Etihad Airways has signed a Memorandum of Understanding (MOU) with the Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), and also with Miral Asset Management (Miral), which oversees the development and management of a range of hospitality, sports, entertainment, retail and leisure destinations on Yas Island. The two MOUs will cement stronger ties between the three parties, and promote the global appeal of Abu Dhabi as a year-round tourist, business and cultural destination.
The exclusive partnership will see the three parties drive the growth of inbound destination and stopover tourism to Abu Dhabi by joining forces on various strategic activities including co-branded marketing and communication, market intelligence and data exchange, loyalty and affinity programmes, and business and leisure events within the Emirate and around the world.
Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Today we sign our joint commitment to make Abu Dhabi the best destination brand in the world. This unique and important partnership between the national airline, TCA Abu Dhabi and Miral will boost Abu Dhabi’s image exponentially. As the national airline, we continue to foster mutually beneficial relationships with the leading drivers of growth and progress in Abu Dhabi and the wider UAE.”
Etihad Airways will coordinate more closely with TCA Abu Dhabi across a range of disciplines and targeted B2B and B2C programmes, and will continue to grow the established and successful Essential Abu Dhabi, Abu Dhabi Now and Access Abu Dhabi trade and consumer programmes.
Sultan Al Dhaheri, Acting Executive Director Tourism, TCA Abu Dhabi, said: “2016 will see many more guests coming to our warm and welcoming home, and enjoying all the exciting vacation and business opportunities it has to offer.”
Miral and Etihad Airways will enter into a close destination-driven relationship in which Hala Abu Dhabi, the airline’s destination management subsidiary, will be providing a wide range of tourism, marketing and distribution services, including product development, global distribution and digital capabilities.
Mohamed Al Zaabi, Chief Executive Officer of Miral, said: “Abu Dhabi is a world-leader in state-of-the-art leisure, business and sporting facilities, and nowhere is this more evident than on Yas Island. Together, we will increase in-market trade cooperation, international branding exercises, media and loyalty programmes, as well as education and PR strategies."
Previous collaborative work between Etihad Airways and TCA Abu Dhabi has yielded highly successful global campaigns such as the Travellers Welcome campaign and the Abu Dhabi golf and MICE programmes.