Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) has announced the full programme of this year's edition of Abu Dhabi Summer Season, which will be held from July 20 to August 20.
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. Along with a full calendar of shows for all the family across Abu Dhabi city, Al Ain and Al Dhafra, hotels, malls and attractions will offer enticing promotions and prizes throughout the month-long festivities.
Saif Saeed Ghobash, Director General TCA Abu Dhabi said, “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.”
TCA Abu Dhabi is working with the UAE's leading event companies including MBC Group, YAK Events, Wizcraft International, Bidaya Media and Oberoi Middle East Events to provide this season's theatrical performances, shows and mall activations.
Mubarak Al Shamsi, Director of Abu Dhabi Convention Bureau, TCA Abu Dhabi, speaking at the launch 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% 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.
Cat and mouse team Tom and Jerry will be live on stage for 10 performances in Abu Dhabi city and Al Ain in an exclusive show for all the family for the first time in the GCC. The cartoon characters will also appear in a week-long series of events in an Abu Dhabi mall where youngsters can interact with the characters during workshops and have their photos taken with the TV stars during meet and greet appearances.
Characters from popular television series 'Iftah Ya Simsim' will also be making an appearance this summer in a special performance written for Abu Dhabi to entertain children with songs and dance routines during a series of mall appearances.
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, a world-famous Bollywood star will be appearing at the du Forum in Abu Dhabi on the 18th August, further details will be announced soon.
Running alongside the entertainment programme is a full schedule of promotions and offers at attractions and hotels across Abu Dhabi which can be found at: abudhabisummerseason.ae
Shoppers in participating malls will also get the chance to win a luxury car during the Abu Dhabi Summer Season raffle draw with one car a week given to a lucky winning ticket holder and 50 Abu Dhabi Experience Vouchers each providing 2 nights stay at a 5-star hotel during the promotion.