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Feature - Cultural Tourism
Cultural connection With travellers seeking more authentic experiences, the region prepares for this wave of growth with a renewed focus on its cultural proposition Very little has remained unchanged by the impact of the COVID-19 pandemic. Even the way we travel has been reshaped by the global crisis. While the pent-up demand for travel is seeing new trends emerge, the relevant, existing few are now being embraced wholeheartedly. The idea of visiting a destination to learn about its heritage has long proved popular. Whether it’s travelling to Peru to explore the ancient Incan citadel of Machu Picchu, visiting Vatican City to wonder at the Sistine Chapel or descending on Mutianyu to marvel at The Great Wall of China, authentic experiences allow visitors to fully immerse themselves in the culture of the destination they are visiting. According to the World Tourism Organisation (UNWTO), visitors engaging in cultural activities accounted for more than 500 million of international tourist numbers in 2017. The Global Heritage Fund also revealed that the appeal of heritage tourism is on the rise, with 40 percent of travellers participating in a cultural activity as part of their stay. Despite the momentary interruption resulting from the pandemic, this growth has not gone unnoticed by the industry and governments across the world are willingly investing in cultural venues. Even in the Middle East, countries are investing in intensive conservation and restoration work as well as the construction of new cultural venues. This is making it easier for visitors to the region to experience the places, artefacts and activities that provide an authentic representation of its people and its past. CAPITAL CALLING The UAE has always placed emphasis on tradition and culture, and each of the seven emirates has its own story to tell. Abu Dhabi, in particular, has fully embraced the idea of cultural tourism. Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing – Department of Culture and Tourism (DCT) Abu Dhabi, said: “Cultural tourism is a major contributor to the industry and will only continue to grow. DCT Abu Dhabi is committed to fostering a thriving, internationally-minded cultural centre that engages both residents and tourists by highlighting the emirate’s rich cultural diversity and heritage.” With this mission in mind, the department has significantly improved
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its cultural offering over the last decade. “Abu Dhabi offers visitors and residents tangible cultural experiences through its many unique assets, such as Qasr Al Hosn, Al Ain Oasis, Sheikh Zayed Grand Mosque, Qasr Al Watan, Louvre Abu Dhabi, Manarat Al Saadiyat and Al Qattara Arts Centre. “Our recently launched project, Jebel Hafeet Desert Park, is a gem for outdoor explorers and history enthusiasts alike as it features archaeological discoveries that reveal human settlements dating back 8,000 years. The park is part of the cultural sites in the city of Al Ain and is inscribed on the UNESCO World Heritage List.” In spite of the circumstances presented by the pandemic, the emirate continued to enhance its cultural proposition. Al Shaiba said: “When travel restrictions were first put into place and cultural sites in the emirate were forced to temporarily close, we sought new opportunities and methods to continue engaging our audiences and stakeholders, resulting in the launch of the CulturAll platform and the #Staycurious campaign. The mindset behind these efforts was to provide consumers with the opportunity to explore Abu Dhabi’s rich cultural offerings through these virtual platforms from the comfort and safety of their homes.” Al Shaiba noted that the government’s exemplary handling of the
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crisis in the emirate allowed for a quick and complete reopening of its cultural sites. “Despite a period of disruption, we are forging ahead with our longterm strategy for the sector and the cultural scene remains as vital as ever.” As the emirate makes strides in this realm, the Saadiyat Cultural District is taking shape in the heart of the UAE capital. Set to open later this year, the hub will host international art exhibitions and live performances. It is already home to Louvre Abu Dhabi, Manarat Al Saadiyat and Berklee Abu Dhabi and in the coming years will see the addition of Zayed National Museum and Guggenheim Abu Dhabi. TIMELESS TRADITIONS In 1998, Sharjah was named the ‘Cultural Capital of the Arab World’ by UNESCO and in 2014, it was recognised as the ‘Capital of Islamic Culture’. The result is a modern emirate that looks forward to a bright future with a keen focus on conserving its roots. Boasting an extensive portfolio of cultural sites, Sharjah continues to undergo significant transformation. Ahmed Obaid Al Qaseer, Chief Operating Officer, Sharjah Investment and Development Authority (Shurooq), said: “Heritage and culture play a major role in urban renovation as is evidenced in some of Sharjah’s key sites that blend history and heritage with leisure and luxury. This balance resonates beautifully in the Heart of Sharjah, the
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5/18/21 4:02 PM
