Dubai: Abu Dhabi Tourism Authority (ADTA), the emirate's tourism regulatory body, has opened a representation office in Sydney, Australia to build destination awareness among the country's increasing number of overseas travellers.

Australia joins an ADTA representative office network which already includes the UK, Germany and France and which the authority hopes to expand to China and Italy by the end of this year as it looks to build international awareness of its standing as a world-class tourism destination.

"The decision to open this office reflects the growing air traffic from the country to the UAE," Mubarak Al Muhairi, director-general of ADTA, said in a statement.

"The Australian market holds out huge inbound tourism potential for Abu Dhabi. Current figures show that, on average, more than 8,000 Australians are flying to, or through, Abu Dhabi International Airport each month."

Recent Australian Travel & Lifestyle Trends 2008 research ranked Australians' top five travel criteria as: to experience the world, to relax, for a unique cultural experience, for adventure and to meet new people - decisive factors Abu Dhabi believes it can more than adequately fulfil.

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