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Abu Dhabi Tourism and Culture Authority, TCA Abu Dhabi, is teeing up an ambitious golf tourism drive to strengthen the UAE capital’s standing as a world-class golfing destination by targeting expanding golf markets in Europe, China, India and across the GCC as well as the UAE.
Pitching the extensive promotional push to the emirate’s golf industry partners, TCA Abu Dhabi is set to get into full swing through the establishment of a powerful Industry Development Committee, IDC, supported by Abu Dhabi’s leading golf courses, tour operators, hoteliers and destination promotion agencies, which will work together to fulfil the emirate’s expanding golf tourism ambitions.
Targeting a wide range of consumer and travel trade marketing and awareness building activities, a new dedicated golf portal on visitabudhabi, the official Abu Dhabi destination promotion website, will be the focus of the marketing drive for golf enthusiasts and serve as a one-stop-shop to connect them with a range of golf holiday options and direct booking tools connected directly to the emirate’s golf industry professionals.
The IDC is also focussed on facilitating extensive networking opportunities for the leading golf courses and tour operators, driving engagement across the board ahead of the build up to the busy winter golfing season across the emirate.
"Abu Dhabi is now perceived as one of the world’s foremost golf destinations, and through our Golf In Abu Dhabi initiative, we have been able to attract visitors to the emirate to enjoy our golfing experience by growing awareness of the diversity of our courses to develop the golf tourism sector," said Sameer Taher Bagaber, IDC Golf Clubs Chairman and Section Manager, Strategy and Policy Department, TCA Abu Dhabi.
"Our international golfing footprint is also widening and visitors are becoming increasingly sophisticated in how they research and book their stay, so by expanding the availability of golf information and direct booking access via the visitabudhabi website represents a significant regional competitive advantage and broadens the opportunity to extend our golf tourism message to other regular website users," added Bagaber.
With over 4.5 million visits and over 100,000 active users of the associated mobile apps, the visitabudhabi website will host individual pages for each of the emirate’s golf clubs in nine languages, and will be supported by a dedicated packages section and offer the opportunity to book rounds directly with the individual golf clubs.
All global awareness activity will drive users to the site, and the site will also feature unique content from Matteo Manassero, the Golf In Abu Dhabi Ambassador, as well as detailed information on the annual Abu Dhabi HSBC Golf Championship, the European Tour’s annual curtain-raising event held on the National Course at Abu Dhabi Golf Club each January.
A priority for the IDC Golf Clubs group is to expand the number of worldwide tour operators featuring Abu Dhabi’s golf proposition in their marketing campaigns and brochures.
Targeting activities in the UK, Germany, France and Italy, the European golf market has been identified as one of huge growth potential, with a series of joint marketing promotions, familiarisation visits and major golf event promotional activities on the cards. The IDC will also be working closely with clubs and domestic Tour Operators to develop packages in the emirate, with the popularity of ‘night golf’ a particular focus.
In the US, golf tour operators will be targeted to expand their Abu Dhabi availability, while in India and South Africa, awareness campaigns aimed at consumers are expected to drive an increase in leisure golf travellers.
The global promotional activity will also be supported by regular golf content across the array of visitabudhabi social media channels, digital advertising and regular newsletters to more than 65,000 subscribers. The activity is anticipated to generate a threefold boost to generate 200,000 visits during the course of the year.
"We have made significant progress since launching Golf In Abu Dhabi in 2011, and expect the collaborative approach we are adopting through the work of the IDC Golf Clubs to further boost the number of international rounds for our partners," said Reem Al Mahri, Unit Head of Hospitality and Attractions Unit, TCA Abu Dhabi.
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