The UK remains the top global source market for Dubai, which enjoyed a 9.4% rise in international visitor numbers last year despite tough trading conditions.
Global visitor numbers in 2010 for the emirate reached 8.3 million, of which 719,889 visitors were from the UK, according to figures released by Dubai Tourism and Commerce Marketing.
Hotel rates came under pressure but occupancy rates on average remained flat at 70%, said the DTCM. The number of visitors staying in self-catering apartments was up 17% to 1.7 million compared to a a 7% rise to 6.5 million in visitors staying in hotels. In total 33 new hotels and apartments opened in 2010, a 6% capacity increase since 2009.
UK visitor numbers were boosted by a particularly strong peak October to December period, when UK figures were up 9% year on year. The second source market to Dubai is India with 638,103 visitors last year.
Ian Scott, director UK and Ireland for DTCM, said the UK had a tough start to the year but recovered thanks to strong value offers put in the market, particularly by the hotel chains.
“The first part of the year was really tough but the fourth quarter of the year really delivered because hotels have been smart and put some great deals in the market. Hotels are being much more commercially-minded and putting out tactical offers. Revenue per available room is down but the upside is that hotel occupancy is still high at 70% on average,” he said.
But he admitted India could soon catch up the UK. “I wouldn’t be surprised if India becomes the number one source market,” he said.
Already 2011 looks strong with many hotels running at 100% occupancy levels, said Scott. For the first time, the DTCM has spent £1 million on joint marketing efforts with 10 tour operators for the January to March period this year. The destination has also picked up bookings because of the situation in Egypt and Tunisia, he added.