The opening of the 1,539-room Atlantis The Palm hotel in Dubai in September will drive Hayes and Jarvis’ plans to double its passenger numbers to Dubai within the next 18 months.

Hayes and Jarvis Middle East and Far East regional product and contract manager Andrea Loddo said within the past year alone the operator has seen its visitor numbers to Dubai increase by up to 40%.

He added the biggest problem currently in achieving further growth is a scarcity of available hotel rooms – a problem which should lessen when the new property on the Palm Jumeirah opens.

He added: “There’s no low season in Dubai, the growth (in visitor numbers) is incredible even in the summer season when it is 50 degrees centigrade.

“What is great about Dubai is during the summer season hoteliers always offer free up grades and half board. In the summer season it seems like it is great value for money.”

Loddo said Hayes and Jarvis and parent company Thomson send around 12,000 visitors to the destination annually. Despite the fact that up to 30% of these customers are visiting the destination as a stop-over, the average stay remains seven days.

The Atlantis The Palm hotel will open on September 24 and will also feature an Aquaventure water park which will be opened to the paying public.