ADNEC creates 12-month event destination in Abu Dhabi

The Abu Dhabi National Exhibitions Centre (ADNEC) has devised a unique way to drive revenue throughout the summer and provide entertainment for families in Abu Dhabi.
ADNEC creates 12-month event destination in Abu Dhabi
By Administrator
Tue 08 Jul 2008 04:00 AM

The Abu Dhabi National Exhibitions Centre (ADNEC) has devised a unique way to drive revenue throughout the summer and provide entertainment for families in Abu Dhabi.

‘Summer in Abu Dhabi' is an eight-week family festival designed with the Abu Dhabi Tourism Authority (ADTA) to keep ADNEC full during what is traditionally a quiet season.

As well as providing entertainment for residents, the festival has helped ADNEC become a year-round venue, according to marketing and PR manager Ben Collins.

"The exhibition season around the world isn't a 12-month season; it traditionally has a quieter period during the summer months, not just in this country, but in Europe and the US as well," Collins explained.

The strategy is in keeping with ADTA's plan to make Abu Dhabi a 12-month destination city, which is where the idea of staging ‘Summer in Abu Dhabi' took root, said Collins.

"The strategy of the 12-month tourism initiative came from His Excellency Sheikh Sultan Bin Tahnoon Al Nahyan, chairman of ADTA and ADNEC, and he asked us to look into staging the summer entertainment event.

"We formed an events team and looked at some of the best attractions from around the world and took aspects of those and set them into this brand new concept for Abu Dhabi," Collins said.

The novel use of the 13,000m² venue, which opened in early 2007, will see it split into seven themed islands, including adventure, action, creativity, fun, imagination, heritage and culture, and discovery islands.

"In the hotter summer months we need to provide activities for the residents and for visitors to the emirate and ‘Summer in Abu Dhabi' is really a realisation of that need," Collins concluded.

‘Summer in Abu Dhabi' will take place at ADNEC from June 26 to August 18, 2008.

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