As Abu Dhabi ups its game, will the attempt to lure Indian tourists work?

 

Abu Dhabi plans to leverage the opportunity when the world's largest global trade exhibition is hosted in Dubai next October

For many Indians, Abu Dhabi is a poor country cousin compared to glitzy Dubai. But the staid capital of the United Arab Emirates (UAE) is aiming to shed this image to become a favoured tourist destination.

A little over an hour's drive from Dubai, Abu Dhabi usually draws tourists on day visits. But next year, as travel picks up, it hopes to have upped its game enough to get them to stay at least overnight — and preferably for a few days. To achieve this, it has finalised a two-pronged strategy to attract tourists, a good number of them from India.

First is a marketing focus on a myriad offering. Abu Dhabi has been investing billions of dollars to build its tourism infrastructure. Many landmarks — including two global art and culture museums, the region’s largest aquarium, the biggest multi-purpose indoor facility in the Emirates and a beachfront club — will be inaugurated between year-end and 2021.

Second, it plans to leverage the opportunity when the world’s largest global trade exhibition is hosted in Dubai next October (it was postponed this year). Over 25 million visitors, including many from India, are expected to attend the event.

India remains Abu Dhabi’s top international source market, says Saeed Al Saeed, destination marketing director, Department of Culture & Tourism (DCT), Abu Dhabi. “In 2019, we welcomed 450,000 Indian tourists, registering a 12 per cent year-on-year increase in visitors from the country. We aim to further engage the Indian market and cater to the requirements of Indians through new offerings, travel packages and exclusive experiences.”

The Abu Dhabi numbers are, however, nowhere near the two million Indians who visited Dubai in 2019, accounting for about 12 per cent of the city’s tourist arrivals. Thanks to liberal quarantine rules, Dubai is the most travelled destination for tourists since the lockdown was partially lifted in India. In October, as many as 31,400 people flew to Dubai from Delhi. Less than 1,000 of them visited Abu Dhabi, which follows a 14-day quarantine rule. Saeed is hopeful this rule will be relaxed soon