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Francesco Borrello, general manager of the Abu Dhabi Grand, has urged
tourism and hospitality leaders in the capital to group together to promote Abu
Dhabi, both regionally and internationally.
Borrello said: "I believe that a cluster marketing strategy of Abu Dhabi as a
destination is the way forward this year. Intra-Arabian travel is one of our
biggest growth markets, and with the eyes of the world on the region at present, it is time to act positively."
An integrated Abu Dhabi marketing machine will inevitably bring comparisons
with Dubai, he said. "Just as Abu Dhabi is a totally different animal to Dubai,
so our approach to developing in-bound business, least not tourism, has to be
different. But we can learn lessons from the success of the "Dubai Inc" integrated campaign.
"The capital's infrastructure is ready, after measured growth in terms of airport
development, road construction and landscaping, and now hotels, conference
centres, malls and parks. Now is the time for thee tourism industry in Abu
Dhabi to pull together to take the city's name farther afield and into a wider
consciousness."
Abu Dhabi Grand, which will be rebranded as Le Royal Meridien Abu Dhabi
this year, is already involved in a regional communications strategy through
the Le Meridien brand.
The general managers of the group's seven properties in the UAE will
undertake a GCC marketing drive in February, designed to highlight the group's offering in the Emirates.
"Cross-selling initiatives are essential for the continued success of the Le
Meridien brand - which is one of the strongest international flags in the region
- and serve to give strength to our collective brand promise," said
Borrello.
"Likewise, Abu Dhabi as a destination deserves a marketing thrust that carries
the full weight of the tourism and hospitality sector here." |
