By Lee Hyo-sik

Abu Dhabi is attracting a greater number of Korean tourists, boosted by the Dec. 10 inauguration of Etihad Airways’ direct flight between Incheon and the capital of United Arab Emirates.

“Judging from our initial business performance, we are quite confident that Abu Dhabi will emerge as a new popular tourist destination in the Middle East sooner or later,” said Kwak Ho-chul, country manager of Etihad Airways Korea Office.

The mainstay of tourist traffic on the route is expected to be business travelers for the time being in view of the ever growing bilateral economic relations between Korea and Abu Dhabi.



“I am quite sure that we will quickly establish our foothold here by offering both Korean business and leisure travelers onward connections via Abu Dhabi to a number of key destinations across the airline’s global network, including the Gulf, Istanbul, Athens, London, Paris and South Africa,” he said.

Ferrari World Abu Dhabi in Yas Island, especially the museum coasts, which includes the Sheikh Zayed National Museum, the Louvre and the Guggenheim have almost become household words for many Korean travelers, Kwak said.

Etihad has been leading a marketing campaign, in cooperation with hotels and other hospitality businesses in Abu Dhabi, to promote the city as one of the world’s top destinations for leisure and business travelers.



Under the slogan “Essential Abu Dhabi 2011: Your Pass to the Magic,” the airline has and will introduce a range of promotional events for not only Korean passengers traveling to the Middle Eastern city, but also its customers around the world.

Those who seek to take advantage of numerous promotions under the campaign must fly with Ethihad. All they need to redeem the offers is to present an Etihad “pass to magic” boarding pass at participating business outlets within seven days of arriving in Abu Dhabi.

Many hotels, tour operators, restaurants, shops, adventure parks, cultural attractions and sports facilities throughout the city are participating in the marketing campaign, providing leisure and business travelers with special discounts and gifts.

“Etihad plays a hugely important role in bringing visitors to Abu Dhabi and the Essential Abu Dhabi campaign will give extra momentum to our efforts to promote the city as one of the world’s best tourist destination,” said Peter Baumgartner, the airline’s chief commercial officer.

He said the airline has received enthusiastic responses from Abu Dhabi’s hotels and other leisure establishments, stressing it will continue to promote the campaign.

“New special promotions are offered regularly online and in-flight. Visitors will always have something new to look forward to. Offers will be updated every two to three months, and the number of participating outlets is expected to grow from the initial 36 to over 100 by the end of the year,” Baumgartner said.

Besides appealing to visitors planning a trip to the UAE, the campaign is also targeting the millions of passengers transiting through Abu Dhabi, to entice them to stopover in the city for a few nights. Free stopover room promotions will be made available to such passengers in the near future.

For further details about the Essential Abu Dhabi program, visit the website at www.essentialabudhabi.com.