Dubai: Casting the net beyond Dubai

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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