Abu Dhabi Tourism & Culture Authority is spearheading a major push to upscale UK hotel guest numbers this year with a dedicated travel trade roadshow in London next month launching the campaign.

Working with the emirate’s travel trade partners, TCA Abu Dhabi is targeting a further 12 per cent increase in hotel guest numbers this year, following a record 2013.

More Brits than ever are already staying in Abu Dhabi’s hotels and apartments and the UK remains the emirate’s second largest overseas market, with 147,852 Britons checking in during the first 11 months of 2013, a 14 per cent increase on 2012.

The emirate is aiming for 2.8 million hotel guests this year, up from the 2.5 million target in 2013.

Serviced by non-stop flights from London and Manchester by Etihad Airways and from London by British Airways, Abu Dhabi is fast becoming a key leisure destination for UK travellers.

Abu Dhabi’s five-star event and resort portfolio will be showcased at the roadshow, which takes place at the Jumeirah Carlton Towers in London.

The event – which will take place on February 5th - will highlight how much there is to see and do in Abu Dhabi during 2014.

At the roadshow the trade can join roundtable discussions with representatives from Abu Dhabi’s hotels and attractions, including Yas Island, Desert Adventures, Anantara Hotels, Resorts & Spas, Rotana Hotels and Jumeirah.

Roadshow-goers can also experience Arabic cuisine and traditional activities. TCA Abu Dhabi will stage a prize draw on the evening, giving agents the chance to win prizes including a place on a familiarisation trip to Abu Dhabi.