Abu Dhabi Tourism Authority
Abu Dhabi Tourism Authority (ADTA), established by Ruler's Decree in September 2004, is a statutory body with wide ranging responsibilities for building the emirate's tourism industry. Its Chairman is HE Sheikh Sultan Bin Tahnoon Al Nahyan and Director General is HE Mubarak Al Muhairi.
The ADTA's mandate covers three main areas:
- Destination marketing - the ADTA, both independently and in association with other public and private sector organisations in Abu Dhabi's tourism community, actively markets the destination and its attractions to the local, regional and international travel trade, media and general public
- Infrastructure and product development - the ADTA acts as the catalyst in driving and coordinating the growth and development of the emirate's tourism infrastructure, including hotels and other facilities and services. To this end, a tourism investment and development company with paid up capital of Dh100 million ($27 million) has been established
- Regulation, licensing and classification - the ADTA has primary responsibility for quality in the tourism industry and for ensuring consistently high standards in the sector.
Tourism's Role in Abu Dhabi's Development
The Government of Abu Dhabi has identified tourism a key sector in the emirate's future development. The industry is seen as a means of:
- Enhancing Abu Dhabi's international profile and reputation
- Promoting international goodwill and understanding
- Boosting economic diversification and growth
- Spreading development throughout the emirate
- Stimulating private sector business
- Facilitating structural change in the public sector
- Maintaining a clean and safe environment
Abu Dhabi's Tourism Assets
The ADTA fully intends to improve, expand and enhance Abu Dhabi's tourism assets over time. The initial focus of its promotional efforts is to emphasise the destination's current strengths. These include:
- Natural assets - year-round sunshine, extensive beaches, spectacular desert scenery etc
- Man-made assets - a range of high quality luxury hotels, first class airport, golf courses, sports and recreation facilities, MICE infrastructure etc
- Cultural and intangible assets - hospitable and welcoming, safe and secure, traditional Arabian visitor experiences etc.