While the emphasis of sports tourism in this region is based around superlative sentences, always the '...est in the world', it is refreshing to see a pragmatic, measured approach for once. And even though cash figures do grab the world's attention, they cannot compete with the mass arrival of visitors who are drawn as a result of strategic targeting.

Sporting headlines promising million-dollar purses make for grand international soundbites and have helped put Dubai on the sports tourism map - but these days its neighbour Abu Dhabi is fast catching up.

Once a sleeping giant, the capital has awoken to corner the regional market in this form of tourism.

With all the hype of Formula One's arrival in 2009 and the requisite hundreds of millions of TV viewers alongside the thousands of spectators expected to attend it is easy to forget the importance of golf to Abu Dhabi's coffers.

"The global market for golf tourism is worth more than $17.5 billion per year," says His Highness Sheikh Sultan bin Tahnoon Al Nahyan, chairman of Abu Dhabi Tourism Authority (ADTA).

"As an international destination with a major European Tour event which has significantly raised the global profile of the UAE capital Abu Dhabi is perfectly placed to capitalize on this global trend and to enlarge its share of the billions of dollars spent on golf tourism worldwide."

And the Emirate hasn't just hit on a good idea; it has deployed it in a tremendously crafty way. Most other tour destinations - outside of the Middle East have the pros rock up, hit the ball, collect their prize money and head off to the next event on the schedule. But Abu Dhabi, is big on hospitality and cossets its golfers, housing them in the lavish Emirates Palace Hotel, pampering them with hospitality. The payback: these 'names' unwittingly organize the PR for Abu Dhabi. They tell the world how welcoming, enchanting and eager to please they found the Emirate. Many golf fans, no doubt, will soon want to follow suit and take a trip.

"While the Abu Dhabi Golf Championship draws spectators from overseas, it's the awareness the event creates in global golfing that is expected to significantly boost golf tourism in Abu Dhabi," says Mubarak Al Muhari, director general, ADTA.

"Our research has shown that golf is a key ingredient in the business tourism and meetings sectors which we anticipate will account for one third of our targeted three million annual tourist arrivals by 2015."

At present, more courses are being built, and new packages are coming onto the market. The eco-friendly Saadiyat Island is currently under construction in Gulf waters, while Abu Dhabi Golf Club has joined hands with the Emirates Palace to offer 'The Royal Experience' for the super-wealthy, involving helicopter rides between hotel and course and the luxury of Rolls-Royce themed air-conditioned golf carts for those rich enough to purchase such a package.

It's important not to underestimate the power of golf. A four-wheel fiesta like the F1 Grand Prix is thought of as one of the world's top draws, but for sheer consistency and people pulling, golf is one of Abu Dhabi tourism's big hits.

© Gulf Marketing Review 2007

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