Abu Dhabi tourism: Tourism body no longer wants to be associated with 'Middle East'

What's in a name?

Shakespeare might have disagreed but the Abu Dhabi Tourism and Culture Authority (TCA) believes that when it comes to tourists, a name can have a big impact.

The TCA no longer wants Abu Dhabi, in the United Arab Emirates, to be associated with "the Middle East", but rather be referred to as part of the "Arabian Peninsula".

The authority is going so far as to encourage the travel industry, including agents and "content creators" to start using Arabian Peninsula as the preferred region for describing Abu Dhabi's location.

The TCA Abu Dhabi's own survey found 62 per cent felt "more inspired" by "the Arabian Peninsula", with just four per cent supporting "the Middle East". Thirty-four per cent felt geographical renaming didn't matter.

"Perception is a powerful driver of decision and we believe that a more inspiring name may have a significant impact in travel to Abu Dhabi," said Ola Kay, TCA Abu Dhabi country manager.

Elsewhere in the region, Tourism Oman, which uses the tagline "the best kept secret of Arabia" has backed the call for a new name.

It's not surprising that a tourism body might not want to be considered part of a region generally associated with violence and political upheaval. Every day the news reports the latest on the war across Iraq, Syria and Yemen along with the political conflict between Israel and Palestine – all part of the Middle East.