Abu Dhabi, the capital of the United Arab Emirates, is poised to become one of the world’s top emerging tourism and business destinations by focussing on creating unique visitor experiences, according to a global tourism expert.
Speaking at a senior executive workshop organised by the Abu Dhabi Tourism Authority (ADTA), Dr Donald Getz, Professor of Tourism and Hospitality Management, Haskayne School of Business, University of Calgary, Canada - who was invited to the capital by ADTA Chairman HH Sheikh Sultan bin Tahnoon Al Nayhan - delivered an upbeat forecast for the emirate, which is targeting three million tourist arrivals by 2015.
“Abu Dhabi has massive potential to offer a completely unique experience for visitors and the overall vision must be to differentiate itself from all other destinations globally,” said Dr Getz, an internationally renowned expert of international tourism, planning and policymaking.
“The key elements of Abu Dhabi’s long-term vision must be uniqueness, differentiation and culture. This is already being driven very successfully by ADTA and the Tourism, Development & Investment Company (TDIC), and I believe there is still much, much more to come.”
One of Abu Dhabi’s prerequisites for achieving this growth is marketing the destination internationally. With the primary aim of helping raise its profile, the emirate has already built up an impressive portfolio of sporting events, the most prominent of which will be the F1 world championship Grand Prix race in 2009, which is expected to be watched by up to 800 million people.
It is not just motoring initiatives which constitute the capital’s ever-growing sports portfolio; the European PGA Tour sanctioned Abu Dhabi Golf Championship will enter its third year in January 2008, while the Abu Dhabi Cycling Race of Champions – the richest professional cycling race in the world – will debut in the capital this November.
The capital is also vying to become a world-class cultural hub with the Cultural District of its flagship Saadiyat Island redevelopment set to be home to the Guggenheim Abu Dhabi, the Louvre Abu Dhabi, a performing arts centre, maritime museum and the Sheikh Zayed National Museum – being built in honour of the late UAE President and Ruler of Abu Dhabi His Highness Sheikh Zayed bin Sultan Al Nahyan.
“The emirate needs to focus on building awareness on a global scale and I believe it is making important strides with the hosting of world-class sporting events and bringing in cultural icons such as The Louvre. Everything one does in Abu Dhabi has to be exclusive to Abu Dhabi; it is about creating a holistic experience that combines the very best the UAE capital can offer,” added Dr Getz.
The tourism management workshop, attended by all important stakeholders of Abu Dhabi’s tourism strategy including ADTA Directors, Abu Dhabi Municipality, Abu Dhabi Police, Mubadala Development, Etihad, ADNEC and Emirates Palace Hotel, is part of the ADTA’s long-term commitment to developing the emirate as a learning destination, employing international best practice.
“Abu Dhabi has a sustainable vision for its future development and fully realises the growth strategies needed. However, we must be careful not to lose our authenticity and will seek international expertise to help us achieve the required balance while allowing us to reach our goals,” said Mubarak Al Muhairi, Director General, ADTA.
“Abu Dhabi’s tourism will strengthen the UAE’s overall offering whilst still offering something visitors will not be able to find anywhere else. We are targeting those that seek more than just sun, sand and sea. It’s all about creating a unique and enriching Abu Dhabi experience”.
The ADTA has also been active in promoting the destination through its global offices. With the UK and Germany expected to make up the largest percentage of visitors by 2015, 35 percent and 31 percent respectively, the organisation has begun an intensive destination awareness programme, training 1,000 travel agents in the two countries over the past 12 months.
