Abu Dhabi Tourism and Culture Authority, TCA Abu Dhabi, has announced the full programme of this year’s edition of Abu Dhabi Summer Season, #ADsummer, which will be held from 20th July to 20th August.
TCA Abu Dhabi has joined with leading UAE event organisers, partners and stakeholders to bring spectacular international events and activities to multiple venues across the emirate, and deliver a memorable summer season for both residents and overseas visitors.
Saif Saeed Ghobash, Director-General of TCA Abu Dhabi, said, “The Abu Dhabi Summer Season is one of our anchor events and underpins the emirate’s credentials as a premium leisure destination. It forms part of our long-term entertainment and cultural event planning process designed to incentivise private sector involvement in event development while building international awareness of the emirate’s appeal.”
“Working with our private sector stakeholders, we are able to create a consolidated calendar of events and support their commercial efforts through delivering an integrated marketing campaign appealing to key target markets.”
Mubarak Al Shamsi, Director of Abu Dhabi Convention Bureau at TCA Abu Dhabi, speaking at a press conference at Manarat Al Saadiyat on Saadiyat Island, said, “We have a superb month-long series of shows, entertainment, promotions, prizes and offers showing just how much Abu Dhabi has to offer as a holiday destination which is exciting, affordable and with world-class accommodation and attractions. Holding the emirate-wide Abu Dhabi Summer Season is a vital component of our strategy to reach our goal of 4.9 million hotel guest arrivals this year.”
Al Shamsi added, “Working together with the private sector alongside our key stakeholders and partners year after year allows us to put on some superb family entertainment and provides us all with an excellent opportunity to make Abu Dhabi the place to be this summer.”
In the first quarter of this year hotel guest arrivals in the emirate have risen 4 percent compared to the same period in 2016 and particular emphasis will be placed on marketing this year’s summer season in the key markets of India and across the GCC to further boost the impressive rise in hotel guests.
Events and festivities during the Abu Dhabi Summer Season aim to attract visitors across diverse community groups, and promote an understanding of the Arabic language and culture. Families and children can benefit from the summer season line-up, where youngsters can interact with various characters during workshops and song and dance performances from popular cartoon characters, such as Tom and Jerry, and the Arabic-language Sesame Street, ‘Iftah Ya Simsim’.
Stand-up comedy, which has proven to be extremely popular during previous editions of Abu Dhabi Summer Season, will also be part of this year’s line-up. Also taking place during the month will be a Broadway-style Bollywood show ‘Balle Balle The Big Fat Indian Wedding’ in Abu Dhabi city and Al Dhafra.
To celebrate India’s 70th Independence Day, Bollywood stars, musicians, and dancers will also be performing during the summer season activities, encouraging community engagement through cultural exchange.