March 13- The Abu Dhabi Tourism Authority (ADTA) has launched the international B2B Engagement Initiative called Horizons Abu Dhabi. This initiative aims to increase the number of guests in Abu Dhabi hotels to 1.65 million in 2010, a 10 per cent increase as compared to 2009.

“Over the past 18 months or so, Abu Dhabi’s visitor infrastructure in terms of accommodation, accessibility and attractions has expanded substantially, and with an increasing stable of leisure offerings being rolled out or in the imminent pipeline, it is only appropriate that we strengthen our international visitor attraction efforts,” Dayne Lim, Product Development Director, ADTA. Lim added that Horizons will encourage all existing businesses related to the tourism industry to submit proposals that will cause more and more tourists to visit the United Arab Emirates (UAE).

“Criteria for assessing the type and degree of support to the tourism industry will encompass alignment with our Traveller’s Welcome brand promise, our core value of cultural respect and our target audience of hi-end luxury and cultural seekers. Other key factors will include partners’ track records, in-depth industry understanding and expertise, as well as commitment to a long-term relationship,” he added. In this regard, ADTA will also launch a Horizons advertising campaign to promote the initiative.