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Arab News
30-03-2025
- Business
- Arab News
Sports travel agency transforms experiences for fans in the region
Dubai: When the Dubai World Cup takes place on April 6 at Meydan Racecourse, a fair few of the attendees will have Allan Holt to thank for their experience. For the latest updates, follow us @ArabNewsSport The 58-year-old Englishman has spent the past 34 years in the travel industry, and the past two decades connecting sports fans with events in the UAE and around the globe through his travel agency, recently rebranded as ES Sport. With offices in Dubai and Abu Dhabi, his business has taken major strides in the sports tourism industry in recent times. Recently, ES Sport expanded its executive team, which includes group managing director Holt and group financial director Paul McSorley, by welcoming new chairman Sheikh Mohamed bin Saif Al-Nahyan to lead the agency in a new strategic direction, leveraging his Emirati perspective and a deeper understanding of the Abu Dhabi market. Holt has come a long way since he cut his teeth in the travel industry in his native UK before moving to the UAE, where he initially set up a travel agency that would eventually become Expat Sport, focused on sports tourism. 'When I moved to the region 18 years ago, I continued that business, which is travel and tourism,' Holt told Arab News. 'But we always had a strong focus on sport because I'm passionate about it.' As the digital age transformed the travel industry, Holt realized the need for differentiation in a market increasingly dominated by online bookings. 'We were looking for something unique that could add value,' he said. 'So when I moved to the UAE, I continued the business here. I saw an opportunity because the service levels at that point weren't at the standard of what our business provided in the UK.' This gap in service quality motivated him to create a travel agency that catered to the needs of British expats living in the UAE, ensuring they received the same level of service and trust they were accustomed to in the UK. With time, Holt recognized the increasing demand for sporting events. 'We started doing more and more sport as we realized the opportunities available here were far greater than in the UK, which was saturated.' Holt said that sport has always been in his DNA. 'So we always had a strong focus on sport,' he said 'Even in 2009, we did a tour to South Africa for the (British & Irish Lions) Science Alliance tour. And on that trip, we met some huge corporates, CEOs, because they're all passionate (about sports).' His agency began organizing tours for high-profile events, including, after specific requests, the Hong Kong Sevens and the Abu Dhabi Grand Prix, which led to a shift in focus from general travel to sports tourism. As the agency evolved and business grew, Holt made a pivotal decision to rebrand. 'We said this is what we love doing, this is where we can really make a difference,' Holt said. 'We're not going to be a travel business that does a bit of sport, we're going to be a sports business. 'We wanted to make sure we were identified as a sports business, not just a travel agency that does a bit of sport,' he said. 'Our name should reflect that. That's when we changed our name to Expat Sport.' Holt said the company has since gone from strength to strength, growing globally and developing an international network of tour operators and clients. With the rebranding came new opportunities. The agency became the exclusive hospitality agency in the UAE for the FIFA World Cup. 'So we're moving on now from only selling other people's events to having something that we either add exclusivity to, or we provide a meet and greet or some other added value,' Holt said. With the expansion to more and more inbound offering to the UAE, Holt said it made no sense to stick to an agency name that targeted a specific audience only. 'Expat Sport doesn't really mean anything to (inbound clients),' he said. 'When we were mainly focused on outbound from here, taking people outbound, then that made sense.' The eventual change to ES Sport, which stands for 'Experiences and Sponsorship Within Sport,' was a milestone in the agency's journey. 'This name reflects our commitment to creating unique experiences and engaging with sponsorships.' When discussing the most popular events that draw international visitors, Holt highlighted the Abu Dhabi Grand Prix. 'It consistently attracts a significant percentage of international attendees,' he said, adding that recent events such as EuroLeague basketball and the UFC have also gained traction with international visitors in recent years, strengthening the UAE's status as a sporting hub in the region, and globally. Holt also emphasized the importance of collaboration with local authorities and sports organizations. 'Working closely with rights holders and tourism boards allows us to create a cohesive strategy that benefits the region,' he said. Holt believes this collaborative approach not only enhances the visitor experience but also promotes the UAE as a premier sports destination. In that sense, working directly with Abu Dhabi Department of Culture and Tourism (DCT) to identify opportunities has given Holt's agency an advantage over competitors. 