Abu Dhabi Tourism Authority (ADTA) has tied up with European travel group TUI AG to stage a three month major business to consumer promotion throughout Germany, with the aim to secure an additional 3,000 room nights for the capital in the final two quarters of this year and Q1 2012.
Under the campaign, unveiled at ITB Berlin, the windows of 220 TUI travel agencies in Germany will, for a fortnight in June be dressed for Abu Dhabi with flat screen TVs running footage from the destination providing up to 150,000 weekly broadcasts to passing consumers.
Up to 500 major outdoor poster slots in TUI’s portfolio will run Abu Dhabi promotional material for a week while 12,500 travel agencies up and down the country will also feature posters on the various attractions of the emirate.
“The outdoor poster campaign will run in particularly high traffic areas, such as railway stations,” explained Detlef Haner, ADTA’s Country Manager, Germany.
The campaign comes as inbound business from Germany shows signs of recovery from the economic downturn. In January this year, the number of hotel guests staying in Abu Dhabi’s hotels rose by 26 per cent on the same month in 2010.
“We want to build on these green shoots of recovery which are being realised throughout the German-speaking markets of Germany, Austria and Switzerland,” said Haner.
Meanwhile, Abu Dhabi stakeholders report strong interest in Abu Dhabi from around Europe with the emirate now receiving 149 flights a week from the continent – an 11 per cent rise on 2010.
Medhat El Sisi, General Manager of BBG Hotels and Resorts Management which operates the four-star Golden Tulip Al Jazira Hotel and Resort, the Al Jazira Hotel and Resort and the Tulip Inn Al Rahba has signed a deal at ITB with online retailer JT –Just Travel, in a bid to encourage nearly three-seven rooms being booked on a daily basis.
“This will also give us continuity over the summer months,” said El Sisi. “We have adapted our product away from the corporate sector to the leisure segment, are offering all-inclusive deals and promoting our product as purely for leisure and it is bringing results from the German, Austrian and Czech markets.”