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The annual Al Dhafra Festival, which runs in Abu Dhabi’s Al Gharbia (Western Region) every December and is famed for its camel beauty contest, is being actively promoted to Europe’s tourism industry.
The four-star Tilal Liwa Hotel, which is managed by Danat Hotels & Resorts, has teamed up with the UAE’s Holiday Moments and L’Tur, one of Europe’s biggest tour operators to market the festival, which this year runs from December 15th until the 28th.
“We have begun marketing the event in Germany and five other European countries via L’tur Last Minute’s newsletters, press releases, social blogs and advertisement in all the 180 L’tur travel shops across the continent,” explained Ayman Ashor, General Manager, Tilal Liwa Hotel.
“We believe the unique heritage offering of the festival will resonate well with the German market in particular where travellers prove early adopters to off-the-beaten track experiences.”
Earlier this year agents from the L’tur network visited Abu Dhabi on a trip co-organised by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi), to familiarize themselves with the destination.
“They were impressed and pleasantly surprised by what they found,” said Radek Strejcek, Managing Director, Holiday Moments. “They were particularly taken with Abu Dhabi’s cultural offering which prompted his initiative. This year’s package will feature three nights at Tilal Al Liwa with an extension either at the five-star Al Raha Beach Hotel and Park Hyatt on Saadiyat Island. Really we are testing the market and if successful, which we anticipate it will be, we will continue to promote an offering around it and look to expand packaging around the emirate’s other cultural events.”
The Al Dhafra Festival has dedicated special shows for ’Asayel’ (pedigree) and ’Majahim’ (dark-skinned) camels, and the unique ’camel beauty contest’. It also features a traditional souq, a camel auction and various contests for traditional handicrafts, poetry, date packaging and photography.
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