The MoU outlines how the two organisations will collaborate to increase awareness and visitation to Abu Dhabi as well as improve the overall guest booking experience and drive longer lengths-of-stay.

The agreement between Experience Hub and Etihad Holidays also aims to increase layover and stopovers in the capital, with a keen focus on key markets including the GCC, Europe, India and China. Additionally, the MoU includes essential collaborative tactics such as trade events and annual familiarisation trips to highlight Abu Dhabi’s world-class leisure and cultural offerings; as well as developing and facilitating destination and product awareness workshops.

Commenting on the landmark agreement, Experience Hub’s General Manager Liam Findlay said, “This MoU strengthens our existing ties with an already esteemed partner and valued stakeholder. Collaborating with Etihad Holidays not only allows us to further align in support of the UAE capital’s plans to enhance its global reputation as per Abu Dhabi Vision 2030; but this agreement also enables us at Experience Hub to further curate and adapt initiatives to enhance Yas Island Abu Dhabi’s positioning as a globally relevant leisure and entertainment hub.”

“By combining Yas Island’s growing portfolio of attractions and experiences and extensive calendar of events with Abu Dhabi’s rich history and cultural scene, including attractions such as Sheikh Zayed Grand Mosque, Louvre Abu Dhabi, and Qasr Al Watan, we can collectively showcase all that this great destination has to offer.”

Hareb Almuhairy, Senior Vice President Destination and Leisure Management, Etihad Airways said: “We are very excited to enter this agreement with Experience Hub which will further highlight and promote Abu Dhabi as a remarkable tourist and leisure destination. The number of world-class, entertainment and leisure venues in the city is rapidly increasing, in particular on Yas Island, and we look forward to welcoming more and more visitors to this great emirate very soon.”