From 14 to 17 September, Heritage Express met international travel trade representatives at Dubai World Trade Centre. The customised trolley bus recreated the atmosphere of a traditional Emirati majlis as a mobile setting for conversation, storytelling and cultural exchange. In partnership with the Sheikh Mohammed Centre for Cultural Understanding, Heritage Express focuses on cultural exchange through direct dialogue and personal experiences. The brand aims to give visitors access to Dubai’s heritage through its people, stories and traditions, complementing the city’s modern attractions with insights into its cultural history.

Heritage Express connects visitors with Dubai’s cultural heritage

The programme is led by Emirati Cultural Ambassadors and includes experiences such as Culture on Wheels, the Emirati Hospitality Experience, Story of Dubai and Culture on Wheels: Al Shindagha Museum. Routes and programmes connect visitors with historic areas and landmarks including Al Fahidi, Dubai Creek, Al Shindagha and Jumeirah Mosque Majlis. At ATM, Heritage Express also engaged DMCs, tour operators, TMCs, wholesalers, OTAs, MICE planners, hotels and other international travel partners.