Build it and they will come. The Role of Events and Festivals in Destination Development: the Case of Abu Dhabi.

Transcription

1 Build it and they will come. The Role of Events and Festivals in Destination Development: the Case of Abu Dhabi. Curtin University, Perth, Australia June 2014 Dr. Jane Ali-Knight, Edinburgh Institute: Festivals, Events & Tourism Edinburgh Napier University, UK.

2 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 of the region. Case Studies from the region Formula 1 Etihad Airways Abu Dhabi Grand Prix Abu Dhabi Film Festival 2

3 Festivals and Events in the UAE 7 emirates make up the United Arab Emirates (UAE) Emiratis total from a UAE pop of 4.1m, 79.9% of population non-national Rapid economic development from 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

4 Festivals and Events in the UAE Abu Dhabi 1960 Abu Dhabi

5 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 support an emerging array of successful cultural festivals and events. (Al-Hamarneh, 2005) 5

6 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 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 6

7 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: 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. 7

8 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 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 8

9 Event Lifecycle Model 9

10 Events Vision To serve as ADTAC s centre of product innovation towards the positioning of Abu Dhabi as an outstanding globally recognised and sustainable tourism destination while enriching the lives of the AD community and visitors alike. 10

11 Sport Total UAE Events Tourism Research Sport Events - Which sports do you like to watch? National Other Arab Expats Western Expats Asian Expats Other Expats Male Female Football Tennis Cricket Formula One Basketball Wrestling Horse Racing Golf Rugby American Football

12 Events Tourism Research Performance Events What type of live events would you like to see increased in the UAE? Total UAE National Other Arab Expats Western Expats Asian Expats Other Expats Male Female Stage, Theatre Sporting Events Pop Concerts Children's Events Cultural Festivals Classical Music UAE Cultural Festivals Art Exhibitions Ballet

13 Value of Events NAV Economic Impact Direct/indirect World Television Exposure Prestige Destination Awareness Calendar Excitement Editorial Publications Magazines ABU DHABI Internet Tourism Sports and Recreation Sport and Recreation Health Issues Social Value 13

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15 Tourism Events Structure Confederation Cup (free to air) Golf Soccer (free to air) Soccer Tour de France (free to air) Rowing Target Markets UK, Germany France Tennis Swimming World Cup (free to air) Neighbor Market Dubai, Sharjah Ajman MARKETING Abu Dhabi GCC Markets Saudi Arabia, Oman Kuwait Local Audience Al Ain, Abu Dhabi 15

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17 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.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) 17

18 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 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. 18

19 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.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) 19