Welcome Chinese Success for Abu Dhabi Hotels and Attractions

Twenty hotels, two attractions and a luxury shopping mall across the Emirate of Abu Dhabi have achieved Welcome Chinese certification at an awards ceremony in the UAE capital, setting their sights firmly on the booming Chinese visitor market. Organised by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), in partnership with China Tourism Academy (CTA), the awarding of the Chinese travel industry’s highly sought-after certification marks the hospitality industry’s embrace of initiatives to further grow guest numbers and length of stay for visitors from China, now the emirate’s fifth largest overseas market. “We have all the ingredients to appeal to the Chinese market and praise the efforts of these trailblazers of the emirate’s hospitality industry,’ said Abu Dhabi Convention Bureau Director Mubarak Al Shamisi.

“As Chinese visitor travel habits become more sophisticated, so too are the efforts of the emirate’s tourism suppliers in meeting the opportunity to provide a growing mix of affordable, luxury aspirational products and experiences and a portfolio of services tailored to these Chinese guests,” he added. Welcome Chinese is a certification issued by CTA accreditation partner Select Holding to hospitality and attraction providers in 32 countries worldwide, with Abu Dhabi the first destination within the Middle East and North Africa region participating in the programme to provide services dedicated to Chinese travellers. Abu Dhabi welcomed 120,350 guests from China in 2014 – an increase of 166% on the previous year.

Commenting on the successful 2015 intake, Jacopo Sertoli, President, Founder and CEO of Select Holding said: “The Welcome Chinese programme was designed to bridge the gap between visitor expectations and the services the travel industry was providing, and I expect by welcoming more than twenty of Abu Dhabi’s finest tourism products, the Emirate will appeal to a growing number of Chinese travellers. This competitive advantage will provide immediate visibility for the destination.” Hospitality group Rotana Hotels and Resorts has identified the Chinese market as one for expansion, with six of the home-grown group’s Abu Dhabi and Al Ain properties – Al Ain Rotana Hotel, Beach Rotana, Hili Rayhaan by Rotana, Khalidiya Palace Rayhaan by Rotana, Yas Island Rotana and Park Rotana – achieving certification status. “China offers great potential for the leisure and MICE sectors, and the Welcome Chinese certification opens many doors of opportunity for us to tailor sales campaigns with the Chinese travel industry.

We have dedicated Chinese-speaking colleagues across the group and are confident that this will give us a competitive advantage,” said Rotana’s Chief Operating Officer Guy Hutchinson after accepting the group’s multiple awards.