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Abu Dhabi Tourism Authority (ADTA) has tied up with TUI AG - Europe’s leading travel group - to stage a three month major B2C promotion throughout Germany which could result in as much as an additional 3,000 room nights for the destination in the final two quarters of this year and Q1 of next year.
Under the campaign, unveiled at ITB Berlin, where ADTA has a major destination pavilion along with 26 of its stakeholders, the windows of 220 TUI travel agencies in Germany will, for a fortnight in June be dressed for Abu Dhabi with flat screen TVs running footage from the destination providing up to 150,000 weekly broadcasts to passing consumers.
Up to 500 major outdoor poster slots in TUI’s portfolio will run Abu Dhabi promotional material for a week while 12,500 travel agencies up and down the country will also feature posters on the various attractions of the emirate.
"The outdoor poster campaign will run in particularly high traffic areas, such as railway stations," explained Detlef Haner, ADTA’s Country Manager, Germany.
The campaign comes as inbound business from Germany shows signs of recovery from the economic downturn. In January this year, the number of hotel guests staying in Abu Dhabi’s hotels rose by 26% on the same month in 2010.
"We want to build on these green shoots of recovery which are being realised throughout the German-speaking markets of Germany, Austria and Switzerland," said Haner.
Meanwhile, Abu Dhabi stakeholders report strong interest in Abu Dhabi from around Europe with the emirate now receiving 149 flights a week from the continent - an 11% rise on 2010.
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