The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) announced that it has signed two agreements at this year’s Internationale Tourismus-Börse Berlin (ITB Berlin) – Europe’s leading travel trade show that took place from 5-7 March.
The agreements with Schmetterling International and Hotelbeds will promote the emirate of Abu Dhabi as a global destination, with a new emphasis on the unique potential of Al Ain and Al Dhafra, for European travelers and event organizers.
H.E. Saleh Mohamed Al Geziry, Director General for Tourism, Department of Culture and Tourism – Abu Dhabi, stated: “Abu Dhabi is a year-round destination for visitors seeking to experience culture, heritage, nature, entertainment and top-tier hospitality. The agreements signed at ITB reflect the unwavering confidence in the appeal of Abu Dhabi, from the excitement of the city to Al Ain’s heritage treasures and Al Dhafra’s captivating dunes. They mark a significant step forward in attracting more European travellers and events to Abu Dhabi. We look forward to our collaborative journey ahead to share Abu Dhabi with the world.”
Industry sources added that Schmetterling International, the largest independent tourism sales company in Europe, will host its major annual conference in the emirate. This large-scale event, with as many as 550 German travel agents, is expected to generate immediate positive results for summer sales and pave the way for attracting more German tourists, amplified by Schmetterling’s extensive network of travel agencies and technology customers across Europe.
The agreement with Hotelbeds, a leading B2B TravelTech online distributor for wholesalers, supply partners, and destinations, has been extended into a third year. The collaboration includes developing targeted campaigns to increase Abu Dhabi’s visibility and appeal among Hotelbeds’ extensive network of travel agents, ultimately leading to a rise in tourist preference for the destination. Till date, the joint efforts have significantly increased the number of hotel guests in the Emirates booking through thousands of travel agencies across more than 50 markets.
Industry sources further added that the tourism sector stands as a crucial economic pillar for Abu Dhabi, holding immense untapped potential capable of diversifying the economy and securing prosperity for future generations. DCT Abu Dhabi endeavors to unlock the full potential of the tourism sector, reshaping the emirate into a top-tier destination, fostering economic growth, and driving social development across diverse communities. DCT Abu Dhabi’s strategy for guiding and growing the sector focuses on both leisure and MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), which both stand to benefit from the two deals signed at ITB Berlin.
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