Edward Grigoriev: to be the best is in Arabs’ blood

Abu Dhabi’s history is more like a fairy tale: it took only several decades to turn into real heaven a strip of land along the Persian Gulf coast that was literally twitched from the ruthless desert. It’s no secret that the emirate’s historically unique breakthrough is due to huge oil deposits that amount to one tenth of the world’s deposits. But Abu Dhabi’s government has turned out to be more forward looking than that of many countries with a large resource portfolio. At the moment a number of measures have been taken to diversify the economy, and tourism was officially announced one of the key sectors. ABT’s General Partner representative, director of Abu Dhabi Tourism Authority office in Russia and the CIS Edward Grigoriev tells RATA-news Business Travel readers about plans to promote the emirate as the leading tourist and MICE-destination.

— Edward, what economy sectors are considered primary today?

— I am delighted that for the past, say, 10 years the government of the emirate has come to an understanding: oil stockpile is a finite non-renewable resource. And invests funds in various industries. In particular, hefty funds from oil extraction go to tourism. This sector development program is mapped out till 2030. I suppose, in the next 10-15 years Abu Dhabi will become the leading tourist destination not only in the Middle East, but in the whole world.

High-tech industries are developing as well. Here one of the most prospective sectors is the search of alternative energy sources. You can’t but agree that it is quite surprising that a country with such a huge oil stockpile is bothered about it. We have built a small town near Abu Dhabi where all houses and offices use the energy of the sun only. Petrol cars are prohibited there: at checkpoint you must change your car to an electro car. It seems to me that it is a prototype of a city of the future.

Serious investment is chanelled to real estate. Besides, living quarters that are built in the capital of the emirate are not only for locals, but also for foreigners.

— Not long ago we published Abu Dhabi’s ambitious plans to join top 50 leading MICE-destinations. Is this tourism segment becoming strategic today?

— I’ll tell you more, it has always been important. The history of tourism in Abu Dhabi started in 2004 — it’s a child or even a baby age for this industry. And the emirate was positioned on the Middle East market as a business centre from the start, its main priority was infrastructure for conferences, exhibitions and all kinds of competitions. This sector received 75% of investment. Hotels and exhibition centres were built, we forged relationship with organizers of world famous events and sport competitions — Formula-1, for example. We did everything to arise interest of the business community.

Abu Dhabi Tourism Authority has recently established a congress bureau that will promote the emirate as the leading MICE-destination. These days I have received some interesting information from them — now the government will subsidize business event organizers who guarantee booking 50 rooms or more. As a present they get an incentive package that includes a gala dinner for its participants, a diverse sightseeing program, conference hall equipment and other bonuses. Actually the organizer pays for accommodation only. I am persuaded that this initiative will be a great impetus to attract business tourists.

— What is their share in overall incoming traffic today?

— We do not keep exact statistics, but I can say that MICE accounts for approximately 60% of the tourist market. If we speak about Russia, here the proportion is the opposite: 40% accounts for business tourism and 60% — for leisure. I think the reason is that MICE industry in our country is in the egg yet. If we look at absolute figures, in 2012 we received 41000 guests from Russia and the CIS. Russians are among top 3 visitors with the longest stay — the figure is 5.87 nights. I suppose, in 2013 the growth trend will stay the same.

— The schedule of international events in Abu Dhabi is one of the busiest in the world. What are the most popular events for business travellers? Where do they take place?

— Abu Dhabi’s official exhibition site is ADNEC (Abu Dhabi National Exhibitions Company). This is the most tremendous complex in the Middle East with a large territory; there are two five-star hotels nearby. One of them is the Hyatt Capital Gate, a unique architectural structure, listed in the Guinness World Records. It is inclined by 18 degrees — more than the famous Leaning Tower of Pisa. Now another five hotels of various categories are under construction, they are within walking distance from the Exhibition Centre and will be put into operation this year.

