Complex Made Simple

Abu Dhabi’s tourism industry heads East to grow business

Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) is leading a six-strong delegation to Japan and Korea next week to stimulate visitor demand to the emirate.

The authority, along with Etihad Airways, Al Mafraq Hotel, Le Royal Meridien Abu Dhabi, the Park Hyatt Saadiyat Island, Arabian Adventures and Yas Marina Circuit, will stage road shows on June 10th in Tokyo and June 12th in Seoul.

The promotions come as hotel guest stays from nationals of both countries have plateaued over the past four months and the industry looks to prompt and increase in demand.

“While we have seen little growth from either Japan or Korea we believe there is potential in both markets. We have a product which will resonate well with both Japanese and Korean visitors, not least our exceptional golf offering and an average hotel rate that represents significant value-for-money,” said Mubarak Al Nuaimi, Director Promotions & Overseas Offices, TCA Abu Dhabi.

“One encouraging factor is that the length of stay of the Koreans who stay in our hotels is moving in the right direction gaining 5% to 2.76 nights.”

Diversity of offering, value-for-money with an average room rate of US $135, an expanded leisure portfolio, increased international market access via Abu Dhabi International Airport and tailored product will be key messages imparted during the road show.

Arabian Adventures, which already operates an Abu Dhabi city tour in Japanese five days a week, says it’s planning to increase this service in the coming season. The DMC also offers multiple hotels in Abu Dhabi with 24-hour check-in, check-out facilities specific to the Japanese and Korean markets to attract transit passengers.

The recently refurbished Le Royal Méridien Abu Dhabi says it believes more can be achieved from both the Japanese and Korean markets.

“Currently the business we have from these countries constitutes less than 10% in our overall business mix,” said Mai Nasser, Area Director of Sales and Marketing, Le Royal Méridien Abu Dhabi. “These markets definitely have more potential and we are focusing more to drive traffic from these destinations.

“These markets have started delivering a lot of traffic to Abu Dhabi and they are emerging at a great pace. While the European and GCC markets drive most of our business, it is only natural to try and widen the geographic source market to maintain a healthy mix of business. Japan, Korea, China and India all have great potential and we look forward to improving their share in our business.

In the first four months of this year, 4,405 Japanese checked into Abu Dhabi hotels and delivered 17,687 guest nights with an average-length-of-stay of just over four nights. During the same period, 4,655 Koreans checked into Abu Dhabi accommodation, delivering 12,862 guest nights.