ADTA extends hotel guest projection
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Abu Dhabi Tourism Authority (ADTA) has raised its hotel guest estimate to two million following a promising performance last year. ADTA’s ‘stretch target’ is up from 1.9m and will require a 10.5 percent increase in hotel guest numbers compared to 2010. Abu Dhabi hotels welcomed 1.81 million guests last year, up 18 percent on 2009 and eight percent above its predictions. “We now have a much enhanced product in place, in terms of infrastructure, attractions and world-class events and the need going forward is to leverage them all in compelling packages which can be distributed internationally to resonate with discerning consumers,” said His Excellency Mubarak Al Muhairi, director general of ADTA. The tourism board has now urged the industry to strengthen distribution and focus on destination packaging. Al Muhairi added that ADTA would look to increase its tourist arrivals in the cruise, golf, education, events and culture & heritage markets. “We will invest in these sectors and address all components of the value chain, extending a range of incentives to our partners and tour operators worldwide,” he said. “These are all segments where we now have significant resources, the product to satisfy demand and to differentiate ourselves.” ADTA added that it plans to open offices or appoint representation in Russia, Saudi Arabia and USA.
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