Tuesday, August 20, 2024 Russian tourism in Abu Dhabi is booming, fueled by expanded flight options and a surge in demand for luxury stays, driving economic growth in the UAE capital. Abu Dhabi is emerging as a preferred destination for long-haul Russian travelers, fueled by a substantial increase in seat availability for the latter half of 2024. According to insights from Mabrian, a part of The Data Appeal Company, the UAE capital ranks highly among GCC destinations favored by Russian visitors.
These travelers are increasingly opting for luxury accommodations and extended stays, presenting Abu Dhabi with a prime opportunity to boost its economic impact through targeted marketing efforts and strategic investments in this growing market. Data from the Association of Tour Operators of Russia ( ATOR ) indicates that Russian outbound travel rose by 14% in the first half of 2024 compared to the same period in 2023, with long-haul destinations like the UAE playing a significant role. According to the FSB Borders Service, nearly a million Russian tourists visited the UAE, marking an 11% increase from 2023, positioning the country as the second most popular destination for Russian travelers.
This analysis delves into Mabrian’s data on the demand trends of Russian travelers to Abu Dhabi, drawing from year-to-date figures and forecasts for 2024. It covers aspects such as connectivity, accommodation preferences, length of stay, and spending habits. Alongside Dubai, Sharjah, and Oman, Abu Dhabi has become a key destination for Russian tourists, reflecting a significant shift in travel preferences over the past five years.
Focusing in Abu Dhabi, as shown by Mabrian’s data, Russia is the second European market growing the most in terms of seats availability of the second semester of 2024, as projected capacity will increase 31.4%, compared to the same period in 2023. “This growth reflects also seasonal demand from this source market”, says Carlos Cendra, Partner and Director of Marketing and Communication at Mabrian .
“After a slight 2% decrease in seat availability during the first half of the year, the market is rebounding as we approach the European winter, when many Europeans seek warmer destinations.” Mabrian’s demand projections, derived from flight search data, suggest a notable surge in Russian visitors to Abu Dhabi. After witnessing a 52% increase in the first half of 2024 compared to the same period in 2023, the number of Russian travelers is expected to climb by an additional 53% in the second half of the year, potentially reaching around 50,000 visitors.
“Data shows that Russian demand for Abu Dhabi is not only consolidating but also strengthening,” explains Cendra . “Understanding their preferences for long-haul travel and specific choices when visiting the UAE, and Abu Dhabi in particular, can lead to longer stays and higher spending, enhancing the return on investment from Abu Dhabi’s intensive promotional efforts in Russia.” Luxury accommodations are the top choice for Russian visitors in Abu Dhabi, with the quality of the hotel experience being a key factor for these travelers.
According to Mabrian’s data, Russian tourists seek out high-end and luxurious stays, often choosing hotels from renowned global brands in prime city locations such as the Corniche, particularly its western end, Al Ras Al Akhdar, as well as Al Reem Island and Khalifa City. Mabrian’s insights reveal that 28.9% of Russian travelers prefer 4-star hotels, while a significant 42.
7% opt for 5-star accommodations. This preference for 5-star hotels is notably 6.5 percentage points higher than the average for other travelers in Abu Dhabi.
Moreover, 90% of Russians visiting Abu Dhabi choose hotel stays, with nearly one in four selecting resorts—a lodging segment that shows considerable growth potential among Russian tourists, especially given the increasing length of their visits. Overall, the number of Russian travelers staying in Abu Dhabi has risen by 57% compared to the same period in 2023, with the average length of stay increasing from 2.9 days in 2023 to 3.
4 days in 2024. “The increase in Russian arrivals and their extended stays are key indicators that can help maximize this market’s economic impact, as well as to target Russian demand with a more segmented approach”, says a Mabrian’s spokesperson. This is key to leverage Russian travellers purchase power as, “according to our data, Russia ranks as the third-largest inbound market in terms of average daily spending in Abu Dhabi, and the top market outside of the Gulf Cooperation Council states”.
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