Table of Contents
Part One: Location Audit / Assessment 5
Proposed Tourism Product/Attraction. 7
The Tourism Development and Investment Company. 9
The Engineering Design Firm AECOM.. 10
The Saadiyat Marina District 10
Abu Dhabi International Airport 11
Part 2: Destination Vision Plan. 11
Product Development Strategies. 13
Culture and Heritage Societies. 13
Sample Photo of the Saadiyat Island. 14
Part 3: Sustainability Overview.. 17
Introduction
Tourism is an important sector in the economy of a country. This is because the sector makes an imperative role in as far as revenue collection is concerned. Countries on the other hand have to establish ways and mechanisms that can make their tourism sector unique when compared to the tourism sector in other countries (de Freitas, 2003, p. 47). Culture and heritage is an example of an element that each country shares diversity across the globe. This is because every country is unique and is uniquely supplied with culture and heritage. The most important part is how a country invests in this diversity to create revenue. The main aim of this paper is to provide information about Saadiyat Island. In addition, the paper will also provide recommendations that can be adopted towards making the island a tourist destination by investing in their rich culture and heritage (Jacob, et al., 2003, p. 281).
Executive Summary
Saadiyat has great potential in becoming a cultural heritage center. The island has a plan in as far as creating it to become a tourist destination is concerned. In addition, it is becoming a good spot for investors to come and invest. This is making an imperative contribution towards improving the economy of Abu Dhabi and UAE. As a tourist destination, the island has potential especially in as far as promoting the culture and heritage of the Emirati. Government on the other hand also needs to channel more resources towards improving the tourism sector by supporting such plans (Jenkins & Henry, 1982, p. 500). The island is in a strategic position that provides a platform to compete and maximize performance to become a major tourist destination in Abu Dhabi and beyond.
Part One: Location Audit / Assessment
Site Location
Saadiyat Island is a 500 meters low-lying island at the coast of Abu Dhabi in the United Arab Emirates. The island, commonly referred to as the “Happiness Island” is only twenty minutes drive from Abu Dhabi International Airport. It is also only seven minutes away from Abu Dhabi making it a suitable location in as far as provision of world-class residential, businesses, leisure, and cultural hub for local and international tourists. The facility is also strategically located to allow the visitors the access to the Saadiyat Beach Golf Club, the St. Regis Saadiyat Island Resort, Abu Dhabi, Saadiyat public beach, and Park Hyatt Abu Dhabi Hotel and Villas among other facilities that allow the visitors to enjoy every moment (Thompson, 2008).
A map showing some of the interesting facilities surrounding Saadiyat Island
In my opinion, the facility is underperforming and, therefore, transforming it into a cultural heritage destination will improve its performance in the market. Saadiyat Island also has a proposed development structure that is likely to improve the economy of Abu Dhabi by becoming one of the major tourist destinations. The facility has the potential for growth and, therefore, needs to be transformed by adopting a model that create uniqueness and make it stand out when compared with other Islands in UAE (Hashim, 2012, p. 74). Therefore, my choice of this location is based on the fact that the facility has a lot of potential that has not yet been excavated. The island has the potential of being transformed into being a cultural heritage center attracting tourists from different parts of the world (Johnston, Gogstad, & Woolcock, 2008).
The Proposed Saadiyat Island Development
Proposed Tourism Product/Attraction
The aim is to create an Island that provides the tourists with a platform that allows them to enjoy the diverse culture of the people in UAE by making a one stop in the Saadiyat Island. This implies that tourists from across the globe can visit the Island and get to interact with the unique culture of the people in UAE concerning their foods, song, cultural practices, and leisure among other activities (Authority, 2007). This will also be a platform to sell the unique culture of the people to the rest of the world. To complement the location, it will be essential to ensure that there are enough facilities for accommodation to encourage more tourists to visit the facility.
SWOT Analysis
SWOT analysis is an essential tool used in evaluating a business based on the risks and rewards of the disposal of the business. The analysis evaluates the Strengths, Weaknesses, Opportunities, and Threats surrounding and organization.
Strengths
The location of the island provides the best environment for transforming the island to become a cultural heritage center. Tourists can easily access the island since it is only twenty minutes from Abu Dhabi International Airport. The island is surrounded by infrastructures such as Manarat Al Saadiyat that have brought the vision of the island to live. The visitors also have access to two galleries, The Saadiyat Story and Arts Abu Dhabi Gallery that narrate the history and the cultural vision of the island. This allows the island easily to communicate its vision to the stakeholders to win their support to transform the island to become a cultural heritage (Thompson, 2008).