'I'm astounded by how popular (EuroLeague) is,' he said. 'So whoever goes out and gets these events on behalf of DCT have obviously done their homework, because we've done our research when we were looking at our numbers in terms of what we could provide in support of DCT, because of course they wanted us to bring people from the international market over to Abu Dhabi. 'Our focus is on bringing people from outside the region to experience these events and explore the rich culture of the UAE,' he said, adding that almost all of ES Sports' general ticket sales come from international markets, with UAE offerings tending to be mostly for corporate clients. Holt also pointed out the trend of visitors to extend their stays to enjoy several events. 'People are increasingly looking to combine their trips — attending one event and then exploring others,' he explained. The idea of 'twin center holidays' is gaining traction, where travellers can enjoy various sporting events while immersing themselves in local culture. Holt's vision for the future of his agency includes creating packages that cater to diverse interests, ensuring that fans can experience a range of events on a single trip. 'The idea is to provide multisport experiences that allow travellers to immerse themselves in the excitement of various events, all while enjoying the beauty of the UAE,' he said. While in the past ES Sport has been primarily focused on bringing visitors to the UAE for events such as the Abu Dhabi Grand Prix and other international sports tournaments, Holt highlighted the potential for more outbound travel to events such as 'Premier League football matches or Formula 1 races' and that his agency has long been involved in that as well. 'We've been doing outbound trips for 18 years,' he said, highlighting past successes such as taking thousands of fans to the FIFA World Cup in Qatar and organizing trips to major events such as Wimbledon and the ICC T20 World Cup in the US. The agency has also established itself as an official partner for Manchester City, offering ticketing solutions and unique experiences that allow fans to engage with the team in ways that go beyond just watching a match. This includes exclusive training sessions and meet-and-greet opportunities with players. While the recent partnership with the DCT in Abu Dhabi has shifted some of Holt's focus back to inbound travel, he remains committed to developing outbound services. 'We're careful about how we expand,' he said, indicating that while there is a desire to broaden their scope, the quality of service remains paramount. Holt's strategy involves not just selling tickets but also creating comprehensive travel packages that include experiences and hospitality. Looking ahead, Holt is enthusiastic about the potential for new events and sports to enter the regional market, highlighting Saudi Arabia's hosting of the AFC Asian Cup 2026 and, down the line, the FIFA World Cup 2034. Holt said that ES Sport is actively seeking to bring more international events to the UAE, including potential partnerships for Grand Prix races in Saudi Arabia and Singapore. He also emphasized the importance of tapping into Asian markets as sports tourism evolves, noting that the agency is already working with teams and fans from Japan and China, which will help to diversify the clientele that ES Sport serves. Holt said his commitment to enhancing the sports travel experience through ES Sport is as strong as ever. As he navigates the complexities of expanding the agency's services, he is poised to make a significant impact on sports tourism in the UAE and beyond.
Campaign ME
21-02-2025
- Business
- Campaign ME
ES Sport rebrands, appoints H.E. Sheikh Mohamed bin Saif Al Nahyan as Chairman
Sports tourism agency ES Sport has rebranded to a new identity and has appointed H.E. Sheikh Mohamed bin Saif Al Nahyan as its chairman, to help drive sports tourism to the UAE. In line with the rebrand, the company has expanded its operations to Abu Dhabi with a new office and introduced new services including sponsorships, brand partnerships and proprietary flagship events across the UAE. Previously known as Expat Sport, the new name ES Sport, which stands for Experiences & Sponsorship in Sport, reflects the company's fast-growing, broader audience beyond expatriates and more premium hospitality offerings focused on inbound and outbound sports tourism experiences. H.E. Sheikh Mohamed bin Saif Al Nahyan will lead the agency with a fresh perspective and strategic direction, leveraging his Emirati perspective and a deeper understanding of the Abu Dhabi market. Under his leadership, ES Sport is poised to help advance the UAE agenda further, in line with the UAE Tourism Strategy 2031 and National Sports Strategy 2031. H.E. Sheikh Mohamed bin Saif Al Nahyan, Chairman of ES Sport, said, 'Sport is a powerful tool that enriches society, fostering healthier, more cohesive, and vibrant communities. At ES Sport, we are committed to supporting the UAE's national agenda by driving cultural and economic growth through sports tourism. Proud of our identity, we will integrate Emirati culture and heritage