Rarely a week goes by without the announcement of another grand tourism-orientated development in the UAE. So it was yesterday with the news that the Dh430 million Chedi mountainside villa resort will be open for business next year. Five years in the making, it will be the luxury hotel chain's second property in the Middle East and a welcome addition to the country's tourism offering. What is different about this project, however, is that it is not located in the capital or Dubai; it's in Khor Fakkan – a small town in an enclave of Sharjah between Fujairah and Dibba.
The effect that tourism has had on Dubai and, more recently, Abu Dhabi, is palpably present in the gleaming hotel towers, world’s-best attractions and huge shopping malls that have contributed enormously to the physical and financial growth of these cities. Tourism can be just as good for smaller communities, too, because it injects funds that speed up the flow of money for infrastructure programmes – roads, parks and other community facilities – that enhance the quality of life for residents and visitors alike.
The challenge for resorts and tourist attractions in these smaller destinations is to get themselves noticed. The major cities, both hubs for international airlines, draw the lion’s share of attention, and few international tourists stray far from the big smoke. Even UAE residents overlook the northern Emirates when it comes to planning a short break.
One way to redress this would be for a coordinated, UAE-wide tourism marketing initiative. Rather than individual tourism organisations working in isolation and competition, such a campaign could highlight the attractions of the entire country, ranging from cultural and historical sites to beach resorts and mountain retreats.
The dual aims would be to encourage locals to look at having regular short stays within the UAE and to encourage international visitors to extend their total time spent in the country, so they get to experience both the excitement of the big cities and the boutique attractions and more relaxed pace, of the rest of the country.