Visitors have access to accommodation facilities that allow them to enjoy the unique of the Island and Abu Dhabi in as far as food and beverages are concerned. Saadiyat Island is also characterized by unique and serene natural shores that provide a unique experience for the visitors. The tourists get a chance to enjoy the clean water of Abu Dhabi and the warm turquoise waters. Facilities such as the Saadiyat Beach Golf Club provide the visitors with the opportunity to enjoy the first ever ocean course in the regions that brings out the natural beauty of the island. The white sand beaches only make the island a unique playground creating unique experiences for the visitors (Ponzini, 2011, p. 257).
Weaknesses
Considering the number of activities and the diversity of the culture, the space available is limited. There is no space for future growth if the concept becomes successful in the marker. In addition, the project must ensure that skilled personnel are employed in managing culture or else the concept will fail (de Freitas, 2003, p. 51).
Opportunities
Saadiyat Island has the potential to grow. The island needs to invest in presenting the cultural heritage of the Emirati and the neighboring regions (Thompson, 2008). This will make the island a suitable tourist destination because the tourists are guaranteed that they will be able to understand more than one culture. The island can also expand to other regions, build a similar facility as a way expanding their idea, and maximize profits.
Threats
Prices of commodities such as apartments and land are relatively expensive. This therefore implies that smaller investors do not have a chance to invest within the location. In addition, the project is likely to be completed in 2020, which implies it has to wait until that time in order to enjoy the benefits of becoming a tourist destination (Ouroussoff, 2010, p. 26).
Stakeholder Analysis
The Tourism Development and Investment Company
The Tourism Development and Investment Company is an independent but joint public joint stock company in Abu Dhabi. In fact, Abu Dhabi Tourism Authority is the main shareholder of the company. The company was tasked with the responsibility to manage the island by disposing it to the private investors to develop sites based on the master plan. The company is also expected to provide regulations and design guidelines to the private investors since their investments will have an impact on the performance of the island. Based on the responsibility of the company, it has a major influence towards making the island a potential cultural heritage tourism site. The Tourism Development and Investment Company will be very influential in assigning land to private investors who intend to invest in facilities that aim at embracing the unique culture of the citizens (Harris, 2013, p. 88).
The Engineering Design Firm AECOM
This body in conjunction with EDAW has been tasked with the responsibility of creating the master plan used in designing the island. The same master plan is supposed to be adopted by the Tourism Development and Investment Company. The two bodies have an influence in as far as influencing the success of the project is concerned. This is because they have a responsibility to create a master plan that allows Saadiyat Island to grow and become a cultural heritage. The island takes the shape produced by EDAW and the Engineering Design Firm AECOM. The master plan should be designed in such a way that it encourages the development of the Island towards become a cultural heritage site. This includes encouraging the development of hotels and motels that focus on preparing the traditional Emirati food and uses utensils that were used in the olden days by the Emiratis.
The Saadiyat Marina District
The island is likely to influence the performance of the Saadiyat Marina District. This is because if Saadiyat Island becomes a major tourist destination then more tourists will be flocking the industry hence increasing the level of revenue collected within the region. In addition, if the island fails to meet customers’ needs and requirements, the Saadiyat Marina District is also likely to suffer the consequences characterized by a significant reduction in the volume of revenues collected from the tourism sector.
Abu Dhabi International Airport
As was stated earlier, Saadiyat Island is only twenty minutes away from the Abu Dhabi International Airport. In fact, for tourists who are coming from different parts of the world to visit the Island, this is the most convenient airport to land. The airport is also likely to influence the performance of Saadiyat Island as a tourist destination because tourists will not necessarily have to travel long distances after their landing. In addition, the Island will also make an imperative role in as far as increasing the profitability of the airport is concerned because of the high number of tourists expected to be visiting the Saadiyat Island.
Part 2: Destination Vision Plan
Vision
My vision for Saadiyat is to create a tourist destination that celebrates the unique culture of the Emirati. As it stands, the Saadiyat Island is already taking shape in as far as infrastructures are concerned. The island has commercial, leisure, and residential projects that are underway. These projects are expected to be completed by the year 2020. The projects are designed based on a proposed model that aims at creating Saadiyat Island to become the cultural center in Abu Dhabi.
