Named among the top 10 destinations to visit in 2008, the capital has found its place in the sun.
Thinking of heading to the Guggenheim in New York or the Louvre museum in Paris to view some of the work of great masters such as Manet, Degas, Monet and Renoir, or planning a visit with the family to the Warner Brothers Theme park in Australia's Gold Coast? Better still, are you hoping to get some Formula One action in Malaysia or Monte Carlo? The good news is that you can have all of that in one place — Abu Dhabi.
Desirable destination
The emirate was recently named among the top 10 destinations in the world to visit in 2008 by UK-based online travel agent expedia.co.uk, joining destinations such as New Zealand, Argentina, China, Alaska, Reykjavik, Berlin, Boston and Liverpool on the select list. Expedia credited the dynamic growth witnessed in Abu Dhabi as one of the factors that's making the emirate a 'hot' proposition for tourists.
Hamad Bin Khalaf Al Otaiba, Assistant Director General, Business Development, Sales and Marketing, Abu Dhabi National Hotels (ADNH), says that the Abu Dhabi government has made it clear that tourism is one of the key pillars of economic diversification. "With 3.3 million tourists expected to arrive by 2015, major infrastructure developments are underway in Abu Dhabi, including a new airport terminal and runway as well as several other tourism-related projects. There is a strategic emphasis on developing Abu Dhabi as a destination for sports and cultural tourism. The emirate is also developing itself as a major MICE (Meetings, Incentives, Conferences and Exhibitions) hub in the region."
Safe and secure
Otaiba says that tourist safety and security is another important factor in drawing tourists to the Abu Dhabi considering the UAE was recently ranked 10 by the World Economic Forum for its 'safety and security', ranking the country in the 18 position in the travel and tourism competitive index. It also outranked its Arab neighbours.
Government agencies such as the Abu Dhabi Tourism Authority (ADTA), its investment arm the Tourism Development and Investment Company (TDIC), the Office of the Brand of Abu Dhabi (OBAD) and the Urban Planning Council (UPC) are thus flexing their might to position Abu Dhabi as the cultural, commercial and entertainment hub of the region. A survey carried out by Reed Exhibitions, organisers of the Tourism Development Projects and Investment Market exhibition, reflects how serious the emirate is about pushing its tourism sector.
Tourism budget
According to the survey, out of a total of Dh1 trillion committed to tourism-related projects in the GCC (expected to be completed by 2018) the UAE accounted for investments valued at Dh858 billion. Abu Dhabi, the survey found, had announced tourism projects to the tune of Dh305 billion, which comprised 35 per cent of the UAE's total spend on tourism.
The government has also stressed the importance of tourism to the economy in the ambitious Abu Dhabi Plan 2030. Lee Tabler, CEO, TDIC, says that from the TDIC's point of view, tourism expectations outlined in Abu Dhabi's Plan 2030 are highly encouraging.
"The predicted arrivals rise from the current 1.8 million tourists annually to 3.3 million in 2015; 4.9 million by 2020 and 7.9 million in 2030. Saadiyat Island has a prominent role to play in these plans. Saadiyat is blessed with a wealth of natural assets — beautiful natural beaches fronting the warm waters of the Arabian Gulf and offering spectacular sunsets, and will compliment the many great cultural, sporting, and leisure-based events Abu Dhabi Tourism Authority (ADTA) has brought, and has planned to bring to the capital," he says.
Abu Dhabi, says Tabler, is on its way to becoming a global cultural centre with the creation of the Cultural District on Saadiyat Island, which is being transformed into a signature cultural and leisure destination. The island has been recognised as one of the 'top 10 emerging destinations' by the Wall Street Journal and has been bestowed with awards such as 'The World's Leading Tourism Development Project'.
Cultural assets
"The island will be home to the largest single cluster of world-class cultural assets including the Shaikh Zayed National Museum, the Guggenheim Abu Dhabi modern and contemporary museum, the Louvre Abu Dhabi universal museum, a performing arts centre, a maritime museum and arts pavilions. It will also feature many leading hotels, golf courses, restaurants, shopping and residential facilities. In addition to Saadiyat, our projects on the Desert Islands as well as several developments in and around Abu Dhabi city will enhance the capital's tourism offering," he says.
The Desert Islands, which comprise six nature reserves spread across eight islands, including Sir Bani Yas, Dalma and Discovery, are a culmination of the rich natural heritage of the emirate and the vision of the late Shaikh Zayed Bin Sultan Al Nahyan. This eco-tourism project includes a nature reserve, cultural destination and a showcase for world-class environmental, conservation and ecological tourism, and example of which is the Arabian National Park. These islands will be linked by a ferry and hydrofoil service, water taxis, private 'resort' boat service and regional and sea planes.
"On the immediate horizon, we are close to announcing our first destination and tourism offering on Sir Bani Yas Island. Designed to allow guests to 'get back to nature', the project will consist of two Arabian camps which will offer an authentically natural vacation experience. Following that, the completion of the 64-room Anantara Desert Islands Resort and Spa is next in the pipeline, and is scheduled for completion in the coming months," says Tabler.
