The untold story of a homegrown brand, a beacon of Emirati hospitality
Erth, a unique landmark destination for warm Emirati hospitality, cuisine and recreation, revealed its new identity at the 2021 Arabian Travel Market today.
Erth, formerly Armed Forces Officers Club and Hotel (AFOCH), turns another chapter in the enduring legacy of the Founding Father of the UAE, His Highness Sheikh Zayed bin Sultan Al Nahyan. In 1983 Sheikh Zayed envisioned a dedicated recreational space for officers of the UAE’s Armed Forces in the heart of the capital. In 1997, AFOCH was born, inaugurated by His Highness Sheikh Khalifa bin Zayed Al Nahyan, then Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, now President of the UAE and Ruler of Abu Dhabi.
Moving forward to 2021, a new story begins for AFOCH with its reinvention as Erth. Bearing a name that means “legacy”, Erth has a fresh new look but an age-old mission – to provide guests with the highest quality of personalised and genuine service in the heart of Abu Dhabi. The new brand identity complements a refurbished resort that will be completed in 2022.
Shaikha Al Kaabi, CEO of Erth, says, “Erth is continually inspired by the rich cultural heritage and proud history of the UAE. We are excited to begin this new chapter to carry on the brand’s legacy of providing the highest levels of bespoke Emirati hospitality, inspired by the story each venue tells.”
Erth’s redesigned accommodation will provide welcoming, family-friendly spaces across 237 rooms, 42 suites and 13 villas. Each is an expression of elegance and uniquely designed to offer a charming, comfortable stay for guests.
Erth is a destination that encompasses comprehensive dining and leisure facilities. These include a Blue-Flag certified private beach, resort pool, the inviting Al Fayy Garden, an indoor and outdoor recreational hub housing a mixed gym, six restaurants, dedicated event and meeting spaces, including a new ballroom, and the soon-to-open Central Production Unit to further complement its catering and event services.
With a storied past and a unique combination of facilities, AFOCH has long been one of Abu Dhabi’s best-kept secrets. Erth will now build on that legacy and enable that secret to be shared with discerning guests from around UAE and the world.
Located 15 minutes from downtown Abu Dhabi and in close proximity to the iconic Sheikh Zayed Grand Mosque, Erth invites guests to stay with a story and experience the past, present and future of Abu Dhabi.
