Abu Dhabi has signed a three-year deal to be the Premier Partner of World Travel Market (WTM), premier global event for the travel industry, up to and including WTM 2012. According to the company release, Abu Dhabi plans to use its Partner status to promote its expanding leisure travel proposition, which includes opening of Ferrari World Abu Dhabi, the world's first Ferrari Theme Park, on October 28, 2010, less than two weeks before WTM 2010 opens on November 8, 2010 in Excel, London making the travel industry's premier global event key in the promotion of the park's unique attractions.
World Travel Market, which celebrated its 30th event last year, attracts more than 46,000 participants to London every year to negotiate deals and discover the latest trends and opinions. WTM 2009 generated more than 1,139 million Pound deals for its 5,121 exhibitors.
Ferrari World Abu Dhabi has more than 20 rides lying beneath its iconic 200,000 m2 Ferrari red roof including the world's fastest roller coaster Formula Rossa, which powers to 240 kmph in less than five seconds, and the G-Force, a tower ride that will shoot thrill-seeker through the park's red roof 62 metres in the air and then back to earth experiencing the same G-force of a Ferrari. The theme park also charts the history and heritage of the world's famous and iconic car manufacturer.
Ferrari World Abu Dhabi will be key in Abu Dhabi's campaign to build its inbound leisure business, now accounting for around 30 per cent of all hotel guests. Abu Dhabi recorded a 16 per cent rise in hotel guests in the first half of 2010 compared to the previous year, according to Abu Dhabi Tourism Authority (ADTA) figures.
About 936,579 guests stayed in Abu Dhabi's 116 hotels and apartments from January to June this year, with guest nights rising 11 per cent for the same period in 2009 to 2.47 million. Abu Dhabi is set to meet its 2010 target of a ten per cent annual increase in hotel guests, taking the total number of arrivals to 1.65 million. The UK was the most productive overseas market with an 18 per cent rise on 2009 to 60,994 visitors. Significantly, Abu Dhabi is building its traditionally slower summer months with hotel guests in June 2010 rising 17 per cent on June 2010.
His Excellency Mubarak Al Muhairi, Director General, ADTA said the authority is aiming to achieve a more evenly balanced business and leisure tourism profile by 2010. "Our leisure proposition is growing with new attractions, tours and services emirate-wide and, in conjunction with our expanding stakeholder base; we will be pushing this aspect strongly at World Travel Market 2010." added Al Muhairi.
Simon Press, Exhibition Director, World Travel Market said, "I am delighted Abu Dhabi is the Premier Partner for the next three World Travel Markets. Abu Dhabi is becoming a significant leisure tourism destination which will be further cemented by the opening of Ferrari World Abu Dhabi, the world's largest indoor theme park. World Travel Market is the perfect vehicle for Abu Dhabi to promote its complete leisure tourism proposition to the global travel and tourism industry over the next three years."