Matteo Manassero Renews Ambassador Role As Abu Dhabi Golf Thrives

The international pulling power of Abu Dhabi has been given a boost with the news that Italy’s Matteo Manassero – the first teenager in history to win three European Tour events – has signed a three-year extension to his global golf ambassador role with the Abu Dhabi Tourism & Culture Authority.

The news comes off the back of a record year that has seen Abu Dhabi Golf Club, Saadiyat Beach Golf Club and Yas Links record a 94.5% growth in the number of overseas rounds played in 2012 compared to the equivalent in 2011. 

The new deal will see the 19-year-old work worldwide to boost the emirate’s international reputation as a leading golf tourism destination, includes ‘Golf in Abu Dhabi’ branding on a prominent position on his cap.

“Signing the extension was easy for me because Abu Dhabi has become my second home,” said Manassero. “I won my third title in Singapore after a short holiday here in November. I put that down to being relaxed, refreshed and having the opportunity to practice on fantastic courses and in warm weather when the rest of the world is freezing.

“Being an ambassador for Abu Dhabi isn’t difficult; it’s very easy to explain why I love this place. Hopefully more of my fellow professionals, as well as amateur players all over the world, are starting to understand that the conditions here are not just great – they are the best.”

The authority partially attributes the huge surge to the runaway success of ‘Golf in Abu Dhabi’ – an umbrella marketing, communications, product packaging and distribution platform designed to increase their share in the the lucrative golf tourism segment.

The new figures released by the Abu Dhabi Tourism & Culture Authority also show the number of overseas rounds were accumalated through international tour operators (5,664 – or 43%), through hotel reservations (5,795 – or 44%) and by good old fashioned ‘walk-ins’ (1,712 – or 13%).

“These numbers reflect what we always knew about Abu Dhabi’s world-class golf tourism proposition: capture the world’s attention, make it simple and more affordable for them to come and play – and that is exactly what they will do,” said Faisal Al Sheikh, Events Manager, TCA Abu Dhabi.

“Our golf tourism sector is not simply growing, it is positively thriving. With Golf in Abu Dhabi streamlining the entire booking process, the destination’s appeal to the international golf tourism sector has also been considerably strengthened by recent openings of luxury accommodation properties on the fringes of our diverse course offerings.”

The figures also reveal that November (3,005), February (1,942), December (1,793), March (1,494) and January (1,442) were the most popular months for overseas rounds bookings – highlighting the emirate’s capacity to attract golf tourists from Europe during the continent’s winter months.

For more information, or to place bookings, visit www.golfinabudhabi.com.