An exciting trade initiative bringing the Abu Dhabi F1 Grand Prix to Sydney through a trade incentive and F1 themed racing event. 


Each year, Abu Dhabi hosts the final race of the Formula One series. To promote the race, our DCT- Abu Dhabi team co-hosted a ‘F1 comes to Sydney’ with Etihad Airways. Our broader objective was to showcase all the outdoor adventures the destination has to offer.  

Our role:
  • Event management
  • Trade education and relations 

Prior to the event we launched an Abu Dhabi F1 trade incentive that was promoted to the trade through the Walshe Group database and to the trade media. There were 12 spots to be won for travel agents who completed the competition quiz and came up with their very own unique F1 driver name. Winning a spot to race day gave all agents the chance to compete to win a trip for two to Abu Dhabi, flying Etihad Airways and staying at W Abu Dhabi on Yas Island - the only hotel in the world built over an F1 track. 

On the day, the winning agents raced in two heats and a final on go-karts to determine a top four. The four finalists then competed against each other on simulators which replicated Abu Dhabi Yas Marina Circuit to decide the winner of the grand prize. 

Once all the races were complete, both DCT – Abu Dhabi and Etihad Airways conducted an update for all the attending agents highlight the experiences and adventures Abu Dhabi has to offer.


The trade incentive was a great success with 90 agents registering to win a spot to attend the F1 event. The event received positive feedback from agents and was a unique way for DCT – Abu Dhabi to be able to showcase Abu Dhabi as a destination which offers many outdoor adventures.