Three-year partnership aims to refresh Abu Dhabi’s trade and marketing strategies in Australia, with a brand-new outlook catering to the evolving travel and tourism sector
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has announced the appointment of The Unique Tourism Collection as its new Australian representative.
The three-year partnership will support stakeholders and further enhance Abu Dhabi’s long-standing involvement with the Australian market and reinvigorate Abu Dhabi’s trade and marketing strategies with a brand-new outlook as part of the Emirate’s upcoming plans for the tourism sector.
Australia has witnessed tremendous growth in recent years and remains one of the largest key source markets for Abu Dhabi, which welcomed more than 49,931 hotel guests from Australia in 2019.
Abu Dhabi positions itself as a distinct destination offering breathtaking landscapes, rich culture, and a wealth of offerings and experiences befitting the discerning traveller.
These offerings range from the newly launched Emirati Cuisine Programme, which is aimed at promoting Emirati culture through culinary experiences; Hudayriyat Leisure and Entertainment District, which features a wide range of indoor and outdoor activities for families; Cove Beach on Reem Island, a unique beach concept; Soul Beach on Saadiyat Island’s coastline and the opening of Hilton Abu Dhabi Yas Island, a 5-star hotel featuring 545 rooms.
The COVID-19 pandemic has resulted in extraordinary circumstances impacting the travel and tourism industry at large, which has resulted in travellers today being more thoughtful when planning a vacation, and with a need for constant reassurances of safety and hygiene. The partnership with The Unique Tourism Collection is a strategic move by DCT Abu Dhabi to align with the new norms of travel behaviour and to bring a fresh outlook to offer the most memorable and safe experiences.
“We would like to thank The Walshe Group for their commitment and service over the years that has presented us with tremendous opportunities thus far,” said HE Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing at DCT Abu Dhabi.
“To further this legacy, we are pleased to welcome onboard The Unique Tourism Collection as our new partner in Australia. As we repurpose our strategy on the road to recovery post-COVID-19, we look forward to working with UTC to increase the number of visitors and drive growth for Abu Dhabi’s Australian operations across different target segments of Leisure and MICE.”
Jonica Paramor, Founder and Managing Director, The Unique Tourism Collection said, “We are delighted to represent DCT Abu Dhabi in Australia and I am confident that together we will successfully strengthen the destination’s reach in the Australian market. With a widespread network and a team of dynamic professionals, The Unique Tourism Collection will ensure that Abu Dhabi’s wide range of tourism offerings reaches every travelling Australian in preparation for and once borders reopen. We eagerly look forward to working with DCT Abu Dhabi to implement their renewed strategy in the Australian market.”
DCT Abu Dhabi has nine representation offices across the globe (Australia, China, India, Germany, Italy, France, Russia, UK, USA). The offices work with global trade, aviation, consumer partners and brands to strengthen Abu Dhabi’s position as a leading tourism destination by showcasing the emirate’s unique proposition of Emirati culture and heritage, nature and adventure paired with modern cityscapes.
About the Department of Culture and Tourism – Abu Dhabi
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors, fuels economic progress and helps achieve Abu Dhabi’s wider global ambitions. By working in partnership with the organisations that define the Emirate’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the Emirate’s potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture and tourism industries. DCT Abu Dhabi’s vision is defined by the Emirate’s people, heritage and landscape. We work to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought.
About The Unique Tourism Collection
The Unique Tourism Collection (UTC) is a dynamic tourism marketing representation company. Based in Sydney, UTC has over 25 years of experience in the tourism and destination marketing in Australia and New Zealand handling PR, Sales and Marketing for its prestigious portfolio of travel and tourism clients around the world. UTC is a proud member of the global network group, RepsUNITE.