Abu Dhabi campaign showcases sporting, archaeological and cultural attractions

A group kayaks in the Eastern Mangroves. The campaign higlights the capital as an “inspiring destination” for those in search of cultural authenticity and diverse natural environments. Courtesy TCA Abu DhabiShow less

Abu Dhabi’s tourism agency has launched a global push to market the emirate’s sporting, archaeological and cultural attractions.

The campaign, which started yesterday, focuses on Abu Dhabi’s top source markets – India, China, Britain, Germany, the US and the Arabian Gulf. It aims to attract visitors and investment, according to the Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi).

A campaign video, titled Abu Dhabi – Your Extraordinary Story, features rugged canyons with trekking trails, the Louvre Abu Dhabi, dune bashing in the desert, five-star hotels, Al Ain’s irrigation channels running through date palm groves and forts made from coral and sea stones. The video also takes a glance at the Sheikh Zayed Mosque in the capital, with its inlay work in marble, and kayaking in the mangroves.

During the first nine months this year, the emirate received 3.2 million visitors, up 9 per cent year-on-year, according to TCA Abu Dhabi.

The length of stay, however, decreased by 6 per cent during the period compared with a year earlier, even as hotel room rates fell by 10 per cent to Dh376.

Abu Dhabi had 112 hotels accounting for 23,850 rooms, and 56 hotel apartments, accounting for 6,430 rooms, at the end of the third quarter.

Follow The National's Business section on Twitter