Radisson Blu Abu Dhabi Yas Island staffed for 50% occupancy and brought around 25 staff in from sister properties. Radisson Blu Abu Dhabi Yas Island staffed for 50% occupancy and brought around 25 staff in from sister properties.

Future focus

Franke believes that in the future, Yas Island could be a “strong contender” as the UAE’s number one MICE destination, given its extensive facilities, location and its infrastructure.

But ADTA’s Hussein emphasises that while Yas Island will be a “key MICE destination”, it will “by no means be the only one”, highlighting the development of Abu Dhabi National Exhibitions Centre (ADNEC) and new venues such as Qasr Al Sarab desert retreat in Liwa Desert, Fairmont Bab Al Bahr and Al Shaheen Conference Centre located in the Abu Dhabi Falcon Hospital, among others.

It is clear that ADTA’s long-term ambition for Yas Island extends beyond meetings and events business. Hussein says Yas Island adds an important new dimension to Abu Dhabi’s attractiveness as a leisure tourism destination, helping to increase overall length of stay.

“And the potential to grow leisure tourism in the capital, which until now has been a business-dominated environment, should not be underestimated,” he adds.

Story continues below
Advertisement

Compelling conclusion

Yas Island’s potential as a leisure and business destination is a crucial piece of the jigsaw for Abu Dhabi in “aggressively competing” for its market share of visitors to the UAE, according to ADTA’s Hussein.

Yet, whether Abu Dhabi can compete against Dubai — or the ‘second capital of the UAE’ as Bodin refers to it — remains to be seen.

“Brand Dubai is a very powerful brand, now we need to go back and create brand UAE,” suggests Rotana’s Batshoun.

“Abu Dhabi and Dubai should be marketed jointly, we are one country with two phenomenal products; it’s important we sell them together. The emirates have something unique to offer, put it all together and it’s a treasure chest,” he adds.

That’s the tactic Batshoun has adopted in marketing five-star Yas Island Rotana and mid-scale brand Centro by Rotana Yas Island; selling the two different products together with the same vigour and leaving it to the customer to choose.

However, Hussein insists that Abu Dhabi is not attempting to steal the limelight from Dubai. “We are not trying to steal anything, but to develop our own compelling proposition, which will complement the varied offering now available throughout the wider UAE,” he says.

Whatever the motives for developing Yas Island, there’s no denying that it is being marketed as an “unrivalled destination”, with more than 20 hotels, three theme parks, a super regional mall, golf courses, several marinas and commercial and residential developments (see timeline).

Lucratively positioned just 45 minutes away from Dubai, 30 minutes from Abu Dhabi mainland and 10 minutes from Abu Dhabi International Airport, the destination has the potential to become a must-visit for business and leisure guests to Dubai and Abu Dhabi.

The seven hotels on Yas Island believe it is the perfect stepping stone between the two emirates and, in spite of the current come down from the hype of the Grand Prix, speak positively of its potential.

“Dubai is growing towards Abu Dhabi and Abu Dhabi is growing towards Dubai, very soon they will come together and Yas Island will certainly be an important part of that,” says Batshoun.

“Yas Island will be able to position itself worldwide as a prime business and leisure destination,” adds Franke.

Hopefully so, as the success of the seven Aldar Hotels and Hospitality properties, and that of those hotels to come, relies on Yas Island becoming a year-round destination.

When that will happen remains to be seen, but with ADTA’s determination, Aldar’s vision and the seven hotels’ united front, it could be sooner than some think.

And it’s certainly not a case of waiting until the F1 returns in all its glory in a year’s time.

Before that, the launch of the golf course, yacht club, and most excitingly, the world’s first Ferrari theme park — already visible to anyone driving by Yas Island — will each attract a different audience.

But visitors to the island will have one thing in common — a need for somewhere to stay.

The opportunities are clearly wide open for these seven new Yas Island hotels; they now need to focus on ensuring that they have a strategy in place to capitalise on each one of the upcoming products, just as they did with the super-successful inaugural Abu Dhabi Grand Prix.