Abu Dhabi’s tourism industry is looking to make headway in the high potential CIS market with a planned roadshow this month in Almaty in Kazakhstan and, for the first time in Baku in Azerbaijan.

"Azerbaijan has been added to the itinerary as the arrival of hotel guests from the country is showing uplift across a number of fundamentals without any dedicated promotion," explained Mubarak Al Nuaimi, Director, Promotions & Overseas Offices, Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi).

"We have identified a burgeoning appetite for the destination within the market which could deliver significant returns if it is nurtured." In the first seven months of this year, the number of Azeris checking into Abu Dhabi’s accommodation rose by 16% with guest nights rising 30% and length-of-stay expanding by 12%.

"The figures remain small ­ only 788 Azeris came so far this year but they stay, on average, for a healthy 4.39 nights," explained Al Nuaimi. "If we can build destination awareness in the country and grow the arrivals numbers, we will have a healthy proposition." Eight stakeholders are joining the TCA Abu Dhabi led road show to Azerbaijan, the largest country in the Caucasus with Azeris spending, according to the country’s Centre for Economic and Social Development, about US $3 billion a year ­ US $400 million of which goes on shopping. Among the stakeholder contingent is Abu Dhabi Airports Company (ADAC) looking to connect with an Azeri carrier.

"The country has established outbound tourism infrastructure with 140 local tour operators and great MICE potential," explained Al Nuaimi. "Given Abu Dhabi’s recognised value-for-money proposition in terms of service delivery for competitive pricing, we are confident of building a market from Azerbaijan." The Abu Dhabi delegation, which later moves on to Almaty in Kazakhstan, also includes Emirates Palace, one of the world’s most opulent hotels, Al Ain Zoo, the InterContinental Abu Dhabi, Etihad Airways, The St. Regis Saadiyat Island Resort, Abu Dhabi, Le Meridien Abu Dhabi and Farah Leisure Parks Management LLC which operates Ferrari World Abu Dhabi ­ the world’s largest indoor theme park ­ and Yas Waterworld on Yas Island.

Emirates Palace, one of the world’s most opulent hotels, is using the CIS roadshow to introduce its newly renovated SPA which has been designed to exude Moroccan charm with therapies rich in ancient traditional and bespoke treatments. The hotel has also undergone an upgrade of all its in-room technology for guest convenience and comfort. The palace is also planning a special January 6 and 7 celebration to mark the Orthodox Christmas and New Year and has Russian speaking staff available for guest relations.

The Abu Dhabi InterContinental hotel meanwhile will be promoting its newly-revitalised Bayshore ­ a private, beachfront destination in its picturesque marina. It has 300 metres of natural beachfront, a stunning infinity pool, swim-up bar, separate children’s pool and play area, premium health and sports facilities, day spa and restaurant. Guests can relax on sun-loungers on a white, sandy beach or in one of seven private cabanas complete with butler service. There’s a large, outdoor Jacuzzi and a shaded pool for children with a fun waterslide play area. There’s a new Bayshore Bar, plenty of watersports, a state-of-the-art gym and day spa.

"By the end of next year Kazakstan is expected to rank among the world’s top 10 oil producing nations and we anticipate an upsurge in business between the country and the UAE," said Al Nuaimi. "Prospects are strong for MICE and leisure ­ where people come for business and stay on for leisure." From January to July this year, 5,765 Kazakhs stayed in Abu Dhabi’s hotels and resorts, which is almost the same as for the first seven months of 2013. However, while the numbers remain somewhat static ­ room nights delivered by the Kazakh guests went up 11% to 19,149 with them staying, on average, 3.32 nights.

One stakeholder with the CIS firmly in its sights is The St. Regis Saadiyat Island Resort which wants to grow its Azeri and Kazakh business by 20% this year. "Both countries have a short flight time from the UAE and both have both frequent independent traveller and MICE potential," said Yulia Korosynskaia, Complex Sales Representative.
 

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