The Al-Ain Economic Development and Tourism Promotion Authority (AAEDTPA) is working with leading global brand specialists- Landor Associates-to create the region's first ever city brand for Al-Ain.
The move is designed to help create significant and sustainable development and employment opportunities by promoting the city as a tourist destination that will complement the UAE's existing tourist offering.
AAEDTPA and Landor Associates will develop a three-phase project to create a strong destination brand that will result in building sustainable development across tourism, trade and investment. The first phase will focus on creating a new brand and strong proposition, which will help re-establish the Al-Ain brand.
The second phase will involve working with Al Ain's urban planners to design exhibition stands and information booths, which will be situated at key locations around the city. The final phase will be the production of a promotional video to be used as tourism materials.
News of the AAEDTPA's project comes at a time when Al Ain City is embarking on a multi-million dirham redevelopment plan. The office of the Ruler's Representative in the Eastern Region and Al-Ain Municipality and Town Planning Department are playing leading roles in the development that has been taking place under the guidance of UAE President Sheikh Zayed Bin Sultan Al-Nahyan and the Crown Prince Sheikh Khalifah Bin Zayed Al-Nahyan.
Specific work to beautify the city includes 10 new garden projects at a cost of 95 million Emirati dirhams ($25.8 million) to complement the new 8.7-hectare family garden recently built in Al-Salamat district. This will include setting up new parks and landscape work for roads and roundabouts.
Some Dh 87 million has also been set aside for the development of the Zoological Park which will also enhance the educational and tourism value of the zoo. Jebel Hafeet Spa and Resort and the golf course is another major project under development and significant investment is also being made to the roads and bridges around the city.
The AAEDPTA is a governmental organization that was created to work on the economic development and promotion of tourism to the city of Al-Ain. By positioning Al-Ain as a destination city to local, regional and international tourists and investors, the AAEDPTA hopes to attract significant and sustainable investment and employment opportunities for the tourism sector. The authority has pledged to meet its objectives without jeopardizing Al Ain's cultural integrity and true identity. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