into our premium offerings to further enhance visitor experiences. He added, 'Through global events and local initiatives, we aim to boost the UAE's sports tourism ecosystem by attracting overseas visitors, creating job opportunities, and fostering partnerships – solidifying Abu Dhabi's position as an Ideal destination for international sporting events and experiences. We envision ES Sport to be recognised as the GCC's leading premium sporting experience and sponsorship agency that contributes to a thriving and dynamic future for the region.' ES Sport is an official reseller of Ethara, an entertainment and live events pioneer. By curating premium packages that integrate ticketing, hospitality, accommodation and experiences, ES Sport promotes the UAE capital's entertainment and sports offering to global markets, attracting visitors from across the globe. The agency also supports the UAE's efforts to showcase its world-class venues, exceptional hospitality, and cultural heritage, highlighting the country as a premier destination for international sporting events. Regional sports tourism expert Alan Holt, Group Managing Director of ES Sport, said, 'With our new identity, we remain committed to delivering unforgettable sporting experiences and sponsorship opportunities that inspire, connect, and entertain. We mark the start of an exciting new chapter with our partners – tourism boards, rights holders, and corporate brands – that our tailored experiences will continue to exceed expectations while reinforcing our commitment to fostering economic growth and community engagement through sport. Holt added, 'We are on a mission to connect the world through sport and dedicated to showcasing the UAE's sporting moments to both local and international audiences. With an expanded portfolio that includes proprietary flagship events, we aim to highlight the exceptional infrastructure we have across the emirates, stimulate local economies, and attract international investment – all of which play a critical role in solidifying the UAE's position as a global hub for sporting excellence.' Sports tourism is one of the biggest growing trends in the travel industry – a potential to drive economic and cultural development in the region. According to the American Express Middle East 2024 report, this is driven by travellers seeking collective, memorable experiences. The sporting landscape has evolved rapidly across the Gulf region and ES Sport aspires to generate opportunities that benefit local businesses, stimulate tourism, and drive sustainable economic growth.
Trade Arabia
19-02-2025
- Business
- Trade Arabia
ES Sport unveils new identity, leadership to boost sports tourism
ES Sport, the leading sports tourism agency in the GCC, has appointed Sheikh Mohamed Al Nahyan as its chairman to drive sports tourism to the UAE. Previously known as Expat Sport, the new name, Experiences & Sponsorship in Sport, reflects the company's growing audience beyond expatriates and premium hospitality offerings focused on inbound and outbound sports tourism experiences. The company has expanded its operations to Abu Dhabi with a new office and introduced new services including sponsorships, brand partnerships, and proprietary flagship events across the UAE. Under ES Sport's leadership, the agency is poised to advance the UAE agenda further, in line with the UAE Tourism Strategy 2031 and National Sports Strategy 2031. Sheikh Mohamed said: 'Sport is a powerful tool that enriches society, fostering healthier, more cohesive, and vibrant communities. At ES Sport, we are committed to supporting the UAE's national agenda by driving cultural and economic growth through sports tourism. Proud of our identity, we will integrate Emirati culture and heritage into our premium offerings to further enhance visitor experiences. Through global events and local initiatives, we aim to boost the UAE's sports tourism ecosystem by attracting overseas visitors, creating job opportunities, and fostering partnerships - solidifying Abu Dhabi's position as an Ideal destination for international sporting events and experiences. We envision ES Sport to be recognised as the GCC's leading premium sporting experience and sponsorship agency that contributes to a thriving and dynamic future for the region.' ES Sport is an official reseller of Ethara, an entertainment provider managing Abu Dhabi's sporting events organized by DCT Abu Dhabi. The agency curates premium packages that integrate ticketing, hospitality, accommodation, and experiences, promoting the UAE capital's entertainment and sports offerings to global markets. The agency supports the UAE's efforts to showcase its world-class venues, exceptional hospitality, and cultural heritage, highlighting the country as a premier destination for international sporting events. Sports tourism is one of the biggest growing trends in the travel industry, with the American Express Middle East 2024 report highlighting travelers seeking collective, memorable experiences. Regional sports tourism expert Alan Holt, Group Managing Director of ES Sport, said: 'With our new identity, we remain committed to delivering unforgettable sporting experiences and sponsorship opportunities that