All India, 21st May 2014 : Abu Dhabi Summer Season, the latest offering from Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) – featuring headline, blockbuster international theatre, ballet, comedy, regional film premieres, World Cup extravaganzas and a host of locally-produced activities in hotels, malls and attractions – will run from June 5th-August 31st, 2014.


The authority has teamed up with leading event organisers to deliver a programme jam packed with loads of action, performances by artists from throughout the Middle East, Russia and the USA, live kids’ shows and many more activities to ensure Abu Dhabi Summer Season caters to the needs of the entire family.


To promote this excellent opportunity in the India market, TCA Abu Dhabi’s India office has teamed up with four travel partners namely – Expedia, TUI India, Bonton Tours Pvt. Ltd. and Mercury Travels Limited.


All four partners will be carrying out a series of activities spanning the entire summer in India.


Speaking on these joint promotions, Bejan Dinshaw, Country Manager – India, Abu Dhabi Tourism & Culture Authority said, “Abu Dhabi Summer Season is an excellent opportunity to promote the destination among a diverse and large set of Indian target consumers as there’s much more to do in the emirate this summer. The programme boasts events ranging from international performances to local sporting challenges, mall activations and the best summer deals around for hotels and attractions. I appreciate and welcome our joint promotion partners for joining hands with TCA for this initiative to enhance Abu Dhabi’s appeal as a family destination”.


Abu Dhabi Summer Season will be promoted throughout the country via print media, new age media including Facebook, Twitter, blog posts, EDMs and website branding, and on ground promotions like roadshows and mall activations.


Expedia has an aggressive digital media campaign to better engage its audience and give them quick information about destination Abu Dhabi. As a part of this promotion, it will be promoting Abu Dhabi Summer Season via its Facebook page, which currently enjoys an active community of 330K fans.


Vikram Malhi, GM South & Southeast Asia, Expedia said, “In this dynamic and evolving industry, it is imperative to have a deep understanding of what consumers want and our association with TCA Abu Dhabi is testimony to our commitment to get the best for our consumers. With the great offerings that Abu Dhabi Summer Season has, it will surely be of immense interest to the Indian consumer considering this is the peak time for Indian outbound travel. We are elated to have partnered with TCA Abu Dhabi and would expect this summer season to be of great advantage for the destination as well as the travelers”.


With TUI India, there is a rather elaborate on-ground campaign plan in place. There is a month- long mall branding exercise at Select City Walk, Delhi along with store branding for two of TUI’s flagship retail stores in Delhi and Mumbai.


Vishal Sinha, COO, TUI India, expressed his views on this association saying, “We are extremely pleased to announce this partnership with Abu Dhabi Tourism & Culture Authority. At TUI India, we take pride in associating with partners that are in sync with our philosophy of showcasing a wide variety of exciting options to our customers. This year we are jointly promoting the Abu Dhabi Summer Season, which will feature some of the finest mega events and shows. Over the years, Abu Dhabi has gained popularity with tourists, especially those with a penchant for sports and luxury travel. We have witnessed a significant rise in the number of queries in the recent past as well and are confident that this association will show positive results”.


Bonton Tours, on the other hand, has targeted tier-II cities for this promotion. It conducted a 15-city exclusive Abu Dhabi roadshow to promote the destination among trade partners in tier-II cities.


Arun Hattangadi, COO, Bonton Tours expressed his views on this association saying, “Bonton Tours has joined hands with TCA Abu Dhabi to conduct several joint promotional activities.  The recent roadshow that was concluded by Bonton Tours across 15 cash-rich small towns of India in close co-operation with TCA generated overwhelming response and witnessed a lot of enquiries from Madurai, Lucknow, Varanasi, Coimbatore, Rajkot among others. The aim of these roadshows was to reach out to the small towns where a lot of individual travellers and corporate travellers exist.  Consumers in these areas are usually sparsely aware of a destination’s offerings and hence reaching out to the B2B fraternity and educating them was the main focus. Through this initiative we are expecting the number of passengers from India to Abu Dhabi to go up considerably”.


Mercury Travels is going full thrust on print media promotions with leading mainline newspapers. The print campaign, along with continuous online presence on Mercury’s social media channels, is bound to ensure a top of mind recall for its customers.


“Holidays are a time for memorable experiences and family bonding. The ‘Abu Dhabi Summer Season’ campaign showcases the various experiences for holiday goers to Abu Dhabi – from slivery beaches to the Al Ain oasis, from the adrenaline-filled Ferrari World theme park to the scintillating Yas Waterworld, from quaint souks to glittering malls and the Summer Season with its world-class shows, theatre productions and sports events. Abu Dhabi is truly a great destination for an unforgettable holiday” says Ashwini Kakkar, Executive Vice-Chairman, Mercury Travels.



About Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi)
Abu Dhabi Tourism & Culture Authority conserves and promotes the heritage and culture of Abu Dhabi emirate and leverages them in the development of a world-class, sustainable destination of distinction, which enriches the lives of visitors and residents alike. The authority manages the emirate’s tourism sector and markets the destination internationally through a wide range of activities aimed at attracting visitors and investment. Its policies, plans and programmes relate to the preservation of heritage and culture, including protecting archaeological and historical sites and to developing museums, including the Louvre Abu Dhabi, Zayed National Museum and Guggenheim Abu Dhabi. TCA Abu Dhabi supports intellectual and artistic activities and cultural events to nurture a rich cultural environment and honour the emirate’s heritage. A key authority role is to create synergy in the destination’s development through close co-ordination with its wide-ranging stakeholder base.


For more information please contact:


PR and Brand Executive

Abu Dhabi Tourism & Culture Authority

New Delhi Office

Tel: +91 11 23737348, +91 9910256797 Fax: +91 11 23350270