Yas Island, which is being developed by Aldar, a leading property investment and management company, is also home to the world's first and only Ferrari-themed park, Warner Brothers' theme park and a world class Formula One race track. Other attractions include a water park, the first Links golf course in the UAE and a 250,000 square metre mall.
Other projects that the TDIC is backing include the Al Bateen district of Abu Dhabi which is being redeveloped at a cost of Dh1.6 billion to include a signature waterfront destination with a luxury five-star hotel complex. The 54,000 square metre site will be known as the Al Bateen Wharf and will include a San Francisco-style Fishermen's Marina and the Al Bateen Wharf Hotel, which is being developed by Belbadi Enterprises in partnership with Tourism Development and Investment Company (TDIC). Tabler says that they are also developing the five-star Anantara Qasr Al Sarab hotel, which also features a luxury spa. In addition, a luxury resort is also currently being built seven kilometres from the main Hamim Highway crossing the Rub Al Khali.
In addition to the developments such as Anantara Qasr Al Sarab and the Al Bateen Wharf Hotel, several other hotels are being built to accommodate the tourists visiting Abu Dhabi. "ADNH is currently building three new world-class hotels in Abu Dhabi to address the issue of room shortages — the JW Marriott Resort and Spa, the Saadiyat Resort and a new business hotel at Capital Centre. These properties, which are slated to open for business in 2009 and 2010, will not only add capacity, but introduce new and higher levels of hospitality in the capital," says Otaiba.
Otaiba says that Abu Dhabi Tourism Authority (ADTA) has taken a leading role in strengthening the hospitality sector. "The ADTA recently announced that it will introduce a new classification system of all new hotel developments and asked the existing hotels to upgrade themselves. ADTA is also facilitating training programmes to equip tourist guides with the appropriate skills and knowledge," he says.
Even the emirate's national carrier Etihad Airways is supporting activities to complement the government's efforts to boost tourism. "Etihad's home-base is Abu Dhabi and therefore, the airline has a central role in its promotion as a leading global business and leisure destination. Etihad is a major supporter of international events and exhibitions in the UAE and Arabian Gulf.
"Sports sponsorship, in particular, is a major part of Etihad's marketing strategy. Undoubtedly, the most exciting announcement of 2007 was the airline's three year deal to be the title sponsor of the Formula 1 Abu Dhabi Grand Prix, starting with the inaugural event in 2009. International sporting sponsorships provide Etihad with tremendo
us exposure to worldwide audiences," says a spokesperson from the airline.
Brand awareness
Etihad is also involved with a number of sponsorships across the Middle East region, including being the lead sponsor of the prestigious Abu Dhabi Golf Championships. According to the spokesperson, the airline has also recently unveiled its latest international advertising campaign, which reflects Etihad's strong links and close affinity with Abu Dhabi. The new commercial is part of Etihad's long term plans to build awareness and understanding across key markets from which the airline offer flights to Abu Dhabi. At present, the UK [London], Germany, Pakistan, India and Egypt offer high tourist flow to Abu Dhabi.
Etihad is also increasing the destinations it's flying to, especially when it receives delivery of additional aircraft over the coming years. "The first confirmed new destination of 2008 is Beijing. In February, we were awarded rights to fly to four new Indian destinations — Chennai, Jaipur, Kolkata and Kozhikode. We will launch services to these destinations later this year," says Etihad's spokesperson.
With Abu Dhabi's profile increasing as a world class tourist spot, the emirate will attract discerning travellers who expect exemplary and customised services, and that provides a lot of scope for companies such as Saker, which offers customised concierge services specifically targeted at the high-end tourist, who require the highest quality and service during their stay in Abu Dhabi.
Charles Wilson, Managing Director, Saker says, "In the short term we expect to welcome a lot of businessmen to Abu Dhabi, especially visiting CEOs and board members unfamiliar with the city who want every aspect of their trip taken care of. Specifically we're expecting to welcome businessmen and women from Europe, Asia and the United States, and as the tourism sector grows, sophisticated and mature travelers from every continent who wish to discover Abu Dhabi.
"Our personalised security services will also make us the first choice for visiting VIPs and dignitaries who require a private stay in Abu Dhabi. We're also looking to launch Saker VIP membership in the future, which will make our 24 hour concierge service available to Abu Dhabi residents," says Wilson. Saker will offer fully escorted luxury bespoke trips to Abu Dhabi, where we'll meet a client's every need, including private jet flights, helicopter transfer to their hotels, dune buggy safaris and other leisure activities, during their stay.
International initiatives
Companies in the hospitality sector, including Saker, will have a lot to look forward to as the ADTA spreads awareness about Abu Dhabi in different markets through international expos. In 2007, ADTA took part in the JATA World Tourism Congress and Travel Fair in Tokyo, Leisure Moscow 2007 and Top Resa held in Deauville, France. These initiatives highlight Abu Dhabi's offerings in the international market, most of which as Tabler from TDIC says have been envisioned with an eye towards nature, quality and sustainability.
"As with all projects in the TDIC portfolio, we strive to develop destinations and offerings that will be not only world class in their design, construction and service, but will also become an integral part of the UAE's long term vision of diversification and sustainable growth," he says.
