Build it and they will come. The Role of Events and

Festivals in Destination Development: the Case of

Abu Dhabi.

Curtin University, Perth, Australia 11 - 12 June 2014

Dr. Jane Ali-Knight,

Edinburgh Institute: Festivals, Events & Tourism

Edinburgh Napier University, UK.

Presentation Outline• Identification of the factors influencing growth of

the UAE Festival and Events Industry

• Examination of the importance of Festivals and

Events in establishing economic and community

benefits and enhancing the international profile benefits and enhancing the international profile

of the region .

• Case Studies from the region

– Formula 1 Etihad Airways Abu Dhabi Grand

Prix

– Abu Dhabi Film Festival

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Festivals and Events in the UAE• 7 emirates make up the United

Arab Emirates (UAE)

• Emiratis total 825 000 from a UAE

pop of 4.1m, 79.9% of population

non-national

• Rapid economic development from

the 1970s due to production of oil. the 1970s due to production of oil.

• Economic diversification strategy

from oil into service industries

such as tourism and events.

• Unfettered by lack of funding and

strong governmental support

• As part of this strategy ADTA

launched in 2004, became ADTAC

2012.

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Festivals and Events in the UAE

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Abu Dhabi 1960Abu Dhabi 2014

Festivals and Events in the Arab World

One of the key tourism trends in the Arab

World has been ‘the enlargement and

enrichment of tourism infrastructure to enrichment of tourism infrastructure to

support an emerging array of successful

cultural festivals and events.’

(Al-Hamarneh, 2005)

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Festivals and Events in the UAE• 2 strategic goals within ADTA’s ‘Destination 2013’

– Collectively build a world class tourism destination

– Building target market awareness of Abu Dhabi as a destination in a very competitive marketplace

• Abu Dhabi trying to position itself as the ‘Cultural Capital of the Gulf’ Paul Gudgin, ex Edinburgh Festival Fringe Director.

• One of ADTACs Event Tourism Objectives: Enhancing Abu Dhabi’s • One of ADTACs Event Tourism Objectives: Enhancing Abu Dhabi’s

international profile and reputation and Promoting international goodwill

and understanding…

Events – achieve this through the distribution of images and commentary to an international audience, these images represent;

– Destination postcards/vignettes.

– Images of a well organized destination.

– Commentary on the culture and environment

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Festivals and Events in the UAE

• Taking a proactive approach to attract world class events and encourage

promoters from around the world to consider the UAE as the stage for their

next event.

• Development of venues: Du Forum, Yas Arena, ADNEC

• Region witnessed exceptional growth in the development and expansion of

high profile events, especially in four key areas:high profile events, especially in four key areas:

– Concerts: Tom Jones, Coldplay, Prince, Madonna, 1D

– MICE: ADNEC, GITEX, ATM and GETEX

– Festivals: Dubai International Film Festival; Abu Dhabi Festival; Dubai

Jazz Festival, Qasr Al Hosn Festival

– Sporting Events: Dubai World Cup, Mubudala Tennis Championships;

Rugby 7s, Etihad Formula 1 Grand Prix, Dubai Desert Triatholan.

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ADTAC – Strategy for Tourism

The Government of Abu Dhabi has identified tourism as a key

sector in the Emirate’s future development. The industry is

seen as means:

– Boost Abu Dhabis’ image abroad

– Leverage Heritage, Natural and Business Assets

To preserve a clean and safe Environment

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– To preserve a clean and safe Environment

– Contribute to Economic Growth and Diversification

– Involve the private sector in the development process

– Enable structural changes in Abu Dhabi

– Enhance tourism infrastructure and services throughout the Emirate

of Abu Dhabi

Event Lifecycle Model

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Events Vision

To serve as ADTAC’s centre of product innovation towards the positioning of Abu Dhabi as an outstanding globally recognised

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outstanding globally recognised and sustainable tourism destination while enriching the lives of the AD community and visitors alike.

