'Sex and the City' and the Tourism in Abu Dhabi

More than 50% of 'Sex and the City 2' is set in the desert oasis of Abu Dhabi, a beautiful and exotic locale where every wish and command of the four ladies is met by a team of charming Middle Eastern butlers. Well, not every wish. Samantha is detained for inappropriate sexual behavior on a beach, and the women consistently feel stifled by the mores of the religious country, often making a joke about it, but still creating an image of Abu Dhabi as beautiful and exotic but utterly foreign and perhaps even dangerous for Americans.
So it remains to be seen whether or not 'SATC2' will be a boon or a bust for Abu Dhabi's emerging international tourism industry. When Peter Jackson filmed the 'Lord of the Rings' trilogy in the picturesque mountains and rolling hills of New Zealand, interest spiked as audiences were introduced to the beautiful island country. The success of the films even launched a cottage industry of 'Rings'-related tourism, where tour companies focused on the creation, locations and process of making the films. The 'Harry Potter' series has had a similar effect on tourism in the United Kingdom.
Obviously, seeing a beautiful location on screen helps to tempt travelers to visit. But there's a problem for Abu Dhabi -- the movie wasn't filmed there. It was filmed on location in Morocco, and for that reason, Abu Dhabi's tourism bureau doesn't think the film will do much to boost their tourism economy, and in fact, it is trying to distance itself from the film altogether.
When asked whether the movie would bolster tourism in the region, Barbara Saunders, a senior communications adviser with the Abu Dhabi Tourism Authority said, "Not really, as it was not shot in the emirate but in Morocco, and that now seems to be widely known."
The film is now so inextricably linked to Morocco that the luxury travel company
Abercombie & Kent has developed a 'Sex and the City' "cinema-cation" to Morocco based on the film.
Tied into 'Sex and the City 2' is A&K's Splendors of Morocco, which will take travelers to the soon-to-open Mandarin Oriental Hotel Jnan Rahma in lush Palmeraie in the foothills of the Atlas Mountains, where many of the 'SATC' exteriors were shot, and on a camel ride at sunset, which will allow them to spend the night under the stars in a Bedouin-style tented camp surrounded by the largest sand dunes in the world.
So it is Morocco's rolling dunes of sand and beautiful beaches we see in the film. Maybe Morocco's tourism will see a boost. But beyond the landscaping, the 'SATC2' movie definitively portrays the Middle Eastern emirate as an "other," a place that is vaguely dangerous for American travelers, especially women. In one scene, the four ladies are accosted by a horde of men in an Abu Dhabi market and are only able to escape after a group of women loan them their head coverings. For this reason, among others (one of which is the word "sex" in the movie's title), Abu Dhabi isn't terribly psyched to be introduced as a fifth character in the film.
"We do not view it as aligned to our brand. We are aware of the powerful impact that the film industry can have on visitor generation and will support other projects in the future that perhaps more accurately portray the destination and are better aligned to our target audience of the high-end traveler who is a cultural seeker looking for unique experiences and destination engagement," Saunders said.
Abu Dhabi has been investing money to attract foreign tourists, but it is positioning itself as the antidote to the nightlife excesses of fellow emirate Dubai and trying to build itself as a cultural destination.
"They are going forward with an arm of the Louvre and the Guggenheim and developing an entire island that is a cultural complex," explains Heather Hardwick Rhodes, a vice president with
Menlo Consulting Group, a company that provides strategic consulting for the global travel industry.
While film has obviously made a major impact on tourist travel, it is hard to say, given the circumstances, what effect 'SATC2' will have on Abu Dhabi, if any.
"Since so many people think that the film takes place in Dubai and then they know it was shot in Morocco and the mixed messages it sends out, I just don't know what the movie will do for Abu Dhabi tourism," Hardwick Rhodes explained. "It boosts awareness on a base level, but beyond that I can't see it doing very much."
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Sarah Jessica Parker Snapshots
Actress Sarah Jessica Parker attends the Costume Institute Gala Benefit to celebrate the opening of the "American Woman: Fashioning a National Identity" exhibition at The Metropolitan Museum of Art on May 3, 2010 in New York City.