inspire, connect, and entertain. We mark the start of an exciting new chapter with our partners—tourism boards, rights holders, and corporate brands—that our tailored experiences will continue to exceed expectations while reinforcing our commitment to fostering economic growth and community engagement through sport. We are on a mission to connect the world through sport and dedicated to showcasing the UAE's sporting moments to both local and international audiences. With an expanded portfolio that includes proprietary flagship events, we aim to highlight the exceptional infrastructure we have across the emirates, stimulate local economies, and attract international investment – all of which play a critical role in solidifying the UAE's position as a global hub for sporting excellence.' -TradeArabia News Service
Mid East Info
19-02-2025
- Business
- Mid East Info
ES Sport Unveils New Identity and Leadership to Fuel UAE's Sports Tourism Growth
ES Sport, the leading sports tourism agency in the GCC, announces its new identity with the appointment of H.E. Sheikh Mohamed bin Saif Al Nahyan as its chairman, to help drive sports tourism to the UAE. Previously known as Expat Sport, the new name ES Sport, which stands for Experiences & Sponsorship in Sport, reflects the company's fast-growing, broader audience beyond expatriates and more premium hospitality offerings focused on inbound and outbound sports tourism experiences. In line with the rebrand, the company has expanded its operations to Abu Dhabi with a new office and introduced new services including sponsorships, brand partnerships, and proprietary flagship events across the UAE. Appointment of New Chairman ES Sport has expanded its Executive Team, welcoming H.E. Sheikh Mohamed bin Saif Al Nahyan to lead the agency with a fresh perspective and strategic direction, leveraging his Emirati perspective and a deeper understanding of the Abu Dhabi market. Under his leadership, ES Sport is poised to help advance the UAE agenda further, in line with the UAE Tourism Strategy 2031 and National Sports Strategy 2031. H.E. Sheikh Mohamed bin Saif Al Nahyan, Chairman of ES Sport, said: 'Sport is a powerful tool that enriches society, fostering healthier, more cohesive, and vibrant communities. At ES Sport, we are committed to supporting the UAE's national agenda by driving cultural and economic growth through sports tourism. Proud of our identity, we will integrate Emirati culture and heritage into our premium offerings to further enhance visitor experiences. Through global events and local initiatives, we aim to boost the UAE's sports tourism ecosystem by attracting overseas visitors, creating job opportunities, and fostering partnerships – solidifying Abu Dhabi's position as an Ideal destination for international sporting events and experiences. We envision ES Sport to be recognised as the GCC's leading premium sporting experience and sponsorship agency that contributes to a thriving and dynamic future for the region.' Driving inbound tourism as an official reseller for Abu Dhabi's sporting events ES Sport is an official reseller of Ethara, an entertainment provider managing Abu Dhabi's sporting events organised by DCT Abu Dhabi. By curating premium packages that integrate ticketing, hospitality, accommodation and unforgettable experiences, ES Sport promotes the UAE capital's entertainment and sports offering to global markets, including the NBA Abu Dhabi Games, UFC Abu Dhabi, Abu Dhabi Grand Prix, among others, to attract visitors from across the globe. The agency also supports the UAE's efforts to showcase its world-class venues, exceptional hospitality, and cultural heritage, highlighting the country as a premier destination for international sporting events. Sports tourism is one of the biggest growing trends in the travel industry – a potential to drive economic and cultural development in the region. According to the American Express Middle East 2024 report, this is driven by travellers seeking collective, memorable experiences. The sporting landscape has evolved rapidly across the Gulf region and ES Sport aspires to generate opportunities that benefit local businesses, stimulate tourism, and drive sustainable economic growth. Regional sports tourism expert Alan Holt, Group Managing Director of ES Sport, said: 'With our new identity, we remain committed to delivering unforgettable sporting experiences and sponsorship opportunities that inspire, connect, and entertain. We mark the start of an exciting new chapter with our partners—tourism boards, rights holders, and corporate brands—that our tailored experiences will continue to exceed expectations while reinforcing our commitment to fostering economic growth and community engagement through sport. We are on a mission to connect the world through sport and dedicated to showcasing the UAE's sporting moments to both local and international audiences. With an expanded portfolio that includes proprietary flagship events, we aim to highlight the exceptional infrastructure we have across the emirates, stimulate local economies, and attract international investment – all of which play a critical role in solidifying the UAE's position as a global hub for sporting excellence.'
