ABU DHABI // Tourism is expected to receive a boost during Ramadan, as growing numbers of holidaymakers seek out a taste of Emirati culture. The majority of visitors to Abu Dhabi - 70 per cent - are currently business travellers, but the emirate is seeking to attract more people on holiday. Already, it is promoting Abu Dhabi internationally with an advertising campaign and has opened overseas tourism offices.
The summer months are traditionally the quietest months for the holiday and business segment of the tourism industry, but travel agents say leisure travellers are being lured to the emirate by special offers. Barbara Saunders, from the Abu Dhabi Tourism Authority, said: "In 2006, when the holy month began on Sept 20, when the traditional business season was already well under way, the impact of Ramadan on hotel occupancy in Abu Dhabi was negligible.
"Last year, when Ramadan began on Sept 10, closer to the traditional holiday season for UAE nationals, the dip was more noticeable. This trend reflects Abu Dhabi's current tourism profile of being 70 per cent business travel - and demonstrates that when Ramadan falls in an established business period, business continues largely as usual." Ramadan begins on Sept 1 this year, according to astronomers, who determine the start of the holy month depending on the sighting of the new moon.
However, Ms Saunders said now the capital had "embarked on a strategy of endeavouring to balance its tourism profile more evenly between the leisure and business segment, and as its brand strategy is focused towards the culture seeker, we can envisage Ramadan having significant appeal to our target segment". "The traditions of the holy month, when our buildings are lit up, when Iftar is celebrated in special Ramadan tents with distinctive Oud music and games of backgammon, would be of interest to the culture seeker," she added.
Anwar Abu Monassar, the general manager of Net Group, a tour operator and events planner that has operated in Abu Dhabi since 1992, said Ramadan "was now a busy month". In the past, tourists associated it with "not being able to smoke a cigarette or drink a bottle of water on the street," he said. "But since 2004, Abu Dhabi has started to change and focus on its image abroad," he said. "There is a mix of local traditions with what is expected from outside. It is more a question of respect rather than saying 'you must not'."
Due to the high proportion of expatriate workers in the Gulf, said Mr Monassar, holidays sometimes lacked "the local touch". "This is generally a big part of tourism. We have the luxury hotels and beaches here, but people also want to learn about the traditions," he said. "During Ramadan, Abu Dhabi and the other emirates go back to a more traditional atmosphere. Of course, there are not so many people around during the day, but in the evening it opens up. People are in the restaurants, enjoying Ramadan festivals, there is often live entertainment with local music. Visitors will be able to experience that during this month.
"When people think of Ramadan they think of fasting, but it is about meditating on your life and your relationship with God." Security staff at malls have been put on alert to ensure customers observe the rules of fasting during the day. Although many restaurants will offer a takeaway service, food must be concealed in a bag and taken off the premises. In the evenings, many restaurants will be serving Iftar buffets, and feasts of Arabic and international foods. @Email:kattwood@thenational.ae