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The Abu Dhabi Tourism Authority has unveiled its new 'Golf in Abu Dhabi' initiative - an umbrella marketing, communications, product packaging and distribution platform designed to increase the emirate's penetration of the lucrative golf tourism segment. Developed in partnership with golf clubs and relevant stakeholders including hotels and destination management companies, teh initiative aims to up the emirate's ante in the global golf tourism market estimated to be worth $17bn annually. Key source markets have been identified as the UK, Ireland, France, Italy, Germany, Scandinavia, China, Korea and Japan, with golfing to be packaged as both a primary purpose of visit and/or as part of an overall engaging destination experience. The vehicle, with its own unique promotional identity, web portal, trade distribution and consumer booking channels, kicks off with discounted rates at three championship-ready courses - Saadiyat Beach Golf Club, Abu Dhabi Golf Club (ADGC) and Yas Links Golf Club - and bundles ancillary add-ons, such as flights, hotels and the on-the-ground transportation.