Diversity of playing experiences and destination competitiveness underpin scheme
Abu Dhabi yesterday unveiled its new ‘Golf in Abu Dhabi’ initiative - an umbrella marketing, communications, product packaging and distribution platform designed to increase the emirate’s penetration of the lucrative golf tourism segment.
The launch, spearheaded by Abu Dhabi Tourism Authority (ADTA), came at the International Golf Travel Market (IGTM) in Antalya, Turkey.
Developed in partnership with golf clubs and relevant stakeholders including hotels and destination management companies, ‘Golf in Abu Dhabi’ aims to up the emirate’s ante in the global golf tourism market estimated to be worth US$17billion annually, according to the International Association of Golf Tourism Operators (IAGTO). Key source markets have been identified as the UK, Ireland, France, Italy, Germany, Scandinavia, China, Korea and Japan, with golfing to be packaged as both a primary purpose of visit and/or as part of an overall engaging destination experience.
The vehicle, with its own unique promotional identity, web portal, trade distribution and consumer booking channels, kicks off with exclusive, highly attractive rates at three championship-ready courses - Saadiyat Beach Golf Club, Abu Dhabi Golf Club (ADGC) and Yas Links Golf Club – and bundles ancillary add-ons, such as flights, hotels and the on-the-ground transportation.
“Abu Dhabi’s golf tourism potential is immense and our competitive positioning will be considerably sharpened through active inter-stakeholder collaborations. Golf in Abu Dhabi will ensure that all of our relevant stakeholders work towards a collective objective, which is capturing the emirate a bigger slice of the global gold tourism market,” said Dayne Lim, product development director, ADTA, which manages the emirate’s overall tourism industry and owns the annual European PGA Tour-backed Abu Dhabi HSBC Golf Championship.
For more information, or to place bookings, visit www.golfinabudhabi.com or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it
