Al Gharbia: New name for Western Region

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The region will now be known as Al Gharbia in both English and Arabic.

The new identity for the region was developed following extensive market research across the UAE, GCC and internationally, that involved not only the local residents but also prospective tourists and investors.

The council is also reiterating its four key goals for the region, which are namely economic and social development of the region's residents, enhancement of infrastructure, promotion of investment and improvement of enterprises; which they intend to achieve through aggressive marketing and promotion of the region.

WRDC worked hand in hand with the Office of the Brand of Abu Dhabi to develop Al Gharbia as a sub brand of Abu Dhabi, unveiled last November - together making the overall brand of the Emirate stronger.

This re-branding exercise puts Al Gharbia on the world map with its own unique identity, whilst remaining a fundamental part of Abu Dhabi Emirate. Al Gharbia continues to retain its traditional heritage values, culture, and Bedouin origin whilst aggressively marketing itself as a region with untapped potential for tourism and investment opportunities.

The name 'Al Gharbia' preserves the true spirit and cultural values of the region cleverly bringing a sense of nostalgia and belonging to the local residents who hold the name dearly.

H.E. Mohamed Bin Azzan Al Mazrouei, WRDC Director General, said: 'Al Gharbia is a unique part of the UAE - where the desert meets the sea and renowned for its authentic heritage - the Bedouin generosity and hospitality. The name Al Gharbia not only aligns itself with the core values of the region, but the brand also gives more credibility for future development, making it attractive for businesses, investment and tourism opportunities.

'I would like to take this opportunity to thank the Office of the Brand of Abu Dhabi for their guidance and direction enabling us to launch Al Gharbia today. Our new identity gives us depth, consistency, value and ownership which will be significant factors towards achieving our goal to develop the region socially and economically,' concluded Al Mazrouei.

An estimated Dhs98bn of investments have already been announced for infrastructure, tourism, and economic development projects in the region. WRDC intends to enable economic growth and raise the standards of living for Al Gharbia's residents by working with its government and non-government partners to develop Al Gharbia and its infrastructure aiming to increase connectivity to and from the region.

Construction, Public Administration, Agriculture, and Oil and Gas are the main high level economic activities in Al Gharbia. The region boasts the largest oil refineries in the UAE and a developed agricultural industry, including the largest and most fertile farms in the country.

Al Gharbia covers a staggering 60,000 square kilometres; 71% of the total land mass of the UAE. It is comprised of seven main cities; Madinat Zayed, Mirfa, Liwa, Ghayathi, Sila, Ruwais and Dalma Island, and is close to the borders of Saudi Arabia and Qatar.

Key cities that one can visit for tourism include; Mirfa, Liwa, Dalma Island and Sir Bani Yas. Mirfa is known for its natural harbour, where dolphins, turtles, fish and other marine life can be found. Liwa is home to some of the tallest sand dunes in the world and is the base camp for the annual UAE Desert Challenge.

Dalma Island is one of the premier historical islands for tourism in the country with its rich history of pearl diving and Sir Bani Yas, scheduled to open in October 2008, is to feature a nature reserve, serene escapes, and an Arabian Wildlife Park.