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ADTA Expands Overseas Network with New Offices in Rome and Milan

ABU DHABI - Abu Dhabi Tourism Authority (ADTA), the apex body which manages the tourism industry in the capital emirate, has expanded its overseas network to Italy with the opening of offices in Rome and Milan.

Italy becomes the sixth country on ADTA’s overseas network and joins existing offices in the UK, Germany, France, China and Australia.

The opening of ADTA’s Italian offices is in line with the authority’s five-year strategy to make expansion of the overseas network among its service delivery priorities, according to a release received here on Saturday.

The launch event held at the Four Seasons Hotel, Milan was attended by Italy’s celebrated culinary duo of Marco and Carlo Sacco who participated in the Gourmet Abu Dhabi event held here recently.

Quoting ADTA’s Director Tourism Standards, Nasser Al Reyami the release saidthe opening of the offices sent a strong signal to the international tourism industry of Abu Dhabi’s intention to pursue its long-term goal of developing into an international destination of distinction.

“Italy remains an important element in our long term vision of attracting 2.7 million hotel guests to the emirate by 2012,” said Al Reyami.

“Our case is strengthened by the plans of Etihad, the national airline of the UAE, to increase its services from Milan’s Malpensa International to Abu Dhabi International to five flights a week from its current thrice-weekly service at the end of March.”

Etihad will operate a wide-body, twin-engined, Airbus A330, in a three class — first, business and economy — configuration, on the route.

And Etihad believes the ADTA’s presence in Italy will add further credence to Abu Dhabi’s proposition in a market which is increasingly becoming aware of the emirate’s offering.

“There is huge potential for stop-over breaks in Abu Dhabi with Abu Dhabi International becoming a hub for Italians travelling with Etihad to onward destinations in Australia, to Muscat, India, Pakistan and Bangkok,” the release said quoting Marco Malato, Etihad Airways’ Country Manager in Italy.

“The stop-over potential will be boosted with our extra flights from Milan. Whereas currently travellers have a choice of 45 onward flights within three hours of arriving in Abu Dhabi on our existing three flights a week, this onward destination choice will exceed over 100 flights when the new five flights a week service comes into effect at the end of March.”

Etihad is also looking to attract more Italians — the second largest migrant community in Australia — when it launches, services to its third Australian destination, Melbourne again at the end of March.

ADTA is now planning to roll out a progressive strategy to engage the Italian travel trade and consumers, over the coming year. The programme will involve destination familiarisation trips, educational events, special promotions and increased participation in tourism fairs within Italy. Abu Dhabi will take part in TTG Incontri, which will be held in Rimini in October.

The move has also been welcomed by Abu Dhabi’s trade stakeholders who believe the Italian market has large, considerable untapped potential.

“Awareness of the destination is growing within Italy, particularly its incentive and golf offering,” said Anwar Abu Monassar, General Manager, Net Group — Abu Dhabi and Al Ain. “2009 is going to be an important year for penetrating the Italian market with the opening of the new golf course on Saadiyat Island and the staging of the Formula One finale in November.

ADTA says over the next few months it will launch an intensive awareness building campaign to establish Abu Dhabi as an upmarket destination of distinction, just five hours flying time from Italy

Al Reyami said Abu Dhabi’s ties with Italy are on the increase. Italian cruise line operator Costa Crociere S.p.A. (Costa Cruises) has signalled its intention to enhance its Abu Dhabi programme in 2010. The company already sends around 40,000 passengers a year to Abu Dhabi — around half of which are Italian is aiming to more than double this in the November 2009 — April 2010 season.

Italy is also well-represented in the inaugural Abu Dhabi Yacht Show, which will run at the Abu Dhabi National Exhibition Centre (ADNEC) from March 12-14 this year with flagship Italian super-yacht leaders Benelli S.p.A., Ferretti and Azimut as well as prominent Italian boat-builders Rodriquez Cantieri Navali in strong focus.

Italy is also heavily involved in Abu Dhabi’s expanding cultural proposition with the directorship of the annual Al Ain Music Festival now coming under the renowned Accademia Teatro Alla Scala — the performing arts academy of Milan’s La Scala, one of the world’s most famous opera houses.

“And of course, Italian representation in November’s Formula One, needs to be leveraged to spread destination awareness throughout Italy,” said Al Reyami.

In the first nine months of last year, some 19,742 Italian nationals stayed in hotelsin Abu Dhabi which is close to the figure of 26,621 received during 2007, the release said.

· ramavarman@khaleejtimes.ae