Of all large scale events that were held in ADNEC I would point out last year’s ophthalmologic conference. It included 10000 doctors from all over the world. The annual IDEX Defense Exhibition finished not long ago. Many oil industry events are held, the next is planned for May. This summer we are going to have an exhibition devoted to energy saving technologies. There will be significant participants there: as far as I know, Bill Gates and the former US president Bill Clinton are going to make a speech. Besides, these days another event starts — The Gulf Incentive, Business Travel & Meetings Exhibition (GIBTM) for business travel and MICE professionals.

I would point out the annual golf championship in the sports events schedule. It is held at the end of January and gathers the best golf players in the world. The Desert Challenge part of the World Rally Championship starts in early April. In 2014 one stage of the round-the-world Volvo Ocean Race will take place in Abu Dhabi. But the most important event is Formula-1, of course. This competition has become not only a sport action, but also a cultural event. This is the only stage in the world where every day competitions end up with world star concerts. For example, last year the program was opened by Kylie Minogue and closed by Eminem.

Interesting events for common tourists are also held in Abu Dhabi — for example, the annual gastronomic festival. Chefs from the most famous restaurants of the world are invited there, and they cook amazing dishes and hold master classes all month long.

The emirate has interesting cultural program to show. This November we are having «Abu Dhabi Art» international festival, which will unite modern artists from all over the world. These days we are having the Mariinsky ballet in the capital, and we have lots of venues for classical concerts. For example, the hall in the Emirates Palace is the best in the Middle East.

— What hotels do business travellers prefer to stay at?

— Almost all city hotels are focused on business travellers. There are plenty of them and each provides excellent facilities. If we speak about top hotels, I would name, of course, the Emirates Palace. I suppose, two Starwood objects are of great interest for Russian clients. St. Regis Saadiyat Island has started receiving guests: at the moment it offers the largest events hall in Abu Dhabi, which can hold up to 2000 people at a time. This May the St. Regis Corniche is going to open. It will offer excellent infrastructure and beach-related rest. Besides, I would like to mention the Jumeirah Etihad Towers, the Sofitel and the Westin. And if you stay at the Hyatt Capital Gate, you do not even have to go outside to get to the Exhibition Complex — there is a special passage.

— Due to glass skyscrapers Abu Dhabi is often called «Middle East Manhattan». Tell us, how does the emirate manage to combine the Arab culture and the latest achievements in science and technology?

— The comparison with Manhattan is relevant to architecture only. All these new multistorey buildings along the Corniche coast do make an impression of a modern western city. But as for living habits and the way of life, it’s a typical Arab country. Of course, religious aspect is very strong. Six times a day you can hear an azan anywhere in the city. All natives comply with religious requirements to clothes.

Traditional local colour is present in architecture as well. If you stand on the main quay, you can see an island in front of you. There is the Heritage Village there — that very Bedouin village Abu Dhabi comes from. It has been kept as a museum. The most amazing is the fact, that all these dramatic changes took place during the life of only one generation! Just think about it: people who are 45-50 years old now, were born in poor huts and their parents earned their living by fishing and pearl diving. It is a great leap forward never seen in history.

— Modern infrastructure of Abu Dhabi cities today still neighbours with lifeless sands that occupy the most part of the country’s territory and make the largest desert in the world. Does the emirate manage to use this unique natural potential?

— Yes, it is a great framework for adventurous part of MICE packages. It includes everything that is related to the Arab heritage and local colour. There is the Arabian Nights Village in the desert, where traditional Bedouin dwellings are reconstructed. Guests may choose one of three types of them because local inhabitants once specialized either in fishing and pearls or were engaged in trade and had a roving life. This hotel is a tribute to the past, but with modern service standards. You can ride a camel nearby or go sand boarding — ride a board in the sand dunes or participate in the famous jeep racing in the barchans.

— This is a traditional component of teambuilding and incentive tours to Abu Dhabi. Please tell us about their modern components.

— I think, one of the most popular events for tourist groups is Formula-1 route. It is the only route in the world that works all year round. We have a special program called «drive experience» that allows all participants to take part in the competition and to drive a race car. If we have a large group, we divide them into teams. For example, some will learn how to service the car — change the tyres, fuel it with petrol and the others will have a race after a brief instruction.

