The Louvre on stage on World Travel Market in London

The National -- The Louvre is expected to take centre stage when Abu Dhabi goes on show as a tourist destination at the World Travel Market in London.

In 2016, the three-day WTM generated more than Dh13.6 billion in revenue for those participating, with the Department of Culture and Tourism, Abu Dhabi hoping to cash in from this year’s event.

From Monday, November 6 the department will spearhead a delegation of 40 exhibitors including the emirate’s finest hotels, resorts, attractions and tour operators.

Central to that will be the Louvre, that is due to open on November 11 and become the ‘jewel in the crown’ of tourism in the emirate as it bids to become a cultural hub in the region.

The museum will display more than 700 exhibits, with artwork and artefacts from all over the world.

“This premier travel and tourism event offers a unique opportunity to reinforce the strong cultural attributes that characterise Abu Dhabi’s tourism scene,” said Saif Saeed Ghobash, the department’s director general.

“The platform also enables us to connect with other exhibitors and visitors to enhance the awareness of Abu Dhabi, Al Ain Region, and Al Dhafra Region on an international level.”

Every year, the WTM attracts more than 50,000 visitors, experts and industry professionals to discuss the latest in global tourism.

The department’s exhibition stand will cover an area of 609 square metres and present the Louvre Abu Dhabi ahead of the much-anticipated opening this week on Saadiyat Island.

The latest figures show Abu Dhabi has enjoyed an increase of almost 5 per cent in UK visitors checking into hotels compared with the same period in 2016.