UAE And GCC Families Targeted In Huge Edutainment Spectacular
The award-winning ‘Summer In Abu Dhabi’ family festival – which on its debut last year attracted over 130,000 visitors – is to triple in size and scale, with more attractions and destination offerings aimed at attracting domestic and regional visitors in excess of 150,000.
The event’s organiser Abu Dhabi Tourism Authority (ADTA) has revealed the edutainment extravaganza, which will run from July 1 – August 13, will encompass an array of exciting family activities in the emirate, with the anchor attraction being a six-week carnival-like event to be staged across nine, fully air-conditioned halls at the ultra-modern Abu Dhabi National Exhibition Centre (ADNEC).
The ‘Summer In Abu Dhabi’ event at ADNEC will open daily from 12 noon until 12 midnight and comprises 38 activities in total – 10 more than last year – divided into individual themed islands each with a unique flavour and focus.
“This major initiative is another example of Abu Dhabi Tourism Authority living up to its mandate of delivering quality experiences which enrich the lives of both visitors and residents alike,” said Ahmed Hussein, Deputy Director General, ADTA.
“Other than the highlight attraction at ADNEC, we are encouraging our hospitality and retail stakeholders to leverage on this major umbrella event by rolling out special activities and packages for residents and visitors. We will also undertake an intensive marketing campaign to garner substantial visitor support from our neighbouring GCC states – which we intend to tour next month with a ‘Summer In Abu Dhabi’ trade and media roadshow.
“We believe we have a product which will resonate well with the family segment in Abu Dhabi, the wider UAE community as well as the substantial GCC market”
The five themed islands at the Summer in Abu Dhabi event at ADNEC will comprise: Science & Technology; Adventure; Art, Culture & Heritage, Sports; & Entertainment, each with a host of engaging and enriching activities for family edutainment and fun. Three world-class entertainment productions – a renowned magician show, a branded ice show and a top-name circus - are also in the pipeline.
“Each island will have a host of activities. These range from visitors being able to get hands-on experience of cutting-edge technology in entertainment, music and the arts in the Science & Technology Island, to workshops by professional trapeze groups in the Adventure Island, which will engage visitors in the latest exercise craze,” said Faisal Al Sheikh, ADTA’s Events Head of Section.
“In Sports Island visitors will get to grips with archery, bowling, go-karting and try their skills on wave and ski simulators.
“A number of attractions are still being finalised including a team-building assault course which will be marketed to the corporate sector and available to them during day-time,” added Al Sheikh. “We will also be working with educational providers for special needs students to ensure this important segment of the community does not miss out on this edutainment opportunity.”
At Arabian Travel Market 2009, ADTA is meeting with the GCC travel trade to investigate ways of spreading the festival’s marketing across the region.
“We are looking to engage regional trade partners at Arabian Travel Market , both in promotion of the ‘Summer in Abu Dhabi’ extravaganza, and of Abu Dhabi as the preferred family destination. This will eventually benefit all of our destination stakeholders, particularly accommodation providers,” said Ahmed Hussein. “Talks continue with hoteliers within Abu Dhabi to seek ways of providing cost-effective and value-added stays for families wishing to visit the emirate during Summer In Abu Dhabi.
“Negotiations are also under way with a number of potential lead sponsors and details of their involvement and activities will be revealed in the coming weeks. Ticket prices and the full event line-up will also be unveiled shortly and we are committed to ensuring that tickets remain affordable for all.”
Summer In Abu Dhabi last month (April 2009) won the ‘Best Theme In The Middle East’ accolade in the Middle East Events Award – the ‘Oscars’ of the regional event industry.
“We are looking to expand on this award-winning start, and build on the highly positive post-event feedback in which visitors gave Summer In Abu Dhabi a 95% satisfaction rating. We will also be out to increase the event’s repeat visitation trend, which last year saw one quarter of the visitors returning more than once, and ensure that this year visitors will meet with enhancements at every level,” said Al Sheikh.
For more information: www.summerinabudhabi.ae.
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