Abu Dhabi is becoming a top choice for long-haul Russian travelers, driven by a notable increase in seat availability during the second half of 2024. Insights from Mabrian, a part of The Data Appeal Company, highlight that the UAE capital is now a preferred destination within the Gulf Cooperation Council (GCC) region for Russian visitors. These travelers are increasingly opting for luxury accommodations and extended stays, presenting Abu Dhabi with a unique opportunity to enhance its economic impact through targeted marketing and strategic investments in this growing market.
According to the Association of Tour Operators of Russia (ATOR), Russian outbound travel surged 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. Data from the FSB Borders Service shows that nearly a million Russian travelers visited the UAE, marking an 11% increase from 2023, making it the second most visited country by Russians.
This analysis delves into Mabrian’s data on demand trends among Russian travelers to Abu Dhabi, using year-to-date information and forecasts for 2024. The report covers connectivity, accommodation preferences, length of stay, and spending habits. Alongside Dubai, Sharjah, and Oman, Abu Dhabi has emerged as a key destination for Russian tourists, who have significantly shifted their travel preferences over the past five years.
Abu Dhabi Sees Growth in Russian Market
Mabrian’s data reveals that Russia is the second-largest European market in terms of growth in seat availability to Abu Dhabi for the second half of 2024, with a projected increase of 31.4% compared to the same period in 2023. “This growth reflects the seasonal demand from this 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, based on flight searches, indicate that Russian visitors to Abu Dhabi increased by 52% in the first half of 2024 compared to the same period in 2023, and the number is expected to rise by another 53% in the second half of the year, reaching approximately 50,000 travelers.
“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 Accommodation: A Top Choice for Russian Visitors
The hotel experience is a significant factor for Russian travelers. Mabrian’s data reveals a strong preference for high-quality, luxury accommodations, with 28.9% of Russian travelers staying in 4-star hotels and 42.7% opting for 5-star hotels. This preference for 5-star hotels is 6.5 percentage points higher than the average for other visitors to Abu Dhabi.
Additionally, 90% of Russians visiting Abu Dhabi choose hotel accommodations, with nearly one in four opting for resorts. This segment has significant growth potential among Russian tourists, especially given the increasing length of their stays.
Overall, the length of stay for Russian travelers in Abu Dhabi has increased by 57% compared to the same period in 2023, with the average stay rising 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,” says a Mabrian spokesperson. Targeting Russian demand with a more segmented approach could leverage their purchasing 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 GCC states.”