My vision is to create an Island that values the uniqueness of the Emirati people in terms of the language, food, culture, and history among other aspects that defines their unique culture. I intend to create and develop a unique culture that will make an imperative role in as far as regional development is concerned. The region development will be able to increase the attraction of the Island as a tourist destination. In addition, I intend to triple Saadiyat as a tourism, economic, and social destination for people across the globe. This includes creating a platform for local and international investors to invest in the country. I also aim at creating the island that will assemble all the unique elements and performing arts about the Emiratis that will create a platform for tourists to celebrate the uniqueness of the Emirati cultural diversity.
Saadiyat as a region has been developed in such a way that the main target is the rich people who have the capacity to purchase a seven-bedroom house at approximately 7.5 million dollars. To achieve my vision, my plan is to provide a platform for investors who value traditions and cultures to invest in the different sectors including hospitality and hotels in order to celebrate the unique culture of the Emirati. The vision will be achieved by ensuring that museums are set within the Island as a way of providing the tourists with the opportunity to experience the diversity and the rich history of the Emirati. It will also make an impact trying to convince investors to build structures that present the uniqueness of the Emirati culture.
My imagination in as far as the island is concerned will include hotels and motels that specialize in preparing the traditional food of the Emirati. Tourists will be able to enjoy the food served in the traditional utensils that represent the unique culture of the Emirati. In addition, I am imagining that there will be hotels serving dishes from the different cultures in the world. This will aim at ensuring that the tourists coming to visit are comfortable because they will be able to enjoy the food from their culture even when they have toured UAE.
A museum will be established where tourists will be able to visit to acquire information about the unique culture and history of the Emiratis. Visitors will also be able to enjoy the unique historical games of the Emirati. There can also be an institution aimed at teaching tourists from across the globe the Emirati language. This will only include the basics of the language. Tourists will also have access to transport services that will take them around Abu Dhabi aiming at helping the access tourist information about the unique culture of the Emirati.
Strategy
Product Development Strategies
The following resources must be incorporated in order to ensure that project captures a wider market base and more tourists come to enjoy the unique culture and heritage of the Emirati.
Culture and Heritage Societies
This includes cultural and heritage sites that encourage tourism by allowing tourists to enjoy the diversity of the Emirati culture. The cultural and heritage resources will include buildings, structures, and sites that share information about the rich history and culture of the Emirati. The buildings, sites, and landscapes will be designed in such a way that they encourage cultural, historical, and architectural designation that uniquely explain the Emirati culture. The island will incorporate other cultures and heritage of some of the most popular communities in the world. This will allow the tourists easily to make a comparison between other cultures and the Emiratis Culture.
Natural Environment
The island will maximize their resources towards maintaining the clean waters and the turquoise water found in the island. This natural resource needs to be protected. The beach is also another natural event that acts as a tourist attraction point. The island is also uniquely and strategically located in a way that allows the tourists to enjoy great photography as shown in the sample photo below.
Sample Photo of the Saadiyat Island
Built Environment
Saadiyat Island has diversified especially in as far as commercial, residential, and other leisure projects are concerned. Most of these projects are already underway and therefore already increasing the demand for the island in as far as, foreign investors are concerned. The buildings have been designed in such a way that they will play an imperative role towards making Abu Dhabi a cultural center. The island has uniquely designed villas, hotels, and restaurants that define the unique culture of the people. The uniquely designed apartments are in high demand since most of the people are aware of the influence that the island will have on the economy of Abu Dhabi. Even with the high prices of the buildings, the demands for the buildings are relatively increasing. I intend to encourage more investors to invest by building more resorts, hotels, and motels. In addition, the facilities should be able to serve the cultural dishes to the customers as a way of promoting the culture of the Emirati.
Festival and Events
As a way to promote culture and heritage of the Emirati, festivals, and events and events will be an organization where the local and international tourists will get the opportunity to learn more about the culture of the Emiratis. During the festivals and events, the Emiratis will be granted the opportunity to showcase their unique culture to the tourists. The festivals will also be advertised, and the tourists will be given discounted charges to come and visit the island. They will also get to enjoy food competition from the different cultures across the globe. This will allow the tourists to understand the uniqueness of the Emirati culture while giving a comparison with other cultures across the globe.
Hospitality
Accommodation
The accommodation facilities will be designed in such a way that they incorporate the unique culture of the people. The rooms will incorporate artistic paintings and drawing that represent the diversity of the Emirati culture. Other rooms shall also be designed in such a way that they bear the uniqueness in as far as the international cultures are concerned. The sole purpose is to ensure that tourists feel some sense of identity even when they visit the island.
