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 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 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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1 Diriyah, Saudi Arabia 2 Qasr Al Hosn, Abu Dhabi 3 Heart of Sharjah 4 Hegra, AlUla 

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first and largest historical preservation and restoration project in the region.”

This ambitious undertaking aims to preserve and restore the old town of Sharjah in a five-phase plan set to be completed by 2025. It has been proposed as a UNESCO World Heritage Site and will feature a full restoration of Sharjah Fort, the Sharjah Heritage Museum and several important houses of pearl merchants.

Even with the pandemic, there was no slowing down. Al Qaseer said: “With the travel restrictions imposed by the pandemic, it was our diversified portfolio of culture-led urban regeneration projects that enabled residents to rediscover and take pride in the emirate’s cultural offerings.”

Highlighting significant sites within the Shurooq portfolio, Al Qaseer said: “The Mleiha Archaeological and Eco-Tourism Project will open the portal to a historic site which goes back to more than 130,000 years.

“We have also placed culture at the heart of sustainable development in the emirate and this is reflected with the opening of the House of Wisdom, a social hub that references the region’s glorious past, and Moon Retreat within the mountain ranges along Mleiha.

“We believe that by establishing stronger links between historic sites and cultural monuments, we can safeguard the traditions of our past while also protecting the local heritage and culture.”

KINGDOM CALLING

When Saudi Arabia unveiled its Vision 2030, one of the key mandates was to boost its cultural tourism offering. The kingdom currently boasts five UNESCO World Heritage Sites in addition to a host of activities and attractions that gives visitors insights into the cultural fabric of the country.

The latest destination to be recognised by UNESCO, Al-Ahsa Oasis is home to gardens, canals and springs along with a number of historical buildings and archaeological sites. There is evidence of human settlement from as far back as the Neolithic period, considered to be between 9,000 and 11,000 years ago, while the city of Al-Ahsa itself dates back to 5,000 BCE.

In Riyadh, an ambitious cultural development is taking shape with the UNESCO World Heritage Site of At-Turaif at its heart. When complete, the seven-square-kilometre destination will transform the historic town of Diriyah into a global tourism hub, showcasing more than 300 years of Saudi Arabia’s rich heritage.

Another significant UNESCO World Heritage Site in the kingdom’s north-west still undergoing restoration and opening up to visitors in phases, AlUla is one of the oldest cities in the Arabian Peninsula. Once at the crossroads of the Silk Road and the Incense Route, it boasts historical, geological and geographical significance.

Phillip Jones, Chief Destination Management and Marketing Officer,

Governments across the world are willingly investing in cultural venues

the Royal Commission for AlUla, said: “AlUla is a symbol of the kingdom’s commitment to pioneer a model of sustainable cultural tourism. It represents an authentic history of exchange and interaction between cultures that goes back thousands of years. It’s the combination of the preserved sites, the stories of human ingenuity behind the attraction and the breathtaking landscapes that makes AlUla a must-visit.

With international travel currently restricted, domestic tourism is bringing visitors to the site in large numbers. “There is no doubt that the global tourism industry was one of the hardest-hit sectors by the pandemic and this came at a time when the kingdom was first opening up to tourism. But if we look at the bright side, AlUla was able to launch a domestic campaign to encourage Saudi residents to discover this ancient destination that is at their doorstep. What we found is a domestic market that is eager to learn more about the ancient civilisations in their own land and an eagerness to experience all of the adventure, dining and wellness experiences we have created.”

Following a three-year hiatus for extensive restoration work, AlUla Old Town recently reopened its doors to domestic visitors and efforts are currently underway to continue to open up more sections. Once travel restrictions are eased, the site hopes to attract a large number of international visitors, in a safe, secure environment.

“It will be interesting to see the effects of the pandemic on all demographics of travellers as international travel resumes. Some research predicts that meaningful, inspirational travel destinations with vast, open spaces will be favoured and that the next generation will seek more off the beaten track destinations, in which case, AlUla is positioned well,” explained Jones. “There is no doubt that cultural sites like AlUla will help with tourism recovery in the kingdom and continue the momentum started by the Saudi Tourism Authority with their global campaign.”