Abu Dhabi’s tourism stakeholders are heading to Rimini in Italy next month for a major push at the 50th edition of TTG Incontri - the country’s largest B2B tourism show - running October 17th-19th.

An eight-strong Abu Dhabi delegation, led by Abu Dhabi Tourism & Culture Authority, will be at the show looking to build both inbound visitor numbers to the emirate and the average-length-of-stay of the Italian hotel guest.

“This push comes as we are reaping the reward of investment in Italy, where we operate a full-time representative office, and through our ambassador relationship with young Italian golfing legend Matteo Manassero,” explained Mubarak Al Nuaimi, director overseas offices and promotions, TCA Abu Dhabi.

“We are witnessing ever greater numbers of Italians staying in our hotels – and they are among our longest-stayers though we believe we can encourage even lengthier stay periods now that the destination has so much to see and do. And with excellent air uplift from Italy – with Etihad flying five daily from Milan to Abu Dhabi and AlItalia operating five flights a week from Rome, there is great growth potential.”

TTG Incontri partner, the four-star Hilton Abu Dhabi, which commands a superb location on Abu Dhabi Corniche with one of the city’s most popular private beach clubs, reports receiving an increasing number of room nights from the Italian market this year – in fact arrivals in the first seven months of this year already account for 87 per cent of its total Italian intake last year.

Over on Abu Dhabi’s Yas Island entertainment destination, the iconic, five-star Yas Viceroy – the only hotel in the world to straddle an F1 race track – reports a pick-up in its leisure business following the opening of the award-winning Yas Waterworld water park and Yas Beach, which is free-to-enter for hotel guests.