The recent introduction of visas on arrival for Chinese guests, combined with a plentiful supply of high-quality hotels and shopping malls, helped to boost the country's attractiveness as a destination of choice for Chinese travelers to celebrate the lunar new year.

Abu Dhabi has seen an increase of 15% on the Chinese tourists, making Abu Dhabi international airport a strategic location to reach this specific audience with scale.

Leveraging on this opportunity, IWC and Ferrari World selected AUH to promote their brands and to target the Asian audience during this seasonal traffic peak. Both welcomed passengers arriving to the capital with targeted content. More specifically, Ferrari World leveraged on the flexibility and creative options offered by digital and greeted Chinese passengers arriving from Beijing, Shanghai and Chengdu in their own language to guide them to the entertainment park.