Abu Dhabi launches golf tourism drive (AME )
The Abu Dhabi Tourism Authority has unveiled its new ‘Golf in Abu Dhabi’
initiative – an umbrella marketing, communications, product packaging and
distribution platform designed to increase the emirate’s penetration of the
lucrative golf tourism segment. Developed in partnership with golf clubs and
relevant stakeholders including hotels and destination management companies,
teh initiative aims to up the emirate’s ante in the global golf tourism market
estimated to be worth $17bn annually. Key source markets have been identified
as the UK, Ireland, France, Italy, Germany, Scandinavia, China, Korea and
Japan, with golfing to be packaged as both a primary purpose of visit and/or
as part of an overall engaging destination experience. The vehicle, with its
own unique promotional identity, web portal, trade distribution and consumer
booking channels, kicks off with discounted rates at three championship-ready
courses – Saadiyat Beach Golf Club, Abu Dhabi Golf Club (ADGC) and Yas Links
Golf Club – and bundles ancillary add-ons, such as flights, hotels and the on-
the-ground transportation.
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