Le Meridien Al Aqah Beach Resort |
The emirate of Fujairah is hoping to cash in on the
shortage of hotel beds in neighbouring Dubai by wooing UK visitors
looking for an alternative holiday destination.
The emirate has seen a 48% growth in arrivals between 2003 and
2004 following the opening two years ago of Le Meridien Al Aqah
Beach Resort. The only five-star resort in the region, Al Aqah is
on Fujairah’s east coast, sandwiched between the Hajar
Mountains and a mile-long Indian Ocean-fronting beach. Facilities
include a diving centre, spa and a children’s club. It is 31
miles from Fujairah City and a 90-minute bus ride from Dubai. The
nearest hotel, a small Hilton catering to business travellers, is
30 miles away.
General manager Patrick Antaki said over two-thirds of tourism
growth can be attributed to the property. “More than 50% of our
guests are holidaymakers who have been to Dubai before and like the
region but don’t want the hassle,” he said.
“Rooms are large and all have balconies and views across the
Indian Ocean. For the opulence we are offering prices are very
reasonable compared with Dubai.”
Antaki said Le Meridien has been running awareness campaigns
about Fujairah and Al Aqah with operators including Kuoni, Gold
Medal, Virgin Holidays and Emirates Tours.
Compared with Dubai the emirate is very undeveloped. The
hotel’s adjacent village is characterised by simple hut
dwellings and fishing boats.
Activities include snorkelling, diving, mountain biking and
hiking, dhow cruising, wadi bashing and visiting waterfalls and hot
springs. These can be sold on an all-inclusive basis.
The Holiday Place worldwide product manager Dee Persaud said Le
Meridien Al Aqah is one of its best sellers, particularly with
families and couples.
“Our clients take advantage of the hotel’s free shuttle
transfers into the city for shopping and nightlife and spend their
days relaxing in the peaceful surroundings,” he said.
Emirates Tours manager Nick Sheppard said the operator has seen
a steady increase in demand from Dubai clients keen to explore
other beach destinations in the region, while Gold Medal Middle
East contract manager Julie Hunt said the emirate is popular with
customers who choose to spend a week in Dubai, followed by a week
in Fujairah.
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