Drive to boost tourism in Al Ain, home to the UAE’s only UNESCO World Heritage Site

Al Ain also has what has been voted the best driving road in the world, at Jebel Hafeet, and a great zoo but it comes a distant third behind the UAE’s big two cities when it comes to attracting visitors.

Al Ain Oasis is a World Heritage Site and tourist chiefs are hoping to lure more visitors to it. Courtesy Abu Dhabi Tourism

AL AIN // A marketing push has begun to show the world what awaits its tourists in the Garden City of Al Ain.

Despite the rugged beauty of Jebel Hafeet and its remarkable views, the country’s only Unesco World Heritage Sites and an impressive zoo, the city and its surrounds are struggling to bring in enough visitors.

Sultan Al Dhaheri, acting executive director at Abu Dhabi Tourism and Culture Authority, is out to change that.

“An extensive programme of events has been developed to highlight Al Ain as the cultural heartland of the emirate and the home to the UAE’s only Unesco World Heritage Site,” Mr Al Dhaheri said.

The programme includes theatrical performances, literature, traditional markets and music.

Several locations in Al Ain are now classified as World Heritage Sites, including its six oases and the archaeological sites of Hafeet, Hili and Bida bint Saud.

Mr Al Dhaheri admits there have been challenges but there is also a renewed focus on the rich culture and heritage of Al Ain, the birthplace of Father of the Nation Sheikh Zayed.

“We are working hard to raise awareness of the diversity and range of attractions and activities in Al Ain to dispel the misperception that there is little to see and do, and that it is only worth a day visit at most.”

Forming partnerships with companies such as tour operators was a vital part of the tourism drive, Mr Al Dhaheri said.

“We are working hard to help local tour operators and destination management companies effectively present and package Al Ain in their programmes,” he said.

“The more we can encourage them to package, the better opportunity we have to increase visitor numbers and extend the length of time people stay.”

Ahmed Margoushy, general manager of the Danat Al Ain hotel, said the city had a lot of potential but there were too many hotels, making business challenging.

“There are so many historical places, the zoo, mountains, Wadi Adventure, a lot of activities here,” Mr Margoushy said. “It’s not very well promoted, in the UAE or internationally. Most visitors are weekend guests from the UAE or GCC countries.”

Four hotels have opened since 2010, putting a strain on business, Mr Margoushy said. And many sporting events and conferences had moved to Abu Dhabi and Dubai, making it more difficult.

“There are plenty of rooms and not enough business, which is a huge challenge,” he said.

The town is a natural oasis, with several protected architectural sites and museums showing there is more to the UAE than its malls and beaches.

Mr Margoushy also thinks Al Ain’s airport could be better used to attract more business.

Randa Haidar, head of cultural programming at the TCA, said Al Ain embodied all three elements of Abu Dhabi – the traditionalism of the Western Region, the urban culture of Abu Dhabi island and the rich cultural and archaeological history and natural landscape found in the Gareden City.

“It’s a jewel, really,” Ms Haidar said. “It represents everything that holds this culture together and we need to bring that out more. Al Ain is built around the oases and that’s unique. It’s important to have culture included in tourist offerings.”

Chris Dutt, senior lecturer at the Emirates Academy of Hospitality Management, said tourism could be a driver for the protection of cultural and heritage sites.

“By promoting tourism it is possible to encourage the preservation of heritage, provide incentives to keep cultural traditions alive and spread awareness about a culture,” Mr Dutt said.

“Tourists may become displeased if they feel the culture they are witnessing is too artificial. A balance is necessary between a willingness to display cultural and heritage sites.

“If the culture is well represented to tourists it can do wonders for the awareness and preservation of the culture.”