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Sarah Jessica Parker Snapshots
Actress Sarah Jessica Parker attends the After Party of Sex And The City 2 at Kensington Palace on May 27, 2010 in London, England. "Sex And The City 2" UK Premiere - After Party Odeon Leicester Square London, England United Kingdom May 27, 2010 Photo by Jon Furniss/WireImage.com To license this image (60580128), contact WireImage.com
Sarah Jessica Parker Snapshots
LONDON, ENGLAND - MAY 27: (UK TABLOID NEWSPAPERS OUT) Actress Sarah Jessica Parker arrives at the UK premiere of Sex And The City 2 at Odeon Leicester Square on May 27, 2010 in London, England. (Photo by Claire R Greenway/Getty Images) *** Local Caption *** Sarah Jessica Parker
Sarah Jessica Parker Snapshots
Sarah Jessica Parker attends the afterparty for "Sex And The City 2" at Kensington Palace on May 27, 2010 in London, England. "Sex And The City 2" UK Premiere - After Party Odeon Leicester Square London, England United Kingdom May 27, 2010 Photo by Jon Furniss/WireImage.com To license this image (60583441), contact WireImage.com
Sarah Jessica Parker Snapshots
Actress Sarah Jessica Parker attends the After Party of Sex And The City 2 at Kensington Palace on May 27, 2010 in London, England. "Sex And The City 2" UK Premiere - After Party Odeon Leicester Square London, England United Kingdom May 27, 2010 Photo by Jon Furniss/WireImage.com To license this image (60580184), contact WireImage.com
Sarah Jessica Parker Snapshots
Actress Sarah Jessica Parker attends the After Party of Sex And The City 2 at Kensington Palace on May 27, 2010 in London, England. "Sex And The City 2" UK Premiere - After Party Odeon Leicester Square London, England United Kingdom May 27, 2010 Photo by Jon Furniss/WireImage.com To license this image (60580176), contact WireImage.com
Sarah Jessica Parker Snapshots
Sarah Jessica Parker attends the afterparty for "Sex And The City 2" at Kensington Palace on May 27, 2010 in London, England. "Sex And The City 2" UK Premiere - After Party Odeon Leicester Square London, England United Kingdom May 27, 2010 Photo by Jon Furniss/WireImage.com To license this image (60583426), contact WireImage.com
Sarah Jessica Parker Snapshots
LONDON, ENGLAND - MAY 27: (UK TABLOID NEWSPAPERS OUT) (L-R) Actresses Sarah Jessica Parker, Cynthia Nixon, Kristin Davis and Kim Cattrall arrive at the UK premiere of 'Sex And The City 2' at Odeon Leicester Square on May 27, 2010 in London, England. (Photo by Claire R Greenway/Getty Images) *** Local Caption *** Sarah Jessica Parker;Cynthia Nixon;Kristin Davis;Kim Cattrall
Sarah Jessica Parker Snapshots
LONDON, ENGLAND - MAY 27: (UK TABLOID NEWSPAPERS OUT) (L-R) Actresses Cynthia Nixon, Kim Cattrall, Kristin Davis and Sarah Jessica Parker arrive at the UK premiere of 'Sex And The City 2' at Odeon Leicester Square on May 27, 2010 in London, England. (Photo by Claire R Greenway/Getty Images) *** Local Caption *** Sarah Jessica Parker;Cynthia Nixon;Kristin Davis;Kim Cattrall
Sarah Jessica Parker Snapshots
LONDON, ENGLAND - MAY 27: (UK TABLOID NEWSPAPERS OUT) (L-R) Actresses Sarah Jessica Parker, Cynthia Nixon, Kristin Davis and Kim Cattrall arrive at the UK premiere of 'Sex And The City 2' at Odeon Leicester Square on May 27, 2010 in London, England. (Photo by Claire R Greenway/Getty Images) *** Local Caption *** Sarah Jessica Parker;Cynthia Nixon;Kristin Davis;Kim Cattrall
Sarah Jessica Parker Snapshots
LONDON, ENGLAND - MAY 27: (UK TABLOID NEWSPAPERS OUT) (L-R) Actresses Sarah Jessica Parker, Cynthia Nixon, Kristin Davis and Kim Cattrall arrive at the UK premiere of 'Sex And The City 2' at Odeon Leicester Square on May 27, 2010 in London, England. (Photo by Claire R Greenway/Getty Images) *** Local Caption *** Sarah Jessica Parker;Cynthia Nixon;Kristin Davis;Kim Cattrall
Sarah Jessica Parker Snapshots
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SEX IN A MUSLIM COUNTRY, YEAH RIGHT.
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First of all, it's pretty dumb to be trying to sell the "Sex & The City" lifestyle in a time when people are struggling to put food on the table. Do we really want to see these dumb bimbos prance around in the world' most expensive vacation spot? It just makes me want to punch them in the face (more than usual that is). Second, I for one wouldn't spend a dime in a part of the world where ANY portion of my tourist dollars are going to fund terrorism (and I guarantee you they are). The UAE government might act friendly to the USA, but don't be fooled.
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I wish movie perform well so they can recover all PR cost
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Haters
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THIS MOVIE IS DUMB AS PEE WEE HERMAN HAS A CIRCUS. RICH CHICKS WHO ARE SPOILED ROTTEN AND NEED A CLUE. STAY HOME AND WATCH PAINT DRY THAT WILL BE MORE EXCITING
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I would rather watch the "news" than any of these so-called "movies" anymore...and they certainly are n-o-t worth the price of the tickets either! I hope all you "Hollywood-ies" are e-n-j-o-y-i-n-g the "crappy resulting economy" America is now experiencing...due to your "penchant" to elect the current administration that is now "stifling" every aspect of America...including "movie-making"..."asta la vista, b-a-b-y"!!!
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RICH CHICKS WHO ARE SPOILED ROTTEN AND NEED A CLUE. STAY HOME AND WATCH PAINT DRY THAT WILL BE MORE EXCITING
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SATC has jumped the shark. These two movies have ruined the legacy of a great TV show.
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Nico,, Welll put.
And I would rather watch the news too Debbie. This has gone too far, for too long. Way past time to say good bye to all of these ladies.
I bet they have made a fortune by now.
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The funniest part...the first SATC movie was banned from theaters in the UAE, producers wanted to shoot in Dubai, but were not allowed, so somehow the "Abu Dhabi" destination was agreed upon. Wonder what that cost?
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This film would do well in Israel , since they have a super number of Prostitutes there per capita- These four tramps would do well there- teaching young women the art of loose women!!!
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The movie is entertaining and shows wonderful couture, hair, jewelry, shoes, etc. And the adventures of the protagonists are fun. It is not a highly educative movie (maybe for the exception of fashion), but never tried to be it either. Light, funny, colorful movie. Go see it!
Monica H. ex A.
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