Abu Dhabi Launches as a Travel Brand in the U.S.

Abu Dhabi Tourism & Culture Authority now has a dedicated promotion office in the US. Based in New York City, the office, which is staffed by a team of four and led by Country Manager Kershing Goh, will represent the emirate's interests in developing tourism from the United States.

As a part of the office launch celebrations, Abu Dhabi Tourism & Culture Authority kicked-off a multi-faceted campaign, which includes the takeover of New York City's Times Square, branding initiatives involving the Big Apple's iconic yellow taxis as well as a slew of new attractive travel offers to the Arabian emirate recently described by the USA's Travel & Leisure magazine as: “fast developing into the hottest destination in the Middle East.”

Aptly- themed ‘Traveller's Welcome- A Taste of Abu Dhabi's Hospitality,' the Abu Dhabi Interactive Pop-Up will take over Times Square's Father Duffy Square from May 17-19, opening daily from 10 am – 9 pm. Visitors will get a glimpse into true Abu Dhabi offerings, with a traditional majlis in the iconic landmark offering dates and coffee, henna artists, perfume mixologists and more.

Captivating video footage depicting the emirate's future progression, from the highly anticipated Louvre Abu Dhabi and Guggenheim Abu Dhabi, to Masdar City - the world's first carbon-neutral, zero-emissions city - will roll, while those with a sense of adventure can interact with a falcon and trainer- a signature Abu Dhabi offering. The United Arab Emirates' award-winning national airline carrier Etihad Airways will also be present welcoming guests to the Pop-Up experience and offering exciting giveaways.

To coincide with the launch, Abu Dhabi has partnered with leading tour operators Abercrombie & Kent, Cox & Kings, Linara Travel, Ritz Tours and Goway Travel to introduce travel packages to the emirate. These special offers, as well as information surrounding the launch activities, can be found at www.DiscoverAbuDhabiNYC.com.

US hotel guest nights in Abu Dhabi have been steadily growing over the years reaching 486,488 nights, a 16% increase in 2011 from 2010. Based on guest nights, the USA is the emirate's second international source market for Abu Dhabi. On the MICE front (Meetings, Incentives, Conferences, Events), Abu Dhabi has also welcomed a number of significant MICE groups from the US, including significant America participation in February's World Ophthalmology Congress with 12,000 attendees and the destination's largest congress to date.

Heightened air connectivity between the USA and Abu Dhabi is on the cards with Etihad Airways planning to launch daily, non-stop services between Washington D.C. and Abu Dhabi International Airport from March 31 next year. The airline currently operates daily, non-stop flights from JFK New York and Chicago to Abu Dhabi International.

With the number of visitors far exceeding expectations in 2011, and the impressive openings of leading hotels and resorts over the last several months, Abu Dhabi is emerging as a strong competitor in the travel sector.

For more information about Abu Dhabi's US launch activities and travel offers, visit www.DiscoverAbuDhabiNYC.com or call 212.338.0101. For more information about Abu Dhabi, visit www.visitabudhabi.ae.

Where to Stay: Abu Dhabi Luxury Hotels & Resorts

PHOTO: Hyatt Capital Gate, Abu Dhabi