The events, attractions and family-friendly activities of Abu Dhabi emirate's heritage heartland of Al Ain will be the focus of an intense marketing and promotional campaign by Abu Dhabi Tourism and Culture Authority, TCA Abu Dhabi, which is set to position Al Ain as the ‘City of Beauty'.

Running until December, the campaign underlines TCA Abu Dhabi's goals to highlight the diversity of experiences across the emirate, and establish Al Ain as a global tourist destination. The campaign aims to emphasise the distinctive aspects and breath-taking nature of the Oasis City's spectacular mountains, soothing greenery and 7,000-year-old heritage destinations.

The archaeological sites and ancient civilisations of Al Ain are UNESCO inscribed world heritage sites and of incredible value as a regional tourism feature.

Many hotels and entertainment centres are undertaking marketing and promotional offers to encourage visitors from all over the UAE to visit Al Ain, highlighting the opportunity to experience the city's ancient heritage and experience the authentic Emirati way of life.

Al Ain welcomed 345,669 visitors in 2014, generating Dh351,095,497 (US$95.5million) in direct hotel revenue. For the first eight months of 2015, Al Ain's 17 hotels and hotel apartments attracted 244,371 guests, generating 491,781 guest nights, an increase of 9% and 8% respectively, while accommodation occupancy has grown by 5 percent to 67 percent over the comparative period in 2014, according to figures released by TCA Abu Dhabi.

Also beneath the ‘Al Ain – City of Beauty' campaign umbrella is an array events including the October 22nd opening of the historic Souq Al Qattara 2015-16 season, which also features the Friday Market, and second Traditional Handicrafts Festival and Exhibition which gets underway on October 29th.

The Al Ain Air Championship also makes a welcome return to the skies above the oasis city between 17th-19th December.

Many other cultural and heritage events will be held underlining the reputation of Al Ain as a tourist destination for the whole family including the events of the inaugural Abu Dhabi Aviation and Aerospace Week (ADAAW), UAE National Day celebrations, World Heritage Forum, and international and local concert and musical evenings performances under Abu Dhabi Classics and Bait al Oud Season.

The campaign is supported by an extensive programme of online, print and outdoor advertising.
Source: WAM