Zawya
19-02-2025
- Business
- Zawya
ES Sport unveils new identity and leadership to fuel UAE's sports tourism growth
Welcomes H.E. Sheikh Mohamed bin Saif Al Nahyan as Chairman Drives inbound tourism as an official reseller for Abu Dhabi's sporting events ES Sport Executive team (left to right): Alan Holt, Group Managing; H.E. Sheikh Mohamed bin Saif Al Nahyan, Chairman; and Paul McSorley, Group Financial Director Abu Dhabi, UAE: ES Sport, the leading sports tourism agency in the GCC, announces its new identity with the appointment of H.E. Sheikh Mohamed bin Saif Al Nahyan as its chairman, to help drive sports tourism to the UAE. Previously known as Expat Sport, the new name ES Sport, which stands for Experiences & Sponsorship in Sport, reflects the company's fast-growing, broader audience beyond expatriates and more premium hospitality offerings focused on inbound and outbound sports tourism experiences. In line with the rebrand, the company has expanded its operations to Abu Dhabi with a new office and introduced new services including sponsorships, brand partnerships, and proprietary flagship events across the UAE. Appointment of New Chairman ES Sport has expanded its Executive Team, welcoming H.E. Sheikh Mohamed bin Saif Al Nahyan to lead the agency with a fresh perspective and strategic direction, leveraging his Emirati perspective and a deeper understanding of the Abu Dhabi market. Under his leadership, ES Sport is poised to help advance the UAE agenda further, in line with the UAE Tourism Strategy 2031 and National Sports Strategy 2031. H.E. Sheikh Mohamed bin Saif Al Nahyan, Chairman of ES Sport, said: 'Sport is a powerful tool that enriches society, fostering healthier, more cohesive, and vibrant communities. At ES Sport, we are committed to supporting the UAE's national agenda by driving cultural and economic growth through sports tourism. Proud of our identity, we will integrate Emirati culture and heritage into our premium offerings to further enhance visitor experiences. Through global events and local initiatives, we aim to boost the UAE's sports tourism ecosystem by attracting overseas visitors, creating job opportunities, and fostering partnerships - solidifying Abu Dhabi's position as an Ideal destination for international sporting events and experiences. We envision ES Sport to be recognised as the GCC's leading premium sporting experience and sponsorship agency that contributes to a thriving and dynamic future for the region.' Driving inbound tourism as an official reseller for Abu Dhabi's sporting events ES Sport is an official reseller of Ethara, an entertainment provider managing Abu Dhabi's sporting events organised by DCT Abu Dhabi. By curating premium packages that integrate ticketing, hospitality, accommodation and unforgettable experiences, ES Sport promotes the UAE capital's entertainment and sports offering to global markets, including the NBA Abu Dhabi Games, UFC Abu Dhabi, Abu Dhabi Grand Prix, among others, to attract visitors from across the globe. The agency also supports the UAE's efforts to showcase its world-class venues, exceptional hospitality, and cultural heritage, highlighting the country as a premier destination for international sporting events. Sports tourism is one of the biggest growing trends in the travel industry – a potential to drive economic and cultural development in the region. According to the American Express Middle East 2024 report, this is driven by travellers seeking collective, memorable experiences. The sporting landscape has evolved rapidly across the Gulf region and ES Sport aspires to generate opportunities that benefit local businesses, stimulate tourism, and drive sustainable economic growth. Regional sports tourism expert Alan Holt, Group Managing Director of ES Sport, said: 'With our new identity, we remain committed to delivering unforgettable sporting experiences and sponsorship opportunities that inspire, connect, and entertain. We mark the start of an exciting new chapter with our partners—tourism boards, rights holders, and corporate brands—that our tailored experiences will continue to exceed expectations while reinforcing our commitment to fostering economic growth and community engagement through sport. We are on a mission to connect the world through sport and dedicated to showcasing the UAE's sporting moments to both local and international audiences. With an expanded portfolio that includes proprietary flagship events, we aim to highlight the exceptional infrastructure we have across the emirates, stimulate local economies, and attract international investment – all of which play a critical role in solidifying the UAE's position as a global hub for sporting excellence.' About ES Sport ES Sport (Experiences & Sponsorship in Sport) is the leading sports tourism agency in the GCC. Founded in 2009 as Expat Sport, the company provides memorable sport experiences for fans and businesses, with services extending to sports sponsorship, brand partnerships, tours, training camp logistics for schools, clubs and professional teams, across several sports. ES Sport also hosts proprietary flagship events to improve fitness, health, and well-being within the UAE community.
