Unique chic
There is no doubt that Abu Dhabi has a lot to offer travellers; the huge development pipeline for the emirate is evidence of that.
But what is it that makes this increasingly popular emirate stand out amongst its neighbours?
"Abu Dhabi is a truly unique proposition with its own distinctive character, philosophy, cultural heritage and future aspirations" says the ADTA's Al Hosani. "True, we share many common qualities and values with our regional neighbours, but we seek above all to define ourselves by our uniqueness.
"Our brand reflects the defining characteristics of Abu Dhabi - it embodies the prevailing ambiance of quiet dignity and our deep respect for the time-honoured traditions and values of our ancestors. It also symbolises our uncompromising commitment to maintaining the highest standards of quality and aesthetic, cultural and environmental harmony."
Rotana's Elias believes the secret of the emirate lies in its abundance and variety of offerings. "Pristine beaches, extensive desert wilderness, sporting attractions and luxurious shopping venues - it has everything," he asserts.
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Shangri-La's Glorney adds that this variety of attractions provides Abu Dhabi with broad appeal.
"As a business destination, it offers world-class facilities and is the hub of the oil and banking industries in the Middle East," she notes.
As a leisure destination, the city boasts more than 200 islands to explore, white sandy beaches, year-round sunshine, desert adventures, a rich culture and heritage village and diverse shopping experiences.
In addition to this, the city offers world-class sporting events such as the Abu Dhabi Golf Championship and Red Bull Air Racing. Next year also sees the first Abu Dhabi Formula 1 race which will be an amazing addition to the city's sporting agenda," Glorney points out.
The emirate is also promoting itself as the UAE's cultural emirate, as Starwood's Yar relates. "Abu Dhabi is successfully marketing itself as an international cultural destination, with projects such as the Louvres and the Guggenheim coming up," he explains.
Future
Abu Dhabi may have a lot of exciting plans in the pipeline but, true to form, it is not rushing anything, as ADTA's Al Hosani explains.
"We believe in measured growth. Over the coming years you will see more resorts, cultural attractions and singular new destinations - however all will be undertaken and achieved in close collaboration with our stakeholders," he says.
"The ADTA believes solidly in collaboration; the future is in the wider industry hands, both public and private sector, not solely the responsibility of the authority."
Rotana's inventory of hotel rooms in Abu Dhabi will increase to 1000 within the coming year, says Elias, with the opening of Khalidiya Rotana and Park Rotana.
"This is in addition to our properties under development in Saadiyat Island and Capital Center," he adds. "Furthermore, Rotana has recently signed a management agreement with ALDAR Properties PJSC, Abu Dhabi's largest integrated real estate company, to develop four hotels: a 300-room Rotana Hotel on Yas Island, with an expected opening date of 2009; a 250-room Centro by Rotana with an expected opening date of 2009; a 250-room 5 star Rotana Hotel in Al Seef precinct of the Al Raha Beach development, with an expected opening date of 2012; and a 165-unit serviced apartment property in Abu Dhabi."
In addition to this, earlier this year the national holding group National Investment Corporation signed an agreement with Rotana to manage a 600-room luxury property in Marina Abu Dhabi.
Similarly, Starwood has signed four properties for the region, all set for completion by 2012.
"aloft Abu Dhabi is scheduled to open in Q4 2009," says Yar. "It's a 380-room hotel, to be located within the Abu Dhabi National Exhibition Centre, a prestigious business and residential development.
"Element Abu Dhabi is scheduled to open in 2011, also located in Capital Centre. It will have 36 studios, 144 one-bedroom guest rooms and 90 two-bedroom units, a restaurant, swimming pool and fitness centre," he continues.
"Then we have the 380-room St Regis Hotel and Residences Saadiyat Island, scheduled to open in Q3 2011 - a luxurious, five-star hotel, to be built and owned by Abu Dhabi's Tourism Development and Investment Company (TDIC). Adjoining the hotel, will be a separate St. Regis-branded residence with 280 apartments of one-, two- and three-bedrooms.
"Finally, the Westin Hotel, Golf and Spa, Abu Dhabi is set to open in 2011. It's a 146-room hotel, situated in the heart of the Abu Dhabi golf course hotel, residences and spa destination."
With Shangri-La planning to introduce its Traders brand, more low end hotels entering the region and various other hotel groups clamouring to be involved in the latest mixed-use developments, Abu Dhabi will certainly be able to cater for the numerous tourists predicted to visit the region in coming years.
And thanks to the steady pace and careful selection of projects in the emirate, they will not only find numerous accommodation options, amenities and attractions, but also a city that has retained its sense of tradition and personality.
While business visitors, which currently make up 70% of hotel guests - will remain vitally important for Abu Dhabi in coming years, much of the ADTA's effort is focusing on developing a more balanced business-leisure traveller profile.
At the same time, we want to further develop and promote the emirate as a world class global meetings destination.
ADTA promotions director Ali Al Hosani
Abu Dhabi's economy is largely dominated by the oil industry, so business travellers make up an important market segment. But with this in mind, the government has made it clear that it is keen to introduce diversification for the future prosperity of the emirate.
At this stage we are focusing on both business and leisure tourism, with a special focus on MICE business. Hosting important exhibitions such as GIBTM assists hugely in the overall tourism development taking place and plays a major role in nurturing further growth in this sector.
Rotana executive vice president and chief operating officer Imad Elias
Most of our guests are business visitors - approximately 80% of our guests are staying at the hotel for business purposes.
In regards to the high-end leisure traffic we have recently launched our luxury villas. These six villas comprise four bedrooms, private pool and 24-hour butler service. They are a unique concept in the region and are geared towards the upscale traveller, be they on leisure or business.
Shangri-La Qaryat Al Beri director of communications Natalie Glorney
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