Erth represents the unearthing of a homegrown brand and a beacon of Emirati hospitality.
Erth, a unique landmark destination for warm Emirati hospitality, cuisine and recreation in Abu Dhabi, revealed its new identity at the 2021 Arabian Travel Market today.
Erth, formerly known as 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 and in 1997, AFOCH was born.
A new story begins for AFOCH in 2021 with its reinvention as Erth. Bearing a name that means “legacy”, Erth has a fresh new look but continues with its 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.
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).
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 upon that legacy, inviting guests to stay with a story and experience the past, present and future of Abu Dhabi.
Shaikha Al Kaabi, CEO of Erth in Abu Dhabi, 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.”
GO: Visit erth.ae for more information.
