Abu Dhabi holidays boast world-class sport tourism credentials
From the addition of great sporting facilities to the hosting of the Abu Dhabi F1 Grand Prix and the emirate's partnership with Manchester City, Abu Dhabi has done all it can to be regarded as a premium holiday destination for top sports.
Sport as a central attraction that can be found on luxury Abu Dhabi holidays. From hosting the Abu Dhabi F1 Grand Prix to its new partnership with Manchester City, Abu Dhabi is utilising the power of sport to spread its name globally.
Investment in sport has been a foundation strategy to help Abu Dhabi meet its targets of attracting 2.3 million hotel guests a year by 2012 and 7.9 million staying in 80,000 hotel rooms by 2030.
The rapidly-growing emirate has a mandate to deliver a range of event products which build international awareness of the destination and enrich the lives of residents and visitors alike.
Abu Dhabi Tourism Authority (ADTA) has developed a strategy to utilise high-visibility sporting events to globally promote the emirate. It has proved effective in internationally highlighting the emirate’s pedigree as a world-class destination of distinction and a major events hub.
For example, last November’s Abu Dhabi Grand Prix was televised in more than 180 countries, reaching 600 million viewers. The Abu Dhabi Golf Championship 2010 – which celebrated its fifth anniversary this year – had a combined viewership of more than 400 million. These events bring significant gains both in terms of building awareness and exposing visitors to all that Abu Dhabi has to offer.
Also last month, Abu Dhabi signed on to become the Official Destination Partner of English Premier League side Manchester City Football Club (MCFC).Through this Abu Dhabi’s name will touch a TV viewership of over 2 billion. Under the deal, which runs until the end of the 2013 Premier League season, Abu Dhabi’s brand will appear on perimeter boards around the City of Manchester Stadium at every home league and domestic cup game, ADTA has exclusive naming rights to the club’s Carrington, Trafford training ground and is the sole title sponsor of all pre-season tours.
Adding to that, Manchester City is looking forward to holding a series of events in Abu Dhabi following on from its recent successful ‘Our Country v Our City’ trip which saw the club spend time in the Gulf region.
Abu Dhabi Golf Club is home to the annual European Tour-backed Abu Dhabi Golf Championship and is managed by Troon Golf, one of the sport’s foremost luxury brands.
Abu Dhabi has also recently opened two new world-class golfing properties in the Gary Player-designed Saadiyat Beach Golf Club and the Kyle Phillips-designed Yas Links, as well as the newly-upgraded Palm Sports Resort Golf Course in the emirate’s Oasis City of Al Ain.
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