Over the last few months, the promotion of in-bound tourism to Abu Dhabi and the Emirate's plans to become a major focus of culture in the region have attracted much attention, both here and overseas. To explain the rationale behind this, Capital Letter asked H.E. Sheikh Sultan bin Tahnoun Al Nahyan, Chairman of the Abu Dhabi Tourism Authority, ADTA, and of the Abu Dhabi Authority for Culture and Heritage, ADACH, to answer a few questions.
Q. Abu Dhabi is positioning itself to become a major cultural centre in the Middle East. Why do you think that this is a practical objective?
A. The transformation of Saadiyat Island into a strategic international tourism destination has been inspired by the vision of the Government of Abu Dhabi and its leaders, Their Highnesses Sheikh Khalifa Bin Zayed Al Nahyan, UAE President and Ruler of Abu Dhabi, and Sheikh Mohammed Bin Zayed Al Nahyan, Abu Dhabi Crown Prince and Executive Council Chairman, and, in particular, on the need to diversify the economy and to successfully utilise its natural assets for the good of the UAE and its people.Tourism has been identified as a key economic diversification driver and a strategy of appealing to the high-end of the market has been put in place with the aim of attracting 3 million tourists by 2015 – up from the current level of just over one million.
Culture was also identified as a prime medium for attracting an upscale audience with a high propensity for repeat visits. This led to the determination to create a global cultural hub on a scale never seen before.
Abu Dhabi wishes to build on the foundation of culture for the good of regional residents and overseas visitors – creating a cultural exchange where the arts open new doors and possibilities. The emirate is also blessed with the natural resource of surrounding islands and their development is a fitting progression in the Government's desire for economic diversification.
Q. Major announcements have been made recently about the plans for Saadiyat Island and its Cultural District. Can you provide an overview of this project and how you think Saadiyat will look in 10 years time?
A. Saadiyat Island is the largest single mixed-use development in the Arabian Gulf. The 27 square kilometre island lies only 500 metres offshore Abu Dhabi island and it is being developed into a complete visitor and residential destination.
Saadiyat Island represents one of the most important development opportunities in Abu Dhabi's history. The island, which has 30kms of water frontage and boasts many natural eco-features including mangrove forests, is being developed as a strategic international tourism destination for visitors and a quality community for the resident population.
Saadiyat will have six distinct districts – of which the Cultural District is one – and, combined, they will deliver a multitude of experiences with complementary environments; all connected by a palm-lined road system. The island will have 19 kilometres of white, sandy beach, two golf courses, 29 hotels with over 7,000 rooms, including an iconic 7-star property, three marinas with berthing for 1,000 vessels, over 8,000 private villas with resorts set on spectacular beaches and over 38,000 apartments. The Cultural District is, of course, a key proposition within the Saadiyat Island offering with its Guggenheim Abu Dhabi museum designed by Frank Gehry, the Louvre Abu Dhabi, conceptualised by Jean Nouvel, a performing arts centre, designed by Zaha Hadid, a Maritime Museum, designed by Tadao Ando, and the Sheikh Zayed National Museum as well as a Biennale Park with 19 pavilions devoted to arts and culture. Saadiyat Island will be an idyllic postcard destination for Abu Dhabi much as Sentosa is to Singapore or Capri to Italy.
Saadiyat Island is being developed in three phases with total completion scheduled for 2018. Earthworks and enabling works are already under way as is the construction of a linking bridge and 10-lane freeway which will connect the island to Abu Dhabi city – making it just a drive of 10 minutes away.
Within 10 years, much of the development will be nearing completion – and we anticipate people will see a destination of renown – one which offers a multitude of experiences for lovers of culture, of the environment, of luxury and of an upscale and family-oriented lifestyle.
Q. You have recently signed an agreement on collaboration with Sotheby's of London – what is the purpose of that agreement?
A. Sotheby's is a global company that engages in art auction, private sales and art-related financing activities. Under the terms of the agreement, Sotheby's will serve Abu Dhabi's objectives for art education, which is very important to us, and will make a real contribution to the highlighting of the rich artistic heritage of the UAE and the region.
Q. Abu Dhabi is now receiving over a million tourists a year. Why do you think that Britons should choose Abu Dhabi as a holiday destination?
A. The British are one of our key target markets, hence our opening of an ADTA office in London. The British have long-standing links with the UAE and Abu Dhabi offers them a multitude of experiences – sea, sun and sand, the opportunity to experience our islands, desert and oasis heritage. It's a friendly, safe environment where English is widely spoken, with a championship golf course, quality accommodation and service and, of course, our climate which, from October right through to May, offers a great alternative to the UK's winter months. And all of this is within seven hours flying time from Britain with no visas required. With Etihad Airways now operating from London and Manchester and with British Airways flying direct to Abu Dhabi, we are within easy access of the British vacationer.
Q. What role do you think British companies can play in development of Abu Dhabi's tourism industry and in the expansion of the cultural attractions of the emirate?
A. British companies have a strong role to play – there are numerous opportunities opening up for those ready to seize them. In the business tourism sector, the UK industry should realise that Abu Dhabi is a new destination which could provide them with an edge in the exhibitions, conventions and incentive industries. The travel and tourism industry needs to join the international promotion of Abu Dhabi as an exciting and alternative destination.On the development of cultural attractions, Zaha Hadid, the architect who designed the Performing Arts Centre, is, of course, British and we anticipate a UK company being included in the list of architectural firms invited to enter the international design competition being planned for the Sheikh Zayed National Museum on Saadiyat Island.
Q. The flow of tourists goes both ways, with many thousands of Emiratis visting Britain each year. What scope do you see for collaboration to increase the flow of visitors from Abu Dhabi to Britain?
A. Britain has long been a popular destination for Emiratis and UAE residents of other nationalities. Of course, over the years, competition for outbound business has increased and the question about increasing visitor flow from Abu Dhabi to Britain should really be directed to the airlines, travel and hospitality sectors and, of course, to VisitBritain – this is an issue which lies more in their jurisdiction.
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