Food and Beverage
The restaurants shall serve the traditional Emirati food and drinks. In addition, food and drinks will be served in utensils that resemble the utensils that were used in by the Emirati in their history. The restaurants will also offer traditional foods from other parts of the world as a mechanism towards encouraging the tourists to taste the diversity that exists between countries across the globe. This diversity can easily be shared when people share foods and beverages from across the globe.
Location and Transport
Transport is easily accessible. Customers coming from other parts of the world have a direct access to the Abu Dhabi International Airport, which is only 20 minutes drive to the island. In addition, the tourists can also be able to access cabs that offer transport services to the island at relatively affordable prices. Tourists can also higher vehicles and use them for the number of days that they will be in Abu Dhabi. Tourists also have access to public transport. My imagination is that the hotels will also offer transport services to the tourists such that they will pick them from the airport to the restaurants and hotels where they can access accommodation facilities (Johnston, Gogstad, & Woolcock, 2008).
Legislation
For tourists who intend to hire vehicles during their visit to the island, they are required by law to present their official driving license. It is against the law for any individual to be found driving on the roads without proper documents that validate their driving.
Promotion Strategies
The main target market for Saadiyat Island includes families who want to go for holidays, investors coming to Abu Dhabi for business meetings, and individuals who want to have fun as they enjoy their leisure. The island will maximize the use of the media in marketing their facilities to the market. This includes print media, audio, visual, and the online sources. The more the number of platforms used for advertisements, the higher the number customers targeted. As a result, the island will be able to register a high number of tourists visiting the location, which will also result in revenue maximization. The social media especially will be used in creating awareness to the market in as far as the Saadiyat as a cultural heritage destination is concerned.
Customers will also be presented with a brochure that they can use in getting information about some of the areas within the island that they can access. It will also present information about pricing and a map showing how they can access different facilities. The island will also have a representative at the airport who will be speaking to different customers about the island to convince them to visit the island. Pricing will also be made in such a way that services will be affordable to the customers. In addition, services will also be provided at discounted prices especially during the peak seasons. Saadiyat Island will also have a poster in the airports that the customers can use in acquiring more information about the location. This will play an imperative role in creating awareness to tourists, especially those that are traveling to the location for the first time (Johnston, Gogstad, & Woolcock, 2008).
Part 3: Sustainability Overview
Economic
Prospects show that the facility will be able to increase the level of revenues collected within the region. This is because people from across the globe will get the opportunity to visit the region and interact with the unique culture of the Emirati (Ponzini, 2011, p. 251). The facilities will be designed in such a way that they beat the global standards in as far as quality is concerned. The marketing techniques adopted will also raise awareness to a wider market and; therefore, this implies that more customers will be visiting the island. The increase in the number of customers visiting implies that the region will be able to maximize profits, which in addition will increase the level of revenues collected in the country. In addition, the island presents the best environment for investors to channel their resources and; therefore, more investors will flock in the country. Infrastructure will also improve within the region.
Social-Cultural
The island will make an imperative role in as far as promoting culture and heritage of the Emirati are concerned. More people from diverse cultures across the globe will be visiting the country to enjoy the uniqueness in as far culture is concerned. The island will also create a platform for different cultures across the globe to interact and share their diversity in the tourism world. In addition, tourists will also be able to enjoy diversity in as far as food is concerned. The performance of the island is also likely to increase the performance of the tourism sector in Abu Dhabi. The island will also maximize the opportunity to present the history of Abu Dhabi and presenting some of the factors that make their culture and heritage unique when compared to other cultures across the globe.
Environmental
The projects designed in the island aim at preserving the environment. As the island is improved to become rich in culture and heritage, it also focuses towards conserving the environment. The island will also preserve the unique elements such as the turquoise waters and the sand beach because they constitute a very important element in as far as the environment and the cultural heritage of the Emiratis are concerned.
Conclusion
Saadiyat is an island that is likely to grow to become a major tourist attraction and destination for tourists visiting Abu Dhabi (Ponzini, 2011, p. 253). In addition, the island will make an imperative role in as far as improving the economic performance of the region is concerned. The tourism sector of Abu is a function of how islands such as Saadiyat are preserved and improved to become major tourist destinations. The island must maximize the aspect creating a rich culture and heritage that tourists from across the globe will be able to enjoy during their visit to the facility. It is also important that the government make plans on some of the activities that can be incorporated towards improving the performance of the island. This is because such facilities are a great source of revenue for the government.
References
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