UK delivers biggest increase in Abu Dhabi visitors, as prices tumble

Abu Dhabi has reported an eight per cent rise in hotel visitors, to 1.81m for
2010, with the UK market delivering the biggest
international increase and sending 117,836 hotel visitors, up 22 per cent on
2009.

Total guest nights broke
through the five million mark and The Abu Dhabi Tourism Authority said the new
figure for guest nights represented a 19 per cent rise on
2009.

ADTA credits the improved performance to a
substantial expansion in the destination’s product base. The average visitor
length of stay has increased to 2.83 nights.

“The introduction of exciting leisure
products such as Ferrari World Abu Dhabi, new golf courses and the Yas Island
Show Weekends, coupled with the increased maturity of the emirate’s
international events calendar and the launch of new MICE events – such as World
Green Tourism Abu Dhabi and GIBTM helped ensure a very successful final quarter and the destination’s best hotel
guest performance yet,” said His Excellency Mubarak Al Muhairi, Director
General, ADTA (pictured).

“Much praise is also due to the highly active
and more uniformed marketing from our growing stakeholder base,” Al Muhairi
added.

The ADTA stepped up its destination marketing
in 2010 with the roll-out of a major international advertising campaign,
participation in 20 international trade fairs and the opening of a promotional
office in Beijing.

“Our performance has also been aided by more
attractive rate structures, which have increased our competitiveness, with the
market responding accordingly,” said Al Muhairi.

Abu Dhabi’s main growth markets after the UK were the USA, France and Australia. China, entered Abu Dhabi’s top 20 market rankings for the
first time, coming in at number 19 with 14,580 guests.

It seems the guests are growing in numbers
but spending less, with ADTA reporting revenue remaining static at AED 4.2
billion (US $1.15bn). Rates have become more competitive in a market with
increased capacity.

The emirate’s visitor market now contributes
11.1 per cent of Abu
Dhabi’s non-oil GDP. Al Muhairi says the emirate is also
well placed to build its maturing performance and major events.

Do you have a news story for Conference News? Email: pcolston@mashmedia.net

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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