Abu Dhabi's 156 hotels and hotel apartments are nudging closer to the emirate's 3.1 million guest target for this year with figures just released by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) showing 2,838,842 guests checked into the destination in the first 10 months of this year – a 225% uplift on the same period last year. Guest nights from January to October end were up 20% on last year totalling 8.5 million with occupancy climbing 6% to 74%.

Hotel revenues in the first 10 months increased by 14% to AED 4,869 billion (US $1,325 billion). Room revenues accounted for AED 2.488 billion (US $677 million) – which was up 14% while food & beverage rose 11% to AED 1.843 billion (US $502 million).

October performance helped significantly with this growth,â€‌ said HE Jasim Al Darmaki, Acting Director General, TCA Abu Dhabi. During the month guest arrivals were up 18% year-on-year, guest nights rose 13% while revenues lifted 4% which should all be viewed against a background of 9% more room availability in the market.

Given the packed events programme the emirate has in November and December, this upward momentum is likely to continue and this year's guest arrivals target looks well within our means.

Al Darmaki says two prevailing issues are at the forefront of TCA Abu Dhabi's promotion efforts – increasing length-of-stay aand building average room rate.

The two are interconnected on a supply and demand basis. Length-of-stay is a key indicator of the destination's appeal and currently we have slipped this year by 4% on last while our average room rate has dipped 3%. Our focus has to be to get the message out to as wide an audience as possible that there is more to do in this emirate than ever.

Abu Dhabi's current average-length-of-stay is 2.99 nights while the average room rate in October was AED416 (US $113)

. Al Darmaki said the 2014 hotel performance is also set to benefit from increasing air links.

“NIKI Airlines has just launched a daily direct service from Vienna to Abu Dhabi opening up the Austrian market to us while Etihad Airways while Etihad Airways is now flying non-stop daily from San Francisco and will begin thrice-weekly flights from Dallas, Texas in December greatly enhancing our potential from the US.

On top of this we have new product in the market – in the shape of Yas Mall, the emirate's bigggest shopping complex which further lifts the Yas Island proposition. Retail is a major attraction for tourists, particularly those coming from within the GCC region and with certain overseas markets who appreciate the fact that they can shop tax free here. In addition there are still  a host of major events  to come this year culminating in the hosting of the Volvo Ocean Race fleet and activations in the Destination Village on our Corniche from December 12.â€‌

Domestic tourism continues to perform well with a 22% uplift in the first 10 months of this year. India remains the destination's top overseas market with a 33% increase in guest arrivals followed by the UK, which delivered a 22% arrivals increase and Germany, from where guest arrivals climbed 11%.

German arrivals are likely to benefit from the December 1st launch, by air berlin, of daily flights from Stuttgart to Abu Dhabi, added Al Darmaki.

Saudi Arabia is now the emirate's fourth largest international market, and its best regional performer. The number of Saudi Arabians checking into Abu Dhabi accommodation is gone up 33% in the past 10 months to 99,330.

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