Etihad Airways has signed a Memorandum of Understanding (MOU) with the Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), and also with Miral Asset Management (Miral), which oversees the development and management of a range of hospitality, sports, entertainment, retail and leisure destinations on Yas Island. The two MOUs will cement stronger ties between the three parties, and promote the global appeal of Abu Dhabi as a year-round tourist, business and cultural destination.
signing ceremony, which took place today at the iconic Ferrari World theme park
on Yas Island, was attended by senior management and board members from Etihad
Airways, TCA Abu Dhabi and Miral.
exclusive partnership will see the three parties drive the growth of inbound
destination and stopover tourism to Abu Dhabi by joining forces on various
strategic activities including co-branded marketing and communication, market
intelligence and data exchange, cruise industry support, loyalty and affinity
programmes, and business and leisure
events within the Emirate and around the world.
Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Today we sign our
joint commitment to make Abu Dhabi the best destination brand in the world.
This unique and important partnership between the national airline, TCA Abu
Dhabi and Miral will boost Abu Dhabi’s image exponentially.
the national airline, we continue to foster mutually beneficial relationships
with the leading drivers of growth and progress in Abu Dhabi and the wider UAE.
In the 12 short years since Etihad Airways was launched, both the airline and
the Emirate have witnessed a spectacular transformation and are now leaders in
service and hospitality. The growth of Etihad Airways is inextricably linked to
the continued success of Abu Dhabi as a destination on the world stage.”
Airways will coordinate more closely with TCA Abu Dhabi across a range of
disciplines and targeted B2B and B2C programmes, and will continue to grow the
established and successful ‘Essential Abu Dhabi’, ‘Abu Dhabi Now’ and ‘Access
Abu Dhabi’ trade and consumer programmes, the latter being an integrated destination
management campaign focused on key tour operators and online travel agencies,
providing incentives for management and familiarisation trips.
Al Dhaheri, Acting Executive Director Tourism, Abu Dhabi Tourism & Culture
Authority (TCA Abu Dhabi), said: “Abu Dhabi’s diversity of experiences,
landscapes and deep-rooted heritage combine to create a compelling visitor
experience which has established the destination as a world-leading and
progressive tourism, sporting and cultural hub. 2016 will see many more guests
coming to our warm and welcoming home, and enjoying all the exciting vacation
and business opportunities it has to offer.
Abu Dhabi and Etihad Airways are once again joining forces with common
objectives to promote the Emirate, and to continue to enhance its word-class
tourism infrastructure, and to establish a development plan for tourism in
order to further strengthen the economic and social impact on the Emirate of
Abu Dhabi. Etihad Airways, as the national airline of the UAE, is an invaluable
and strategic partner for the development of the tourism sector in line with
Abu Dhabi Vision 2030.”
and Etihad Airways will enter into a close destination-driven relationship in
which Hala Abu Dhabi, the airline’s destination management subsidiary, will be
providing a wide range of tourism, marketing and distribution services,
including product development, global distribution and digital capabilities.
Al Zaabi, Chief Executive Officer of Miral, said: “Abu Dhabi is a world-leader in state-of-the-art
leisure, business and sporting facilities, and nowhere is this more evident
than on Yas Island. Miral’s collaboration with Etihad Airways and
TCA Abu Dhabi signifies our commitment to growing inbound tourism and long-haul
stopovers to Yas Island. Together, we will increase in-market trade
cooperation, international branding exercises, media and loyalty programmes, as
well as education and PR strategies. This will increase passengers on Etihad
Airways and visitor numbers to Yas Island, providing an immeasurable
benefit to all travellers wanting a unique and authentic holiday experience.
“With Etihad Airways and the close
proximity to Abu Dhabi’s International airport, Miral is excited to be
spearheading a new wave of global interest in Destination Yas Island.”
collaborative work between Etihad Airways and TCA Abu Dhabi has yielded highly
successful global campaigns such as the ‘Travellers Welcome’ campaign and the Abu
Dhabi Golf and MICE programmes. In 2015, TCA Abu Dhabi and Etihad Airways,
together with Hala Abu Dhabi, co-hosted several major internationally
recognised conferences in Abu Dhabi, such as the ANVR Dutch Travel Congress,
the SRV Swiss Travel Association 2015 General Assembly, and 32 major travel exhibitions
and roadshows worldwide.