TravTalk Middle East Online Magazine
It is time to return to Yas Island, the most exciting and entertaining destination in the UAE The first Warner Bros. hotel is set to open on the island very soon, giving visitors another reason to return. Liam Findlay, General Manager, Experience Hub, speaks with TRAVTALK about the many new strategies and initiatives designed to attract tourists to return to the destination.
Shehara Rizly
What are the new strategies to welcome guests back?
Our strategy for Q4 of 2021 and 2022 is to welcome new and returning tourists to Yas Island. Borders have reopened, and Abu Dhabi declared in September 2021 that tourists will no longer be required to quarantine, allowing them to experience all that Yas Island has to offer from the minute they arrive. Our focus remains firmly on exhibiting everything that Yas Island has to offer, and we cannot wait to welcome back
visitors from all over the world, particularly from our major markets of the GCC, India, Russia, the U.K., and Germany.
In the recent year, Yas Island has welcomed a slew of new attractions and hotels, including Hilton Yas Bay, which opened in February 2021 as the island’s first 5-star beach resort with theme park access.The Waterfront, where Hilton Abu Dhabi Yas Island is located, The Residences, and Yas Creative Hub are all part of Miral’s AED 4 billion investment in the overall AED 12 billion masterplan of Yas Bay, which will feature three distinct areas spanning 14 million sq. ft. – The Waterfront, where Hilton Abu Dhabi Yas Island is located, and The Residences.
Aldar Investment recently announced a redevelopment plan for Yas Mall worth AED 500 million (US$ 136 million) to strengthen its position as the focal point of Yas Island, Abu Dhabi’s residential and leisure destination, and to future-proof this key asset at the heart of Yas Island and its many world-class attractions, attracting more local and international visitors. The redevelopment will increase the mall’s F&B offerings by 40 per cent, adding new brands, a new food hall, and outdoor terraces, while the revamped Town Square will provide an alfresco dining experience. Following a US$ 112 million investment, Yas Island will also be home to WB Hotel in November 2021, making it the world’s first Warner Bros hotel.Throughout the year and into 2022, a number of live events will take place.
What are the safety protocols?
Yas Island has been ensuring tourists and residents of their safety and well-being during their stay since the onset of the global pandemic. Yas Island has introduced a number of initiatives, including the well-received ‘Yas Wellness Programme,’ which provides guests with direct access to a team of Yas Wellness Ambassadors who can answer questions on the island’s health and safety measures. This has been paired with the #TogetherAtYas digital portal, which serves as a one-stop shop for all of the responsible and entertaining activities available. Moreover, in support of Abu Dhabi’s vaccination campaign, more than 95 per cent of eligible team members across the destination have been vaccinated, including attractions, experiences, hotels, restaurants, and retailers.
The Department of Culture and Tourism – Abu Dhabi also awarded the ‘Go Safe’ certification to Yas Island’s theme parks and attractions, including Ferrari World Abu Dhabi, Yas Waterworld, Warner Bros. WorldTM Abu Dhabi, CLYMBTM Abu Dhabi earlier this year, Yas Marina Circuit, Yas Mall, W Abu Dhabi – Yas Island – the first hotel in the UAE to receive the accreditation – and all Yas Plaza hotels. The certification is one of 25 health and safety accreditations the destination has obtained, including the World Travel & Tourism Council’s coveted WTTC ‘Safe Travels’ stamp in August 2020, making it the first destination in Abu Dhabi to receive the international honour.
Has there been new source markets to Yas Island over the past year?
We have hosted tourists from all over the world in the last 12 months, including parts of GCC and Europe. During the previous year, we also welcomed Israeli tourists to Yas Island for the first time. In addition, Qatari visitors can now return to the UAE, including Yas Island. We are looking forward to welcoming travellers from all over the world, particularly from our key markets of the GCC, India, Russia, the U.K., and Germany, as well as new and returning holidaymakers from all four corners of the globe.
Is the Yas Expert programme still active?
Yas Expert has been running for more than two years, and we are delighted to announce that the programme, which includes courses on Yas Island’s award-winning attractions, leisure experiences, and itinerary planning, is still going strong. We have already registered over 9,000 travel agents with each of them taking part in the destination’s specific training and certification programme for travel professionals and agents. More than 5,500 travel agencies have already achieved certification and recognition as a Yas Expert, joining an elite group of experts with enhanced knowledge of the destination and everything it has to offer.
Throughout the pandemic, Experience Hub has been virtually engaging with the travel trade in key source and training them online to ensure continuous product knowledge in preparation for gradual market re-openings. Yas Expert collaborates with companies like Seera, Jumbo Travels, Fursan Travel, and others in the GCC to develop Yas Island Brand Ambassadors, a network of people who can drive visitors to the island from all over the world.
How do you plan to attract the GCC and Europe this year?
Borders have now reopened, and Abu Dhabi announced in September 2021 that visitors will no longer be required to quarantine, allowing GCC visitors to experience everything that Yas Island has to offer from the minute they arrive. Yas Island is a one-of-a-kind destination in the GCC, offering a varied range of award-winning leisure and entertainment experiences.
The GCC continues to be an important source market for Yas Island, and we will continue to provide a variety of packages and unique offers. For example, we just developed a special package for visitors from the Kingdom of Saudi Arabia to Yas Island.
Qatar is a key market for Yas Island, and we are excited to welcome back Qatari families, who will be treated to a variety of new experiences, hotels, and activities since their last visit. Indeed, we cannot wait to welcome back visitors from throughout the GCC – we have always set the objective of surprising and delighting our visitors – after all, we are a destination unlike any other, and we are convinced that visitors will have a great time on Yas Island.
From December 10-12, the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2021 will take place. Thousands of international visitors are expected to flock to Yas Island to see Formula 1’s only twilight race, which is one of the year’s highlights. We expect an influx of travellers over the holiday season, which is often one of the busiest times of the year, as the global tourism industry recovers and additional travel restrictions are eased.
