Abu Dhabi’s tourism industry has planned a roadshow this month in Almaty in Kazakhstan and Baku in Azerbaijan to make headway in the high potential Common Wealth of Independent States (CIS) market.

“Azerbaijan has been added to the itinerary as the arrival of hotel guests from the country is showing uplift across a number of fundamentals without any dedicated promotion,” explained Mubarak Al Nuaimi, director, promotions and overseas offices, Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi).

In the first seven months of this year, the number of Azeris checking into Abu Dhabi’s hotels rose by 16 per cent with guest nights rising 30 per cent and length-of-stay expanding by 12 per cent.

“The figures remain small – only 788 Azeris came so far this year but they stay, on average, for a healthy 4.39 nights,” said Al Nuaimi. “If we can build destination awareness in the country and grow the arrivals numbers, we will have a healthy proposition.”

Eight stakeholders are joining the TCA Abu Dhabi led road show to Azerbaijan, the largest country in the Caucasus with Azeris spending, according to the country’s Centre for Economic and Social Development, about $3 billion a year of which $400 million goes on shopping. Among the stakeholder contingent is Abu Dhabi Airports Company (Adac) looking to connect with an Azeri carrier.

“The country has an established outbound tourism infrastructure with 140 local tour operators and great meetings, incentives, conferencing, exhibitions (Mice) potential,” explained Al Nuaimi. “Given Abu Dhabi’s recognised value-for-money proposition in terms of service delivery for competitive pricing, we are confident of building a market from Azerbaijan.”

The Abu Dhabi delegation, which will later move on to Almaty in Kazakhstan, also includes Emirates Palace, Al Ain Zoo, the InterContinental Abu Dhabi, Etihad Airways, The St. Regis Saadiyat Island Resort, Abu Dhabi, Le Meridien Abu Dhabi and Farah Leisure Parks Management which operates Ferrari World Abu Dhabi and Yas Waterworld on Yas Island.

“By the end of next year Kazakhstan is expected to rank among the world’s top 10 oil producing nations and we anticipate an upsurge in business between the country and the UAE,” said Al Nuaimi. “Prospects are strong for Mice and bleisure – where people come for business and stay on for leisure.”

From January to July this year, 5,765 Kazakhs stayed in Abu Dhabi’s hotels and resorts, which is almost the same as the first seven months of 2013. However, while the numbers remain somewhat static – room nights delivered by the Kazakh guests went up 11 per cent to 19,149 with them staying, on average, 3.32 nights.

One stakeholder is The St. Regis Saadiyat Island Resort which wants to grow its Azeri and Kazakh business by 20 per cent this year. “Both countries have a short flight time from the UAE and both have both frequent independent travellers and Mice potential,” said Yulia Korosynskaia, complex sales representative. – TradeArabia News Service