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Build it and they will come. The Role of Events and
Festivals in Destination Development: the Case of
Abu Dhabi.
Curtin University, Perth, Australia 11 - 12 June 2014
Dr. Jane Ali-Knight,
Edinburgh Institute: Festivals, Events & Tourism
Edinburgh Napier University, UK.
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 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
Festivals and Events in the UAE• 7 emirates make up the United
Arab Emirates (UAE)
• Emiratis total 825 000 from a UAE
pop of 4.1m, 79.9% of population
non-national
• Rapid economic development from
the 1970s due to production of oil. 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
2012.
3
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 enrichment of tourism infrastructure to
support an emerging array of successful
cultural festivals and events.’
(Al-Hamarneh, 2005)
5
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 • 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
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: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
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
88
– 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
Events Vision
To serve as ADTAC’s centre of product innovation towards the positioning of Abu Dhabi as an outstanding globally recognised
1010
outstanding globally recognised and sustainable tourism destination while enriching the lives of the AD community and visitors alike.
Events Tourism ResearchEvents Tourism Research
Sport Total UAE
National
Other Arab Expats
Western Expats
Asian Expats
Other Expats
Male Female
Football 6363 5353 7474 6464 6060 6060 7272 4949
Tennis 5050 2626 4242 4040 6161 5454 5050 5050
Cricket 4141 99 22 2727 8484 2121 4848 2929
Formula One 3232 1212 3636 3030 3232 3737 3737 2525
Sport Events - Which sports do you like to watch?
1111
Basketball 2727 2626 4141 1313 2121 4242 2828 2626
Wrestling 1515 33 1616 22 2121 1818 1919 99
Horse Racing 1515 2929 1313 77 1717 1717 1313 1818
Golf 1313 33 22 3535 55 2020 1515 1010
Rugby 1111 66 55 2121 88 1414 1212 1010
American Football
88 99 66 1313 55 1313 99 88
Events Tourism ResearchEvents Tourism Research
Total UAE
National
Other Arab Expats
Western Expats
Asian Expats
Other Expats
Male Female
Stage, Theatre 5959 5656 6363 7171 5252 5757 5555 6767
Sporting Events 5151 3535 4747 4848 5858 4949 6363 3131
Pop Concerts 4242 2121 2828 5656 4242 4949 4444 4040
Performance EventsWhat type of live events would you like to see increased in the UAE?
1212
Children's Events 3838 4747 3737 3030 4646 3232 3939 3737
Cultural Festivals 3838 2929 3535 3737 4040 3939 3434 4444
Classical Music 3535 4141 3737 5151 2929 2727 3434 3737
UAE Cultural Festivals
3333 6262 2323 3939 3333 3232 2929 4040
Art Exhibitions 3232 3232 3131 3737 3030 3131 3232 3232
Ballet 1919 2929 1717 2828 1313 2121 1313 2929
Value of EventsValue of EventsNAV
EconomicImpact
Direct/indirect
DestinationAwareness
Calendar
Excitement
Prestige
World TelevisionExposure
1313
Sport and Recreation
EditorialPublicationsMagazines
HealthIssues
SocialValue
InternetTourism
ABU DHABI
Sports and Recreation
Tourism Events Structure
GCC Markets
Saudi Arabia, Oman
Target Markets
UK, Germany
France
Confederation Cup(free to air)
Tour de France
(free to air)
Swimming World Cup
(free to air)
Soccer(free to air)
SoccerGolf
TennisRowing
1515
Neighbor Market
Dubai, Sharjah
Ajman
Local Audience
Al Ain, Abu Dhabi
Saudi Arabia, Oman
KuwaitMARKETING
Abu Dhabi
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…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
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 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
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…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