Abu Dhabi evolves into art and culture hub

Abu Dhabi evolves into art and culture hub
By admin


Abu Dhabi is attempting to reposition itself as a centre for arts and culture as its tourism body engages in a "huge" destination push with the Australian trade.

The recent incorporation of the word "culture" into the organisation's title, making it the Abu Dhabi Tourism and Culture Authority (ADTCA), reflects the shift, its director of tourism ecosystems, Sultan Al Muhawa Al Dhaheri told Travel Today. 

"Now we also take care of the culture side of things and work out how to promote it in a way that is marketable to tourists," he said.

The move will help to differentiate it from neighbouring destinations such as Dubai, he added. 

Under the new vision, the newly developed Saadiyat Island will become the site of three major cultural attractions, currently under construction. The Louvre will open in 2015, the Sheikh Zayed Museum in 2016 and the Guggenheim in 2017.

Six hotels are also planned for the project with several, including the Park Hyatt and the St Regis, already in operation.

However, Al Dhaheri said ADTCA is mindful the site should not be "overdeveloped". 

"We are increasing the awareness of Saadiyat so travellers know this product and experience will be there in the future,' he said. 'Once there is more tourism, investors will look at more developments."

The  emirate's second largest city, Al Ain, was named a UNESCO world heritage site last year. It is the only such site in the UAE. 

"Winning that award helps to position Abu Dhabi as a cultural destination and grows its profile worldwide," Al Dhaheri said.

Meanwhile, steady growth is being seen from the Australian market. In 2012, it reported a 5% increase in the number of hotel stays by Australians, with 36,539 guests accounting for 118,289 room nights.

The number has been driven up by increased air links between the two countries with Etihad now operating 28 weekly flights from Australia, with departures from Sydney, Melbourne and Brisbane. Its equity alliance partner Virgin Australia operates three flights per week from Sydney.

In addition, a growing focus on the trade has played a significant role, according to Al Dhaheri. ADTCA hosted a "mega famil" for 100 Australian agents in March and will return Down Under for a series of roadshows later this year.

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