Abu Dhabi switching from business to leisure, survey shows

The emirate's Destination Visitor Survey show that, in 2013, 71 per cent of visitors were here for leisure purposes, up from 40 per cent in 2011.

A greater proportion of visitors to Abu Dhabi are now coming to see the emirate's attractions, as opposed to meeting for business. Mona Al Marzooqi / The National

ABU DHABI // The emirate is experiencing a boom in leisure tourists, who last year comprised 71 per cent of visitors, up from 40 per cent in 2011.

Abu Dhabi’s Destination Visitor Survey has shown a significant swing away from business tourism, which last year accounted for only 12 per cent of guests. In 2011, that figure was 60 per cent.

“The perception of Abu Dhabi as a business destination has shifted significantly in the past two years,” said Sultan Al Dhaheri, acting executive director of the leisure sector at Abu Dhabi Tourism and Culture Authority.

Reasons included “the opening of major attractions such as Ferrari World and Yas Waterworld, the emergence of an increasing number of private-sector small business experience products, an improved retail proposition and provision of accessible beaches on Saadiyat and Yas islands”, Mr Al Dhaheri said.

The survey showed that 47 per cent of visitors last year came after booking holidays and 20 per cent were visiting friends and family.

Mr Al Dhaheri said the survey showed Abu Dhabi was maturing as a destination.

The authority has brought hotels and attractions together for a better tourist experience, with events such as the recent HSBC Golf Championship, Al Ain Air Show and Volvo Ocean Race contributing.

“We will continue to emphasise that there is much more to see and do in Abu Dhabi, which is a luxurious yet highly affordable destination,” he said.

Some of the capital’s hotels have found attracting leisure travellers a challenge but are linking up with nearby attractions to fill rooms on quiet weekends.

The Park Rotana in the twofour54 media zone is busy during the week with large numbers of business travellers, but occupancy falls off at the weekend.

Francisco Giles, the hotel’s general manager, said its proximity to Abu Dhabi Exhibition Centre and Al Bateen Executive Airport made it a convenient place for business travellers, but “corporate guests stay with us during working days and leave for the weekend”.

Packages are being designed to entice visitors from around the UAE, especially Al Ain and Dubai, both of which are within easy reach.

Mr Giles said such packages would be vital for bringing in new business.

“Our weekend escape package offers free shuttle buses to the Sheikh Zayed Grand Mosque, Al Bateen Beach and Abu Dhabi shopping malls,” to try to attract families and sightseers, he said.

Packages have special room rates for children and nannies, and distractions such as clowns and face painters are laid on for children at Friday brunches so adults have time to relax.

“Our guests who visit Abu Dhabi from other emirates would like to visit the city landmarks such as Sheikh Zayed Grand Mosque, Ferrari World and other well-known places,” Mr Giles said.

“We want to promote Abu Dhabi as the perfect weekend choice.”

For more active guests, a package has been devised offering free activities such as go-karts, paint ball, water sports, riding lessons and archery.

Social media will also play a big role in helping to attract new business.

“Many of our guests and partners follow us on social media or sign up for the newsletter online,” Mr Giles said. “Recently, we introduced Instagram, where we share the hotel’s news.”

Shaun Parsons, general manager at Le Royal Meridien Abu Dhabi, also a business-focused hotel, has agreements with local leisure attractions to offer more variety.

He said the initiative had shown results.

“Efforts are in place to attract more tourists to the hotel as well,” said Mr Parsons. “Partnerships are in place for the benefits of our guests.”

He said the leisure packages seemed to be mainly attracting travellers from other emirates.