(Posted 20th September 2026)
Heritage Express concluded a prominent presence at Arabian Travel Market (ATM) 2026,
held from 14 to 17 September at Dubai World Trade Centre, presenting its Emirati-led cultural experiences to the international travel trade from Stand ME 1150, Booth 98.
A distinctive feature of the participation was the display of the Heritage Express Trolley Bus, widely positioned by the brand as a “Moving Majlis”. More than transport, the customised heritage trolley recreates the spirit of the traditional Emirati majlis as a mobile space for conversation, storytelling and cultural exchange. Its presence at ATM created a strong visual expression of the Heritage Express proposition and offered trade visitors an immediate introduction to a different way of experiencing Dubai.
Heritage Express experiences are led by Emirati Cultural Ambassadors and connect visitors with the people, stories, traditions
and historic neighbourhoods that shaped the city. The portfolio includes Culture on Wheels, the Emirati Hospitality Experience, Story of Dubai and Culture on Wheels: Al Shindagha Museum, with journeys incorporating landmarks and heritage districts such as Al Fahidi, Dubai Creek, Al Shindagha and Jumeirah Mosque Majlis.
ATM 2026 provided Heritage Express with an important platform to engage DMCs, tour operators, TMCs, wholesalers, OTAs,
MICE planners, hotels and international travel partners. The company used the exhibition to strengthen trade relationships and position authentic Emirati cultural experiences as a meaningful addition to Dubai itineraries for FITs, groups, corporate travellers, educational visitors and premium delegations.
Working in proud partnership with the Sheikh Mohammed Centre for Cultural Understanding (SMCCU), Heritage Express
continues to support deeper cultural understanding through open dialogue and first-hand experiences. Its ATM participation
reinforced a simple proposition: beyond Dubai’s globally recognised modern attractions lies a living heritage best discovered
through its people, stories and traditions.
Beyond the Dubai that everyone knows:
Dubai needs very little introduction to the international traveller.
For travellers across Kenya, Uganda, Tanzania and the wider African continent, Dubai is already familiar as an aviation hub, leisure destination, business centre, shopping destination and international meeting point.
Yet there is another Dubai which international visitors do not always have the opportunity to discover.
It is the Dubai of its people, Emirati traditions, hospitality, stories, historic neighbourhoods and living culture.
Beyond the Dubai that everyone knows:
Dubai needs very little introduction to the international traveller.
For travellers across Kenya, Uganda, Tanzania and the wider African continent, Dubai is already familiar as an aviation hub, leisure destination, business centre, shopping destination and international meeting point.
Yet there is another Dubai which international visitors do not always have the opportunity to discover.
It is the Dubai of its people, Emirati traditions, hospitality, stories, historic neighbourhoods and living culture.
Emirates flies from across Eastern Africa nonstop to Dubai, as does Etihad from Nairobi, Air Arabia from Nairobi and FlyDubai from Entebbe.
Uganda Airlines and Kenya Airways also serve Dubai from their respective hubs in Entebbe and Nairobi.
