The Concept:

A joint project between Abu Dhabi Tourism and Etihad Airways, the roadshow aimed to make an impact in a very competitive marketplace by hosting events in Australia’s three major cities (Sydney, Melbourne, Brisbane) that would get cut-through and put the destination in the forefront of the travel trade.


Theming was focused around legendary Arabian hospitality; the warmth of welcome and generosity of spirit extended to travellers from ancient times to the modern day.  


The Objectives: 

  • Train retail travel agents on current and new tourism offerings/experiences in Abu Dhabi, as well as how to sell and promote the destination as a whole.
  • Create awareness within the local media about Abu Dhabi and its upcoming events and celebrations throughout the year.
  • Introduce stakeholders from Abu Dhabi to the travel trade and media.
  • Keep Abu Dhabi top of mind.
  • Increase visitor numbers and average length of stay.


The Event:

Guests were taken on a journey highlighting the rich culture of Abu Dhabi’s history through to the modern-day luxuries and experiences that destination is renowned for.

On arrival travel agents were given a welcome booklet, whereby they were asked to complete a “dream itinerary” to win the major prize.  Over the course of 90 minutes agents were encouraged to speak to each of the seven stakeholders to find out what options could be included in the itinerary.   Stakeholders included various hotel partners, DMCs and Yas Marina Circuit.  There were numerous interactive opportunities within the event featuring F1 car racing car simulators, henna artists and GIF photo booths to add to the agent’s enjoyment and make it a truly memorable event.

The catering was also a special highlight; Middle Eastern specialties was served throughout the event with the pinnacle being a gold themed dessert buffet, including a model of the SZ Grand Mosque made out of white chocolate.


The Outcome:

Feedback from the agent community was tremendous – many rated it one of the best ever trade events they had attended. In total 550 agents attended the three events.  There was significant media coverage post the events.  Representatives from DCT Abu Dhabi and stakeholders were delighted with the quality and innovation of the roadshow concepts and regarded the activation as a turning point for the destination in Australia, particularly in achieving an increase in the average length of stay.