Dhafra Festival 2009 attracts unprecedented media interest

The event, sponsored by Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the Armed Forces, and organized by the Abu Dhabi Authority for Culture and Heritage (ADACH), is held from December 23, 2008 to January 1, 2009, in Zayed City in the Western Region.

Mohammed Khalaf Al Mazrouei, Director General of ADACH and Vice-Chairman of the Organizing Committee, said that the Festival has received wide and distinct media coverage, where more than 500 media outlet have taken interest in the Festival, including some 350 media workers present on the ground. The presence of more than 35 TV stations (Arab and International) covering the event has also helped attract tens of thousands of visitors and tourists to Abu Dhabi.

The Festival, organised with the help of more than 500 people on an area spreading over tens of square kilometers of desert in the Western Region, has attracted more than 2000 camel owners participating with over 24 thousand Asayel and Majahin camels (of an estimated value of 2 billion US dollars) in the Mazayina camel contest, where contesters from various GCC countries compete for prizes worth more than 11 million US dollars.

Mazrouei stressed that the Festival does not only aim to restore UAE ancestral heritage, but also establish a prosperous present and future via this heritage, noting that this continuity - which is among the strategies of ADACH - is the secret of success.

The Festival also included, in addition to the Mazayina camel contest, a variety of unique events that have attracted hundreds of participants, notably dates packaging competition (more than 600 people taking part); a poetry competition focusing on the theme of camels and the Festival, where over 400 poets from 11 Arab countries are participating; a photography contest depicting the events of the Festival, where submissions will continue to be accepted till the 12th January, 2009; a heritage competition for handicrafts, which has attracted more than 1200 participations; a popular market - with unique building - that includes more than 150 shops for citizens of the age group 16-66 years old, which aims to pass on heritage skills from grandmothers and mothers to younger generations.

Mazrouei said the Organizing Committee of the Festival has established an information centre next to the main platform of the Mazayina to receive all media representatives covering the events and activities of the Festival, as they anticipated a wide media presence from the UAE, Gulf States and the world. The information centre was provided with state-of-the-art computers linked to the Internet, fax and telephone, and it provides journalists with updates and photographs related to the Festival on daily basis.

Mazrouei praised the efforts of the Organizing Committee, which had conducted many media campaigns ahead of the start of the Festival, promoting its various activities through brochures and publications distributed to the media, citizens, residents, visitors and tourists.

The Organizing Committee had also provided four coach journeys between Abu Dhabi and the place of the Festival in the Western Region.

The Dhafra Festival 2009 has attracted extensive coverage by many Arab news websites, as it is a unique event that highlights the beauty of camels, among other heritage activities.

Meanwhile, 'The Circle', a film initiative launched by ADACH committed to the promotion and development of film production in the region, continues its work to produce a long high-definition documentary film on the Festival.

A group of 'The Circle' filmmakers recently announced partnership projects with several local and international filmmakers to provide UAE filmmakers - in 'Adasa' (lens) labs - with more experience and expertise.

The projects include a partnership with National Geographic to produce a television series on wildlife in the desert of the UAE, as well as the documentary about Dhafra Festival.

Mazrouei, who visited the filmmakers shooting their documentary at the Festival, stressed that 'The Circle', since its official launch in August, has exceeded all the expectations by creating opportunities for the improvement of the skills of the UAE film industry.