The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has appointed 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.
The DCT Abu Dhabi account was previously handled locally by The Walshe Group, with Jennifer Gaskin the long-standing Country Manager, Australia and New Zealand.
In a statement, the DCT Abu Dhabi said that Australia has witnessed tremendous growth in recent years and remains one of the largest key source markets for Abu Dhabi. In 2019, the emirate welcomed more than 49,931 hotel guests from Australia.
Abu Dhabi offers a suite of experiences befitting the discerning traveller, including the newly launched Emirati Cuisine Programme, aimed at promoting Emirati culture through culinary experiences; as well as 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.
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The partnership with The Unique Tourism Collection is a strategic move by DCT Abu Dhabi to align with the new norms of travel behaviour following the pandemic and aspires to bring a fresh outlook and to offer 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,” Paramor added.
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.
Lead image: Skeikh Zayad Grand Mosque, Abu Dhabi courtesy of fli138 at Pixabay