Thesis

Abu Dhabi also benefits from the TCA Abu Dhabi-Etihad Airways partnership, as the airline continues to build awareness by increasing connectivity to key cities all over India with the emirate capital. At the end of 2012, Etihad operated 59 flights to India per week from Abu Dhabi linked to Ahmedabad, Bangalore, Chennai, Hyderabad, Kochi, Kozhikode, Mumbai, New Delhi and Thiruvananthapuram (“Emirates 24/7�). TCA Abu Dhabi utilizes road shows to build awareness in India as well. In Jan 2013, TCA Abu Dhabi and its trade partner Lama Tours led events across five cities in India to educate potential visitors (ITR Staff). Similarly, initiatives that place importance on the promotion of Abu Dhabi’s culture and heritage contribute to branding. Key programs such as the Ambassadors and Cultural Guide Programs are mechanisms that have been put in place to work closely with local communities as ways to ensure a true Emirati experience to all visitors. (Al Harethi 2012).

Nonetheless, in my opinion, the broad branding for overall tourism lacks narrow effectiveness with respect to Abu Dhabi as a destination with middle-income tourist options.

While interviewing some stakeholders, there appeared to be some ambivalence branding Abu Dhabi as a middle-income destination and this uncertainty causes some mix-up as to whether Abu Dhabi wants to be identified as middle-income destination in the long run. At this early stage in my view the branding of Abu Dhabi as a middle market tourist destination comes across a little tenuous perhaps for fear of diluting its high-end appeal.

A possible solution for TCA Abu Dhabi to consider would be to establish an industry development committee (IDC) dedicated to increasing their customer base by expanding options for middle-income leisure tourist markets. The committee could help the destination determine how it wants to position Brand Abu Dhabi to attract more middle-income markets.

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