Figures released by the Abu Dhabi Tourism Authority (ADTA) reveal a 12% increase on the number of hotel guests staying in the emirate last month compared to April 2009. During last month some 167,635 guests stayed in the emirate’s 110 licensed hotels and hotel apartments accounting for 425,575 guest nights – a 13% rise on April 2009.

The April results bring Abu Dhabi’s hotel guest 2010 tally to date to some 622,731 guests – 16% up on the first four months of last year and over 1.68 million guest nights – a 10% year-on-year increase.

“This is the sixth consecutive month of double digit guest growth for the emirate and keeps us on track to deliver our overall yearly target of 1.65 million hotel guests,” explained Mubarak Al Muhairi, Director General, ADTA.

Domestic tourism performed exceptionally well in April with 72,396 guests accounting for a 17% year-on-year rise. The UK – one of the destination’s key markets – again held up exceptionally well with some 11,485 guests representing a 23% increase on April 2009. Saudi Arabia was also among the high achievers producing some 4,220 guests – 24% up on April 2009.

Abu Dhabi now boasts 17,240 hotel/hotel apartment rooms – as compared with 12,470 in April last year. The increase has placed competitive pressure on occupancy and revenue which dropped year-on-year by 19% to 65% and by 5% to AED 362 million (US $ 99 million) respectively. The emirate’s 46 hotel apartments achieved a healthier average occupancy rate of 73% while food and beverage revenues experienced solid year-on-year growth of 15%.

“These movements are a result of shifts in supply and demand dynamics and the subsequent rebalancing with the upside being that Abu Dhabi is now much more competitive,” explained Al Muhairi.

“We are working hard to ramp up the demand side of the equation with this week’s launch of a global marketing campaign with advertising in international print, broadcast and online mediums and an expanded Summer in Abu Dhabi family festival which for the first time takes in Al Ain and features substantial promotional deals from our growing stakeholder community to stimulate demand during the traditionally slow period.”
 

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