We offer a wide range of additional entertainment. You can visit the Ferrari World Park with the fastest roller coaster in the world; this is a real adrenaline adventure. In January Yas Water World Aquapark opened, the largest in the Middle East. Now they work as a single complex.

— There are several objects in Abu Dhabi that are listed in the World Guinness Records. Where does this striving for leadership come from?

— I think, it’s in Arabs’ blood! Besides, projects like that attract attention of the international community and the press. That’s why construction of such remarkable architectural objects is also part of the emirate’s marketing policy in tourism. I have already mentioned the Hyatt Capital Gate building. The third largest in the world, Sheikh Zayed Mosque is amazingly beautiful and it boggles your imagination. I have been there lots of times but I can’t stop admiring the sacred atmosphere. Besides, this is the only mosque in the world that a person of any confession may enter, and one of the largest by the number of people it can hold at a time. There is a unique ceiling lamp with Svarovsky crystals there and the largest hand made carpet. A whole Iranian village worked for 3 years to make it.

The list of unique objects includes the Emirates Palace Hotel that I have already mentioned — huge and amazingly beautiful. It is designed in the Arab style with traditional luxury elements of an orient fairy-tale. This is the main residence of the crowned heads, who have a whole floor to their disposal. Common people can not stay there, although tourists are allowed to visit the hotel as groups. The 8th floor is only for people who have the Sheikh’s personal invitation or the invitation of the royal family members. Here gold is added even into food: up to 1.5 kg of gold is used daily! For example, it is used in the famous specialty cappuccino. And you can buy a bar of gold in a dispenser machine in the hall of the hotel — just like a bottle of coca-cola!

— You have mentioned interesting architectural projects. Please, tell us about Abu Dhabi’s main cultural initiative — places of interest on the Saadiyat Island.

— I think, it is going to become an iconic tourist destination in the next 5 years. This is a natural island with the best sand in the Middle East: 8 kilometers of snow-white sand. In 2015 the Louvre’s branch will open here. I saw its project — a unique light solution is used, it looks like the sun twinkles through the mangroves, designers call it a «sun rain». The collection is being chosen already. Abu Dhabi’s government allocates huge funds to buy unique cultural items that were not exhibited before. And some 5-7 minutes away from the Louvre there will be the Guggenheim Modern Art gallery, the Sheikh Zayed museum and the Marine museum. It will be the last to open — in 2018, and will demonstrate its visitors above-water and underwater expositions.

There are two hotels on the Saadiyat Island already — the St. Regis Saadiyat Island and Park Hyatt Abu Dhabi. Another 9 hotels are going to open soon. Russians are among top 3 countries by the number of the island visitors.

— By the way, just a few words about Russians. Moscow office of the Abu Dhabi Tourism Authority opened in September 2012. What activities did you organize to promote the emirate’s MICE industry in Russia and the CIS?

— We started with educational programs. There was a whole series of special workshops, presentations and seminars in Moscow and the regions of Russia. We held on average 1-2 events per month in the capital and about 4 events outside Moscow. We travel a lot and try to provide the agent network with all the information.

This January we took part in a workshop organized by the Association of National Tourist Office Representatives in Russia. On February 13th we had a welcome reception in the Baltchug Hotel together with the Emirates Palace.

And the result is visible already. In January 2013 the number of Russian visitors of the emirate grew by 40%, and if you count by the number of nights, the increase was 65%! It means that we have broken the wall of ignorance of Abu Dhabi as a tourist destination.

Not long ago Abu Dhabi Tourism Authority in Russia and the CIS signed an agreement with ABT and became the association’s general partner. This is also part of our promotion program in this country. For example, on April 9th we are going to take part in the Educational session. In May we are planning a fam trip to Abu Dhabi together with Etihad Airways. The group will include 10 corporate buyers who are ABT members. We are persuaded that direct acquaintance with the emirate’s facilities is the most efficient motivation method.

Svetlana Denikina