Borrello calls for clustered marketing drive for capital

Borrello said: "I believe that a cluster marketing strategy of Abu Dhabi as a destination is the way forward this year. Intra-Arabian travel is one of our biggest growth markets, and with the eyes of the world on the region at present, it is time to act positively."

An integrated Abu Dhabi marketing machine will inevitably bring comparisons with Dubai, he said. "Just as Abu Dhabi is a totally different animal to Dubai, so our approach to developing in-bound business, least not tourism, has to be different. But we can learn lessons from the success of the "Dubai Inc" integrated campaign.

"The capital's infrastructure is ready, after measured growth in terms of airport development, road construction and landscaping, and now hotels, conference centres, malls and parks. Now is the time for thee tourism industry in Abu Dhabi to pull together to take the city's name farther afield and into a wider consciousness."

Abu Dhabi Grand, which will be rebranded as Le Royal Meridien Abu Dhabi this year, is already involved in a regional communications strategy through the Le Meridien brand.

The general managers of the group's seven properties in the UAE will undertake a GCC marketing drive in February, designed to highlight the group's offering in the Emirates.

"Cross-selling initiatives are essential for the continued success of the Le Meridien brand - which is one of the strongest international flags in the region - and serve to give strength to our collective brand promise," said Borrello.

"Likewise, Abu Dhabi as a destination deserves a marketing thrust that carries the full weight of the tourism and hospitality sector here."