(CNN) — Following the downturn of Egypts early elimination in the Africa Cup of Nations the summertime, Mohamed Salah chose a rest in Dubai to recover.
The reigning African footballer of the year sampled gourmet cuisine in five star restaurants, relaxed on beaches, and kept in shape with some light training in the Nad al Sheba (NAS) sports complicated.
This was not Salahs very first trip to the complicated, nor his first this season. His first team that was Liverpool booked in for a training camp as did Premier League rivals Manchester United – .
Arsenal were guests in March, adding their names to an illustrious list that contains Borussia Dortmund, Real Madrid, and AC Milan. Juventus star Cristiano Ronaldo fell in over his winter holidays.
The appeal isnt restricted to footballers.
World number one tennis player Novak Djokovic posed at NAS at 2016 for a selfie together using Dubais Crown Prince.
From the Australian cricket team to UFC champion Khabib Nurmagomedov, the cream of sporting royalty are currently flocking to the website.
But why?
pretending to be the finest
The NAS complex, located close by the worlds priciest horse racecourse, was designed using the aspiration to become one of the worlds best.
We plan to be recognised as an elite destination, states NAS director of sport Robert Wadsworth.
Feedback from celebrity clients – he prefers to not name names – suggests the service iscomparable and in some instances better than the facilities they are used to.
Some customers have been happy to offer shining reviews, such as Djokovic, who wrote a thank you note on Instagramfor letting me train at the sports center in the world.
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The website comprises a vast selection of outdoor and indoor features. There are just two FIFA-standard football pitches and a sports track, as well as indoor arenas for badminton, volleyball, futsal (similar to five-a-side soccer ) and martial arts.
The complex includes cryotherapy chambers which aid recovery after exercise, swimming pool and hydrotherapy tools, facilities for different altitudes, as well as a sports science laboratory and care groups.
The Nad Al Sheba Sports Complex is a growing project, growing by the week, month and year, says Nasser Aman Al Rahma, assistant secretary general of Dubai Sports Council (DSC).
Tailored usage
Customers find different uses for the complex.
From the main its for coaching camps both pre-season or mid-season, and trauma rehabilitation and recovery, says Wadsworth.
Weve got a multitude of football teams in the European leagues that will train from January to March once (most ) leagues have winter fractures. We sponsor teams from Asia from November to February when they are doing pre-season work.
The website hosts athletes and teams as they prepare for tournaments, Wadsworth adds. Cricket Australia finished their pre-tour testing NAS before flying to the UK for its World Cup and also The Ashes.
Beyond the function, Wadsworth believes privacy is a significant part of the appeal for high-profile people. NAS is a private facility which takes pride in safeguarding against interruptions from the media or public.
This Dubai is used to catering for the wealthy and famous also enables a level of anonymity for customers with no swarmed by sports lovers on their time, that can enjoy a dinner or see local landmarks.
Industrial Price
The normal presence of celebrity athletes at the NAS complex may bring benefits for both hosts and visitors.
Several countries in the Gulf region are using warm weather training camps as part of their sport development strategies, says Professor Simon Chadwick, a sports business expert at the University of Salford, in the united kingdom.
They have positioned themselves as training and health destinations with the intention of drawing in athletes and teams, raising awareness of their centers and, hence, driving long-term enterprise.
For boosting tourism and awareness, A 2015 Deloitte report also noted the benefits.
The use of Dubai as a place for warm weather training in the winter months is proving ever more popular for soccer teams, the report says. If marketed correctly Dubai could in time become thego-to place for a significant number of nightclubs, with consequent opportunities for training (and) exhibition games.
Volume involvement events also have significant potential in bringing extra sports tourists.
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Chadwick considers there are benefits for visiting sportspeople past their physical fitness.
By training in the Gulf athletes and groups can raise their profiles throughout the region, construct fan engagement, and set potentially profitable relationships with commercial partners, he states.
The existence of considerations in excursions to Dubai was emphasized by people manager of football team Hamburg SV, such as Bernd Wehmeyer, who stated the clubs property by Emirates Airline was a element in the choice of destination.
Wider ambitions
Relationships with sports stars growth is taking place to develop sporting participation and infrastructure at Dubai.
The Arena that will host soccer, basketball and ice hockey was lately opened by the Emirate. Dubai updated facilities like the Al Maktoum Stadium for its 2019 Cup.
There are quite a few different sports projects under debate, says Aman Al Rahma, record plans for new bike tracks and golf courses in the desert.
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The DSC is also aiming to improve involvement across all demographics, says Aman Al Rahma, with the aim of earning Dubaione of the very physically active places on the planet.
That is the reason why, if you have a look in Dubais annual sports calendar, then youll get a number of neighborhood sports events along with the star-studded elite athletic extravaganzas, he says.
Having procured a influx of ability that is global, Dubai is also currently seeking to nurture its own.
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