The expanding tourism proposition of Abu Dhabi, the largest of the seven emirates which make up the United Arab Emirates, is to get a major airing in Russia this month.
A powerful tourism delegation, including a range of luxury hotels due to open soon in the UAE capital, is to take the destination’s message direct to Moscow from where it hopes to reach out to the sizeable Russian and CIS markets.
The delegation, led by the Abu Dhabi Tourism Authority (ADTA), will mount a dedicated pavilion at the Leisure Moscow show from September 22-24. The exhibition is being seen as an important platform for ADTA to step up its presence in the Russian market. The pavilion line up includes hotels, including new properties on Yas Island, which will be host on November 1 to the Etihad Airways Formula 1™ Abu Dhabi Grand Prix, tour operators and developers.
“The variety of stakeholder support is very apt and our recent research has shown that Russians are now looking for packages which combine sightseeing tours, cultural excursions, shopping and adventure – a mix which Abu Dhabi’s stakeholders can combine to produce,” said Mubarak Al Nuaimi, International Promotions Manager, ADTA.
“Last year more than 11 million Russians travelled overseas, with a majority of these at the luxury end of the marketplace. ADTA therefore views Russia and CIS as a great emerging source market whose potential is still largely untapped. With our national airline Etihad operating regular flights from Moscow and the Belarusian capital of Minsk and with Ukranian International Airlines launching flights from Kiev to Abu Dhabi, Russian and CIS accessibility to the emirate is vastly improved and we must maximise the opportunity.
“Another important factor is the Russian outbound market profile – with almost a third being accounted for by business tourism – an area of great strength for Abu Dhabi.”
Russia is among several new market destinations currently under study by the ADTA which is looking to expand both its international promotion strategy and overseas office network next year as it looks to extend its geographic reach.
“Feedback and input arising from our participation at Leisure Moscow will enable us to sharpen our market development strategies in Russia considerably,” explained Al Nuaimi.
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