With more than 100,000 Muscovites and Russian petrol heads expected at the country’s largest B2C motorsport platform, Abu Dhabi Tourism ‘&’ Culture Authority (TCA Abu Dhabi), Yas Marina Circuit and Etihad Airways will co-host a destination-meets-race pavilion, where locals can learn more about race weekend spectator packages, get acquainted with various aspects of Emirati culture, have their photos taken with a falcon, dress up in traditional Arabian clothing and taste Arabic coffee and dates.
The Moscow marketing drive comes as Abu Dhabi welcomes an ever-growing number of Russian nationals. From January to May this year, some 12,301 Russians stayed in the emirate’s hotels and hotel apartments – up 63% on the corresponding five-month period last year – and they stay longer than any other nationality notching up, on average, 6.17 nights per guest.
“Russia is a key source market for achieving this year’s overseas ticket buyer target of 42%,” said Mubarak Al Nuaimi, Director of Promotion ‘&’ Overseas Offices, TCA Abu Dhabi. “Our pre-race sales promotions reached consumers in 12 of Abu Dhabi’s key international source markets last year and were instrumental in achieving our 35% overseas ticket buyer target. Russia is the next step in building on last year’s success.” Eduard Grigoriev, TCA Abu Dhabi’s Country Manager, Russia said, “This is a great opportunity to leverage the emirate’s headline sporting event to further educate the Russian public on Abu Dhabi the destination and its local culture and traditions. We are communicating directly with motorsport fans, so it’s easy to get them motivated about visiting Abu Dhabi for the Grand Prix as part of a wider travel experience.” With many leading F1 celebrities at the festival, including McLaren Mercedes driver Jenson Button, Lotus F1 Team’s Kimi Raikkonen, Marussia F1 Team’s Max Chilton and Scuderia Ferrari test driver Kamui Kobayashi, select drivers will race on a makeshift street track around the Kremlin.