourist," said Mr. Phang.

"Abu Dhabi is a premiere destination which has so much to offer business and leisure travellers," added Mr. Phang. "The architectural and cultural landmarks, luxurious shopping and leisure, as well as activities in the deserts make Abu Dhabi an all-encompassing destination for tourists with different agendas."

Abu Dhabi-based Etihad Airways operates direct services four times a week between the two capitals Beijing and Abu Dhabi.

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