GROWING demand and interest from the Asian markets has urged Abu Dhabi to position itself as an international golfing destination.
Figures from Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi) show the number of Asian travellers checking into the emirate’s 146 hotels and hotel apartments from January to August 2013 rose 26 per cent on the same period in 2012, with growth being primarily driven by a 40 per cent upsurge in Chinese arrivals. This accounted for more than a million guest nights, an increase of 34 per cent on 2012.
Mubarak Al Nuaimi, director promotions and overseas offices, TCA Abu Dhabi, says: “Golf is proving productive for us with figures revealing that our trio of world-class, championship-ready golf courses hosted a record number of overseas rounds in Q1 this year.”
A seven-strong delegation from Abu Dhabi took part in ITB Asia, held in Singapore in October 2013, in a bid to position the emirate as a golfing destination of choice. Figures show Abu Dhabi Golf Club, Saadiyat Beach Golf Club and Yas Links recording their best-ever quarterly overseas rounds returns during Q1 of 2013, with 9,215 overseas rounds ensuring 89 per cent growth on the comparative three-month period last year.
Having amassed 20 per cent of the UAE’s overseas rounds January through March the previous year, Abu Dhabi’s three clubs’ quarterly contribution in 2013 constitutes almost a third of the nationwide total. With other emirates suffering marginal dips or gains, Abu Dhabi’s sterling Q1 performance ensured the number of overseas rounds played across the country was 90 per cent up on the corresponding period in 2012. According to the annual KPMG Golf Travel Insights Study, the UAE capital is attracting increased revenue from a global industry worth $2 billion in 2012.
Meetings, incentives, conferences, exhibition (Mice) and business travel is also an important part of the Asian market focus with the emirate aspiring to rise from a top 100 to a top 50 destination for association meetings under the International Congress and Convention Association league within five years. Abu Dhabi Convention Bureau was formed in 2013 to drive the destination’s business aims.
Hessa Al Romaithi, trade promotions unit head for Abu Dhabi Tourism and Culture Authority, says: “India is our top market at the moment, although most interest comes from China. Our approach has been to develop a new initiative for Mice to boost incentive traffic. In return for rooms we give away fantastic offers to keep rooms full. Dubai has the biggest of everything and Abu Dhabi has the finest of everything. We complement each other.”
By Helen McClure