Abu Dhabi's events programme ahead of schedule

HE Mubarak Al Muhairi, Director General, ADTA - organisers of the Al Ain Aerobatic Show 2009, which is underway in the Garden City of the United Arab Emirates - said that in addition to the emirate's favourable weather and natural assets, strong government backing has allowed the organisation to develop a wide portfolio of world-class sporting events faster than expected.

"As part of our initial research, we identified that sport was one of the most effective mediums to bring the name of Abu Dhabi to hundreds of millions around the globe. Where we saw an important gap, was during the freezing winter months back in Europe and the USA. Abu Dhabi has the right weather conditions during this period to be able to stage these events and provides a fantastic refuge away from the bitter cold,"

said Al Muhairi.

"The growth of events like the Abu Dhabi Golf Championship, which beat previous attendance figures earlier this month, and the fact that in just two years, the Abu Dhabi Adventure Challenge has established itself as the world's most international adventure race, speaks volumes about the emirate's status as a tourism and events destination of distinction. In some respects, we feel that we have accomplished what we set out to achieve in the beginning, only quicker."

He also added that the meteoric rise of Al Ain Aerobatic Show - held under the patronage of HH General Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces - to become one of the world's foremost aviation spectacles in only six years was further testament to the fast realisation of targets.

"Pilots and teams are unable to fly during winter in the West, so without events in temperate climates, the aerobatics calendar would be active for half the year only. Al Ain offers them an opportunity to continue doing what they do best at a time when they normally couldn't," added Al Muhairi.

"Whenever we look at staging events, they must meet two criteria. The first is the international coverage it generates and how effective it is in communicating Abu Dhabi's core values. The second is that it must benefit the community. I firmly believe that the Al Ain Aerobatic Show exceeds in both categories.

"Al Ain is extremely important in positioning the emirate's tourism credentials. As such, we have been actively increasing our events calendar here over the last few years, with hopefully more to come in the future."

Whilst sports and major events continue to remain a core pillar in ADTA's ongoing strategy to raise awareness of the emirate, Al Muhairi said that the organisation is unique in that it pursues all elements of the tourism promotion mix, from services, hotel classification and investment.

"When you want to establish a destination, you have to look at a host of various factors needed to make it happen. Generally with other tourism organisations, they may undertake one or two of these; at ADTA we work across the entire spectrum as one, cohesive body," he said.

Whilst watching some of the world's top aerobatic pilots work their aerial magic at Al Ain Aerobatic Show, which runs until Saturday, Al Muhairi added that more was to come.

"We are always looking to increase and enhance our portfolio of events and I think 2009 will be no different. We already have Gourmet Abu Dhabi debuting next month, which adds a completely new dimension to our hospitality offering. And I believe that there will be more in the not-too-distant future," he concluded.

Daily tickets for the show, which runs at Al Ain International Airport every afternoon until Saturday January 31st, are Dhs40 per adult and Dhs25 for children between three and 10 years, children under three enter free. They are available via www.timeoutabudhabi.com or the Toll Free hotline 800 555.

The Al Ain Aerobatic Show 2009 has a high-profile sponsorship line-up including Pilatus, Abu Dhabi National Hotels, Etihad Airways and Al Ain Mineral Water as Gold sponsors; Abu Dhabi Aircraft Technologies and Tourism Development & Investment Company as Silver sponsors and Emirates Motor Company as the official vehicle sponsor. It is supported by Abu Dhabi Airports Company.