The Department of Culture and Tourism – Abu Dhabi appoints The Unique Tourism Collection as new Australian representative

Three-year partnership aims to refresh Abu Dhabi’s trade and marketing strategies in Australia, with a brand-new outlook catering to the evolving travel and tourism sector

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. 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, 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.”

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