Abu Dhabi rebrands to lift presence in UK

The Abu Dhabi Tourism Authority (ADTA) has stepped up its UK presence with the appointment of representation company Hills Balfour to promote the emirate in the UK and Ireland. Hills Balfour will unveil a new brand for the tourist authority at the beginning of 2006 and has appointed sales and marketing manager Angela Bates to handle Abu Dhabi’s meetings, incentives and events division. According to Bates, the key aims of the ADTA are to raise awareness of the emirate as a MICE destination, initially at key trade shows and industry events. "The UK office’s first presence will be at the C&IT Corporate Forum in November (See p5) and this will be followed by attendance at EIBTM and then direct sales calls to incentive houses," she said. "Fam trips will begin in January 2006 and will take place every quarter." Abu Dhabi welcomed 40,000 MICE visitors in 2003, representing 5% of the total international arrivals. The tourist authority has targeted 236,000 MICE arrivals by 2015.

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