Abu Dhabi Tourism Authority (ADTA) has raised its 2011 hotel guest targets to 2 million, up from the current 1.9 million, following a stellar performance by the emirate’s 116 hotels and hotel apartments last year.
The increased target will require a 10.5% rise in hotel guest numbers on 2010.
Addressing ADTA’s 'Annual Industry Forum', attended by government officials, destination stakeholders and the media, HE Mubarak Al Muhairi, director general, ADTA said: “We now have a much enhanced product in place, in terms of infrastructure, attractions and world-class events and the need going forward is to leverage them all in compelling packages which can be distributed internationally to resonate with discerning consumers."
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This year ADTA plans to focus on five specific tourism segments: cruise, golf, educational, events and culture & heritage.
“Our destination rose superbly to the challenge in 2010 and we believe we can do it again. We have our work cut out for us with another 4,000 plus rooms, in both business and leisure hotels and resorts, due on line this year adding to our existing room stock of 18,844.”
ADTA plans a significantly bolstered global brand campaign, the details of which will be announced in the coming months.
The tourism authority also revealed plans for new dedicated representation offices in Saudi Arabia and America.
“We have representation on the ground in Moscow and are finalising a dedicated office there, while offices will open in Manhattan, New York and Jeddah, Saudi Arabia by the end of the first quarter," said Al Muhairi..
Al Muhairi said increasing air access to the destination would also expand Abu Dhabi’s geographic outreach.
“We welcome Etihad’s increased services from Jeddah, which have just risen from a daily to 12 flights a week, and its plans to increase frequencies on five key European routes this year.
"We are also readying to welcome, later this month, V Australia’s thrice-weekly flights from Sydney, when it becomes the first Australian carrier to operate to the Middle East since 1991, as well as Cathay Pacific, which plans to fly to Abu Dhabi four times a week from June."
Two key events this year will bring substantial opportunties for the local tourism sector – the 2011/2012 home porting in Abu Dhabi of MSC Cruises MSC Lirica, and the arrival of the Volvo Ocean Race fleet.
An announcement is imminent on the location and design of the planned Race Village which will be the focal point for upwards of 200,000 spectators, expected to welcome the teams to Abu Dhabi on New Year’s Eve 2011/New Year’s Day 2012.
Al Muhairi said: “MSC Lirica’s 19, eight-day cruises around the Arabian Gulf will begin and end in the UAE capital bringing a potential 41,000 overnight passengers to our doorstep – 30% of which, industry research shows, have potential to return."
“Our partnership with MSC Cruises will deliver tactical and strategic benefits to the emirate including incremental gains in hotel guests, longer length of stay and great visitor spend.”
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