UK travellers to Abu Dhabi soared last year by 22% to almost 118,000, latest figures show. The UK provided the biggest international increase in visitors to the emirate in 2010.
A total of 1.81 million guests stayed in Abu Dhabi’s 114 hotels and hotel apartments. Guest nights rose to 5.13 million – 19% up on 2009.
The average length of stay was 2.83 nights, according to the Abu Dhabi Tourism Authority. But despite the hotel guest increase, revenue remained static at AED 4.2 billion ($1.15 billion) with rates becoming more competitive in a market with increased capacity.
ADTA aims to attract 1.9 million guests staying in around 22,000 hotel rooms and contributing 11.1% to the emirate’s overall non-oil GDP in 2011.
ADTA director general Mubarak Al Muhairi said that given the strong 2010 performance, there could be a case for revising 2011 targets upwards.
“The authority stepped up its destination marketing in 2010 with increased media engagement, the roll-out of our international advertising campaign, participation in 20 international trade fairs and the opening of a dedicated promotional office in downtown Beijing,” he said.
“Of course, our performance has also been aided by more attractive rate structures, which have increased our competitiveness, with the market responding accordingly. By any measure, being able to achieve double-digit growth in what remains a challenging international scenario is a significant feat.”
Abu Dhabi’s main growth markets after the UK were the US, which delivered 78,985 guests, up 16%; France, which produced 36,980 guests, up 6%; Australia, up 18% at 25,833 guests, and China, which entered Abu Dhabi’s top 20 market rankings for the first time, coming in at number 19 with 14,580 guests – a 29% rise on 2009.
“While our traditional source markets continue to perform well, emerging markets are increasingly making their presence felt,” said Al Muhairi.
“We are well placed to build on our maturing performance and to solidify gains with even more destination product, promotion and major events.”