(CNN) — After the collapse of Egypt’s early elimination in the Africa Cup of Nations the summertime, Mohamed Salah chose a rest in Dubai to recuperate.
The dominating African footballer of the year sampled gourmet cuisine in five-star restaurants, relaxed on beaches, and maintained himself in shape with some light training in the Nad al Sheba (NAS) sports complex.
This wasn’t Salah’s very first trip to the complicated, nor even his first this season. His team booked in for a coaching camp in January, as did Premier League rivals Manchester United – .
Arsenal were guests at March, adding their names to an list that includes AC Milan, Borussia Dortmund, along with Real Madrid. Juventus star Cristiano Ronaldo fell over his winter vacations.
The appeal is not restricted to footballers.
World number one tennis player Novak Djokovic posed in NAS at 2016 for a selfie with Dubai’s Crown Prince.
From the Australian cricket team to UFC winner Khabib Nurmagomedov, the cream of global sporting royalty are currently flocking to the site.
‘pretending to be the best’
The NAS complicated, located close by the world horse racecourse, was designed using the aspiration to become one of the world’s best.
“We aim to be recognized as an elite destination,” says NAS director of game Robert Wadsworth.
Feedback from star clients – that he chooses not to name names – suggests the ceremony is”comparable and in some cases significantly better than the facilities they are utilised to.”
Some clients have been pleased to volunteer glowing reviews, for example Djokovic, who also wrote a thank you notice on Instagram”for allowing me to train in the finest sports facility on the planet.”
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The site comprises a wide selection of indoor and outdoor capabilities. There are just two FIFA-standard soccer pitches and an athletics track, as well as indoor arenas including badminton, volleyball, futsal (similar to five-a-side football) and martial arts.
The complex also includes centers for simulating different altitudes, cryotherapy chambers which help recovery following exercise, swimming pool and hydrotherapy resources, in addition to a sports science laboratory and medical support groups.
“The Nad Al Sheba Sports Complex is a growing project, rising by the week, month and year,” says Nasser Aman Al Rahma, assistant secretary general of Dubai Sports Council (DSC).
Various customers find uses for the complicated.
“In the main it’s for coaching camps both pre-season or mid-season, and trauma rehabilitation and recovery,” says Wadsworth.
“We have a host of football teams in the European leagues that will train with us from January to March once (many) leagues have winter breaks. We sponsor groups from Asia from November to February when they’re doing pre-season work”
The website hosts teams and athletes as they prepare for tournaments, Wadsworth adds. “Cricket Australia finished their pre-tour testing in NAS before flying into the UK for its World Cup and The Ashes.”
Past the function, Wadsworth believes privacy is a region of the allure for high-profile people. NAS is a private centre which takes pride in protecting against flames from the media or public.
That Dubai is used to catering for the rich and famous also allows a degree of anonymity for customers on their time, that can enjoy a quiet dinner or see local landmarks without being swarmed by sports lovers.
Celebrity athletes in the NAS complex’s presence may bring benefits for both hosts and visitors.
“Several countries in the Gulf area are using hot weather training teams as part of their sport development plans,” states Professor Simon Chadwick, a sports company specialist at the University of Salford, in the UK.
“They have positioned themselves as training and health destinations with the goal of drawing in athletes and teams, raising awareness of their facilities and, consequently, forcing long-term enterprise enterprise.”
A 2015 Deloitte report also noted the possible benefits for fostering tourism and awareness.
“The use of Dubai as a place for hot weather training in the winter months is proving ever more popular for soccer teams,” the report says. “If promoted properly Dubai can in time be the’go-to’ place for a significant number of clubs, with consequent opportunities for coaching (also ) exhibition matches.”
“Volume involvement events also have significant potential in bringing additional sports tourists.”
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Chadwick thinks there are for visiting sportspeople beyond their physical fitness benefits center.
“By training in the Gulf athletes and groups may boost their profiles across the region, construct fan engagement, and set possibly lucrative relations with company partners,” he says.
The existence of commercial factors in excursions to Dubai has been emphasized by visitors like Bernd Wehmeyer, director of German soccer team Hamburg SV, who stated the property by Emirates Airline of the club was a element in the selection of destination.
Connections with global sports stars’ evolution is taking place to create sporting involvement and infrastructure at Dubai.
The Emirate recently opened the 17,000-seat Coca-Cola Arena that will host soccer, basketball and hockey. Dubai updated facilities such as the Al Maktoum Stadium for the 2019 Cup.
“There are quite a few different sports projects under discussion,” says Aman Al Rahma, listing plans for new bike tracks and golf courses in town.
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The DSC is aiming to improve involvement across all demographics, states Aman Al Rahma, with the goal of making Dubai”one of the most physically active places on the planet.”
“This is why, when you look at Dubai’s annual sports calendar, you will get a number of neighborhood sports events together with the star-studded elite athletic extravaganzas,” he states.
Having secured a influx of talent that is worldwide, Dubai can also be seeking to cultivate its own.