ABU DHABI and Qatar are making in-roads into Italy. The Abu Dhabi Tourism Authority (ADTA), which manages the emirate’s tourism industry, has has recently opened 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 the new Italian offices is in line with the authority's five year strategy, with expansion of its overseas network among its priorities.
ADTA’s director Tourism Standards, Nasser Al Reyami said the 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.
Etihad Airways in the meantime, is 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 the month.
“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,” said Marco Malato, Etihad Airways’ country manager in Italy.
Etihad is also looking to attract more Italians – the second largest migrant community in Australia – to its services when it launches, also at the end of this month, flights to Melbourne.
ADTA plans to roll out a progressive strategy to engage the Italian travel trade and consumers over the coming year, with a programme involving 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.
In the first nine months of last year, some 19,742 Italian nationals stayed in hotels throughout Abu Dhabi emirate. A total of 26,621 Italian hotel guests were received during the whole of 2007.
Qatar too has been making friends with Italy. Last month a government delegation headed by HE Michela Vittoria Brambilla, Secretary of State at the Presidency of the Council of Ministers with responsibility for Tourism of Italy, met with chairman of Qatar Tourism and Exhibitions Authority, Ahmed Abdallah Al Nuaimi.
They discussed bilateral cooperation in tourism, including cooperation regarding training and expertise as well as investments in the tourism sector. The Italians were briefed on Qatar’s new strategy and identity for tourism and exhibitions. Brambilla invited Al Nuaimi for an official visit to Italy, to sign a Memorandum of Understanding for a further cooperation between the two countries.
