São Paulo – Abu Dhabi intends to increase Brazilian tourist numbers and is betting on its culture, its Arab heritage and the modernity of its projects to fulfill that goal. This February, the Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi) announced a partnership with TM Latin America, for the latter to carry out marketing actions advertising the United Arab Emirates capital in Brazil. According to TM Latin America president Victor Manjarres, Abu Dhabi is looking to “multiply” the amount of Brazilians travelling to the emirate. Currently, 12,000 Brazilians visit the city each year.
“The Abu Dhabi promotion project has been outlined in several stages, to spread awareness, among distribution channels and potential guests, of the many options the Emirate of Abu Dhabi has to offer as a unique destination. A modern, cosmopolitan place, it combines the latest design and technology with the Arab culture and heritage that makes Abu Dhabi such a special place,” Manjarres told ANBA by email. The marketing activities to take place in Brazil are still under discussion.
Abu Dhabi, the biggest city in the United Arab Emirates, is located next to Dubai. The emirate is striving to attract more tourists, in an effort to diversify its economy away from oil revenues.
Major attractions include Ferrari World Abu Dhabi, set in Yas Marina, which also comprises a hotel and a race course; the Sheikh Zayed Grand Mosque; and the Emirates Palace hotel. This year, new museums designed by world-class architects are slated to open. The first of them, a local branch of the Louvre Museum, will open its doors in the second half. International universities are also flocking to the city, including France’s Sorbonne and the New York University.
Manjarres believes Dubai does not compete for tourists with Abu Dhabi. On the contrary, their profiles complement one another. “These are two destinations with different features and options, and they even complement each other. What Abu Dhabi has to offer is Arab culture and heritage, typical cuisine, archaeological sites dating back to the Neolithic Era (from 10,000 BC to 6,000 BC), and perfection when it comes to services,” he said.
Manjarres also said competition with destinations in other countries is not a problem for the new partnership. “In today’s globalized world, all destinations compete against all others, but whenever one has unique features such as Arab culture heritage, a unique landscape like the desert, the Gulf’s beautiful beaches, the oases, the sustainability and environment preservation projects, and the numerous attractions for sports and speed fans, Abu Dhabi stands out as a one-of-a-kind destination that needs to be introduced to Brazilians, who are always looking for new, different destinations, especially those with cultural contents,” he said.
Etihad Airways, the Abu Dhabi-based airline, offers daily non-stop Abu Dhabi-São Paulo flights.
*Translated by Gabriel Pomerancblum
