New York’s Times Square – one of the world’s busiest pedestrian streets through which around 1.6 million people pass daily – will next week come alive with an ‘Abu Dhabi Experience.’

Five key aspects of Abu Dhabi’s culture, heritage and hospitality will be demonstrated through the experience, which will run from May 16-19, to mark the launch of the New York-based US office of Abu Dhabi Tourism & Culture Authority.

“Our aim is to take the taste, sound, sight, touch and scents of Abu Dhabi to one of the centres of New York’s action,” said Mubarak Al Nuaimi, International Promotions Manager, Abu Dhabi Tourism & Culture Authority.

The authority is erecting a 60 ft x 40 ft tent in Times Square with distinct, carefully curated areas ready to ‘transport’ visitors to Abu Dhabi, which the USA’s influential Travel & Leisure magazine recently described as: “fast developing into the hottest destination in the Middle East.”

“In the ‘taste’ area, which will look like a traditional majlis, visitors will get to sample our traditional coffee and dates and attendants will explain the hospitality culture found in the Emirati home and business,” explained Al Nuaimi.

“In the ‘touch’ area there will be falcons on display and visitors will be able to pose for photographs with them and their trainer and there will be a henna lady on hand to ‘paint’ designs onto visitors’ hands. The onsite photographer will upload photos of the visitors engaging with Abu Dhabi culture onto a designated micro site for the guests to download at home. “This ‘touch’ area will be richly adorned, draped in carpets, curtains and Arabian lanterns to give the feel of walking into an old time souk,” added Al Nuaimi.

The ‘scent’ area will mimic a traditional perfume shop with ‘All The Perfumes of Arabia.’ A mixologist will be on hand to explain the different scents and their origins and guests will take home samples of customized perfumes.

The Sight & Sound section will have a modern, artistic, chic look. Music from Abu Dhabi will be piped throughout the tent while a large LED screen covering one wall will show a video depicting the future of the emirate.

The experience will open on the evening of May 16th when media and trade guests will gather in Times Square for a launch event. Following the welcome formalities, various billboards around Times Square will black out to simultaneously come alive seconds later the with official Abu Dhabi destination video.

“We anticipate making quite an impression,” said Al Nuaimi. “Abu Dhabi will certainly have its name up in lights in the US that evening.

“Five key tour operators in the US have also created new packages around Abu Dhabi which they intend to push out in conjunction with this launch campaign while Etihad Airways will also use the event to celebrate the fifth anniversary of their services out of New York City. In addition, for one month select NYC taxis will have Abu Dhabi branding and destination video playing on their screens."

Heightened air connectivity between the USA and Abu Dhabi is on the cards with Etihad Airways, the national airline of the United Arab Emirates, planning to launch daily, non-stop services between the US capital Washington D.C. and Abu Dhabi International Airport from March 31 next year. The airline currently operates daily, non-stop flights from JFK New York and Chicago to Abu Dhabi International.

In the first quarter of this year some 21,566 US nationals stayed in Abu Dhabi’s hotels and hotel apartments ranking the country the emirate’s fifth largest international source market.

Abu Dhabi Tourism & Culture Authority’s US office is based in New York’s prestigious Trump Tower on the Big Apple’s Fifth Avenue. It is manned by staff devoted to trade and media relations as well as a dedicated MICE executive.