ITB Berlin opens today, and Abu Dhabi launches massive promotional campaign

The ADTA's team includes a number of senior officials, hotel and tourism company managers and tourism industry executives. Abu Dhabi's 306 sq. metres pavilion at the show is number 105, in Hall 22.

Mubarak Hamad Al Muhairi, Director-General of ADTA, said major deals were expected to be concluded by tourism companies in the emirate during their participation in the exhibition.

"The size of the ADTA participation in ITB Berlin this year demonstrates the strength of our initiatives, and indicates that new agreements will be signed, besides the renewal of existing agreements between Abu Dhabi companies and international counterparts", said Mr. Al Muhairi.

"The exhibition is a major opportunity for Abu Dhabi to promote itself in Germany and other parts of the world. There is a strong presence by the media at the show as more than 6,000 journalists are providing coverage for the show's activities", he added.

The official anticipated that Abu Dhabi will witness massive growth in the tourism and hospitality industry, backed by the efforts of Etihad Airways. He said the growth in passenger traffic and air transport services reflect the importance of Abu Dhabi as a preferred holiday and business destination in many European countries.

Mr. Al Muhairi said that there are 34 flights weekly between Abu Dhabi and three main German cities. Etihad Airways operates 20 flights weekly to and from Abu Dhabi, including 14 flights weekly to Frankfurt and six to Munich. Lufthansa operates 14 flights weekly from Munich to Abu Dhabi, and there are plans to increase this figure in the near future.

The official said the strong participation of ADTA in this year's edition of ITB Berlin reflects the rising awareness of local tour operators and the tourism industry leaders about the effectiveness of taking part in international tourism events.

He said officials of ADTA's team will hold discussions with tourism industry executives at the show on means to enhance cooperation and promoting Abu Dhabi internationally. Abu Dhabi as a prime centre for the specialised MICE industry will also be promoted, he concluded.