Rotana has signed a partnership agreement with Farah Experiences to support the growth of leisure tourism in Abu Dhabi, whereby joint campaigns will be run across key feeder markets to boost inbound tourism.
Farah Experiences, which operates Ferrari World Abu Dhabi and Yas Waterworld, has also accorded 'Preferred Hotel Partner’ status to Rotana under the agreement.
"As a proud Abu Dhabi-based brand, Rotana is constantly exploring opportunities to enhance the emirate’s global image and bring prosperity and growth to its tourism sector.
"With this partnership with Farah Experiences, we build on our long-standing commitment to promote to a broad international audience, not only the rich heritage and culture of Abu Dhabi but also the ever-expanding portfolio of world-class leisure and entertainment attractions that uniquely enable the emirate to offer visitors the best of both worlds,” said Rotana president & CEO Omer Kaddouri, in a statement.
He added: "Rotana’s extensive and growing presence in the global hospitality industry will be pivotal in helping the partnership reach its goals and we look forward to working closely with Farah Experiences and other stakeholders in bringing Abu Dhabi’s tourist attractions into broader international limelight.”
Farah Experiences CEO Olivier Garaialde commented: "We are proud to partner with such a prestigious group as Rotana to promote our continuously evolving portfolio of experiences to a wider international audience, and to enable us to offer our guests additional benefits to make their Abu Dhabi experience even more rewarding. We look forward to activating this strategic partnership and to welcoming more and more guests at our iconic entertainment and hospitality attractions in Abu Dhabi."
Under the terms of the partnership, Rotana and Farah Experiences will jointly promote the capital’s leisure and entertainment offerings abroad to drive increased traffic to Abu Dhabi, via tactical marketing campaigns and FAM trips targeting the travel trade industry in cities that count as major source markets for Abu Dhabi’s tourism industry.
In addition, the campaigns will help draw greater attention to Abu Dhabi’s entertainment offerings through Rotana hotels’ marketing channels across the UAE and the region, with 58 of the company’s properties around the world tasked to actively engage in pushing Abu Dhabi’s tourist attractions to their guests and travel trade partners.
As well as promoting Ferrari World Abu Dhabi and Yas Waterworld, Rotana will facilitate tourists’ visit to Abu Dhabi and the parks during their stay in the other emirates.
Furthermore, the two entities will offer exclusive benefits for each other’s guests at Rotana hotels worldwide and at Ferrari World Abu Dhabi and Yas Waterworld.
As part of this agreement, guests staying at Rotana hotels in the UAE will enjoy free concierge service, and receive exclusive discounts on merchandise and food and beverage and more when visiting Ferrari World Abu Dhabi and Yas Waterworld, while park guests, as well as members of Rotana Rewards can receive complimentary upgrades on rooms at Rotana hotels as well as discounts at Rotana food and beverage outlets.
Similarly, annual pass holders of the two parks will be eligible for dining discounts and complimentary upgrades on rooms at Rotana hotels across the UAE.