In a bid to further promote Abu Dhabi as a year-round destination of choice, Etihad Airways has signed a Memorandum of Understanding (MoU) with Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) and another with Miral Asset Management (Miral), which oversees the development and management of hospitality, sports, entertainment, retail and leisure destinations on Yas Island.
The two new MoUs are set to encourage stronger collaboration between the three parties, with strategic activities such as co-branded marketing and communication, market intelligence and data exchange, cruise industry support, loyalty and affinity programmes, and business and leisure events within the city and around the world on the cards.
Chief commercial officer, Etihad Airways, Peter Baumgartner commented on the occasion: “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 airline is set to work more closely with TCA Abu Dhabi across a range of disciplines and targeted B2B and B2C programmes. It will continue to enhance the already 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.
Acting executive director tourism, TCA Abu Dhabi, Sultan Al Dhaheri remarked: “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.
“TCA 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.”
As for Miral and Etihad Airways, the two entities will enter into a close destination-driven relationship in which Hala Abu Dhabi, the airline’s destination management subsidiary, will offrt a wide range of tourism, marketing and distribution services, such as product development, global distribution and digital capabilities.
CEO, Miral, Mohamed Al Zaabi 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.”