What tourism trends have you seen this year?

We achieved record visitor numbers, guest nights and revenues in 2015, reaching 4.1 million guests, up from 3.5 million in 2014. Guests in 2016 have increased 9% year-on-year for January to July, with more than 2.5 million guests arriving in Abu Dhabi in the first seven months of this year. For 2017, we are aiming for 4.5 million hotel guests.

Average length of stay in 2015 was 2.98 days with UK guests among those that stayed the longest, averaging 4.14 nights in 2015. Average length of stay year to date 2016 (January–July) is 2.73 nights.

The top 10 inbound markets for 2016 year to date (January–July) are: UAE, India, China, UK, Philippines, Egypt, USA, Kingdom of Saudi Arabia, Germany and Jordan.

How do you differentiate Abu Dhabi from its competitors?

Our commitment to culture really sets us apart. Abu Dhabi offers world-class cultural experiences that celebrate the Arabian traditions of the past and embrace a more globalised future.

The opening of Louvre Abu Dhabi next year will demonstrate our ambitions to become a leading cultural tourism destination. Visitors can already take in the beauty of the Sheikh Zayed Grand Mosque, one of the largest mosques in the world, which came second this year in TripAdvisor’s list of the world’s top 25 landmarks, beating the likes of Angkor Wat in Cambodia and Machu Picchu in Peru. They can explore the forts and palaces of Al Ain, an oasis city just 90 minutes from Abu Dhabi and one of the oldest permanently inhabited settlements on earth.

 
What are the tourist board’s biggest focuses?

Placing greater emphasis on six specific markets, which we believe offer growth potential: UK, Germany, Australia, India, China and the Gulf Cooperation Council region. We have undertaken joint marketing promotions to extend length of stay and boost hotel occupancy rates. We have also continued to prioritise cruise tourism following the opening of the state-of-the-art Abu Dhabi Cruise Terminal in December last year, and cruise lines MSC Cruises and Celebrity Cruises homeporting ships in Abu Dhabi. We have also focused on aggressively promoting our heritage offerings such as the annual Qasr al Hosn Festival and the opening of the Qasr al Muwaiji museum in Al Ain.

Finally, we’ve continued to invest in hosting world-class sporting events such as the Abu Dhabi HSBC Golf Championship and the Formula 1 Etihad Airways Abu Dhabi Grand Prix.

 
Have you targeted any specific demographics?

Focus has been trained on the niche market of Halal tourism, on the emerging cruise market and especially on the Mice market.

 
Do you have any new routes?

Earlier this year, Etihad launched a new route to Rabat, Morocco, and we are looking at this as yet untapped market. Last year, the airline launched its first ever route to Scotland with daily flights to Edinburgh. Hong Kong and Brisbane were also added recently, so we are sure to look at boosting travel from these destinations – and any other opportunities that may arise – throughout 2017.

 
How about accommodation?

Abu Dhabi’s first Four Seasons hotel opened in May this year next to The Galleria shopping mall on Al Maryah Island. Another recent addition has been the 677-room Bab Al Qasr. Set on a private beach on the Corniche, the luxury hotel is just a 30-minute drive from the airport, close to Marina Mall and the Heritage Village.

Upcoming hotel openings include the 428-room Grand Hyatt Abu Dhabi Hotel & Residences Emirates Pearl, which is under construction opposite Emirates Palace, and the towering archway of the Fairmont Marina Resort & Residences will be a sight to behold when it opens on the breakwater in 2017.