Global Tourism Case Study

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Cultural events are soft powers promoting UAE tourism: Artists and intellectuals

The tourist traffic affects in and is affected by all fields and sectors in the country, mainly the artistic and cultural sector, including global festivals and fairs that are organized in the UAE. Such events have globally promoted the festival tourism in the Gulf country.

For example, Dubai International Film Festival, Abu Dhabi International Book Fair, Sharjah International Book Fair and Abu Dhabi Art Fair as well as the heritage festivals have shed the light on the UAE civilization, landmarks and development in all aspects.

Artists and intellectuals said that such soft powers have significant a global impact as the cultural events

The Emirati prominent filmmaker noted that such festivals have a social dimension as they increase communication between people from different parts of the world with the country’s citizens.

For example, when tourists show up at Al Dhafra Camel Festival, the exchange of cultures between the visitors, whether they are residents or guests who came for tourism or getting to know the UAE popular tradition, are promoted, Al Muhairi said, pointing out that such promotes the marketing of handicrafts and traditional industries in the western region.

Shine and Attractiveness

Ahmed Al Yafei, the founder of Abu Dhabi Art Hub, said that such fairs and festivals are the real elements of tourism as they lure the elite of the Gulf, Arab and international guests, enriching the tourist aspects.

He labeled such fairs and festivals as the “real promotion for the UAE tourism” at the civilization, cultural and all

Rapprochement of Cultures

Emirati Poet and Critic Mohammed Abdullah Noureddine, head of Naba6i Publishing, said that the tourist promotion through art and cultural events dates back to the Cold War after World War II.

France started to promote itself in media and advertising through its well-established arts and literature, Noureddine said, pointing out that certain countries, since then, started to think of promoting themselves through culture, arts and literatures, leading countries to culturally approach in order to get acquainted with the other countries’ cultures after they made sure that such would benefit.

Having the tourism as an important and key component of the national income boosted the communication, convergence and exchange of cultures between peoples, improving the cultural tourism between the countries, Noureddine