More than 238,167 Britons visited Abu Dhabi in 2016 and this year the emirate looks set to beat this, according to an official at Department of Culture and Tourism - Abu Dhabi.

"In the first nine months of 2017 we have already seen more than 173,103 British visitors check in to Abu Dhabi hotels – a 5 percent increase year on year, "said Nabeel Al Zarouni, UK and Ireland Country Manager, DCT, at a breakfast reception held on the sidelines of the now-running World Travel Market 2017 London.

The function was attended by a large number of UK industry professionals, tour operators, travel agency representatives and media people.

''We are joined on the stand this year by 40 co-exhibitors, representing 95 companies across Abu Dhabi, so please do say hello to them while you’re here,'' he added.

''The UK market continues to be of huge importance to Abu Dhabi,'' he said. "The UK is our third largest overseas market, and by far our biggest in Europe. Last year, more than 238,167 Brits visited Abu Dhabi and this year we look set to beat this. In the first nine months of 2017 we have already seen more than 173,103 British visitors check in to Abu Dhabi hotels – a 5 percent increase year on year."

"This year we’ve run road shows in Edinburgh, Manchester, London and Dublin for 330 agents, in partnership with our national airline, Etihad Airways. We even had Tess Daly from Strictly Come Dancing join us in London to chair a panel discussion about Abu Dhabi, which was incredibly well received by those who attended. We have also hosted a hugely successful ‘mega fam’ for 36 agents, with groups flying in from London, Manchester, Edinburgh and Dublin. In total 55 agents visited the destination this year. We’ve also carried out 22 training sessions for 476 agents and secured Abu Dhabi’s place in 106 tour operator programmes."

Launching this month will be a print, digital and broadcast advertising campaign, in partnership with Etihad Airways, which will see increased visibility for the destination through to March 2018. So hopefully during this time you will see greater interest in travelling to Abu Dhabi from consumers.

''Moving into 2018, the department plans to build and increase the great work that has taken place this year, further strengthening relations with the UK trade,'' he noted.