Events Tourism ResearchEvents Tourism Research

Sport Total UAE

National

Other Arab Expats

Western Expats

Asian Expats

Other Expats

Male Female

Football 6363 5353 7474 6464 6060 6060 7272 4949

Tennis 5050 2626 4242 4040 6161 5454 5050 5050

Cricket 4141 99 22 2727 8484 2121 4848 2929

Formula One 3232 1212 3636 3030 3232 3737 3737 2525

Sport Events - Which sports do you like to watch?

1111

Basketball 2727 2626 4141 1313 2121 4242 2828 2626

Wrestling 1515 33 1616 22 2121 1818 1919 99

Horse Racing 1515 2929 1313 77 1717 1717 1313 1818

Golf 1313 33 22 3535 55 2020 1515 1010

Rugby 1111 66 55 2121 88 1414 1212 1010

American Football

88 99 66 1313 55 1313 99 88

Events Tourism ResearchEvents Tourism Research

Total UAE

National

Other Arab Expats

Western Expats

Asian Expats

Other Expats

Male Female

Stage, Theatre 5959 5656 6363 7171 5252 5757 5555 6767

Sporting Events 5151 3535 4747 4848 5858 4949 6363 3131

Pop Concerts 4242 2121 2828 5656 4242 4949 4444 4040

Performance EventsWhat type of live events would you like to see increased in the UAE?

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Children's Events 3838 4747 3737 3030 4646 3232 3939 3737

Cultural Festivals 3838 2929 3535 3737 4040 3939 3434 4444

Classical Music 3535 4141 3737 5151 2929 2727 3434 3737

UAE Cultural Festivals

3333 6262 2323 3939 3333 3232 2929 4040

Art Exhibitions 3232 3232 3131 3737 3030 3131 3232 3232

Ballet 1919 2929 1717 2828 1313 2121 1313 2929

Value of EventsValue of EventsNAV

EconomicImpact

Direct/indirect

DestinationAwareness

Calendar

Excitement

Prestige

World TelevisionExposure

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Sport and Recreation

EditorialPublicationsMagazines

HealthIssues

SocialValue

InternetTourism

ABU DHABI

Sports and Recreation

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Tourism Events Structure

GCC Markets

Saudi Arabia, Oman

Target Markets

UK, Germany

France

Confederation Cup(free to air)

Tour de France

(free to air)

Swimming World Cup

(free to air)

Soccer(free to air)

SoccerGolf

TennisRowing

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Neighbor Market

Dubai, Sharjah

Ajman

Local Audience

Al Ain, Abu Dhabi

Saudi Arabia, Oman

KuwaitMARKETING

Abu Dhabi

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Festival and Event Branding

‘When an event is properly branded, it has the

potentials of contributing to the host

destination as a feature (attraction) to make

the destination unique in nature and even

popular to prospective visitors…popular to prospective visitors…

….use of name, mark, words, symbol, product

or service thereby building a positive image

of the festival in the eyes of the consumer.’

(Mbaze-Ebock Arrey, 2009)

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Office of the Brand of Abu Dhabi

• The Office of the Brand of Abu Dhabi (OBAD) is a

government entity established in 2007

• OBAD acts as the guardian and patron of the unique

brand of Abu Dhabi and provides on its application

in all activities that may have an impact on the in all activities that may have an impact on the

reputation of the Emirate of Abu Dhabi - from

tourism and cultural initiatives, to inward investment

• The Abu Dhabi Brand helps the Emirate build its

reputation on the world stage whilst protecting the

authentic sense of place and national identity.

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Festival and Event Branding

‘When an event is properly branded, it has the

potentials of contributing to the host

destination as a feature (attraction) to make

the destination unique in nature and even

popular to prospective visitors…popular to prospective visitors…

….use of name, mark, words, symbol, product

or service thereby building a positive image

of the festival in the eyes of the consumer.’

(Mbaze-Ebock Arrey, 2009)

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