Country managers and staff from TCA network of 10 overseas promotion offices to outline to stakeholders their 2013 campaigns

The Overseas Offices Summit - staged under the 2013 theme of 'Connect. Convince. Convert' - saw representatives from the USA, UK, France, Italy, India, Germany, Russia, Saudi Arabia, China and Australia network with 200 of the emirate's stakeholders, including 100 hoteliers, 60 tour operators, 20 airlines and 20 attraction delegates.

Having been received by TCA Abu Dhabi's Chairman, His Highness Sheikh Sultan Bin Tahnoon Al Nahyan and its Director General, His Excellency Mubarak Al Muhairi, the office managers spelt out year-ahead strategies aimed at contributing to the destination's 2013 industry target of 2.5 million hotel guests - up from last year's record 2.3 million guests.

"There's a renewed energy among the offices sparked by major advancements within the destination including increased air lift, new power draws and headline event line-ups," said Mubarak Al Nuaimi, Promotions & Overseas Offices Director, TCA Abu Dhabi. "There is an increased focus on the MICE and business events segments with additional dedicated staff devoted to this resilient sector," he added.

Stakeholders heard how TCA Abu Dhabi will this year mount promotional pavilions in 17 trade fairs in 13 countries - including, for the first time, World Travel Market Latin America this April as it looks to build awareness of the destination ahead of Etihad's launch of daily services from Sao Paolo to Abu Dhabi this June. Also on the cards are eight roadshows across 23 cities, including for the first time, roadshows in the USA, Korea and Azerbaijan. "The US roadshow will be heavily slanted to the MICE sector," explained Al Nuaimi.

Online training academies to educate travel agents, door-knocking sales blitz to bookers, mall activations, mega trade and media familiarisation trips and enhanced trade engagement are also on the agenda.

On the domestic front, TCA Abu Dhabi is targeting an 8% increase in hotel guest bookings from within the UAE with the launch of competitive short break products, increased MICE sales calls and incentives and a precision-focused approach to the UAE's corporate sector for meetings business.

"We are looking for just under a million hotel guests from within the emirate generating 2.5 million guest nights," said Al Nuaimi. "We are also hoping to build the domestic guests to 2.5 nights," he added.

To further activate the domestic market, TCA Abu Dhabi has also formed a dedicated industry development committee for senior hotel sales directors. "We hope that by bringing together these leading sales executives we will create compelling packages and initiatives to stimulate domestic business," said Al Nuaimi.