Abu Dhabi gains 5% rise in hotel guests

Abu Dhabi received 153,874 guests at its 115 hotel and hotel apartments in January 2011, a 5% increase on the same month in 2010.

The UK remains the number one international market for Abu Dhabi with guest nights increasing by 25% year-on-year.

Figures released today by Abu Dhabi Tourism Authority (ADTA) show guest nights in January rose by 22% to 476,502 and occupancy levels rose 9% to 66%. The average length of stay increased to 3.10 nights, compared to 2.68 nights.

Hotel guests from Europe rose by 13% on 2010, with the UK, Germany and Italy accounting for increases of 14%, 26% and 21% respectively.

"The increased occupancy is a positive sign and ADTA will continue to focus on balancing the need to maintain our value proposition with the expectations of healthy returns for sector investors," explains Lawrence Franklin, Strategy & Policy Director, ADTA.

"The increased length of stay suggests we are making inroads into our goal of attracting more leisure guests who traditionally spend more time than those staying on business."

Franklin continues: "We anticipate further leisure traffic growth resulting from Etihad Airways' Essential Abu Dhabi marketing campaign. Their programme encourages the airline's passengers to stay in the UAE capital by offering a range of fantastic deals on production of the passenger's boarding pass. We also anticipate greater awareness coming from the launch of the second phase of ADTA's own global marketing campaign."

ADTA has set a stretch target of two million hotel guests this year, which will require a 10.5% increase in hotel guest numbers on 2010.

For more information visit: abudhabitourism.ae