TravTalk Middle East Online Magazine
In an exclusive interview with TRAVTALK, Abdulla Yousuf, Director, International Operations Destination Marketing, DCT Abu Dhabi, highlights the strategies being implemented to engage the travel trade and advance Abu Dhabi’s 2030 vision. He discusses key focus areas, emerging markets, and the role of trade partnerships in driving tourism growth.
Dr Shehara Rizly
What are the key initiatives to engage the travel trade in promoting Abu Dhabi?
We have a comprehensive list of trade promotion activities. From a strategic standpoint, the 2030 vision mandates initiatives that elevate destination marketing to the highest level. Our approach is market-specific, driven by a deep understanding of consumer behaviour—how they search, decide on destinations, and their booking preferences. Each market is evaluated to determine its focus—whether B2B or B2C-driven. For B2B-heavy markets, tour operators, project managers, and travel advisors play a pivotal role in influencing decisions. Our plans are then tailored, combining strategic marketing and joint promotions with partners who are optimistic about Abu Dhabi’s potential and its ROI. These collaborative efforts involve co-investing in marketing campaigns to maximise impact.
Can you elaborate on trade promotion plans?
Our trade promotions include virtual webinars, familiarisation (Fam) trips, and events like marketplace gatherings. Accessibility to agents is key, achieved through newsletters, e-learning programmes, and tools designed to reach agents globally. This year, we have a presence in over 25 countries through roadshows and activities, strategically distributed across source markets. Our plan aims to expand from 14 source markets in 2019 to 44 markets, each addressed uniquely based on its needs.
How can the trade benefit from the e-learning platform?
The e-learning platform, Experience Abu Dhabi Expert, equips travel agents, advisors, and product managers with the knowledge to become certified Abu Dhabi destination experts. It’s designed to be simple, interactive, and comprehensive. The platform features nine modules covering Abu Dhabi’s offerings, such as theme parks, MICE (Meetings, Incentives, Conferences, Exhibitions), and wedding tourism. New modules and additional languages are rolled out annually to meet growing demand. The platform also includes sales toolkits, downloadable resources, and opportunities to interact with experienced agents. It serves as a one-stop hub for learning about Abu Dhabi’s products and experiences.
How has Abu Dhabi performed in terms of occupancy rates?
Year-to-date, Abu Dhabi’s occupancy stands at 77 per cent, the highest in the region, as per a recent Smith Travel Research (STR) report.
What are the emerging markets for Abu Dhabi?
Aligned with our strategy to expand from 14 to 44 markets, emerging markets have been identified on the basis of air connectivity. Central and Eastern Europe, along with the CIS region, are key growth areas. The introduction of low-cost carriers like Wizz Air and Air Arabia has further fuelled growth by attracting a new segment of travellers from these regions.
