This homegrown brand has begun a new chapter in Abu Dhabi.
You’ll all recognise it, of course, as The Armed Forces Officers Club (AFOC), except now you’ll need to place the word ‘former’ in front of that rather long title.
Welcome to Erth, which starts a new chapter in the enduring legacy of the Founding Father of the UAE, His Highness Sheikh Zayed bin Sultan Al Nahyan.
Erth, a unique landmark destination for warm Emirati hospitality, cuisine and recreation, revealed its new identity at the 2021 Arabian Travel Market in Dubai.
Erth builds on the vision of His Highness Sheikh Zayed bin Sultan Al Nahyan who in 1983 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.
Fast forward to 2021, and the story continues but with a brand-new chapter for AFOC, which has now transformed into Erth.
Translating to ‘legacy’, Erth’s look may be fresh and new, but its mission remains the same – “ provide guests with the highest quality of personalised and genuine service in the heart of Abu Dhabi”.
The refurbishment of the resort is well underway and is expected to be completed by 2022.
Shaikha Al Kaabi, CEO of Erth, said: “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 will comprise of family-friendly spaces across 237 rooms, 42 suites and 13 villas. The destination will also surrender a raft of dining and leisure facilities.
There’s also a fabulous 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.
There’s no doubt that AFOC was one of Abu Dhabi’s best-kept secrets, with a story to tell.
Erth is set to continue that story for years to come and, in a way, is a gift to the community, thanks to the vision and legacy of His Highness Sheikh Zayed bin Sultan Al Nahyan.
For more information, please go to erth.ae
