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The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has announced the appointment of The Unique Tourism Collection as its new Australian representative. The three-year partnership will support stakeholders and further enhance Abu Dhabi’s long-standing involvement with the Australian market and reinvigorate Abu Dhabi’s trade and marketing strategies with a brand-new outlook as part of the emirate’s upcoming plans for the tourism sector.

Australia has witnessed tremendous growth in recent years and remains one of the largest key source markets for Abu Dhabi, which welcomed more than 49,931 hotel guests from Australia in 2019. Abu Dhabi positions itself as a distinct destination offering breathtaking landscapes, rich culture, and a wealth of offerings and experiences befitting the discerning traveller. These offerings range from the newly launched Emirati Cuisine Programme, which is aimed at promoting Emirati culture through culinary experiences; Hudayriyat Leisure and Entertainment District, which features a wide range of indoor and outdoor activities for families; Cove Beach on Reem Island, a unique beach concept; Soul Beach on Saadiyat Island’s coastline and the opening of Hilton Abu Dhabi Yas Island, a 5-star hotel featuring 545 rooms.

The COVID-19 pandemic has resulted in extraordinary circumstances impacting the travel and tourism industry at large, which has resulted in travellers today being more thoughtful when planning a vacation, and with a need for constant reassurances of safety and hygiene. The partnership with The Unique Tourism Collection is a strategic move by DCT Abu Dhabi to align with the new norms of travel behaviour and to bring a fresh outlook to offer the most memorable and safe experiences.

“We would like to thank The Walshe Group for their commitment and service over the years that has presented us with tremendous opportunities thus far,” said HE Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing at DCT Abu Dhabi. “To further this legacy, we are pleased to welcome onboard The Unique Tourism Collection as our new partner in Australia. As we repurpose our strategy on the road to recovery post-COVID-19, we look forward to working with UTC to increase the number of visitors and drive growth for Abu Dhabi’s Australian operations across different target segments of Leisure and MICE.”

Jonica Paramor, Founder and Managing Director, The Unique Tourism Collection  said, “We are delighted to represent DCT Abu Dhabi in Australia and I am confident that together we will successfully strengthen the destination’s reach in the Australian market. With a widespread network and a team of dynamic professionals, The Unique Tourism Collection will ensure that Abu Dhabi’s wide range of tourism offerings reaches every travelling Australian in preparation for and once borders reopen. We eagerly look forward to working with DCT Abu Dhabi to implement their renewed strategy in the Australian market.”

DCT Abu Dhabi has nine representation offices across the globe (Australia, China, India, Germany, Italy, France, Russia, UK, USA). The offices work with global trade, aviation, consumer partners and brands to strengthen Abu Dhabi’s position as a leading tourism destination by showcasing the emirate’s unique proposition of Emirati culture and heritage, nature and adventure paired with modern cityscapes.