Already on the plate as a top culinary event, Gourmet Abu Dhabi is planned to become an international player in the food tourism market; the organiser ADTA is happy to take on the challenge. Noura Al Dhaheri talks to Abu Dhabi Week about tickling the taste buds of the capital while not being able to look any more food in the eye ...
Looking at Noura Al Dhaheri, you wouldn’t think she would be able to finish all of the food served up at this year’s expansive food festival. On first impressions you wouldn’t class this slim and dainty woman as a foodie. But talk to her about this year’s event and the future of Gourmet Abu Dhabi, and it’s clear that Noura has a healthy appetite for the project.
Having joined the Abu Dhabi Tourism Authority in 2003, Noura has worked her way up through project development (“continuously promoted”, she tells us rather proudly) and two years ago found herself in the post of Retail and Dining Section Head – just in time to launch Gourmet Abu Dhabi.
Why food? “We saw a chance to showcase Abu Dhabi and raise and set the standards – it’s really the beginning for Abu Dhabi in terms of food. We have some great restaurant settings and venues across the capital. But the service, the menus – nothing yet compares with the international market – the knowledge and standard of gourmet food,” Noura says.
“There has been no challenge for good food in Abu Dhabi. With different countries involved, international chefs and new styles and tastes being brought to Abu Dhabi, there’s the opportunity to challenge the existing and upgrade the hospitality that’s available.”
In preparation for this year’s event, Noura travelled to Europe to present ADTA’s case and invite chefs to the capital. “We travelled all over Europe for 20 days – Madrid, Toulouse, London. It was a wonderful experience,” laughs Noura, “but I’ve never eaten so much food!”
The problem was the professionalism of the hosts. “I found out that I couldn’t leave the plate empty – the chefs would worry that something was wrong with their food. I came back to Abu Dhabi saying that I would never eat again!”
That idle threat didn’t last however, and Noura is already excited about the expansive selection of dinners, chef sessions and master classes. “What is special about this year is the selection of master classes exclusively for ladies. It’s a great opportunity to meet the chefs, to learn about table setting, reading menus and new food.”
That’s not the only extra – the whole festival of food has grown. “It was 10 dates last year – this year we have expanded to 15. Last year we only had six hotel establishments participating – this year we have 18. I’m really excited about it all,” she says.
The chefs certainly seem keen. "Several of last year’s contingent have been back to Abu Dhabi for other events,” says Noura. “A while ago I spotted Alain Passard at Emirates Palace during an event – and I was pleased to see him wearing the Gourmet Abu Dhabi 2009 chef jacket.”
ADTA is already thinking ahead to 2011. “We may expand further out into the city and we do want more hosting establishments – perhaps Sir Bani Yas, Qasr al Sarab in Liwa, maybe Al Ain. The Grand Hyatt will be complete in time for the 2011 event, too,” she adds thoughtfully. “Ferrari World will have a restaurant – hopefully we can do something there as well."
Noura is also working hard on attracting new chefs, though she’s unwilling to accede to every demand. “One chef we approached wanted ten assistants flown over with him for one dinner – and a fee of $40,000. And he wasn’t going to cook!” she laughs.
“We’re also trying to get local chefs involved, but they’re very hard to find – perhaps they think of cooking as something for women. We want to showcase Emirati food, though it’s difficult at present because we don’t really have any Emirati cuisine here.” Next year she hopes to add an Arab chef, perhaps from Egypt or Morocco, “to expand the flavours and choices”.
ADTA’s goal for Gourmet Abu Dhabi is the same as for all of its projects: to raise Abu Dhabi’s profile globally. Noura believes it’s already happening. “After this year’s event, a lot will change; I think Gourmet Abu Dhabi will stand alone. People are already beginning to talk about it, and we have a lot of interest from international media. You can definitely expect glamour, high-end food and good company – hopefully this year and beyond.” Her timescale? “I think after three years, Gourmet Abu Dhabi will truly be international.”
Such a strong start raises the bar, of course. “It will be natural for people to compare it with the debut. I think every year will be tougher. You need to make it better – and those are the challenges.”
Charlie Kennedy
