Veteran hoteliers reminisce about the early days of UAE hospitality, sharing heartfelt stories of serving the nation’s royals and witnessing the transformation of the desert into a world-class luxury destination.
Veteran hoteliers reminisce about the early days of UAE hospitality, sharing heartfelt stories of serving the nation’s royals and witnessing the transformation of the desert into a world-class luxury destination.
In 1987, Emirati hotelier Nasser Al Nowais, then leading the Abu Dhabi National Hotels (ADNH) group, faced a unique challenge — the company’s five-star property lacked guests.
“At that time, Abu Dhabi had virtually no tourists,” he recalled. “I told my team to attract visitors from Germany and Switzerland. They attended a travel fair in Berlin, and by 1988, we welcomed our first 1,000 tourists.”
Nasser recounted his experiences during the opening day of the 20th Future Hospitality Summit, held at Madinat Jumeirah on Monday (October 27). The three-day gathering unites some of the world’s leading hospitality investors and decision-makers to network, share insights, and explore future collaborations.
Joining him on stage was Gerald Lawless, who first came to Dubai in the late 1970s and later played a key role in the launch of the iconic Burj Al Arab as part of the Jumeirah Group in 1997. Together, the two industry pioneers took the audience on a nostalgic journey, unveiling rarely seen photographs and anecdotes from the early days of the UAE’s hospitality evolution.
They recalled that the first 1,000 tourists were personally welcomed at the airport, taken to their hotels, shown around the city’s landmarks, and sent home with unforgettable memories. “We greeted them ourselves,” Nasser said. “Our goal was to let them feel true Emirati hospitality.”
For Nasser, hospitality went beyond running hotels — it was about helping build the nation. He credits much of his inspiration to the late Sheikh Zayed bin Sultan Al Nahyan, the UAE’s Founding Father, whose guidance shaped his early vision.
“Sheikh Zayed was delighted to see visitors arriving in the emirate,” Nasser recalled. “He wanted people to experience our traditions, learn about our culture, and see how we live in this part of the world. He even encouraged us to open a restaurant serving genuine Emirati food — so we did, and he personally came to see it.”
Motivated by the late leader’s vision, Nasser went on to help shape what would grow into one of the world’s most dynamic tourism sectors. His journey later led him to co-found Rotana Hotels, a brand that now operates over 80 properties globally.
Looking back on his years with the group, Gerald shared a memorable moment when, at 1 a.m., he got an unexpected call telling him that Sheikh Mohammed bin Rashid Al Maktoum, the UAE’s Vice-President, Prime Minister, and Ruler of Dubai, was heading to the Jumeirah Beach Hotel.
Laughing as he recalled the memory, Gerald said, “I threw on my jeans and rushed straight to the hotel. I even ended up getting three speeding tickets on the way. Soon, a white four-wheel drive with the number one plate pulled up. Sheikh Mohammed stepped out with a smile and a sparkle in his eye, saying, ‘See, I gave you a full hour to get ready.’”
He explained that Sheikh Mohammed had come to review the hotel’s auditorium ahead of an executive meeting with his advisors the following day. “He wanted to check every detail — the layout, the lighting, everything,” Gerald shared. “That moment truly reflected his commitment and eye for perfection.”
Gerald was also behind some of Dubai’s most iconic marketing milestones, including the legendary tennis match between Roger Federer and Andre Agassi atop the Burj Al Arab helipad, and Tiger Woods hitting golf balls into the sky. “Those moments put Dubai on global news networks like CNN,” he said proudly. “It was an unforgettable time.”
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