Abu Dhabi to showcase its tourism highlights at roadshow in South Africa

The three-city roadshow is one of the exciting initiatives which TCA Abu Dhabi South Africa is undertaking this year to increase the awareness about Abu Dhabi and position the emirate as a preferred destination in South Africa. 

“This inaugural Abu Dhabi roadshow is one of the most important initiatives on our annual South Africa promotional calendar as it gives us the opportunity to interact and engage our valued travel trade partners who remain highly influential in stimulating consumer bookings,” said Mubarak Al Nuaimi, director of promotions and overseas offices, TCA Abu Dhabi. 

“The growth in guest arrivals we have witnessed since launching our promotional presence earlier this year is testament to the magnificent support our dedicated trade and MICE team have already received, and this roadshow allows us to concentrate on harnessing the MICE and travel trade sectors to stimulate further growth,” added Al Nuaimi. 

Treating participants to an immersive, sensory experience the roadshow venues will be themed to highlight the sights, sounds, smells and tastes of an engaging destination of cutting edge modernism, touched with a hint of true tradition. 

Up to 600 travel agents and tour operator experts are expected to attend. 

The delegation of Abu Dhabi stakeholders and South African travel trade partners - ranging from accommodation establishments to ground handlers - will be joined by Etihad Airways, the UAE’s national airline and its partner South African Airways. 

For Sharaf Tours, the inbound division of Sharaf Travels LLC, one of the UAE's well-established MICE and cruise travel organisations, a priority is to gain traction from the South African trade to boost business on the leisure and MICE fronts following the addition of South African Airways services in March to increase Etihad Airways capacity with double daily flights from Johannesburg. 

“South Africa is a growing market with lots of potential. We are developing Abu Dhabi Grand Prix, stop-over and family oriented weekend packages, and have appointed a representative in South Africa to create awareness and make new contacts,” said Satheesh VM, Sharaf Tours’ general manager. 

South Africa has been steadily climbing the top performing markets ladder since TCA Abu Dhabi’s representative office opened in Johannesburg last February. The first seven months of 2015 have seen a 34% increase in guest arrivals to 13,442 generating 46,242 guest nights for an average length of stay of 3.44 nights. 

Sandra Kneubuhler, Hyatt’s global sales director – Africa, said: “For Hyatt Hotels, who currently operate The Park Hyatt Abu Dhabi, Saadiyat Island and the Hyatt Capital Gate in the UAE’s capital city, the roadshow is an opportunity to increase focus for the African market on the MICE and leisure sectors and the anticipated March 2016 opening of the 428 room Grand Hyatt Abu Dhabi on the Corniche.” 

New to the South African market is Liberty International, a global Destination Management Company specialising in MICE and upscale leisure. 

“Our target is to sign with two leisure group operators who can develop business from luxury individuals and special interest groups, as well as educational study tours for universities and develop relationships within the MICE segment,” said Maryanne Boyers, managing director, UAE for Liberty International. 

The delegation will also be joined by established destination management companies Arabian Adventures and Desert Adventures Tourism, both looking to expand their tailor-made tours and group business, and South African hotel group Tsogo Sun – operators of the Southern Sun Abu Dhabi.