Big Events and Attractions Boost Abu Dhabi Hotels and Tourist Services

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(ABU DHABI, UAE) -- It's been called "arguably the world's most exciting new tourism hotspot" by Travel Weekly UK magazine, and in November the number of people who came to Abu Dhabi jumped significantly, probably due to the big events and attractions that have been advertised around the world.

Until November the target of 1.65 million hotel guests for the year announced by the Abu Dhabi Tourism Authority seemed distant. But November results released by ADTA show a 27 percent increase in hotel guests compared to the same month last year out of a total of 169,001 staying in the emirate. Guest nights surged by 42 percent compared to the same month last year to reach 544,753.

This made November the second highest performing month in 2010. February when residents of cold European and North American climates have shivered long enough and take off for the warmth of the Gulf saw the highest number of hotel guests and hotel nights.

Occupancy levels rose by 18 percent  to 77 percent;  average length of stay increased from 2.88 nights to 3.2; and monthly revenue climbed by 24 percent to US $139.4 million - the first such growth recorded over the past 11 months. November's results took Abu Dhabi's hotel guest performance for the first 11 months of 2011 to 1,646,799 coupled with a 17 percent increase in guest nights to 4.6 million.

"There is no doubt that the staging of the Formula 1 Etihad Airways Abu Dhabi Grand Prix, and it being the finale to the season, had a strong positive influence on November's hotel statistics," said Lawrence Franklin, Strategy & Policy Director, ADTA. "The impact of the Grand Prix, the recently opened Ferrari World Abu Dhabi, and the Yas Island Show Weekends mean it is now certain that we will surpass our annual target."

The Yas Island Show Weekends that started right after the Grand Prix featured such stars as Nelly Furtado and Guns 'n Roses as well as specialty performances with NBA star Hakeem Olajuwon and Creamfields. The Show Weekends boosted numbers at Yas Island hotels that typically suffer when the big events are gone.

Domestic tourism for November grew 19 percent, while visitors from North America proved a strong market with a 48 percent increase in the number of hotel guests. Europe recorded double digit growth of 29 percent for the first time this year with particularly stunning growth from the UK, which increased by 62 percent; Germany by 24 percent and France by 8 percent  - all strong F1 markets - contributed to the numbers.

"Room revenue in November achieved growth of 24 percent on the back of increased numbers of guests and strong room rates. Average room rate growth slowed by only -6 percent year-on-year as compared to an average of -26 percent for the rest of the year," said Franklin. "Food and beverage revenues meanwhile notched up their highest growth this year, achieving a 30 percent increase."

The UK remains Abu Dhabi's top performing overseas market delivering some 108,554 British hotel guests to the emirate in the first 11 months of this year and accounting for some 483,091 guest nights. China has also crept into the emirate's top 20 overseas market rankings now in 19th place with some 13,586 guests staying in Abu Dhabi this year - a 27 percent rise on last year -accounting for some 34,691 guest nights.

"As we head into 2011 we are well placed to build on this maturing performance and to solidify gains with even more destination product, promotion and a regular major events portfolio," added Franklin. On the threshold of the New Year, from December 30 - January 1,  Abu Dhabi hosts the Mubadala World Tennis Championship, an invitational tournament with the World Numbers 1 and 2, Rafael Nadal and Roger Federer taking part.

In January Abu Dhabi is once again the site of the Abu Dhabi HSBC Golf Championship, part of the European PGA Tour, with World Number 1 Lee Westwood. The four reigning winners of this year's four major tournaments will be there too as the tournament runs from  January 20-23. After meeting its numbers for 2010,  ADTA expects hotel nights to start adding up for the next 2011 goal.

Abu Dhabi Tourism Authority (ADTA) has wide ranging responsibilities for managing and assisting the development of the emirate's tourism industry and the marketing and promotion of the emirate as a world-class destination of distinction. Its responsibilities include destination marketing; infrastructure and product development; and regulation and classification. A key role is to create synergy in the international promotion of Abu Dhabi through close coordination with the emirate's hotels, destination management companies, airlines, and other public and private sector travel-related organizations.

 

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