Improved air connectivity between Australia and Abu Dhabi is expected to drive business events to the emirate, as it targets significant growth from the sector.
Abu Dhabi Tourism and Culture Authority director of tourism ecosystems, Sultan Hamad Al Mutawa Al Dhaheri, told The Nibbler that the launch of the Abu Dhabi Convention Bureau (ADCB) in March forms part of a concerted push to grow the MICE market.
"For business tourism, we have a good supply of hotel rooms, good air connectivity, prices and venues," he said.
Al Dhaheri revealed the tourism body is targeting 7% growth in business events year on year until 2020, confirming the destination is so far on target.
In order to sustain the growth, there are 4,000 and 5,000 additional hotel rooms in the pipeline, he confirmed, which also has the benefit of driving down the average daily rate which stood at AED 553 in February.
"It's not only affordable, it's value for money," he said.
Deputy director general ADTCA, Jasem Al Darmaki, said the ADCB is targeting six major business wins this year, a further eight next year and a total of 10 wins in 2015.
"Our strategy will be to target in-market opportunities that will generate incremental business in the short-term while building on international relationships for the long term," he said upon the ADCB's launch.
It aims to be ranked by the International Congress and Convention Association (ICCA) as among the world's top 50 association meetings destinations within five years time.
Earlier this month, the destination hosted the 1000-delegate World Travel and Tourism Council at the Etihad Jumeirah Towers, attended by The Nibbler.
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